Mumbrella Mobile Marketing Masterclass is aimed towards anyone who wishes to find out how to capitalize on the mobile revolution which is continuing to grow. Australia is lacking behind other developed international markets when it comes to spending on mobile marketing, the importance of this will be outlined by a panel of experts who will be answering all your questions.
Wearables: Digital Insights and Opportunities
Get ready for wearable devices.
Discover the now and be in the know of wearable technology, as we extend mobile and welcome wearable technology
IAB Mobile Landscape 2015 Results – Melbourne
This event will reveal the findings from IAB Australia’s 3rd Annual Industry Study on the state of the Mobile Advertising Market in Australia. Find out how mobile spending is shifting, how marketing metrics are being tracked and what findings are effective. This event will include a showcase in what has shown to work in mobile creativity to help marketers stretch their current thinking on how mobile advertising can help grow their brand.
Sydney Breakfast Seminar – Mobile Opportunities – 4 Industry Leading Speakers – Tickets Only $15
Topic for February will be announced shortly!
Join AIMIA on Monday 2nd February at the EY Offices in Sydney for the February Mobile Industry Group Meeting.
Speakers will be confirmed shortly.
Should you have any enquiries or wish to attend the Mobile Industry Group meeting please send an email to email@example.com.
Understanding Facebook statistics in Australia, and Facebook user patterns is vital. With it becoming increasingly difficult to stand out from the crowd on the popular social media platform, an in-depth understanding of Facebook statistics might give you a completive edge. Understanding Facebook statistics is a bit like using a megaphone; it will amplify your voice, and help you stand out from the crowd.
Facebook Statistics Worldwide
To kick off our crowd-pleasing, social-media-audience-engaging expose on Facebook statistics in Australia, we thought we’d first take a look at Facebook Statistics worldwide, including what lessons can be gleaned from each.
Facebook Statistic #1: Each month, there are more than 1.23 billion active Facebook users (Source: Facebook). That is equivalent to approximately one-sixth of the world’s entire population. Combined, those 1.23 billion users have over 201 billion friend connections and have clicked ‘like’ 3.4 trillion times (Source: ABC).
Lesson #1: Just in case you still weren’t entirely convinced that you should have a Facebook page for your company, these statistics should be unequivocal evidence. Beyond a shadow of a doubt, Facebook is simply too big, too far-reaching and too popular to ignore. If you don’t already have a Facebook presence, jump on it. Now!
Facebook Statistic #2: According to Facebook, as of January 2014, 757 million people log on to Facebook every single day. That is a 22% increase compared to the same time last year.
Lesson #2: Facebook users are regularly active. So, you need to be regularly active as well. You need to be updating your status regularly. You need to be commenting on (or at the very least liking) questions and posts regularly.
Facebook Statistic #3: According to Facebook, as of March 2014, there are over 1 billion (that’s right, 1 billion) active mobile users every month.
Lesson #3: While Facebook itself already does the majority of the work for you, it’s still important to consider mobile responsiveness (including the mobile responsiveness of any media that you include or any websites that you link to) in everything you do on your Facebook page. Consider how every image will look on a mobile phone screen, how status updates will display, how your main banner image will appear.
Facebook Statistic #4: The peak for Facebook traffic is mid-week (Tuesday, Wednesday and Thursday), between 1pm and 3pm. Facebook traffic starts to build from about 9am, and after 4pm, traffic slows right down. Interestingly, on Thursdays and Fridays, audience engagement is 18% higher than any other days of the week (Source: Bitly Blog).
Lesson #4: The time of day that you post your status updates can affect your engagement enormously. Given the statistics above, it is best to wait until at least 11am before posting anything, and capitalise on the mid-week, 1pm to 4pm window. During these times, you will capture the greatest amount of available traffic.
Facebook Statistic #5: There were more than 7.5 million promoted posts between June 2012 and May 2013. (Source: Facebook)
Lesson #5: There is nothing wrong with partaking in a little advertising via Facebook. The Facebook statistics show that plenty of others, including your competitors, are paying for promotional opportunities. Sometimes, the only way to stand out from the crowd is to pay for the privilege.
Facebook Statistic #6: According to iStrategy Labs, the 25 to 34 year old bracket is the most common demographic for Facebook users. It is interesting to note that 3.3 million American users aged between 13 and 17 years old have left Facebook since 2011, as well as another 3.4 million 18 to 24 year olds (Source: iStrategy Labs).
Lesson #6: If the 25 to 34 age bracket is your prime demographic, and you haven’t already got a Facebook presence, get a move on!
Facebook Statistics in Australia
Unfortunately, Facebook does not release too many detailed user statistics, particularly for segmented market shares (like Australia). What Facebook has disclosed is that approximately 81% of all Facebook users are located outside America and Canada.
So, to provide more specific, targeted statistics for the Australian market, we have done a wee bit of investigative journalism, and come up with the following Facebook statistics for Australia. Do with them what you will.
Facebook Statistic #1: Over nine million Australians use Facebook every single day (Source: ABC). When extrapolated to a monthly basis, this figure increases to 12 million users.
Lesson #1: Australia only has a population of 22.8 million people. That means that 52.6% of Australians are actively using Facebook every month. As a business owner, or marketing professional, can you really afford to ignore a communication platform that regularly reaches more than half of Australia’s population?
Facebook Statistic #2: Of the nine million Australians who use Facebook every single day, 7.3 million log in via mobile (Source: ABC).
Lesson #2: The very large majority – 81% in fact – of your audience is accessing your Facebook page via their mobile phone. As mentioned in lesson #3 above, the user experience implications of this cannot be ignored. In Australia, it is even more important that you optimise all your Facebook content for mobile viewing.
About Sally Wood
Sally is the Chief Wordsmith at Wordly: a full-service copywriting, content marketing and public relations agency in Melbourne, Australia. Having worked in marketing, communications and public relations roles for over ten years, Sally is well-versed in just about every aspect of message delivery. Her professional experience includes: copywriting for web, social media and print publications; marketing and public relations campaigns that deliver growth and improve brand awareness; and internal stakeholder communication programs that improve employee engagement. For more information about Wordly’s range of services, visit: www.wordly.com.au.
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!
About Lachlan Brahe,
Vice President, Australia and New Zealand at comScore
With over 16 years of experience of working in digital, Lachlan joined comScore in November 2013 excited to be getting his hands on the oracle of website data. comScore tracks over 1.5 trillion interactions monthly which is equal to almost 40 per cent of the monthly page views of the entire internet. It’s chocca with market research and analytics that help clients create value from their digital consumer relationships.
Stay up to date with online consumer trends in Australia by visiting comscore.com regularly.
Earlier in the year we shared with you our article on Marketing Predictions for 2013. We reviewed some local and international marketing predictions and trends from industry leaders and experts and it may come as no surprise, they were pretty much spot on. Just in case you missed it, here’s a little wrap of the year that was 2013 (in terms of marketing at least).
We Embraced a Digital Life
- A year is a long time in the world of digital marketing. We’ve put together a couple of highlights for you. Google changed its algorithm (again) pulling in more factors than ever before. Quality content was all the rage, distributed via the usual social media channels. Mobile usage grew, as did Google+, online advertising spend and location-based marketing.
- Mobile use grew. Exponentially. Over 2 billion mobile phones were bought this year. And over 50% of people confirmed that they use their mobile phone as the only means of accessing the internet. 71% of smartphone users accessed the internet on their smartphones daily (up from 56% in 2012). Not surprisingly, approximately 189 million Facebook users declared they were mobile-only users and 30% of all Facebook advertising revenue in 2013 came from mobile ads.
- Everyone got touchy-feely. Tablet device ownership exploded. A third of households now own tablets, with this expected to rise to 50% by the end of 2014. And by 2015, more tablets will be sold than computers. As a result, marketing industry experts continued to design websites and advertising campaigns tailored to tablet-users.
- And then watched videos. With the explosion of tablet ownership, online video consumption increased in 2013. 100 hours of video was uploaded to YouTube every minute this year. Surprising, consumers are 27 times more likely to click through online video ads than standard banners.
- Online advertising was a winner. Digital ad spend increased by 17% this year. This looks set to continue, with digital video advertising spending expected to double to $4.2 billion in 2014 and $8 billion by 2016.
Content was King
- Content marketing went viral. Over US$120 billion was spent on content marketing, video marketing, and social media in 2013. With good reason. Research has found that blogs give websites over 430% more indexed pages and 97% more indexed links. And, 90% of clients think custom content is useful, with 78% believing that companies with tailored content are interested in building a solid relationship with them. Best of all, it generates three times as many leads and costs 60% less than traditional forms of marketing. Our advice: get on board in 2014 (if you haven’t already).
- Social media became vital. Social media is now a necessity, not a luxury. In 2013, social media became even more vital to online marketing and customer engagement. A survey of over 850 American companies found that 92.5% of companies have a dedicated, full-time employee for social media.
- Google+ became more popular. As you might expect, Facebook is still the most popular social media network. Google+ isn’t too far behind though; 2013 saw Google+ increase market share to 50%. Keep in mind though; one must create a Google+ account when creating a Gmail account. This skews the data somewhat. Chances are, there are a lot of unused Google+ accounts out there in cyberspace, however many savvy brands are well and truly on board with Google+.
Customers Were the Focus
- Engage. Engage. Engage. That was the mantra for marketers in 2013. We all did our best to deliver marketing programs that engaged, entertained, informed or educated our audience. One of the top campaigns in Australia for 2013 was Metro’s ‘Dumbest Ways to Die’ campaign. This was all about engagement. Not only were there radio ads, but there was a film clip, an app, a game and a Tumblr blog. All designed to engage (and educate), via a variety of platforms.
- WIIFM. Not familiar with this particular acronym? Marketing in 2013 was all about answering ‘What’s In It For Me?’ for clients. If you missed the boat in 2013, get on-board for 2014.
Stay tuned for our 2014 marketing predictions coming soon!
So you don’t think your online sign up process needs SMS gateway support?
Take the case of one our clients in the energy comparison business, who has given us permission to use their experience with our SMS gateway as a case study. For this article we will refer to them as ‘Energy-Comparator X.’
An involved online sign-up process needed some SMS problem solving.
The gas and electricity comparison market is a high volume, low margin game. Timely acquisition is key to yielding big returns; and a high cancelation and drop-offs can be extremely costly on profits.
Here’s a quick overview of the process involved to switch a customer from one energy retailer to another:
- Customer enters address details into comparator site.
- Comparison engine provides product offers in area.
- Customer chooses product offer and accepts terms and conditions.
- Customer service agent rings to verify the customer’s authority to ‘switch’ account.
- Comparator sends customer data to new energy provider.
- Customer is officially ‘switched’, and comparator gets paid for the sale.
Energy-Comparator X had a problem. Cancelation and customer drop off was eating into profit.
Switching an energy customer requires coordination of marketing, onsite sales messaging, customer service and old fashioned data entry. This process had 6 major links in the chain to sign up, and one major failing point.
One core part of the sign up process is to verify the customer’s identity in order to switch the household’s electricity account. A customer service agent would have to ring the customer to authenticate they are not being fraudulent. This was all well and good for online sales made 9 to 6pm, but a decent majority of sales were still left waiting in the air un-finalised out of business hours. This was identified as a major failing point in the process, and a major contributor to cancelations and drop offs.
A humble SMS gateway solution
Enter an SMS gateway into the mix. A few simple lines of code integrating the CRM and sms gateway, and now a customer signing up out of hours receives an instant SMS, with a reference number and code. Entering that code would then authenticate the sale immediately, and send the sale data to new energy provider instantly.
This simple solution had 2 major positive effects.
- It reduced cancelation and drop offs, by speeding up the processing time of the sale, and keeping customers informed of the status of their order.
- Reduce customer service agent time on phones, chasing customers to verify sales, ultimately this saved hundreds of man hours.
So what was the outcome?
The SMS gateway solution was implemented in early July 2012. Over a 6 month period, cancelation rate was reduced by 5%, which increased sales revenue significantly. The increased sales revenue combined with the customer service labour hours saved, amounted to approximately an extra $65,000 of profit for a 6 month period. For a business of less than 20 Employees, that was a significant sum of money, for what as a relatively simple function to implement.
We may be biased, but there is probably a creative and useful way an SMS gateway can improve your customer sign-up or purchases processes, no matter what industry you are in. The numbers in the case of Energy Comparator X speak for themselves, an SMS to keep customers informed and engaged in the process, kept them in the loop and therefore less likely to cancel. Setting up the automation for this service took no more than a few man hours, and amounted to a significant profit increase.
Thanks to Agus for sharing this interesting case study on using an SMS gateway.
About Agus Echagüe
Agus Echagüe is Marketing Manager at SMS Central
You can follow Agus on Google+.
Recently, Experian Marketing Services released a very comprehensive report on just how marketers can reach today’s always on, highly engaged and demanding consumer in an integrated way across a variety of digital marketing channels including email, display advertising, mobile, search and social media.
The report contains trends, predictive benchmark data and analytical insights which are aimed to assist marketers in maximising opportunities and ROI. While much of the data is US based, it is still very relevant and topical for Australian marketers.
What kind of information can you expect to find in this report? Well, we thought we’d share a couple of insights with you below:
- 44% of emails are opened on mobile devices
- Personalised promotional emails had 29% higher unique open rate and 41% higher click rates than non personalised email
- Around 1/4 of adults (aged 35-49 years) visit websites on 4+ different devices a week
- 35% of marketers said response attribution (understanding the impact of multi channel marketing programs) was the most challenging multichannel marketing issue for their organisation.
- The most profitable social sharing level is the first degree of separation (e.g you recommend a product or service to a friend via a link and then they buy it).
- Australians are among the most avid users of smartphones in the world with sales exceeding those of PCs
At the conclusion of the report Experian state that “...marketers must unite their messages across those touch-points to create relevant experiences regardless of the customer’s channel or device preferences.” and to “…differentiate your business by providing excellent service and one-to-one connections — in other words, be customer obsessed.”
We would highly recommend downloading a copy of the full report for yourself here, it is a really handy reference for any marketer.
If you’re looking for more information on digital marketing trends, check out our previous article Digital Marketing Trends In Australia.