Marketers, you are not normal.
You may think you know what the average consumer wants, but the reality is that you do not have normal internet habits, you do not shop like the average consumer does and you do not have average social media knowledge. You cannot be a focus group.
This is the message that ExactTarget is attempting to get out in their new report, Marketers From Mars, which compares marketers' use of email, social media and other channels against that of consumers - and is something Econsultancy has raised before as being an issue within the industry.
The recent State of Digital in Australia 2013 report, produced by Econsultancy and Marketing Magazine, has revealed some interesting stats around the use of offline and online marketing channels and highlights which online channels marketers are planning to spend the big dollars on this year.
Notably, the report also shows how companies are planning to dedicate more of their budget and time towards digital.
For countless companies active online, the ever-increasing importance of mobile is no surprise. It's seen every day in the growing amount of traffic their websites receive from users on mobile and tablet devices.
The big question: what activities previously performed on the PC are being shifted to these devices?
Findings from Econsultancy’s annual State of Digital Marketing in Australia report has revealed that the digital skills and knowledge gap is still very present in Australia, with a quarter of respondents saying knowledge of digital within their organisations is “poor” to “very poor”.
Produced in association with Marketing Magazine, the report highlighted the existing barriers and issues facing Australian marketers today.
In particular, it brought to light the problem marketers are having developing the necessary skills needed to maintain an all-round knowledge of each digital offering, due to the fast-paced nature of the industry.
Australians already spend a large percentage of their time online, interacting on social media and spending on online shopping, but these figures are set to grow even further in the next few years, highlighting yet again the importance of having a working mobile website.
A new report by IBISWorld looks at how the average Australian spends their leisure time, attempting to predict how this will change by 2025, and everything points to the internet becoming even more entrenched in our everyday lives.
Not only will we be using the internet more, but we will be using it constantly on the go - at the gym, on the train, from our beds and even, at our kids soccer games.
Econsultancy’s annual report, the State of Digital Marketing in Australia, produced in association with Marketing Magazine, has found that the industry is continuing to develop at a rapid pace.
Investment in digital remains high, alongside an increased focus on measurement, attribution and channel accountability.
In the debate over mobile websites versus native apps, native app detractors frequently make a seemingly good point: there are just too many native apps, so you can't expect consumers to install and use yours.
For companies hoping customers and potential customers, that assumption has a significant implication: if your mobile strategy is native app-centric and you don't have a mobile-friendly website, you might be missing out on the mobile opportunity.
Two Australian retailers have made it onto a list of the top-20 global retailers, showing that despite the current economic situation, some businesses are still thriving.
Both Woolworths and Wesfarmers made it on to Deloitte’s Top-250 retailers list, which was released in their 16th annual Global Powers of Retailing report. Ranked 17 and 18 respectively, they were the only Australian companies to have the required $3.5bn turnover needed to make the cut.
In the next five years, Experian predicts more than 50% of marketing budgets will be associated with mobile, as above-the-line channels continue to become more interactive and engaging - but it’s a far cry from where Australian marketers are today.
A recent study conducted by the CMO council and Adobe found only 41% of Australian marketers are spending 25+% of their marketing budgets on digital activity as a whole - and there is little doubt in my mind that mobile investment is barely more than a blip.
With consumer consumption of mobile internet growing at a rapid rate, Australian brands can no longer ignore the importance of mobile as a key channel within the marketing mix.
Online sales in Australia reached a record high in the year to November 2012, with Australian consumers spending some $12.6bn online.
November proved to be the peak month for internet sales, with online retail surging by 15% and the National Australia Bank Online Sales Index rising to 241 points, up 32 points from October.