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Australian Automotive Aftermarket Sign Historic Repair and Service Information Sharing Agreement

By | Announcements, Automotive, Blog, Comment, Industry | No Comments

 

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Finally, after five years of intense campaigning by the Australian Automotive Aftermarket Association (AAAA), the heads of the biggest stakeholders in the automotive industry (both from supply and service sectors) have signed a historic Heads of Agreement on December 15 to free the consumers in their choice of vehicle service suppliers and repairers.

The move ensures that vehicle telematics (information gathered by sensors on vehicles for a wide variety of purposes, including tracking, navigation, safety and mobile data) in this case, information very critical to having one’s vehicle repaired and serviced, will be made fully available and not hoarded by just a few players who wish to control the market.

This means even the smallest vehicle service and repair business will have access to critical information in order to fix, service, and fine-tune vehicles – information which was previously only available to manufacturers and their preferred dealers. This levels the playing field for small aftermarket businesses

Bruce Billson, Federal Minister for Small Business, said that the agreement is “a significant achievement for the rights of consumers and all automotive businesses, big and small.”

With the signing of the agreement, aftermarket enthusiasts now have a choice on getting the most affordable and efficient vehicle repair and servicing without fears that work done by small vehicle service businesses will be not up to legal and market standards. This means safe and professional vehicle maintenance everywhere in Australia – a very welcome news indeed for Australian aftermarket enthusiasts.

The agreement includes:

  1. Guidelines and governing bodies in the resolution of disputes;
  2. Safeguards to make repair information fully available (even if for a price) to all stakeholders; and
  3. The use of emerging technologies in collecting, processing, transmitting, and diagnosing vehicle telematics while at the same time providing safeguards to owners of data – often the consumers. A report on the progress of these emerging technologies is to be submitted within a year after signing the agreement.

The agreement’s signatories include representatives from the Federal Chamber of Automotive Industries (the car industry), the Australian Automotive Dealers Association (the new car dealers), the Australian Motor Industry Federation (retail motor trades), the Australian Automobile Association (car owners) and the AAAA.

AAAA Executive Director Stuart Charity was quoted as saying “the agreement is a win-win-win for all parties. It promotes consumer choice for owners of 17 million vehicles – particularly those in regional areas where there are fewer dealerships. It helps 22,000 small workshops remain business. And the vehicle manufacturers will earn a fair price for the data that they share.”

This is a welcome news not only for Australian aftermarket enthusiasts but for the whole Australian aftermarket sector as well.

Even as Australia’s vehicle manufacturing supply sector declined – underscored by Australian car manufacturer Holden’s decision to stop making cars in Australia by 1917 – the automotive aftermarket manufacturing sector surprisingly grew – fueled by Australian boom-time cash and Australians’ passion for vehicle customisation. The aftermarket sector is a $4 billion/year industry in terms of sales, employing 36 percent (16,000 out of 45,000) of Australian auto industry workers. These auto workers, along with aftermarket enthusiasts, all stand to benefit from the historic vehicle repair and service information sharing agreement.

Enform strongly supports the automotive aftermarket and see’s great opportunities for our customers in this area with knowledge share and marketing through information.

Google Analytics reports UX specialists should pay attention to

By | Blog, ecommerce, Research, SEO, tools, Web Design, Webpage Monitoring | No Comments

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Contrary to popular belief, Google Analytics doesn’t just provide information about website traffic, it also provides useful data to UX strategists, helping them set goals, and create strategies and concepts for a sound web design.

Of the 95 reports Google Analytics provides, a few offer incredible useful information ranging from how visitors interact with your website, where visitors came from, to the best channels to use for your goals. Ironically, Google Analytics suffers from a lack of web usability—it can be confusing to navigate your way through the service. Worse, finding which report can help you with your usability goals can be a nightmare.

Usability experts the Nielsen/Norman Group compiled a list of the Analytics reports you can turn to for UX applications.

Mobile Access Growth

This information is key when trying to figure out whether or not your site should also be friendly to mobile devices. How much should you invest in an adaptive web design? What kind of priority level should your mobile initiatives receive?

To compare the quantity of mobile traffic between two similar periods, say February 2014 against 2013, turn to Google Analytics’ date comparison feature, and combine it with some easy calculations offline.

Report: Audience Overview

  1. Go to Audience > Mobile > Overview
  2. Choose a date range, then add  comparison date range
  3. This report’s % Change line represents the change in percentage of absolute mobile visits for the specified date ranges. This is not the information you’re looking for, so ignore this
  4. To find the growth rate in percentage of mobile visits, perform a simple calculation by taking the number of mobile visits, dividing it with the number of total visits, finally calculating the rate of change.

Social Network Impact

Google Analytics also provides a useful report if you want to find out just how much your social network activities impact your goals, particularly when it comes to your content strategies (e.g. what content is shared most often and where it’s shared).

Report: Network Referral

  1. Go to Acquisition > Social > Network Referrals
  2. The report gives a detailed view on referral traffic coming from social networks. You can even click on the indicated networks to see which specific content people are sharing on that social channel.

Conversions

This report offers granular information on the way certain channels add to acquisition, how users originating from these channels act on your site, as well as how these channels contributed towards reaching your goals defined on Google Analytics.

Report: Goals Overview
1) Go to Conversions > Goals > Overview
2) Choose Source/Medium
3) Click on ‘View full report’

4) Upon reaching the full report screen, choose your ‘Source’ and then choose the goals you want to filter.

Number of Visits Prior to Conversion

When assessing and conceptualizing website usability, many UX teams like to build customer-journey maps designed for their target personas. These maps indicate interactions prospects are most likely to take before a conversion (before they become a customer).

Report: Path Length

  1. Conversions > Multi-channel funnels > Path length.
  2. Choose your desired goals to filter

The Path Length report provides a good idea on the number of visits to your websites before users convert or move on to other desirable actions (which you will define in your Analytics account).

Knowing the right reports to base your UX decisions of is the first step towards improving the usability of your website. Google Analytics is a powerful tool, so it is very important to know how to wield it.

Are Facebook Pages Still Worth It In 2014?

By | Blog, Facebook, Research, Social Media, tools, Uncategorized, Webpage Monitoring | No Comments

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From occupying a dominant position just a few years ago, Facebook’s fan (business) pages have seen their ‘fan reach’ sink to an alarming low, leading to speculation of their impending demise. If you maintain your own business page, fan reach is defined as the percentage of your fans that see your post after its published on Facebook.

Fan reach falls drastically

From 2009 to 2010, Facebook’s fan reach on its business pages was at 20+ percent, with many pages enjoying record impression results. Since then, page administrators have seen severe drops in their fan reach, so much so that even with significant growth, it would take at least 2 years to recover. Here’s a brief timeline on the problem put together by Just Ask Kim.

  • 2 years ago: Fan reach falls to 16 percent, a reduction but not enough to worry about
  • 1 year ago: Fan reach falls yet again to 14 percent
  • 8 months ago: Fan reach drops to 12 percent
  • 4 months to present: Fan reach has dropped to an all time low of 9 percent, with several pages reporting lower impressions

Of course, the numbers above are simplifications meant to make the downward trend understandable. But, in any case, several marketers have been forced to rethink their strategies, in particular, just how much time and effort they should spend on their FB pages with the start of 2014.

Not all pages are equal

Facebook-paid-advertising

Yet despite the fatalistic attitudes of many online and social media marketers, a subset of Facebook pages have actually been spared from this shortfall in fan reach. Marketers who have allocated a stable budget for Facebook advertising and creating effective ads have not been affected as significantly. While fan reach has fallen across the board, the effects are less consequential because they have a funnel that capitalizes on their ad strategy.

In other words, those paying for ads on Facebook aren’t feeling the decrease in fan reach as much as the people relying on ‘free’ reach are.

 Cough up the money

Similar to how Google had shifted its attention to its paid advertisement system, Facebook is slowly making a compelling case for page owners to cough up the cash and protect themselves from dwindling fan reach. And if your plan is to do it on a long-term basis, you’ll have to come up with a strategy that funnels money out of your leads.

Facebook fan pages have gone from being a free way to market your brand on the world’s largest social network, to joining the ranks of paid media. Facebook is of course, well within its right to do this— and are using this to maximize their revenue.

It’s now up to marketers to respond to this paradigm shift.

No budget? Here’s what you can do.

Facebook-EdgeRank-Formula

Just Ask Kim has taken the liberty of outlining some measures you can take to improve your fan reach without having spend one cent.

  • Study the EdgeRank formula to figure out how Facebook rewards pages with more reach and what they ignore.
  • Use your fan list to your advantage. Use posts that encourage discussions among your fans to show signs of engagement on your page, which in turns increases EdgeRank, thereby letting more fans see your posts.

Do note that if you choose not to invest Facebook’s business pages for your brand, you’ll have to do more research and work. In any case, we here at Enform can help you achieve better results with your social media presence.

 

Want to increase your revenue per email by 900%?…..

By | Automailer, Blog, eDM, Research | No Comments

….Restaurant.com did

Image from Contactology

For many years, Restaurant.com enjoyed growing revenues bolstered by the ‘Batch-and-blast’ email strategy. Readership remained until 2011, when subscriber engagement fell down by as much as 35 percent. Even with the appeal of “certificates”—essentially digital versions of coupons—that can be exchanged for discounts across the restaurants under their system, the company’s generic emails failed in engaging customers.

Time for a Change

Restaurant.com shifted gears with its email campaign, overhauling its program in just 1 year. Instead of going with a “firing and forgetting” strategy, the company employed a sophisticated system that combines both automated and targeted emails.

The new strategy can be broken down into a 6-step process:

  1. Building internal support – First starting with home, Restaurant.com took measures to gain support from its investors, IT department, and creative team.
  2. Laying a Foundation – Restaurant.com had to change its database infrastructure to address new goals of their email campaign. Matching customer behaviour and interactions from the channels they came from, for instance, initially proved impossible, calling for a new system to be put in place. Likewise, a new eDM analytics system was set up because of this very reason.
  3. Rethinking the Marketing Strategy – One of the first things Restaurant.com did was to reduce the frequency of its emails, cutting the previous monthly volume of 22 emails in half. The focus should be on quality, not quantity. For example, A/B testing  is a tool that tests the essential factors of email marketing significantly eliminating ‘trial and error’ resulting in emails that are both interactive and effective.
  4. Lifecycle-based Automated Emails – Restaurant.com. launched a new system of automated emails or “auto-responders” that reach out to customers they predicted were mostly likely make a purchase of certificates—these are subscribers with data showing they already made a purchase.
  5. Behaviour-specific Emails – Restaurant.com also formulated emails that perform specific actions, such as reminding subscribers of items abandoned in the shopping cart, encouraging them to participate in social media promotions, and more.
  6. Quality Control – Restaurant.com also made it a point to test every aspect of the campaign thoroughly before launching it. Different campaigns were tested, and each aspect scrutinised before making a database-wide change.

The Results

Implementing these solutions provided a higher ROI than using the batch and blast strategy that was previously used. Despite having attractive coupons on their eDM, their method lacked strategy.

Using an A/B testing tool, the user is able to target specific groups and identifies what engages their intended audience more effectively. Changes made by Restaurant.com to its email strategy have been nothing short of stellar. The conversion rate of the new emails over the old generic ones rose by 150 percent. Likewise, the company saw a 900 percent revenue increase for every 1000 emails sent (that’s $200). And both figures are for the automated emails alone.

The benefits when utilizing this type of testing system is the accuracy it is able to deliver making email campaigns more purposeful and less clumsy, eliminating the ‘firing and forgetting’ strategy.

Fortunately Enform Automailer has most of the elements talked about as standard features allowing for targeted, strategic eDM campaigns with effective ROI. Essentially, the main purpose of creating an eDM is to engage and interact which in turn generates results. So why waste the effort?

You can read more about this case study at Marketing Sherpa. There’s more info about Enform Automailer service on our site, or contact us on 02 8999 1900 if you’d like to discuss.

Enform Automailer for professional permission based email marketing

By | Announcements, Automailer | No Comments
Automailer Campaign Dashboard

Automailer Campaign Dashboard

Permission based email marketing is still the core of any successful online marketing strategy and is essential for both staying in touch with your existing customers, promoting leads to new customers and finding new prospects. When coupled with a strong web site and a pro-active subscriber and user focus its easy to get your customer and product users to sign up and listen to what you have to say.

The Enform Automailer software package has been built specifically for our clients them better manage this very important aspect of electronic marketing, the email mail list.

The emphasis on “permissions” is critical here and is what separates your regular email from SPAM. Enform Automailer have all the tools you need to integrate with your web site for automatic user subscription as well as allowing for import upload of new subscriber or even manual addition all online via your own custom or XYS Pty Ltd portal.

Enform Automailer is state of the art and the most cost effective way to keep in touch with your clients without risking your online reputation or your mail server integrity.

To read more about it go to the Automailer page or ask us for an online

Enform, define “usomer”?

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The usomer

The usomer

Enform created the term “usomer” to describe the user or customer that actually makes the buying decision. So why not just call them the customer or user?

Because in many industries and markets the ultimate buying decision is split between several possible levels in the distribution chain or vertical channel. Equally, the same product may appeal to different market segments for different reasons.   

As a result, the ultimate end user or product consumer can be 2 to 3 times removed from the manufacturer. The automotive parts industry is a good example with many brands distributing their product through a WD or wholesale distributor first that then on-sells to a reseller or parts store that may then on-sell to a workshop or fitter who finally sells the product to the consumer.

Regardless of the length or complexity of the distribution chain, Enform defines the usomer as the person that ultimately makes the buying decision to purchase your brand and that can be the reseller shop that decides to stock your brand as the only solution for that product type, or the fitting shop that has a choice of brands but chooses yours for his customers or the traditional end consumer that asks for or chooses your brand by name, not just by function.       

Working to improve brand awareness, high NPS* or strong consumer advocacy is the key to profitable brand and company growth and the usomer is the logical target.   And the first step is to recognise who the usomer(s) is for your brand and sector and work accordingly to make sure they are happy to support and recommend your product. 

*Net Promoter Score index – for more on this important consumer advocacy metric visit www.netpromoter.org

…. And this is how easy it can be.

By | Blog | No Comments

The greatest empowering tool for broadcasting information and opinions… to be continued…

“Mass communications graduates of a certain vintage like myself, need to take a reality check when considering social media.  The principles learnt in theory are now rampaging across millions of computer screens globally.” Katrina Ganin

Jim

Born to communicate

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Jack Witowski was only a few days old, but he could tell his parents and the nurses that noise bothered him and he’d rather not be touched. His face would turn red and he’d stiffen his arms and legs.

“It was really difficult to think this is my baby and I’m disturbing him,” says Jack’s mother, Kathy, of Chicago. But with the nurse’s help, Kathy and her husband, Bill, soon learned how to read and respond to Jack’s special signals.

The beginning of Conversational Social Media?