Traffic and Conversion Summit Australia 2015

This 3 day event focuses on marketing, traffic conversion and everything in between. Showcasing a mentoring panel of advisers, speakers and experts, this event is sure to be packed with marketing information and resources that should not be passed up on.

Profile, Publicity & Profits

One day marketing intensive. Learn how to out-shine & out-sell your competition at this one day marketing intensive with bestselling author, Ben Angel. Limited tickets left!

Marketing Conferences and Events – March 2015

Marketing Conferences and Events – March 2015

There’s never been a better time to set your personal and professional development goals in motion. So why not get more involved in the marketing industry at large? It’s easy to do. All you need to do is start attending some marketing industry conferences and events. Not only are marketing conferences and events a great way to expand your knowledge, they also represent the perfect opportunity to expand your professional networks. There are plenty of opportunities to do so in February.

You can find out some information about the events below on our marketing conferences and events page or check out the event organisers website.

If you know of a great Australian marketing or advertising conference, training session, meetup, workshop or event that we have missed please take a few minutes to share it with us via our quick and easy online form. We will make sure we load it up as soon as possible and it’s completely free of charge!

So, let’s take a look at the marketing conferences and events coming up in March 2015…

Ad:Tech
March 10 – March 11
Hilton Sydney, 488 Georges Street, Sydney, New South Wales 2000 Australia
The 9th annual ad:tech Australia conference takes place on 10th & 11th March at the Hilton Sydney, (re)redesigned for the second year running to move the market forward by meeting the needs of Australia’s marketing & media community.

APSMA Managing Partner Panel
March 11
URS, Level 17, 240 Queen Street, Brisbane, Queensland 4000 Australia
Join the APSMA Managing Partner panel as they discuss the value of business development, marketing and communications. We all agree that business development, marketing and communication practices are integral to running a successful professional services firm.

AIMIA Awards
March 12
Sydney Town Hall, 483 George Street, Sydney, New South Wales 2000 Australia
The Amys are turning 21 and the AIMIA is throwing a celebration that’s not to be missed! The 21st AIMIA Awards is the networking event of the year and will recognise the greatest work from Australia’s digital content, services and applications industry.

Maximising Investment in Sponsorships
March 12
Herbert Smith Freehills, Level 42, 101 Collins Street, Melbourne, Victoria 3000 Australia
Marketing professionals are often tasked with identifying prospective sponsorships for their firm and ensuring they are managed and leveraged effectively. Throughout the process, we often need to navigate and manage reputational risks, project management pitfalls and external stakeholders. If managed well, sponsorships can provide a great opportunity to increase brand awareness, offer unique networking opportunities and generate leads for new business.

Google Analytics Training
March 17 – March 18
Central Plaza One, Level 19, 345 Queen Street, Brisbane, Queensland 4000 Australia
Learn how to measure and improve your online channels with Google certified experts from Loves Data. Whether you’re new to online marketing and measurement, studying to take your individual qualification exams, in need of a refresher or wanting to boost your skills, these classroom-style courses will help take your knowledge to the next level. Loves Data provides comprehensive education programs which cover the latest features, present real world solutions and are Google approved. Why should I attend?

Digital Leadership Training Seminar
March 17
The George, 216 St Georges Terrace, Perth, Western Australia 6000 Australia
The Digital Leadership Training Seminar is for executives, marketing teams, and marketing departments who want to be able to build a strong online presence, with all of their digital and online assets working together, into a comprehensive and complete digital ecosystem.

IAB Training: Digital Landscape and Digital Trends – Sydney
March 18
Unnamed Venue, Level 5, 88 George Street, Sydney, New South Wales 2000 Australia
Video is still king, Mobile is the new queen and they met using data. Who should attend: Media publishers, media agencies and advertisers; People who are new to media / digital advertising; People who have worked in advertising for a while and need to get up to speed quickly on digital advertising; People who have been out of the industry for a while and / or looking for a refresher course.

Tinderbox – The Art of Digital Conversation
March 19
Unnamed Venue, Perth, Western Australia 6000 Australia
Humans exist through their community and their conversation. Brands are no different, and particularly brand that have been created through the Brand Storytelling process. Conversation is the oxygen that sustains great, human brands, and done well, creates tribes of customers and fans. The art of digital conversation teaches you how to take that authentic story you have developed for your brand, and expressing it in a way that triggers deep emotional responses.

Content Marketing Fundamental Workshop
March 20
Cliftons Sydney, Level 13, 60 Margaret Street, Sydney, Victoria 2000 Australia
“Content marketing is a marketing technique concerned with creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer action” (The Content Marketing Institute 2013). In this one day intensive workshop participants will learn the principles and methodology of content marketing, including how to develop a content marketing strategy, writing a content marketing plan, and how to develop your content machine to realise results.

Events Promotion and Sponsorship Fundamentals Workshop
March 23
Cliftons Sydney, Level 13, 60 Margaret Street, Sydney, Victoria 2000 Australia
This one day intensive introduces participants to the concept of using integrated marketing communications, including sponsorship, to successfully market consumer and business events. Learning outcomes include techniques for identifying and attracting sponsors, pitching to them and engaging them in the process. On completion of this workshop participants will also understand how to leverage communication tools such as advertising, marketing public relations and digital resources to improve the short term financial objectives together with long term brand building.

ADMA Data Day – Sydney
March 24
Sofitel Sydney Wentworth Hotel, 61-101 Philip Street, Sydney, NSW 2000 Australia
ADMA Data Day is the pre-eminent data driven event for all businesses. In its 11th year, Data Day will provide a world class list of speakers, delivering real insights into how companies are winning with data. Your competitors are planning to make more of data. Make sure you’re ahead of them. Register today. THE PROGRAM HAS BEEN DESIGNED TO GIVE YOU REAL UNDERSTANDING OF DATA STRATEGIES Unlock data success for your business by using it as an asset.

Design Business Council – Business Model Workshop
March 24
Design Business School, Level 3, 362 Little Bourke Street, Melbourne, Victoria 3000 Australia
Building a business model for your studio This workshop is for start ups or established studios who want to step back and examine their business model. This workshop will help you examine your clients and critically define their value to you (both financial and design); understand the relationship you have with them and what it is that you offer as design value.

ADMA Data Day – Melbourne
March 26
Crown Promenade, 8 Whiteman Street, Southbank, Melbourne, Victoria 3006 Australia
ADMA Data Day is the pre-eminent data driven event for all businesses. In its 11th year, Data Day will provide a world class list of speakers, delivering real insights into how companies are winning with data. Your competitors are planning to make more of data. Make sure you’re ahead of them. Register today. THE PROGRAM HAS BEEN DESIGNED TO GIVE YOU REAL UNDERSTANDING OF DATA STRATEGIES Unlock data success for your business by using it as an asset.

Online Writing Fundamentals Workshop
March 27
Cliftons Brisbane, Level 3, 288 Edward Street, Brisbane, Queensland 5000 Australia
This one day intensive workshop aims to equip participants with particular writing skills to enhance their ability to produce engaging online copy. Most people find themselves needing to write for an online medium and the demand for web based copy is on the rise. This can mean producing engaging copy for your company’s website, creating interesting articles for a blog or meaningful e-newsletters to your stakeholders.

Marketing 3.0: Technology Led Intelligent Advertising
March 31
To be confirmed
Discover how advertisers are utilising new technologies in a bid to move one step closer to the holy grail of advertising; one-to-one communication at scale. Following the sell-out success of the Sydney edition we’re bringing Marketing 3.0 to Melbourne! First there was Marketing 1.0. An era of broadcast media, where identifying and exploiting consumer behavioural psychology dominated and the big ad campaign prevailed. Then came Marketing 2.0, the age of targeting, marketers had to slice up the universe of potential.

The Next Generation of Marketing
March 31
TBC, Melbourne, Victoria 3000 Australia
Marketing 3.0: Technology Led Intelligent Advertising Discover how advertisers are utilising new technologies in a bid to move one step closer to the holy grail of advertising; one-to-one communication at scale. Following the sell-out success of the Sydney edition we’re bringing Marketing 3.0 to Melbourne! First there was Marketing 1.0. An era of broadcast media, where identifying and exploiting consumer behavioural psychology dominated and the big ad campaign prevailed.

Marketing Conferences and Events for November 2014

Marketing Conferences and Events for November 2014

With less than 8 weeks until Christmas, make sure that you don’t let 2014 pass you by without getting yourself along to some of the great Australian marketing conferences and events that are being held in November right around the country.

You can find out some information about the events below on our marketing conferences and events page or check out the event organisers website.

If you know of a great Australian marketing or advertising conference, training session, meetup, workshop or event that we have missed please take a few minutes to share it with us via our quick and easy online form. We will make sure we load it up as soon as possible and it’s completely free of charge!

So now let’s check out the great line up of events for the month of November…

 

Melbourne SEO Meetup November 2014

November 5, Melbourne
http://marketing.com.au/event/melbourne-seo-meetup-november-2014/

 

Digital Predictions for 2015

November 6, Brisbane
http://marketing.com.au/event/digital-predictions-2015/

 

2014 ADMA WA Conference

November 7, Perth
http://marketing.com.au/event/2014-adma-wa-conference/

 

EMV Event – Get Ahead in Your Career

November 11, Melbourne
http://marketing.com.au/event/emv-event-get-ahead-career/

 

Customer Acquisition Strategies for Startups and Online Business by Alaister Low

November 12, Sydney
http://marketing.com.au/event/customer-acquisition-strategies-startups-online-business-alaister-low/

 

 The Australian Government: Community and Marketing 2014

November 12 – 13, Canberra
http://marketing.com.au/event/world-marketing-sales-forum/

 

World Marketing & Sales Forum

November 12 – 13, Melbourne
http://marketing.com.au/event/world-marketing-sales-forum/

 

ADMA Engage 2014 – Melbourne

November 24, Melbourne
http://marketing.com.au/event/adma-engage-2014-melbourne/

 

IAB Training: Social Advertising

November 25, Sydney
http://marketing.com.au/event/iab-training-social-advertising/

 

ADMA Engage 2014 – Sydney

November 26, Sydney
http://marketing.com.au/event/adma-engage-2014-sydney/

A Morning With Seth Godin in Melbourne

A Morning With Seth Godin in Melbourne

Seth Godin really needs no introduction, his name is synonymous with the world of Marketing. I, like millions of others, have been a big fan of his for years now. We thrive on his insightful, articulate, honest and inspiring views on human behaviour and the world of marketing.

Godin is the author of 17 bestsellers, he’s a renowned speaker and also the founder of Squidoo.com. You can pick up a copy of his latest book which has been released ‘The Icarus Deception: How High Will You Fly?’ on Amazon which I’m really looking forward to reading. Godin’s book takes a look at the end of the industrial economy and he argues that we’ve all been brainwashed by industrial propaganda and now he is encouraging us all to think about standing out and not be so concerned with fitting in.

When the opportunity came up to see the man himself present at ‘A Morning With Seth Godin’ hosted by the Business Chicks in Melbourne, the Marketing.com.au team jumped at the chance!

If you didn’t get a chance to make it or you just wanted to revisit his great presentation, I’ve put together a round up of his presentation below. Enjoy!

Seth-Godin---Warm-UpSeth began his presentation by reflecting back on a book he wrote when the Internet was in it’s infancy on 180 cool things you can do on the Internet. It sold 1800 copies which he said was a failure. At the same time with the same resources, two guys from California saw what he did but they built Yahoo!

“They saw a blank slate. I said what do I already know how to make? That’s one of the challenges that the people in this room have. That I have. We look at opportunities and we say well where is the comfortable part? What do we already know how to do? As opposed to saying ‘What’s possible?'”

The Industrial Economy

Godin then moves on to talk about how Yuri Gagarin was the first man in space. He grew up in mud hut with no electricity or windows and then 20 years later he’s in outer space. Godin explains that this defined the culture of our parents.

He reflects on how Henry Ford was one of the most important people in the 20th Century by making middle class possible through pioneering and perfecting mass production. Godin says that the management of anything we make is all about getting people to do exactly what they did yesterday but now to do it faster and cheaper. That gave rise to buildings and factories and replaceable people. Godin explains that our parents built this super efficient and profitable system that does the same thing over and over again because:

“It makes us feel comfortable.”

Mass Production Leads to Mass Marketing

Godin then shares the story of how Josiah Wedgwood from England worked out how he could make pottery on mass and organised the first manufacturing line. He invented commission sales people in the store in London and was essentially the first direct marketer and was highly successful.

However, Godin goes on to say that once you have the factory system up and running you’ve got a problem. You need to keep it up and running with ads to sell more stuff and to interrupt as many people as much as you can to tell them about your product. This gave rise to magazines and television for advertising. Godin then states that this method worked like a charm for 90 years until a minute ago:

“Microsoft last year spent more than $500 million on advertising this product and they sold fewer than $500 million worth of the product. Because no longer can we yell at people enough to get them to buy the thing that we want them to.”

Godin likens it to our need for more likes or more followers to determine if you are ‘better’.

“It’s the thinking of volume, the thinking of noise. The four letter word that every boss keeps telling you – more.”

The TV Industrial Complex

Godin talks about how businesses would spend money on advertising to get more. More attention, more shelf space and more noise. This has now lead to what Godin refers to as the ‘TV Industrial Complex’.

Step 1 you’re busy advertising. Step 2 is you get something in exchange – shelf space or attention for example. Buy doing this people will buy from you. Then you buy more ads and around and around you go. Godin points out that all brands we grew up with were built on the back of this TV Industrial Complex. Average stuff for average people.

Seth then addresses the problem we all have as marketers. Take for example a hotel, it used to be enough to be ‘dark and quiet’ but now the market is flooded and you sort by price. There are hotels saying, we’re just the same but cheaper. Which are you going to pick?

The Problem Of Clutter

Godin then moves on to discuss the problem of clutter and that we’re probably making more of it than we did 5 years ago. There’s more variety and choices. He gives the example of a supermarket with thousands of new items every year. If one disappears no one would miss it.

I really enjoyed this quote and it really nailed the point on the head:

“This model that said find some poor schmo and assault them over and over and over with ads until one day they buy from us? Doesn’t work anymore. People are saying go away. It’s against the law to spam me. I don’t want to hear from you. Don’t call me. Don’t put a billboard in front of me. I have a remote and I’m not afraid to use it. We’ve done this to people because we’ve branded ourselves to death.”

Godin then shares the example of the history of the LP. Once upon a time it was perfect, people were buying them and the record industry was making millions. The industry was perfect. Until smart phones came along and changed the rules. It was a revolution and as Godin states that all revolutions “destroy the perfect and and enable the impossible”.

Treat Different People Differently

So Godin shares that he knows this is obviously bad news if you’re trying to profit from this, that the things that used to work don’t anymore. But as always, he shares the up side. There is a way to succeed moving forward where mass marketing is dying:

“Treat different people differently.”

He repeats this quote and you can see why. It is important for us as marketers to keep this mantra in our minds, to help us.

Godin states that this is revolutionary thinking. We all grew up knowing about the normal distribution where the people in the middle of the curve are considered ‘normal’. But over the last few years this is melting away and there are now more people outside of this curve. Godin states that “We are choosing to be weird” which is a great way to think about it and that we’re able to do so easily with the Internet – you can buy almost anything online.

“If you are going into the world saying this is for everyone, you’ve made your first mistake. The second mistake is if you say this you’re in big trouble. Everyone else is one click away.”

Godin encourages the audience not to think about the masses when building your organisation but to think about the edges and the weird people. He reminds us that plenty of successful brands are built for the weird people.

Seth-Godin---Normal-Curve

The Connection Economy

Godin then introduces the concept of ‘The Connection Economy’. He states that humans are good at connecting to each other.

“The revolution of our time is the Connection Revolution. The Industrial Economy is being replaced by the connection economy.”

He states that we work together to create value – horizontally.

What Is The ‘Connection Revolution’ Built Upon?

Godin sees there are four pillars:

  1. Co-ordination. Getting people together.
  2. Trust.
  3. Permission. The privilege, NOT the right, to talk to people who want to be talked to.
  4. Exchange of ideas. All of us are smarter than any of us. Listening to each other.

Godin then believes that there is an underlying foundation of ‘Generosity’ and ‘Art’. No one wants to connect to selfish people who take and ‘Art’ because we don’t want to connect to the boring and predictable.

“Art is the human act of making something that might not work. Of connecting one person to another in a personal way.”

So What Do Marketers Do?

Seth-Godin---Marketing

At the centre of this chart Godin shared is ‘Products’ or ‘Service’. The next layer around that is ‘Support’ and ‘Usability’. The next layer is ‘Story’, ‘Community’, ‘Price’ and ‘Tribe’.  The very outer layer is things like ‘Links’, ‘Hype’, ‘Buzz’, ‘Spin’, and ‘Ads’.

Godin articulates to the audience that we are going to have to make products and services that people actually want to connect to. That you can’t just hire celebrities or make average stuff for average people anymore. The value of a network is based on the number of people and their individual power.

Godin asks how many people found out about Twitter via advertising? Most likely none. Most had someone else who told them about it and who said to ‘Follow me on Twitter’.

Godin then asks the audience to think what product can they make that connects us? IF you do make it, the connection economy can’t wait. If you create a product that’s generic then it’s just a race to the bottom and you can’t just ‘raise your price’. Customers are not idiots, they just realise you’re more expensive. Godin urges the audience to realise that the only choice is:

“Be the one and only in your category. The one and only that is worth connecting with.”

Godin gives the example of an American airline VS Trip Advisor. Which is worth more? Trip Advisor is where you go to connect, you can’t replace it but there are lots of different airlines to choose from. He goes on to say it’s the same challenge faced by bookstores who compete with the online world. They forgot to sell connection and are just selling inventory.

He then gives the example of 747s coming in for landing at JFK and how they’re dramatically and dangerously off course until the last possible minute. They adjust. The Internet has made it cheaper to adjust more than ever before and that the cost of being wrong is tiny when you can adjust quickly in the online world.

Godin then discusses that while the Industrial Economy is based on ‘scarcity’. The Connection Economy is based on ‘abundance’ and unlimited choices. He gives example of a factory giving away free samples, if everyone takes one you go out of business. If you own an idea factory and everyone takes a free sample you win.

Tribes

We’ve all heard about tribes, they are basically groups of people who share a way of being with each other.

Godin states that most people grew up with three tribes: Spiritual, Work and Community. However, now there’s been an explosion of tribes. He gave example of Star Trek guys who are still going to conventions to hang out with one another. It’s what we like to do.

Godin then gets the audience involved. He asks us to start clapping and within 6 seconds we’re in unison. Godin asks ‘”How did you know which rhythm to clap?”. Because you are listening intently – it matters to you to be in sync. That it’s in our nature to be good at doing what other human beings are doing.

“Here’s your challenge. Your opportunity. Find a tribe and lead them. To connect them. To commit to where they are going. To intentionally create a culture for who they are. To challenge them about what the next level is going to be. To be clear in how you communicate where you are going.”

What If You Don’t Feel You Have The Authority?

Tribes are everywhere. Godin gives the example of how Bob Marley didn’t invent the Rastafarians but he did show up to lead them. He then goes on to tell the story of how his friend went to work at the SPCA animal shelter and when he found out how many animals were being killed each year he new something had to change. He wasn’t in charge and had no authority. He went the council to see it overturned and was unsuccessful. He then went to the people of San Francisco, the weird ones, and eventually raised enough money and volunteers to make San Francisco the first No Kill city and he’s moved on now to others with people who follow his lead.

Godin then goes on to reflect on how ‘follow me’ is the opposite of what they teach in school. You learn to hold a little back because they’ll ask for more. Schools were developed to train kids to be normal and to fit in and originally started to train children to work in factory.

Godin then ponders how for millions of years humans hunted, 10,000 years ago they invented farming and only 200 years ago did they invent jobs. Godin predicts that we’re about to go back to that era where there are no jobs. We’re going to do something else. Art. He reminds us that artist is the person who says ‘This might not work’.

The Concept Of Tension

I really identified with particular part of Seth’s presentation.

He talks about how the tension we invite into our lives is fascinating. He demonstrates this by doing a card trick on the big screen where the audience has to pick a card, remember it and then he shuffles the cards and turns over the one we all picked. He says, “How did I do it?”. If it felt spooky then it’s because I created tension. Because it’s impossible he did it. You’re then busy trying to figure out how to make the ‘tension’ go away.

Godin then goes on to say how creating art is learning to live with the tension that what we’re doing might work or it might not. We need to be able to have both of these thoughts in our heads at the same time.

“If we can’t live with the tension then we have to go get a factory job, doing what we’re told, being a cog in the system and be disrespected. If we can live with the tension we can start creating. We have to be able to ask ourselves a simple question – why? What for? What change am I trying to make in the universe?”

How Do I Succeed In this New Economy?

Everyone wants a map says Godin, that shows them how. To give a guarantee. That’s because we’re trying to turn it back into a factory job rather than embracing the tension. Godin goes on to say that we all think competence is super important but it actually isn’t, we can get competence cheaper.

Godin knows that not everyone can be there own boss than many work within a team – so how do you get them to come along for the ride. Here were his insights:

  1. We need to be more comfortable with stealing ideas. That all items brought to the market were stolen from someone else and just made better.
  2. Do not listen. Shun the non believers. Godin gives the example that he’s never met author that read all their 1 star reviews and said as a result how much better their writing now is. Ignore those people. It’s not for them. That you get that they didn’t like it. Godin emphasises that it’s essential if you’re going to cater to the weird and that if we listen to ‘normal’ people we’ll stop having the guts to make something for the weird.
  3. Every time you succeed at anything give credit to your boss and co-workers. If you are relentlessly giving away credit people will get in line so you can do it for them. The flip side is to relentlessly take blame. Accept responsibility. You’re priceless and people will work with you.
  4. Ship. If you don’t bring your work to market you haven’t done anything. Ideas are fine but if you don’t interact with the market they are not art. They are not making the connection. They’re just interesting.

Godin then warns if you are building your business on the assumption that your customers won’t realise that someone else is willing to do it for free then you will fail.

The Dangerous Leap

Godin reads a quote from Kurt Vonnegut who said “We have to throw ourselves off cliffs and grow wings on the way down.” He goes on to say that the Internet has given us the ability to do this safely. We have a microphone. We can start something.

He then goes on to say that if you say that if failure is not an option then you’ve also announced that neither is success. You either decide that your goal is to connect and to lead or you decide to play it safe. Godin then points out that while it may feel safe, it really isn’t.

A great Italian phrase that Godin shares is “Solto Mortale” which means ‘The Dangerous Leap’. That we need to leap and it will feel uncomfortable. It’s not what we’re trained to do. The danger makes it worth doing.

Godin does caution though that there is a between being ‘ready’ and ‘prepared’. He wants us to be prepared. But ready we will never be.

“There’s a voice in your head, I can hear it from here, the voice that says it’s not your turn, the voice that says you’ll never amount to anything, the voice that says an alligator will eat you, or you will fall off a cliff or a shark will land on your house if you do this sort of thing. Because when werwolves are out there we’re worried about it.”

Godin then reflects on the story he heard when growing up of Hickorus where the father was banished to an island with his son. His father fashioned a set of wings for them. He cautioned that they would fly off the island but not to fly too close to the sun or it will melt the wax on your wings. More importantly not to fly too low as the mist hides the waves that will capture you and you will perish. Godin then goes on to say that we’re all guilty of flying to low. Of listening to the man and the system.

Godin then further illustrates his point by mentioning the Solvay Conference 90 years ago and shows a picture. There were 17 Nobel Prize winners in this picture including physicists like Madam Curie and Albert Einstein. He then points out that almost all of them won it after the photo was taken. He then encourages the audience to look around, that this could be their Solvay if they choose it be.

“Important work always ships before it’s ready.”

Godin then talks about how the resistance in your head, the thing that can give you writers block is hard wired in our brainstem – 2 seconds faster than the conversation in your head. He articulates this with an example, the boss’s boss is calling you at work. You don’t think to yourself ‘Oh good, she finally figured out all the good work I’m doing I’m finally about to get promoted.’ You most likely think ‘I’m in trouble, they’re going to fire me, I’m going to loose my house etc.’ Godin says it’s the amygdala in your brain can make that happen in .3 seconds. That’s what work does to us. It gets us to act like sheep.

Be Vulnerable

Godin then reflects on the movie ‘Singing In the Rain’, he had an umbrella the whole time but it’s not called ‘Singing with an Umbrella’. The rain was the point. The tension is the point.

He then goes on to talk about how everyone who runs the marathon gets tired and that the only difference between those who win and don’t is those that work out what to do with the tired. They don’t deny it and they don’t have a magic trick. The tired just goes on the run with them. Godin says if you want to make the change you think you’re capable of you need to do it with the fear. There are no guarantees and that we need to be vulnerable. To accept that it may or may not work.

Godin reminds the audience, the opportunity is not to yell louder about making average stuff for average people. He shares a story of how he got stranded in Albany, New York on a plane that was 1 1/2 hours away from home for him. The pilot said in 2 hours he might be able to fly back. Seth thought this was ridiculous so he hired a car. He turned to the passengers and said he was clearly not a psycho as he was wearing a tie but that he had 3 spare seats – who wanted a ride? Not one person joined him. He then said that he figured out that we’ve all been trained to stay on the plane. It’s better to make it someone else’s fault rather than to get off and take responsibility into our own hands.

Godin concludes that we all have the chance of our lifetime. That we have a microphone that has been given to us to make a difference. That we don’t have to do it by ourselves, we just need the passion to care enough to do it before it’s ready.

His parting ‘One bullet point’ that he wanted us to take away with us that I want to share now with you is the question is ‘Are You Going To Matter?’

Seth-Godin---We-Need-You-To-Lead-Us

If you’re like me and can’t wait to get into Seth’s new book you can buy your copy of ‘The Icarus Deception: How High Will You Fly?’ on Amazon.

Australian Social Media Statistics: 2013 vs 2014

Australian Social Media Statistics: 2013 vs 2014

Social Media is an essential part of the marketing mix these days. By now, everyone should be fully aware of the myriad of benefits of this relatively new communication tool. There’s the fact that it affords businesses real-time communication opportunities within minutes (not hours or days). Businesses can quickly, easily and efficiently engage directly with their clients. Social media gives you a real-time view of how you can, and should, be improving your services and product lines.

Social media enables you to engage in meaningful, two-way conversation with your target market, potential clients, employees, and other stakeholders. (Remember: you should be using social for conversational purposes, not to simply broadcast your own messages. So, pose questions, elicit interaction, ask for feedback.)

Not only that, social media is the perfect tool to increase the exposure of your business and brand recognition, increase traffic to your website (and therefore potential leads), improve your search engine ranking, and possibly increase sales.

Given all the possibilities and benefits that social media has to offer, the next question is often: on which social media channel should I focus? This question can be difficult to answer. It requires consideration of a number of factors:

  • What social media channel is your target market frequenting most regularly?
  • What sort of products or services do you have on offer?
  • What sort of content will you be distributing via social media?
  • Will you run an integrated social media campaign, across a number of social media platforms? Or will you just focus on one platform?
  • What is your budget (both monetary and man hours) for social media?

All of these are internally focused factors, questions about your own business and how you operate. While answering these questions is vital, it is also important to consider external influences when planning and budgeting for your social media campaign. The biggest external factor is social media traffic and user behaviour. That’s where we come in!

With the help of some excellent data from www.SocialMediaNews.com.au , we’ve undertaken an analysis of the changes in the Australian social media landscape over the last 12 months, from a  statistical point of view. Here’s a handy little reference chart, based this excellent data from www.SocialMediaNews.com.au:

Please click on the image below to view a larger version

Australian Social Media Statistics 13-14 600w

Australian Social Media Statistics Round Up

We’ve compared year-on-year Australian social media statistics for the month of March. Some of our findings were quite surprising. Others were to be expected. Here’s our roundup:

Facebook is Still Number One

Despite recent reports that the popularity of Facebook is dwindling (particularly in the tween age bracket), Australian user statistics indicate that it is still the most used social media platform, with 13.2 million unique users per month. Not only that, it is still experiencing growing user levels, with a 14% increase when figures for March 2014 are compared to the same month in 2013.

YouTube Isn’t Too Far Behind

YouTube remains the second most popular social media platform in Australia with 12.6 million users in March 2014. Its growth rate is very similar to Facebook, coming in at 14% year-on-year. YouTube and Facebook are, far and away, the most popular and most regularly used social media platforms in Australia.

WordPress.com (and Tumblr) is Making a Play for Popularity

Of all the social media platforms, WordPress.com is the fastest growing. Over the last 12 months, WordPress.com experienced 117% growth. That’s huge! Tumblr wasn’t too far behind, with a whopping 80% growth in the last 12 months. Users seem to be moving away from Blogspot (which experience a 3% dive in usage rates) and the like, towards WordPress.com and Tumblr.

Twitter Keeps on Keeping On

While Twitter only has a meagre 2.5 million active users per month in Australia (not that many when compared to the likes of Facebook, YouTube, WordPress and even LinkedIn), its usage rates do continue to grow. In fact, over the last year, Twitter usage rates increased by 15%.

The nature of Twitter makes it a very different beast to many of the other social media platforms: news often breaks on Twitter, and the hard-core social media adopters tend to be extremely active on this micro-blogging platform. If you decide not to include Twitter in your social media program, you should (at the very least) be monitoring Twitter activity related to your industry.

LinkedIn and Instagram are on the Rise (Slowly)

Both LinkedIn and Instagram have been around for a little while now – LinkedIn since 2003, and Instagram since 2010. Both social media platform serve quite particular, niche markets (the corporate world and the photography fan respectively). While neither has skyrocketed in terms of users, both seem to rise steadily year-on-year. LinkedIn grew by 32% and Instagram by 47%. LinkedIn should play a part in the social media strategy of any business, particularly if your target market is the corporate world or high-level business executives.

Snapchat and Trip Advisor Now Rate A Mention

These two social media channels weren’t even blips on the horizon in March 2013. Fast-forward a year, and each has managed to outrank some of the regular social media favourites. Snapchat has over 1.07 million active users in Australia, while Trip Advisor had over 1.4 million Australian visitors in the month of March.

Pinterest and MySpace Might be Dead

Before all you Pinterest and MySpace fans start jumping up and down, please note that we said might. They might be dead (and only in Australia). You just never know with social media – one fantabulous software update and you can be kicking goals! This year though, their statistics tell a sorry story; Pinterest dropped by 35% and MySpace plummeted by 40%.

Globally, the numbers tell a very different story. From a global perspective, Pinterest is one of the fastest growing social media networks, recording an 88% growth rate in 2013 (Source: Jeff Bullas).

Aussies Aren’t Really Sure About Google+

Usage of Google+ dropped by 80% to just 65,000 unique users per month in March 2014. 65,000. For Google’s whizz-bang social media platform. That means that, in Australia, Facebook has 20,000% more users than Google+. The funny thing is, the Google+ statistics are very different when you analyse them from a global perspective. Apparently, Facebook still dominates at 70% of account ownership, but Google+ isn’t really that far behind, at 50% (Source: Jeff Bullas).

It is essential to keep in mind that Google+ is so much more than just a social media platform. It is an identity authentication service. With Google operating the leading search platform, and a variety of other popular services (like Gmail and YouTube), Google+ is one to watch.

So, what does all that mean for you? If you have a limited social media budget, focus on the social media platforms that are most popular in Australia: Facebook, YouTube, LinkedIn and Twitter. Just keep in mind that, because they are more popular, you will be up against more noise. You might need to work a bit harder to stand out from the crowd.

Sharing on Google+ (with its identity authentication functionality and high beneficial links to the world’s most popular search engine) in addition to the four most platforms just makes sense.

Feeling a bit daunted? Not sure that you can handle all that social media activity with limited time and limited resources? Then take a look at platforms like Buffer and Hootsuite. These two platforms enable you to publish across multiple social media accounts, across multiple social media platforms. Buffer and Hootsuite streamline the social media process, making publishing easy and efficient.

Sources:

  • http://www.jeffbullas.com/2013/09/20/12-awesome-social-media-facts-and-statistics-for-2013/
  • http://www.socialmedianews.com.au/social-media-statistics-australia-march-2014/

Upcoming Australian Marketing Events (Jan 2014)

Can you believe it’s already the end of January? Before 2014 escapes us, take a few minutes to cast your eyes over the great line up of upcoming Australian marketing events that the Marketing.com.au team have collated for you. Some of these events have great early bird deals ending soon – don’t miss out!

You can find out more detailed information about these events on our marketing conferences and events page or directly on the organisers website. Don’t forget, if you have any relevant marketing or advertising industry events to share please complete this online form and we’ll do our best to get them up as soon as we can.

Upcoming Australian Marketing Events

FEBRUARY 2014

Melbourne SEO Meetup – 5 February 2014, Melbourne

www.meetup.com/Melbourne-SEO

Building Your Media Profile – 5 February 2014, Sydney

generalassemb.ly/education/building-your-media-profile/sydney/3938

The Future Of Digital Advertising – 5 February 2014, Sydney

www.aimia.com.au/home/events/aimia-events/the-future-of-digital-advertising

Key Person Of Influence – 7 February 2014, Melbourne | 13 February 2014, Sydney | 28 February 2014, Brisbane | Mid 2014, Perth

keypersonofinfluence.com.au

Mumbrella Digital School – 10 February – 17 March 2014, Sydney

mumbrella.com.au/events/mumbrella-digital-school

Essentials of Product Management – 11 February 2014, Sydney

www.eventbrite.com.au/e/essentials-of-product-management-sydney-tickets-7976821889

Social Business 2014 – 18-19 February 2014, Melbourne

http://www.socialbizevents.com.au/

12th Annual Australian Broadcasting Digital Media Summit 2014 – 24-25 February 2014, Sydney

www.acevents.com.au/broadcasting/

MBA in a Day – 25 February 2014, Sydney and 27 February 2014, Melbourne

www.aimia.com.au/home/events/aimia-events/mba-in-a-day-sydney
www.aimia.com.au/home/events/aimia-events/mba-in-a-day-melbourne

Lean Marketing For Startups – 26 February 2014, Sydney

generalassemb.ly/education/lean-marketing-for-startups/sydney/4147

MARCH 2014

Content Strategy Workshop – 4 March 2014, Sydney

www.digitaltrainingevents.com

ad:tech Australia 2014 – 18-19 March 2014, Sydney

www.adtechaustralia.com

Australia-China BusinessWeek 2014 – 27 March 2014, Melbourne and 28 August 2014, Sydney

www.australianbusinessforum.com.au/events/acbw2014

Content Marketing World – 31 March – 2 April 2014, Sydney

sydney.contentmarketingworld.com/

APRIL 2014

ADMA Data Day – 7 April 2014, Melbourne and 10 April 2014, Sydney

www.adma.com.au/attend/upcoming-events/data-day-2014/

The Mature Market – 28-29 April 2014, Sydney

www.arkgroupaustralia.com.au/Events-E096MatureMarket.htm

MAY 2014

SMX Search Marketing Expo – 27-28 May, 2014, Sydney

www.searchmarketingexpo.com.au

Marketing Summit 2014 – 28 May 2014, Brisbane

www.ami.org.au

JUNE 2014

Mumbrella360 – 4-5 June 2014, Sydney

mumbrella360.com.au

JULY 2014

ADMA Global Forum – 28-30 July 2014, Sydney

www.adma.com.au/adma-global-forum/

AUGUST 2014

Marketing Week 2014 – 25-29 August 2014, Adelaide

www.ami.org.au

SEPTEMBER 2014

AMSRS Conference – 4-5 September 2014, Melbourne

www.amsrs.com.au/conference-information

Have you seen an event that we’ve missed? Please take a couple of minutes to share it with us – it’s free! Just complete this online form. Please note, every submitted event is manually reviewed and approved prior to publishing.

3 Ways To Up Online Sales In 2014

3 Ways To Up Online Sales In 2014

Australians are set to spend over $28.3 billion dollars online in 2014. That’s just over 10 per cent of Australia’s entire annual retail outlay. But what’s keeping some retailers ahead now will only be enough to keep them in the game in 2014.

Last year the focus was on ensuring a simple, intuitive checkout process, offering a variety of products and running discounted shopping events. Now it’s time to take the consumer’s personal experience of the brand to the next level.

1. Put the shop front in their hands

Every screen needs to give access to the same online storefront. One shopping experience can cross multiple devices so retailers need to make themselves accessible in this manner.

Ideally a shopper could start filling a cart from their desktop in the morning, add a few more items on their mobile app at lunch and then checkout on their tablet later on. A retailer’s multiple channels should only appear to be a single outlet to the consumer.

The weak link at the moment is a lack of mobile retailer applications. A study for UPS conducted by comScore, found that 60 per cent of Australians prefer to access their favourite retailers online on a desktop or mobile device rather than visit a physical store.

When consumers hold the storefront in their hand (in the form of an app) brands can also improve consumer loyalty. The comScore study found that 47 per cent of Australia’s shoppers are less likely to comparison shop when they are using a mobile app.

So retailers need to invest in an app that offers ecommerce as soon as possible and aim for shopping cart syncing across all channels by the end of the 2014.

2. Focus on being flexible, not fast

Somewhat surprisingly, long delivery times aren’t a major issue for Australians. The comScore research for UPS shows we’re a patient bunch in comparison with our foreign counterparts. Sixty per cent of us will only abandon a shopping cart if we discover the delivery time is more than eight days. In fact, 34 per cent of us are willing to wait eight or more days to receive our goods.

This is a bonus for retailers who can look to save money on transport, warehousing and supply chains that would normally come under scrutiny when focusing on timing and processing speed.

One opportunity highlighted by the study is the range of delivery options available. It found that even though flexible delivery options are highly important to us they are currently receiving very low levels of satisfaction. Offering in-store pick-up, couriers, express, registered or regular post may seem a hindrance to an efficient checkout but it’s what consumers want.

3. Take social seriously, make it friendly

Another piece, by comScore, shows that Australians accessing the Internet from a PC spend 10 per cent of their time online visiting social media sites. And further evidence suggests that consumers have a closer relationship with brands on Facebook than you’d expect. Forty-five per cent of us “like” a brand simply to stay up to date with a retailer. And 25 per cent of us pay a lot of attention to updates from brands “as if it were from one of my friends”.

If you’ve been invited into someone’s personal space make sure you’re having a conversation with them. And make sure it’s not always the same, repetitive, one-dimensional conversation. Social media and networks aren’t just a place to post retail adverts and discounts, you can seed brand advocates, learn from your consumers and test interest in new products.

Hmm, here’s an idea … use Facebook to tell consumers about your new mobile app and diverse delivery options!

 

 

How to Spend Your Marketing Budget in 2014

How to Spend Your Marketing Budget in 2014

So, we’ve reviewed our predictions for 2013, and now it’s time to look ahead to what the future might hold. While we don’t have a crystal ball, we can still posit an educated guess about what year ahead holds for the world of marketing and your marketing budget in 2014.

Our number one prediction: if you take note of our predictions below, and integrate even some of them into your marketing plan for the year ahead, you will be on the right path to marketing success. Happy integrating!

Content is (Still) King

According to the experts, 2014 will be all about customised content (even more so than 2013). Content marketing shot onto the marketing stage this year. A recent study estimated that 27 million pieces of content are shared each and every day. Almost 50% of companies already have a content marketing strategy in place. Clearly, this is something on which you want to capitalise. The solution is not as simple as doubling your status updates on Facebook though. You need to be producing high-quality, engaging content that educates, informs or entertains your audience. You need content that is able to whistle a happy song above the ‘white noise’ of all the other marketing guff in the marketplace.

B2B Content

There is no one definition of high-quality content. But, for B2B companies, the most effective type of content tends to be case studies that demonstrate successful outcomes. Businesses want practically implementable insights to improve their own operations.

B2C Content

For B2C companies, you need to show your audience what’s in it for them. Prove that there is value in your content. Demonstrate, from the very first line that you are going to educate, instruct or entertain.

Get that content out there

Once you have your high-quality, compelling content, you need to think about content distribution. There is no point in manufacturing ground-breaking content if no one reads it. So, next year will be all about integrated content marketing, about repurposing content to suit your blog as well as Twitter, Facebook and Instagram. Consider how your content will look on a variety of platforms. Here’s a hot tip for 2014: think about using email to disseminate content. According to recent statistics, emails with social sharing buttons increase click through rates by over 150%.

Strategise your content

In 2014 you can’t be seen to just be ‘doing content marketing’. You are going to have to drive and measure its results. Take a breath and step back. Assess exactly who your audience is, how you are going to reach them, and what key messages you want to convey. You can’t keep producing content for content’s sake. You need to set measurable, objective goals and measure ROI. Just like you would for any other marketing campaign.

Location-Based Marketing

All the marketing industry big-wigs (Nancy Bhagat – VP of Marketing Strategy at Intel, Michael Brenner – VP of Global Marketing at SAP) have pinpointed location-based marketing as the must-do for 2014. With our ever increasing dependency (note that we said dependency, not just use) on mobile devices, there comes an expectation of personalised, location-based campaigns.

Image and Video Centric Platforms

Images and image-centric platforms (like Pinterest and Instagram) will keep outperforming words in terms of engagement in the year ahead. Twitter’s hashtag will become an even more popular search tool. Mobile marketing will be more popular than any other form of online advertising. Social media will be an essential, expected part of any business’ marketing program. And we expect that image messaging (like Snapchat) will continue on its meteoric rise.

Meaningful Connections

We’re not talking about the e-harmony type of meaningful connection here. 2014 will be all about creating meaningful brands with which your audience can connect. Apparently, when it comes to social media and content marketing, a good rule of thumb is: 20% about your brand, 80% interesting, engaging or informative content. We all need to stop pushing the promotional speak, and start providing useful information for our clients. Put your story first.

Publisher-brands

Industry thought leaders are predicting the rise of brands becoming publishers; brands setting up their own specialised newsrooms and production studios. Examples from 2013 include Red Bull’s Media House.

Bite-sized meaningful content

Most importantly, you’ll have to connect with your audience through clever, engaging, bite-sized content. You will have to master the art of telling a compelling story within a six second Vine video. You will have to bewitch with nothing more than a 140 character Tweet. You will have to enchant with a single frame on Instagram. This year will be all about speed, personality and fun.

References

http://www.forbes.com/sites/ekaterinawalter/2013/12/17/2014-digital-trends-and-predictions-from-marketing-thought-leaders/
http://mumbrella.com.au/whirlwind-romance-content-marketing-predictions-2014-197023
http://www.forbes.com/sites/steveolenski/2013/12/16/2014-marketing-predictions-with-a-twist/
http://www.cmo.com.au/article/534375/marketing_predictions_2014_targeted_more_effective_content_marketing/?pp=2
http://www.theguardian.com/media-network/media-network-blog/2013/nov/01/content-marketing-trends-2014

 

 

Australian Marketing Events Roundup – October 2013

As promised, here’s our monthly roundup of upcoming Australian marketing events from the Marketing.com.au conferences and events page. If you haven’t found the time yet to get along to any marketing industry events this year, now’s your chance to strike while the iron is hot!

We’ve just updated our events page with a stack of new events we wanted to share with you. If you come across any we’ve missed or have some of your own to contribute please complete this online form and we’ll do our best to get them up as soon as we can.

Upcoming Australian Marketing Events

November 2013

Melbourne SEO Meetup – 6 Nov 2013, Melbourne
For more information visit: http://www.meetup.com/Melbourne-SEO

ADMA November Lunch n’ Learn – 7 Nov 2013, Sydney & 20 Nov 2013, Melbourne
For more information visit: www.adma.com.au/attend/upcoming-events/november-lunch-n-learn/

ADMA Engage – 12 Nov 2013, Sydney & 14 Nov 2013, Melbourne
For more information visit: http://www.adma.com.au/attend/upcoming-events/engage-2013/

ADMA Queensland Branch Breakfast – 12 Nov 2013, South Bank QLD
For more information visit: www.adma.com.au/attend/upcoming-events/adma-queensland-branch-breakfast/

AMI QLD Networking Event – 13 Nov 2013, Brisbane
For more information visit: www.ami.org.au/imis15/AMI/Events/AMI/Events/Events_List.aspx

ADMA Victoria Branch’s Awards Showcase – 13 Nov 2013, Melbourne
For more information visit: www.adma.com.au/attend/upcoming-events/adma-victoria-branch-2013-awards-showcase/

Content Strategy Workshop – 19 Nov 2013, Sydney & 26 Nov 2013, Melbourne
For more information visit: http://www.digitaltrainingevents.com/

AMI Advanced Workshop – Digital Strategy – 19 Nov 2013, Melbourne
For more information visit: www.ami.org.au/imis15/AMI/Events/AMI/Events/Events_List.aspx

China Digital Conference 2013 – 19 Nov 2013 in Melbourne & 21 Nov 2013 in Sydney
For more information visit: http://www.digitaltrainingevents.com/

IAB Training Course Digital Marketing Metrics – 20 Nov 2013, Sydney
For more information visit: http://www.iabaustralia.com.au/Events/All_Events

Secrets of Agency Excellence Conference – 20 Nov 2013, Melbourne & 21 Nov 2013, Sydney
For more information visit: www.gotothesource.com.au/events/

AMI – What REALLY Happens in the Media? – 27 Nov 2013, Melbourne
For more information visit: www.ami.org.au/imis15/AMI/Events/AMI/Events/Events_List.aspx

The Tablet Revolution – 28 Nov 2013, Sydney
For more information visit: http://www.aimia.com.au/home/events/aimia-events/the-tablet-revolution

Australian Marketing Institute Foundation Workshops – various locations until 29 Nov 2013
For more information, visit: www.ami.org.au/files/2013_AMI_Foundation_Workshops.pdf

December 2013

Cross Media Live Sydney 2013 – 3-4 Dec 2013, Sydney
For more information visit: http://www.crossmedialive.com.au/

The Australian Government: Community and Marketing – 4-5 Dec 2013, Sydney
For more information visit: www.arkgroupaustralia.com.au/Events-E080marketgov.htm

The Future of Digital – 4 Dec 2013, Sydney & 10 Dec 2013, Melbourne
For more information visit: www.aimia.com.au/home/events/aimia-events/the-future-of-digital—sydney

WA Underground Sundowner – 5 Dec 2013, Perth
For more information visit: www.adma.com.au/attend/upcoming-events/wa-underground-sundowner/

ADMA Cup 2013 – 12 Dec 2013, Sydney
For more information visit: www.adma.com.au/attend/upcoming-events/adma-cup-2013/

2014

12th Annual Australian Broadcasting Digital Media Summit 2014 – 24 – 25 Feb 2014, Sydney
For more information visit: www.acevents.com.au/broadcasting/

MBA in a Day – 25 Feb 2014, Sydney & 27 Feb 2014, Melbourne
For more information visit: http://www.aimia.com.au/home/events/aimia-events/mba-in-a-day-sydney

Australia-China BusinessWeek 2014 – 27 Mar 2014, Melbourne & 28 Aug 2014, Sydney
For more information visit: www.australianbusinessforum.com.au/events/acbw2014

Don’t forget if you if you come across any marketing events we’ve missed or have some of your own to contribute you can list your marketing event for free, please just complete this online form. Every event is manually reviewed and approved prior to publishing.