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%.
It seems China has some of the keenest online shoppers in the Asia-Pacific region, with Chinese consumers more likely purchase online than any other APAC country.
A new Mastercard study measured consumers’ tendencies to shop online between November and December 2012 and found that Chinese internet users shop online the most, registering a score of 102 on Mastercard’s Index for 2012, a figure that is up four points on the year prior.
According to the report, one of the main reasons for this rise in online shopping popularity in China is due to increased consumer confidence. Of those surveyed, only 21.4% felt unsecure when shopping online, down from 32.8% in 2011 and 35.3% in 2010.
Savvy marketers know that content marketing is key when it comes to building up a relationship with other sites, social networks, and syndication partners.
Whether or not you agree with slapping the (buzz)phrase 'content marketing' across many of the already commonly used SEO tactics, everyone can agree the technology to find, distribute and track how content delivers ROI (meaning influencer tracking, social analytics, custom CRMs) has really kick-started an interest in the field.
We’ve written broadly on content strategy in the past, but in this post I thought I’d share a bit more about our internal approach to a specific area of content creation.
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.
Woolworths has been named the top retail brand in Australia for the second year running, beating out supermarket competitor Coles by almost a billion dollars.
Interbrand’s 2013 Best Retail Brands report, which ranks the top retail brands around the world by value, placed Woolworths brand value at $4.57 billion, an increase of 9% on the year prior.
It seems that online catalogues have a long way to go when it comes to engaging customers, as only 11% of Australians currently read catalogues online.
According to research conducted by the Australian Catalogue Association (ACA) in the lead up to Christmas 2012, more than 70% of Australians over the age of 14 prefer to read printed catalogues than online versions.
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.
20% of emails sent by Australian brands do not reach the intended inbox, with 2% being sent to spam and the other 18% going missing or being blocked.
This problem gets even worse if the intended reader is a Dodo or Optus subscriber, as only 57% of legitimate email were delivered to these inboxes in 2012.
In contrast, 92% of marketing emails reach their target inbox in New Zealand, with only 8% going missing.
It seems Australia’s Baby Boomers are being shunned by brands and marketers who are instead focusing on younger, more tech savvy consumers - something that's already been identified as an opportunity in other countries.
According to a new Mi9 report, only 10% of Australian advertising spend is directed towards Baby Boomers, despite the fact that this age group is currently entering into a ‘Lifestyle’ stage where they have more disposable income than any other group.
And of the small number of brands who do target the over-55s, it looks like they may be entirely missing the mark, as overwhelmingly, 94% of Baby Boomers say they dislike the way advertisers currently communicate with them.