linkedin Archives - Syneka Marketing

DM Forum

DM Forum – October 2015

By Advice for Businesses No Comments

We attended the October DM forum. The DM forum is a quarterly event series that brings together professional marketers.

This event contained speakers from LinkedIn and the Great Ocean Road.

The speaker from LinkedIn provided insights into new features and best practice around utilising a LinkedIn company page. As avid users of LinkedIn, Alex won a prize when discussing best practices for posting on LinkedIn.

The presentation on the Great Ocean Road focused on the creative communications strategy for the towns located along the Great Ocean Road. Of interest to us will be the impact of this strategy in achieving measurable results.

For information about the next DM forum please visit dmforum.com.au.

We’ve defined customer experience – now connect it to the customer journey

By Advice, Advice for Businesses, Advice for Not-for-profit Organisations and Charities, Government, News, Resources No Comments

We recently discussed the need for marketing to move beyond buzzwords and to instead re-claim the definition of customer experience, which forms the very core of marketing theory. Our thoughts have now been viewed organically by over 5000 people in just 48 hours via LinkedIn, and continues to be actively being shared across key social media channels.

Interest in this article has demonstrated why marketing needs to reclaim its core remit, so today we are going to exploring another buzzword: customer journey.

In defining the customer experience, we returned to the core of marketing theory through the marketing mix. The overall customer experience is going to be defined by the impact of the impressions that are made across each of these elements.

We need to return to fundamentals to explore the customer journey, as we explore the steps that are taken for someone to become a customer and ideally remain so on an ongoing basis.

Phases in the Customer Journey

There are three interconnected phases within the customer journey:

  • Pre-purchase – where the aim is to raise awareness with your target markets and ensure that your brand is actively considered by these prospective customers.
  • The Purchase phase – where the prospect becomes a customer. This is where they commit to purchasing your product or service and the perceptions of its brand.
  • The Post-purchase phase – where your customer considers the outcomes and value they received, based on their perceptions and the outcomes that were achieved.

The three phases of the customer journey as mapped to the decision making process
The three phases of the customer journey as mapped to the decision making process.


The Decision Making Process has its origins in consumer behaviour stemming from the 1960s. We have adapted this model to explore each phase in the customer journey, as viewed through the decision making process. It explores both the rational (such as pricing and function) and perceptual (attitudes and subjective impressions) aspects that influence the decision.

The customer journey is not linear and this particularly true if there is a desire to build loyalty and repeat purchases. The experience you are creating through the marketing mix will impact on the ability to successfully transition your target market through the customer journey. The customer experience relates to their interaction with your business or brand, while the customer journey views this from the customer perspective as they identify the best fit for their needs.

Like other buzzwords in marketing there is a need to return to core principles, a Marketing Manager should have the ability to influence factors that assist in transitioning customers through the journey.  We will be continuing this series as we turn our attention to measuring both the customer experience and journey.

Port Phillip Business Network

Port Phillip Business Network – After Work Drinks

By Advice for Businesses No Comments

We attended the Port Phillip Business Network after work drinks event at the Pier Hotel in Port Melbourne.

The Port Phillip Business network holds weekly networking events that seek to bring together businesses within the City of Port Phillip. A diverse range of businesses attend the events and it is a great opportunity to meet businesses within the municipality.

Details on the Port Phillip Business Network can be found at:https://www.linkedin.com/company/port-phillip-business-network

Port Phillip Business Network

Port Phillip Business Network – Friday Drinks

By Advice for Businesses No Comments

We attended the Port Phillip Business network drinks at Imbibe Bar in Port Melbourne.

The Port Phillip Business Network is designed to enable businesses within the City of Port Phillip to network, learn from one another, and foster ongoing collaboration.

We met many local business owners at the event, from a range of sectors, many of whom where located in Port Melbourne and South Melbourne.

The Port Phillip Business Network offers us a great way to connect with business in our local community.

Details on the Port Phillip Business Network can be found at: https://www.linkedin.com/company/port-phillip-business-network

Young Professional Women Australia – Networking Event

By Advice for Businesses No Comments

Young Professional Women Australia provides an opportunity for younger women to network with one another, and work on building their professional careers. The group has a large LinkedIn presence and has recently started hosting events in Melbourne.

As a young woman I attended this event to meet like minded women and to share my experiences with them. The women who attended were from were from a range of different industries including Engineering, HR, Finance and Marketing. It was interesting to hear their stories, and to learn more about their roles.

The event was held in a relaxed setting, and provided me with the opportunity to speak about my marketing expertise.

Reflections on starting a new business – The challenges and opportunities

By Advice, Advice for Businesses 2 Comments

The 19th of October was Support Small Business Day. Over the past week we’ve been sharing advice for small businesses, through our social media presence on Twitter, Facebook, Google+ and LinkedIn.

Syneka Marketing was founded in 2009 and while our core business remains strategic marketing, we also offer creative and online solutions to complement our service delivery.

Support Small Business Day provided an opportunity for reflection on starting a relatively new business. The greatest challenge for any new business is when the owner decides to take the plunge and work on their new venture full-time.

There is never an opportune moment to make this decision, as it means leaving the stability of paid employment to venture into the unknown. A business owner, however needs to balance the time required to maintain current projects, as well as to build future sales. If you find yourself not having sufficient time to build a sales pipeline due to work volume, then it is time to consider working on your business full-time.

Begin your business with a solid foundation

Begin your business with a solid foundation

As a business owner it is imperative that sufficient time is allocated to creating new opportunities and sales. If these tasks are not being undertaken then it will jeopardise the future viability of your business.

While there may be short-term challenges in leaving secure employment, it will ensure that you can dedicate time to growing your business.

Time management can also be a challenge. You need to be able to set your own tasks and motivate your performance. Keep a list of the tasks that need to be undertaken and ensure that they are completed in a timely manner. Working on your own business needs to be treated the same way as working for someone else. Establish working hours and ensure ongoing performance measurement and review.

Uncertainty, is another significant challenge and this is why it is important to allocate time to generating new opportunities. Planning is essential to combat business uncertainty. Business and marketing plans should be considered essential documents. While it is easy to get caught up in the excitement of starting a new business, sound planning will ensure that you have a successful framework and the ability to measure outcomes.

According to data sourced through the Australian Securities and Investments Commission (ASIC), poor strategic management has been identified as a cause for approximately 43% of all  business failures. Starting a new business is challenging, but sound planning can reduce uncertainty and help deliver a viable future.