OnlineMarketing

Seven out of ten digital marketers believe they have equal or more digital expertise than their managers and over half think their co-workers lack the skills needed to run successful campaigns.

These statistics come from Responsys’ third annual Big Australia Report, which revealed there is a widening gap in the skills of Australian digital marketers.

Simon O’Day, the Vice President of Responsys Asia-Pacific, believes this gap could eventually lead to older workers being bumped out of their positions by younger, more tech savvy individuals.

It is clear that the next generation of talent is hot on the heels of those in more senior positions. Unless Australian marketers start moving with the times, in a few more years we may see the younger, savvier digital marketers landing the top strategic jobs in favour of their counterparts with more years on the clock.

Social Commerce has hit some setbacks as of late. Billed as the next logical step of e-commerce, the concept hasn’t taken off the way that many people have expected. The idea is sound in theory: By seeing what users like, sites could use this data to present goods and services they would be interested in as well as show what their friends like too. Therefore, it aids discovery and increasing the chances of a purchase.

Companies and brands have been keen on the uptake, but while platforms such as Facebook were perfect for this trend to gather pace, consumers weren’t as keen on it. Before long, certain brands began shutting down their Facebook services due to a lack or return, which was deemed hasty or a warning sign depending on how you viewed it.

However, that doesn’t mean that social commerce is a failure, instead it has resulted in sites realising that you need to do more than just tack on and expect the revenue to begin rolling in. New ways of engaging with users and different payment models are being explored as it enters its latest phase. As consumers are getting accustomed to immediate discovery and the lower prices associated with e-commerce, a new host of startups are appearing, ready to begin round two.

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A successful email marketing campaign should encourage its subscribers to take some sort of call to action.

Google updated its Google+ mobile apps for iOS and Android devices this week, adding support for Google+ pages. So now business owners that promote their brands using Google+ can do so from their mobile devices.

The update allows page owners to manage their page, create new posts, and comment on other posts from their mobile devices, all features that were previously only available for Google+ personal accounts. Of course, Facebook has an app that allows page owners to manage their accounts, and Twitter can be used from nearly any mobile device. So this update from Google+ was definitely needed if the company wants its platform to be seen as a viable social media option for many businesses.

Aside from the ability to use Google+ pages, the new updates include a few additional features. For Android, the update features a new “find people” option, which lets users search for other people and topics on the site. The Android version also includes a new home screen widget and easier navigation for photos.

The iOS update gives users the option to edit posts and save photos to the phone’s camera roll. It also includes support for iPhone 5 and iOS 6, which comes much later than many other social apps, but is an important feature for many users nonetheless. The update also incorporates some new features and layouts for both Android and Apple tablets.

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A properly implemented email marketing campaign works much like a well-oiled machine. It’s effective, only requires a moderate amount of maintenance and supervision and produces results with little actual effort from its operators beyond its initial setup. And what’s more, it’s not this long, drawn out, manual experience each and every time you want to send out an individual mailing. You just set things up and it just hits the ground running, pretty much on its own.

What? That’s not been your experience? You’re doing what? Oh! Perhaps you haven’t been getting the most out of your email marketing machine. Perhaps you haven’t been apprised of the benefits of automation.

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