Posts tagged with 'strategy'
Only 50% of Australia's biggest companies use social media to talk to their customers and it seems many would prefer their customers didn’t talk back, according to findings from a new report.
Econsultancy has often written about how complex social media is in Australia, with many organisations appearing to struggle with the various platforms and strategies found within the landscape.
In the next three to five years almost 75% of Australian organisations expect to have mobile apps available, up from 40% today, in an attempt to better engage and interact with their consumers, according to new research.
Optus' Future of Business report surveyed more than 2,000 consumers over the age of 18, as well as 550 marketing and IT executives from mid-large sized organisations, to look at which customer interaction channels are most important to businesses and their consumers.
We're quite literally swimming in a sea of data. We have the ability to collect it from every consumer touch point we choose, whether it's website activity, cookies, socialgraph information, direct marketing database, in-store or using other third party tools.
There is no shortage of data, but what does your business do with it all? Is your brand using big data to enrich people's lives? Or is it just used for more "accurate" ad targeting?
It probably depends on how your business is structured and where you sit, or how you employ your agencies. Do you consider the entire consumer journey, and understand how your product and services enhance the lives of existing customers?
Or are you only concerned and targeted on achieving high advertising click-through rates and low cost per clicks?
There is a balance to be struck, and one of the biggest challenges facing brands and agencies today is to ensure they really do have the right intentions at heart. It is all too easy to fall into the trap of using all the insights derived from the various data sources to construct "relevant" marketing messages to interrupt people with the aim of persuading them to buy stuff.
This interruption, even if deemed relevant by the business, maybe unwelcome to the consumer and could tarnish your brand.
Read on, if you feel you, as a marketer, may be falling into such a trap.
On the back of recent findings that highlighted the disconnect between how Australian consumers and businesses use social media, Fifth Quadrant’s Emerging Channels report has also revealed that web chats are growing significantly in popularity as an online customer service solution.
It seems Australian consumers are keen to web chat with brands rather than communicate via social media or a smartphone app, with the study finding that web chats were perceived to have the highest suitability in terms of general enquiries, technical issues, purchase/sales related questions, as well as complaints or service issues.
Australia’s online sporting and physical recreation goods industry is expected to hit a huge $1.04 billion by 2018, thanks in large part to a changing retail landscape and an ageing population.
A new IBISWorld report has forecasted that online stores selling goods such as bicycles, camping equipment, exercise and fitness tools (excluding apparel) will see revenue increase by an annualised 6.3% over the next five years.
And one of the reasons for this expected rise in revenue is Australia’s ageing population, who are focusing more on health and fitness after retirement.
If you’re a marketer trying to target and engage the younger generation it looks like interactive mobile and tablet apps are the way to go, as Australian children are using apps more than game consoles these days, with figures doubling in the past 18 months.
The latest 2013 Cartoon Network survey, which looked at the media habits of 1800 children, has revealed that almost 7 in 10 children between the ages of four and 14 now use apps, which is two times the figure from the 2011 survey.
A recent report has found that 96% of Australian marketers use content marketing - which is higher than figures seen in North America and the UK - yet only 29% consider themselves to be “very effective” or “effective” at doing so.
The first ever content marketing in Australia report, compiled by the Content Marketing Institute (CMI) and ADMA, has finally been released and it sheds some interesting light on how this particular marketing tool is used in Australia.
Posting images to Facebook, answering customer queries on Twitter and blogging industry articles has become a regular part of life for many Australian businesses and it looks like this year will see the time spent on social media grow even further.
Bibby Financial Services Australia conducted their bi-annual study of over 200 small businesses in February 2013 and found that a huge 78% are planning to up their time spent on social media in the coming 12 months, highlighting just how important the channel has become.
The study also found that those most likely to use social media are entrepreneurs aged between 18 - 39, with a 66% take up, while just 39% of leaders aged 40 - 64 use the medium.
Almost three-quarters of Australian companies are planning to increase digital spend this year, with digital marketing budgets expected to increase an average of 28%.
Search engine optimisation and email marketing for engagement/retention will be the top digital priorities, with 65% increasing investment in these areas.
Lead generation, video advertising, paid search and webinars/virtual events will also be a focus.
Australian consumers are shying away from international online retailers if the recent NAB Online Retail Sales Index is anything to go by.
Domestic retail accounted for almost three-quarters (73%) of total online sales in Australia in January 2013, and domestic online retail sales saw a higher year-on-year growth than international, rising 28% vs 25%.