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Last week saw the release of Econsultancy’s State of Digital Marketing in Australia report, where the current environment is closely analysed to understand what’s happening, where focus is being placed and how this is affecting marketing activity.
In line with this, ExactTarget’s Inspired Marketing Predictions recently compiled various opinions from industry experts, of which many echo the research findings.
Brands will have to work extra hard this year in order to win over consumers, and the key to doing this will be demonstrating everyday usefulness, authenticity and corporate ethics.
From the continued impact of the GFC to the effect of technology on the path-to-purchase to the challenge of big data, marketers and brands have a lot on their plate in 2013.
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.
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.
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?
The number of NFC-enabled smartphones available in Australia is expected to rise dramatically, growing from 375,000 in Q1 2012 to 2.125 million in Q1 2013 - a growth of 467% year-on-year - according to Tapit.
It has also been forecast that by Q4, the number of NFC handsets in Australia will reach some 4 million - or 30% of all smartphones on the market.
According to many industry experts, Australian retailers need to start incorporating new technologies into their stores this year in order to better engage consumers.
The use of technology in stores has grown significantly over the past few years, and it doesn’t appear to be slowing down. QR codes on shopfronts, iPads in restaurants and businesses, mobile wallets, interactive advertising walls - the list goes on.
If Australia wants to take a leadership position in the increasingly global and digital economy, corporations and corporate leaders must make changes to their business plans and direct their resources accordingly.
This view is expressed in a recent report co-produced by Telstra and Deloitte Digital, which discusses the expected growth rate of the Australian digital economy and highlights the best ways for corporations to cope and respond to the change that will come from this.
It seems small and medium businesses are still neglecting social media, with only 27% and 34% respectively having a presence on social networking sites.
These figures come from the Yellow Pages Report, which looked at the social media habits of nearly 2,000 Australian SMEs and puts forward a case for why Australian businesses need to invest more time and funding into their social media strategies.
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.
Travellers from the Asia-Pacific region are leading the way when it comes to social media usage, with over 70% of APAC travellers saying they used the channel to gain inspiration for at least one element of a recent trip, compared to only 51% globally.
These figures come from recent research, the Digital Index: Travel and Tourism Study, which is based around the responses of 4,600 people from 13 different countries.
The report examines how digital technologies have contributed to fundamental changes in the tourism industry, and specifically highlights findings that demonstrate APAC respondents are ahead of average in terms of digital usage.