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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.
Can we really access of all data we have on customers and make decisions on the fly?
Here, I discuss the types of data which is available and describes how the single individual view is emerging as the way forward, not the ever dependant single customer view.
If Facebook is to ever rival Google's dominance in the online advertising market, many believe that the world's largest social network will need to figure out how to take advantage of its treasure trove of user data.
That treasure trove includes significant amounts of personal information that users have provide about themselves, and it grows by the day as users upload and tag photos, share content with their friends and 'Like' brand Facebook Pages.
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.
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.
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%).
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.
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.
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.
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.
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.