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Posts tagged with Data

How social media is impacting Australian TV viewing habits

A new Yahoo!7 survey has revealed that social media is playing an increasingly larger role in influencing the television viewing habits of Australians.

The second annual Social TV Survey polled more than 7,000 online Australians late last year and found that almost half of the respondents (43%) used social media while watching television. 

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The Twitter API: human meets programmatic

The official launch of the Twitter Ads API was inevitable but still important for the marketing ecosystem. One of the world’s biggest human-fed and –curated platforms has taken a step in the right direction – using technology to help make marketers’ lives easier.

Twitter is taking a page out of the playbook of Facebook, which started its journey toward a mature advertising business with its own API in 2009. They built on this success with the launch of Facebook Exchange in 2012. As one of the original FBX partners, we have seen the data and scale available become important to many top brands.

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Australia leads the way in tablet and smartphone ad share

Australia is leading the way globally when it comes to share of ad clicks from tablets and smartphones, according to recent research from Marin Software.

The Mobile Search Advertising Around The Globe report found that Australia has the highest penetration of click share from tablet devices (9.3%) and the third highest penetration of click share from smartphones (11.7%).

Similarly, Australian marketers spend the highest percentage of their budget (8%) per device on tablet advertising than any other market, and have the second highest allocation of budget put towards smartphones (8.8%). 

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Seven things companies can learn from the Tesla-New York Times dispute

Recently, the New York Times published a review of the Tesla Model S electric car.

The review, written by a well-known journalist, John Broder, was titled Stalled Out on Tesla's Electric Highway, and as the title suggests, was not favorable to Tesla. According to Tesla CEO Elon Musk, a well-known entrepreneur, Broder's review was, amongst other things, "bogus." Not one to shy away from the spotlight, Musk took to the web to prove he was right.

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Australian marketers, why are you benchmarking yourselves?

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. 

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Authenticity and usefulness: The keys to connecting with consumers

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. 

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Metrics: are you even looking at accurate numbers?

Thanks to the 'trackability' of digital media and the rise of Big Data, more and more companies are hoping that decisions they once made on gut instinct or educated guesstimates can and will be made on hard data.

Which, in theory, is a good thing: data-driven decisions should enable businesses to understand the dynamics in their market and use that knowledge to better serve their customers.

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Research: Where will Australian marketing dollars be spent during 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. 

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Research: 25% of Australian marketers say digital knowledge is poor

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.

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Word-of-mouth: focus on the steak, not the sizzle

Is social media, and the data it produces, overvalued? As companies continue to struggle the ROI from their social initiatives, some are starting to suggest that social's impact might have been overestimated.

But social media proponents say not so fast: social media is the digital channel for word-of-mouth, and although word-of-mouth has historically been hard to quantify, its importance is rarely questioned. Which raises an interesting question: instead of talking about social media, should we be talking about word-of-mouth?

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Research: Understanding connected Australian consumers

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. 

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Research: Digital marketing is quickly coming of age in Australia

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.

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