Salmat develops SME solution

Salmat has shared insights into the company’s move to the SME market, saying marketing across a number of different IT platforms has been the key to the company’s success.

The Australian customer communication solutions company recorded $838.8 million in revenue at the end of the last financial year, with CEO and managing director Grant Harrod saying a variety of technology is being used to reach audiences.

“We’ve seen a substantial uptake of email, SMS and social media in the past 12 months and email has been particularly popular,” he said.

“People are beginning to realise that Twitter is a very powerful customer feedback platform and organisations need to start monitoring Twitter feeds on behalf of their business.”

Salmat’s clients range from Woolworths to the Commonwealth Bank, and the business has now moved into the SME space thanks to “genuine interest” from the sector.

“We’re engaging the internet and building a portal that will basically enable SME clients to go online, draw down from a series of templates, build their own marketing campaign that we will print for them and distribute based on when they want it to take place,” he said.

Harrod said while some organisations may be moving to web-only marketing campaigns, Salmat see the value of traditional mail “working alongside” email marketing and social media.

“Consumers want to be communicated with but you have to make sure it’s the right method. You can’t do a ‘hard sell’. It has to be an invitation that’s highly personalised,” Harrod said.

“The effectiveness of multi-channel is so pervasive that you no longer have to go down one path.”

Copyright © 2010 IDG Communications, Inc.

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