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.
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.
Even though it is impossible to have a conversation today with a CMO or other marketing leader that doesn’t address digital strategies and tactics, it is easy to forget that the term “digital marketing” did not even exist 10-15 years ago.
In the rush to drive likes and tweets, pins and favorites, ratings and reviews, marketers often overlook traditional tactics, which are still an effective way to motivate desired behaviors among consumers.
And as the land grab to gain digital mindshare continues to pick up steam, it is becoming ever more important to differentiate your brand by offering compelling solutions to consumers across all channels -- both digital and traditional.
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.
In September 2012 the UK Payments Council released a report stating that in the year prior to May 2012, only 2.5% of consumers surveyed had switched bank.
Not just that, but 88% hadn’t even considered switching.
Not necessarily a surprising statistic, banking is a system with a lot of inertia on behalf of the customer and a lot of friction on behalf of the banks.
Over 80% of Australian online users have connected with at least one brand on social media, with 29% even connecting with 10 or more brands.
But 44% have also dumped a brand on social media because they were spammed or bored with content, according to a new white paper.
The Always On report from Latitude Insights looks at how Australians are using social media in an attempt to better understand how brands connect and influence consumers online.
Somewhere around 2009, neuromarketing arrived in the public conscious with a tidal wave of enthusiasm.
However, three years down the line, the waters have receded and people are gradually coming round to the realisation that neuromarketing is never going to deliver on its sensational promises of mind reading and unearthing the buy button.
Neuromarketing 1.0 failed because it promised too much...
Digital ad spend in Australia reached $3.3b last year, an 18% increase on 2011, according to a new Interactive Advertising Bureau (IAB) report.
Figures showed that not only did digital ad spend as a whole exceed market predictions last year but mobile advertising saw a growth of 220%, pulling in $86.2m. Year-on-year, video advertising also grew 30% to reach $90.3m.
The significant rise in figures was due to growth across all categories, including a 27% increase in Search and Directories advertising, a 10% increase in General Display advertising and a 9% increase in Classifieds advertising.