Keeping up with all things digital is near impossible – even staying abreast of developments in search alone is tough particularly in a year like 2011. Whilst for some 2011 may have been a year they would prefer to forget from an SEO perspective, it says a lot about where the focus will be for 2012. Read Full Article >
Australian brands a no show at the mobile party
Only a few years ago, marketers and industry experts were waiting with baited breathe for the year of the mobile. But now it seems like a distant memory with mobile internet usage set to overtake desktop usage by 2013.
The only problem is, Australian brands have failed to turn up to the party – which shows that organisations still lack an emphasis on and investment in digital.
The mobile problem
According to a recent article featured on B&T, the single biggest challenge Google is facing over the next 12 months is the lack of Australian businesses with a mobile strategy.
“Australia is going mobile in a big way. In a recent study with Ipsos Research, Google found that Australia has the second highest Smartphone penetration in the world – ahead of the US, UK, and Japan. And the pace of change is revolutionary with over 20% of Australian internet searches now from mobile devices.”
The research also showed that;
• 49% of the people use their Smartphone to research and then call businesses
• 45% have visited a business they’ve found using their Smartphone.
• One in four had made a purchase using their mobile phone
• And one in five had searched for a house or apartment (although research we recently conducted at realestateVIEW.com.au revealed as many as 40% of home buyers use mobile as a primary or secondary device to search for property).
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CATEGORY: Digital Strategy, Mobile Marketing
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Digital thinking for 2012
Digital predictions for 2012 are a dime a dozen so I have taken a slightly different approach by detailing what I believe is most important for marketers to think about and focus on in the year ahead.
Think agility / real time marketing
Content marketing, search and social media all have 1 thing in common – to get ahead it’s all about “real time”. Google’s freshness update, which was released in November, focussed on serving the most up to date content about a particular topic (and is said to affect approx 35% of results). Whilst in the social sphere negative WOM can spread quickly – just ask Qantas. So in 2012 marketers need to think on their feet and show agility to leverage opportunities as they present themselves – this could be to develop a unique piece of content based on what is trending, or extending a social media campaign beyond its initial scope based on consumer uptake just like Coke has with their Share a Coke campaign.
Re-think offline
Through Augmented Reality, QR codes, and emergence of tCommerce and smart TVs – offline media is being re-defined in the role it plays within the marketing mix. But all of this is worthless if marketers don’t begin to take advantage of opportunities to integrate offline with these new technologies, to drive direct response from traditional awareness channels. Thus marketers must re-think how they are leveraging offline in 2012.
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CATEGORY: Digital Strategy
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The Good, The Bad & The Ugly of Australian Digital in 2011
2011 was a big year for digital in Australia with many brands embracing the channel. Unfortunately for some however 2011 is a year they would rather forget. Read Full Article >
Increase conversion with social logins
Whilst purchasing online provides consumers with a convenient way to shop – the process of transacting in some ways is still very inconvenient Read Full Article >
CATEGORY: Digital News & Trends
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Smart TV apps – the next big thing in digital
Just as smartphones have become a personal lifestyle device, smart TVs are primed to do the same for family entertainment. For those unfamiliar with the smart TV Read Full Article >
CATEGORY: Digital News & Trends
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