The Small Device Having a Very Big Impact on Your Email Strategy

With smartphone penetration in excess of 50% in Australia, and mobile internet usage continuing to surge – spare a moment to think about the impact that this could be having on your email marketing strategy. Although it is not one of the more sexy digital topics, email is still a very important staple in the digital toolkit – and now more than ever the channel needs love to adapt to the change in consumer behaviour bought on by mobile.

So what are some of the most important things to think about?

When was the last time you tested send times?

Time of Day
A recent study conducted by Pure Profile (which surveyed over 1,000 Australians) found that 41% of Australians check their mobile phone at or before 7am, with almost half indicating they check their phone as soon as they wake, even on weekends. Whilst a report released in September by ExactTarget found that 71% of Australians checked their email as their first digital priority of the morning. Research by Pure Profile also found that 45% of Australians, check emails on their phone as the last thing they do before they go to sleep at night, even on weekends. This opens up new opportunities for marketers to trial sends before 9am and after 5pm in an attempt to kick start declining open and click through rates.

Is Saturday & Sunday the new “in” days to send
For years email marketers avoided Saturdays and Sundays like the plague as consumers moved into leisure mode. But unsurprisingly email viewing via mobile devices is highest towards the back end of the week and on the weekends – as consumers switch away from desktops. With bricks and mortar retail trade often highest towards the end of the week and on weekends – this represents a significant opportunity for retailers as inboxes are largely uncluttered.

Email and Social Media IntegrationShould you be thinking mobile first when designing email templates – you betcha!

According to Return Path, by the end of 2012 more emails in the US will be read on a mobile device than via a desktop / webmail experience. As Australia’s smartphone penetration is the second highest in the world (second only to Singapore) it is safe to assume this trend is as equally as relevant. The implications of this are fairly self explanatory – those that aren’t optimizing their emails for mobile devices stand to lose out. But what are the most important things to think about when designing the ideal mobile friendly email template?

eDialog reports that around 80% of all users find it harder to read email on their phones and sums up the biggest complaints (so you can ensure you avoid them):
• Having to scroll to read all information (15%),
• A surplus of textual content (9%),
• Images rendering badly or not at all (8%)

Are mobile devices for viewing or subscribing?

One of the hotly debated topics is whether or not consumers go to the trouble of subscribing to emails via mobile devices – given subscription forms can be difficult to complete on a mobile device. According to a study conducted by The Relevancy Group, 20% of consumers have used their mobile device to opt in to emails – demonstrating that mobile isn’t hampering consumers desire to sign up to email communication. As a result, brands need to ensure not to do away with sign up functionality on mobile sites when attempting to provide a more simplified mobile version of their desktop website.

Here’s a video from Hubspot on Social, Mobile, and Email Marketing Updates:


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31 Insightful Facts about Australians Internet Usage

It’s been a long time between drinks but I have finally found the time to collate my latest stats compilation for the Australian digital market. So to make up for it I have compiled over 30 insightful statistics into the digital market down under.

General Statistics

1. Australia’s internet audience reached 16.2 million in May 2012 – Nielsen Australian Online Landscape Review

2. Six in ten online Australians have used the internet while watching TV; more than one third do it on a daily basis – Nielsen, Australian Online Consumer Report

Mobile & Tablets

3. An estimated 18% (up from 8%) of Australian households now own at least one tablet device. Tablet devices are forecast to reach 39% of homes by 2013 – Nielsen, Australian Online Consumer Report

Nielsen Australian Online Consumer Report Technology Ownership

4. An estimated 48% of Australians aged 16+ years own a smartphone (35% in Q1 2011) – Nielsen Australian Multi-Screen Report

5. Time spent accessing mobile internet continues its upward trend: 4.2 hours per week, up 20% from 3.5 hours in 2010 – Nielsen, Australian Online Consumer Report

6. 71% of Australians have access to the internet from their phones, but only five per cent use their phone to make a purchase – MasterCard Online Shopper Survey

7. 17 per cent of Australians were willing to use a mobile service to pay for goods in-store – MasterCard Online Shopper Survey

8. A recent IPSOS Research / Google survey revealed of those who owned a smartphone, 49% had purchased an iOS device, 25% used Android, 8% had a Symbian and 4% had a Windows Phone – Our mobile planet: Australia – understanding the mobile consumer’ report

9. 24% of Australian smartphone users take their phones with them when shopping to research products, and 22% of them change their minds while in-store about a purchase after completing a mobile search – Our mobile planet: Australia – understanding the mobile consumer’ report

10. 57% of smartphone users actively searched on their mobile device after seeing an ad on TV – Our mobile planet: Australia – understanding the mobile consumer’ report

11. 61% of mobile users are unlikely to return to a site that they had trouble accessing from their phone – Our mobile planet: Australia – understanding the mobile consumer’ report

12. Australia has the second highest smartphone usage by population density, second only to Singapore – Our mobile planet: Australia – understanding the mobile consumer’ report

13. 51% of smartphone users access internet via their mobile multiple times a day – Our mobile planet: Australia – understanding the mobile consumer’ report

14. On average Australians have downloaded 28 apps on their smartphone, however only 10 of those apps have been accessed in the past 30 days – Our mobile planet: Australia – understanding the mobile consumer’ report

AIMIA Yellow Pages ResearchSocial Media

15. 62% of Australian internet users, use social media sites, of those users 36% access social networking sites at least once a day – AIMIA Yellow Social Media Report

16. 97% of those using social media sites – use Facebook. Year on year usage of LinkedIn grew from 9% to 16%, whilst Twitter usage grew from 8% to 14% – AIMIA Yellow Social Media Report

17. Australian social media users have, 227 friends and followers on average, however they have seen less than half of them face-to-face in the past year – AIMIA Yellow Social Media Report

18. More than half of social media users are accessing social media sites through their smartphone. – AIMIA Yellow Social Media Report

TV Programs on Social Media

19. 33% of social media users, discuss TV programs on social media whilst watching the show – AIMIA Yellow Social Media Report

20. 71% of Australian internet users have read other consumers’ opinions and discussions about brands online and 59% watch online videos to help inform their purchase choices – Nielsen Australian Online Consumer Report 2011‐2012

21. 71 per cent of Australian internet users check their email at the beginning of the day while only 17 per cent will check Facebook – ExactTarget Digital Down Under Report

22. The last thing 47% of the Australian consumers do before going to bed is check email; 27% check Facebook – ExactTarget Digital Down Under Report

23. Facebook users visit the site on average 16 times a week – ExactTarget Digital Down Under Report

24. Australians spent an average of 3 hours and 15 minutes per month watching any online video (not just television broadcast related content) in Q1 2012, up from 2 hours and 7 minutes in Q1 2011 – Nielsen Multi-Screen Report

Online Purchasing Behaviour
25. Australian businesses received online orders worth $189 billion in the 12 months to 2010-11. This figure is up from $143 billion in 2009-10. – Smart UpStart (ABS Statistics)

26. More than one in five online Australians shop/browse between 6pm and 10pm – Nielsen Australian Online Consumer Report 2011‐2012

27. Older generations prefer to purchase from Australian sites with those aged 50 to 64 years old making online purchases from retailers located onshore 71% of the time – MasterCard Online Shopper Survey

28 Gen Y are more likely to shop overseas with 42% of all online purchases made by 18-24 year old shoppers made through international retail sites – MasterCard Online Shopper Survey

29. 44% of Australian shoppers said they would move on if a page takes more than 15 seconds to load – Roy Morgan Research

Online Advertising

30. 15.6 billion display ad impressions were delivered online in Australia, reaching 15.1 million Internet users in January 2012 – comScore

31. Facebook accounts for nearly 1 in every 4 (23%) display ad impressions in Australia – comScore

Watch this Video on Social Media Marketing Strategy:


AIMIA / Yellow Social Media Report –
Australian Multi-Screen Report ––2012-shows-television-vi.html
Australian Online Consumer Report –
ComScore Ad Metrix –
Nielsen Australian Online Landscape Review
ABS Statistics –$189-billion-a-year/201206276742.html
Herald Sun – MasterCard Survey Results –
Google Mobile Planet –
Google Mobile Planet –
ExactTarget Digital Down Under Report Findings –
ExactTarget Digital Down Under Report Findings –
Mastercard Online Shopper Survey –
Roy Morgan Research –


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Internet TV Advertising – Taking Centre Stage

Internet TV Advertising

According to Nielsen’s online consumer landscape report, 24% of Australians are viewing some of their favourite TV programs on demand or via catch up TV. As a result, Mediacom estimates TV streamed from the internet now accounts for up to 12 per cent of total TV viewing (March 2012). There is thus little wonder why brands are flocking to take up internet TV advertising for Australia’s most popular TV programs.

So popular is internet TV advertising becoming; the cost to advertise is starting to outstrip the cost for placement during the traditional scheduled format. In fact last week it was reported that online TV advertising for the Voice reached a CPM of $75 whilst advertising during the scheduled TV slots for the hit format was $37 CPM.

But whilst online TV advertising is commanding a premium – it is still early days……

It’s big and it’s going to get bigger.

According to Comscore in late 2011, internet TV had already reached upwards of 12 million viewers per month in Australia. But where are the eyeballs going? Vincent Dempsey, Head of Digital Media at Ten, recently stated catch-up TV viewing on the 10 network (across mobile and TV) attracts 1.5 – 2 million unique visitors a month. Whilst ABCs’ iView recorded an average of 2.9 million visits per month (during 2011), which was up 48 per cent on the previous year.

Internet TV Advertising

However these already impressive audience figures are set to explode over the next 12 months with researcher Nielsen forecasting that by next year, six out of 10 Australians will get TV from the internet. This growth is set to have an on-flow effect to internet TV advertising revenue over the next 5 years with Frost and Sullivan predicting the Australian industry will grow from $54m in 2011 to $311m in 2016.

To integrate or not to integrate?

With fewer placements and the allure of direct response – internet TV advertising is obviously able to command a premium – but the real question is should internet TV advertising be used in isolation?

TV audience fragmentation is one of the key issues traditional scheduled TV advertisers are now trying to grapple with. Add to this the distraction of second screen usage and it’s no wonder that TV advertising is losing some of its appeal – however it is those who look to integrate that will gain the greatest benefit. As much of these audiences migrate between traditional scheduled TV and online viewing to accommodate their lifestyle and own timetable – integration of activities enables brands to maximise frequency. Catch Up TV is also one of the key factors fuelling growth in TV viewing – as opposed to decimating traditional viewing, thus through integration it provides brands with the opportunity tap into a larger audience overall.

Video: Does Television Advertising Influence Online Search?

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Australian Brand Interest in PINterest

Whilst Facebook is anticipated to reach its billionth member in 2012, it seems Pinterest is stealing the limelight. And despite the fact that Pinterest usage is unlikely to rival Facebook visitation at least in the foreseeable future, its growth cannot be ignored.

A social media fairytale

According to ComScore, Pinterest traffic reached a high of 11.7 million unique visitors in January 2012 – up from 400,000 less than 12 months ago – making it the fastest growing website to reach 10 million visitors in history. What is however most extraordinary about this growth however is that Pinterest is still at the “invitation only” phase.

But the darling networks success doesn’t end there. According to Shareaholic, in February 2012, it was announced that Pinterest drove more traffic to retail sites than Google+, YouTube and LinkedIn combined, and Pinterest also drives more traffic to blogs than Twitter.

But whilst the Pinterest phenomenon has caught on globally, are Aussies showing the same enthusiasm towards Pinterest? The answer is definitely a resounding YES, with Nielsen reporting a surge in Pinterest’s unique audience numbers in Australia, from 140,000 in December to 360,000 in January.

What is of PINterest?

With up to 80% of Pinterest users female – there is little surprise that the most popular content being pinned is related to all things girly. According to analysis from RJMetrics globally, the most popular broad categories of content being pinned are;
• Home (17.9%)
• Arts & Crafts (12.4%)
• Style & fashion (11.7%)

Pinterest Category Interest

However the analysis also revealed the content category achieving the highest levels of repins is Food.

Pinterest Repins By Category

Brand Interest

Globally the number of brands flocking to Pinterest over the past few months has begun to snowball and it seems Australian brands are beginning to dip their toes in the water.

Tourism Australia in PinterestTourism Australia

In recent years Tourism Australia (TA), has been one of the first brands to experiment and successful leverage key digital channels – particularly within the social sphere. Thus it would come as little surprise that TA is one of the first brands to trial Pinterest in Australia.

According to an article published on Mumbrella, TA’s strategy is “the same as our wider social media strategy – to inspire people to share their experiences and advocate Australia, with the ultimate aim of encouraging more people to visit.”
At the time of preparing this article, TA has 31 pinboards and 840 pins as well as over 400 followers.


Kikki K Pinterest MarketingKikki.K has also shown interest in the new virtual pinboard site and as a result has integrated the “follow” and “pin it” badges within its site to encourage people to share / pin its latest stationary. A quick search on Pinterest shows that the brand is definitely doing something right with many Kikki.k products already pinned by users. In addition to date Kikki.K has established a following of over 750 followers and boasts 22 pinboards and 581 items pinned.

Other Australian brands which seem to be experimenting with Pinterest at the time of writing include Amnesty Australia, and Triple J – Obviously it is early days when it comes to Pinterest thus it will take some time for brands to master Pinterest. But based on referral data and the sheer growth – it is probably safe to say that brands may need to start to consider if Pinterest is relevant to their social strategy as first mover advantage is key.

Video: Pinterest Marketing Tips for Brands

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2012 – 2015 Digital Predictions & Trends

Digital Trends

If you thought digital has evolved rapidly over the past few years, you ain’t seen nothing yet. Over the next 4 – 5 years, digital innovation as well as spend is expected to sky-rocket. After reading countless prediction articles, this is a compilation of 22 forecasts and emerging trends which no major brand can afford to ignore. In particular more half of these are related to mobile – which demonstrates the impact it will have on the industry in the years to come.

Mobile & Tablet – Current Usage, Forecasts & Trends

1. Smartphone Penetration; In 2015 nearly 90% of all Australian mobile phone users will have a smartphone, up from just under 50% in 2011.
2. Tablet Usage; Gartner predicts tablet shipments worldwide will grow from 17.6 million in 2011 to an astounding 326.3 million in 2015. According to PWC one in every four Australian consumers will own a table computer by 2015 – which is higher than the global average which is anticipated to reach 15 – 20%.
3. Mobile Internet Overtakes Desktop Usage; Telsyte forecasts online publishers in Australia will have a larger smartphone audience than the computer-based online audience by 2015. The inflection point will occur sometime during 2014.
4. Mobile Gamification: By 2015, 70 per cent of global 2000 companies will have at least 1 gamified app.
5. App Downloads: IDC forecasts the number of annual mobile app downloads to increase from 10.7 billion in 2010 to nearly 183 billion by 2015.
6. Windows Marketshare; Windows Phone is forecast to reach 20% market share globally by 2015. Gartner/IDC said the big loser would be iOS and Android will only continue to grow reaching as high as 49% by 2015.

Mobile Gaming7. Mobile Payments; By 2015, Gartner predicts mobile payments will account for 5 per cent of all consumer electronic transactions worldwide.
8. Second Screen Usage; According to data from Yahoo/Nielsen, 86% of web users now use a mobile device while watching TV.
9. Mobile Gaming; Mobile gaming in the US is anticipated to be worth $591.5 million by 2015 up from $181 million.

On the basis of the above, there is little doubt that mobile will be the device of choice to access the internet in years to come. How marketers leverage mobile to connect and engage with consumers however is still in its infancy – and over the next few years marketers will need to focus on new trends to remain relevant. Some of which include;

10. Context Aware Experiences; Context-aware services and applications will provide improved user experiences by using personal information i.e. interests, intentions, history, environment and preferences to anticipate consumer needs and proactively serve up the most appropriate content, product or service.
11. Object Recognition; Object Recognition (OR) apps are penned as a hot trend to watch in 2012 and beyond. OR recognises a user’s surroundings including specific objects of interest. OR is anticipated to open up a world of new opportunities for marketers to engage and connect.
12. Near Field Communications (NFC); Near field communication can quickly swap information between devices when they’re touched together – and is tipped to become a popular mobile payment method in years to come – however near field communication (NFC) payment is not anticipated to become mainstream before 2015.

Video & Social Media Usage, Forecasts & Trends

13. Social Commerce; Gartner Research recently predicted that 50 percent of all digital sales will flow through social and mobile platforms by 2015. In addition $30 billion in global purchases expected to occur on social networking sites in 2015.
14. Personal Information Lock-Down; Gartner predicts in 2012, we will see the start of a negative backlash against social media, with 20 per cent of consumers reducing the amount of information they share online.
15. Shift from UGC to professional video content; In 2012, there will be shift toward professionally created video content. YouTube will launch at least 90 new original channels featuring celebrities, professional creators and more. This new trend, will drive consumer demand for more professional content.
16. Photo / Multimedia Networks Emerge; Growth in Instagram and Pinterest, demonstrates the rise of photo / multimedia social platforms. Instagram reached 15 million users by the end of 2011, whilst Pinterest received over 31 million visits and this is anticipated to accelerate over the coming years.

Ad PlacementOnline Advertising (Paid Search, Display & Video)

17. Online Video Advertising Growth; Forrester Research predicts digital video advertising (US) will reach at least $5.4 billion by 2016; in 2011 digital video ads pulled in $2 billion. Whilst eMarketer predicts video ads will overtake rich media advertising spend, growing to over $7 billion in 2015.
18. Mobile Advertising Growth; eMarketer predicts $1.07 billion to be spent on mobile advertising in 2015 of which $213.6 million will be spent on mobile video advertising.
19. Shift away from paid search; By 2016, Forrester predicts a shift away from paid search towards display advertising. Forrester predicts search share of online media spend will decline by 11% as paid search costs continue to rise and ROI is eroded.
20. Online Ad Spend Surpasses TV; According to Forrester, Interactive marketing spend is set to dethrone TV globally (this includes search marketing, display advertising, email marketing, mobile marketing, and social media) and represent 26% of all advertising.

Other Digital Forecasts

21. Connected TV Growth; It is predicted that 65% of TVs sold in 2012, will be connected TVs – rising to as many as 80% by 2015. Whilst a few brands have began investing in the space, 2013 is likely to see investment in TV apps and content accelerate – which will be partly driven by the introduction of Apple TV in 18 months time.
22. Connected Cars; In the same way TVs of the future are internet enabled, so too will cars – with an estimated 55 million global consumers able to access internet via their vehicle by 2016.


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