Digital Marketing Trends In Australia

We recently published an article on Inbound Marketing In Your Marketing Mix where we discussed the importance of customer engagement and the need to focus more attention on earning the interest of customers and not just relying on being able to buy it through traditional marketing. However, for many of us, digital marketing is still somewhat of an untamed beast. The good news out this week is we’re not alone. Responsys got in touch with us and kindly shared their annual Big Australia Report which discusses and benchmarks the practices of digital marketing in Australia based on interviews they conducted with 125 digital marketers around Australia in July and August of this year. The study highlighted that marketers really feel burdened by a lack of digital knowledge and expertise, with more than half indicating that there is a digital knowledge gap in their organisation. This report has some fascinating insights and we wanted to share a few other take aways with you: What is the 2012 digital marketing landscape in Australia? Emphasis on customer engagement – Responsys highlighted that Australian businesses are acknowledging the need for relevant and “valuable communications that aim to engage rather than sell”. Digital execution being managed in house – Despite the digital knowledge gap many felt within their organisation, digital marketers are becoming more confident in managing digital execution in house compared to 2011 (28% outsource in 2012 vs 57% in 2011). This really highlights a need for digital marketing training and employing data specialists to adequately analyse the customer data. More work for marketers – While the study found that around 5 in 10 Australian marketers expect...

Using Social Media in the Marketing Mix

In 2011, 80% of businesses in America with over 100 employees will use social media marketing. Compared with two years ago, when only 42% of companies were using social media, this is an enormous change (source eMarketer). As more and more people adopt the use of social media in their daily lives, marketers are being forced to recognise the potential of this communication tool and integrate it into the marketing mix. Social Media is one of those mysterious (and slightly scary) terms in the world of marketing. When Facebook exploded on the world stage, followed not long after by Twitter, all those ‘slow adopters’ buried their heads in the sand and hoped (or in some cases prayed) that it would quickly evaporate. Surely this was just another passing Gen-Y fad? No such luck. Social media has changed the way advertising and marketing is rolled out: bombarding customers with endless two-for-the-price-of-one email deals creates short-term leads but does not ensure long-term success. Social media allows two-way communication with potential customers and can generate online conversations about your brand between customers. So how do you integrate social media into your marketing mix? Make social media part of everything you do; social media is more than just another marketing tool. It would be really easy to just create a Facebook page, update it perhaps once a week (or every other week if I’m busy). That’s social media isn’t it? Not quite. Consumers do not participate in social media so that marketers have another vehicle to deliver their two-for-the-price-of-one spam. Consumers want to communicate with other people, connect with their friends, their family,...

Really Simple RSS

RSS stands for ‘Really Simple Syndication’ (or Rich Site Summary) and is a relatively easy and free way to communicate updates to your (or your client’s) website. Users can subscribe free to one or more ‘feeds’ which send a headline and a short summary of articles that have been recently added or updated on any given website. RSS is not a widely used (or known) term just yet, but techno savvy web developers and consumers are using RSS more and more. RSS is probably the most reliable (and quickest) online method by which to deliver content. It can improve search engine rankings, reach new audiences through syndication, is an easier and less expensive communication tool than email, enhance email marketing campaigns, generate media coverage and develop online conversations. If you are considering jumping on the RSS bandwagon, you should consider the following tips to ensure that your feed stands out from the crowd. Any marketing activity should begin with research; gaining a thorough understanding of how the chosen marketing medium works is essential. It is extremely difficult to fully understand how something works (particularly when it comes to constantly changing technology) without having actually used it. So, first of all, pick an RSS aggregator (the most popular are My Yahoo!, Bloglines and Firefox and) and subscribe to some RSS feeds. You will very quickly pick up which feeds work and why, and similarly, what should be avoided. You should always include specific key words in your RSS feed’s channel title and description. As with any website search, users generally search for RSS feeds using key words or phrases. If...