Posts tagged with 'marketing'
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.
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.
The digital scene across the Asia-Pacific region is already booming, but industry experts are also predicting that APAC businesses will begin to rethink their current digital plans this year, finding alternative ways to enhance their online offerings to better appeal to consumers.
But what else is expected to happen across the region this year?
Google's continuing moves to penalise marketers ‘chasing the algorithm’, and to reward those who produce useful and valuable content, is one of the principal reasons why content marketing has emerged as a hot topic over the past 18 months.
The majority of marketers surveyed in our Content Marketing Survey Report (produced in associated with Outbrain) agreed with the statement that “Content marketing is becoming its own discipline, like SEO or email marketing”.
The question remains to be seen as to how content marketing and SEO will change, integrate and evolve over time, with some predicting the demise of SEO and others insisting that it will remain as its own discipline.
To find out more, and following last week's post on the expert view on content marketing, we asked a selection of marketers how they "see the relationship between content marketing and SEO evolving over the next few months?” Their answers, some of which do conflict, are below…
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.
Since the launch of our Content Marketing Survey Report, produced in association with Outbrain, the topic has continued to fuel discussion throughout the industry, as brands struggle for the attention of consumers and marketers find it ever more difficult to reach the top of the search engines.
As 2013 begins, we asked a series of marketers for their thoughts on where content marketing is going and what brands and publishers have been doing particularly well.
Their insights are below, along with some video shot by Outbrain at the launch of the Content Marketing Survey Report late last year.
The thing about starting a tech business in a new industry is that you need to build up new contacts, more knowledge and generally get a grasp of what the heck brands are spending money on and how the people at the top are seeing the industry growing.
For the past 18 months I’ve been learning all I can about the sports industry and where technology fits in across both fan engagement and digital marketing.
Having spent years in print, digital media, ecommerce and technology and worked with clients ranging from massive multinational travel companies to tarot card readers to the NHS, I thought I had seen it all.
This assumption was erroneous...
The use of mobile devices while watching TV is on the rise and with this increase in ‘second screening’ has come an opportunity for marketers to expand their TV ad campaigns to mobile.
TV ads are an effective medium for marketing, but once the ad is over, it’s up to the viewer to remember it and do something about it.
Shazam, the sound recognition app, is one service which is helping brands to extend the reach of their TV adverts through mobile and therefore harness the power of second screening.
Marketing has taken another large turn in its evolution cycle during 2012. The growth of digital and social, the maturing nature of search marketing, and the growth and relationship with content marketing opens up more opportunity for the CMO.
However, with it comes a certain level of complexity when looking at how to structure, attribute, and measure marketing campaigns across your organization.
I have been working with CMOs and CEOs for the past 10 years and suffice to say every marketer has their own model. Some are traditional, others digitally focused, some are brand and product focused, and others are pure content marketers or SEO consultants.
The common challenge they all face is attribution in a multitude of formats.
Attribution is not just an apt term to describe digital marketing interaction.
The Australian Affiliate Marketing Benchmarking Survey was released by dgmAustralia last week, revealing that affiliate marketing is on the rise amongst Australian retailers.
The report examines the current engagement and intentions of Australian companies utlilising affiliate marketing, as well as revealing marked differences in usage and approaches across the market.