SEO / SEM
Aussies spent up to 600 million hours on Google in the last year and within 4 weeks, almost 17 million over the age of 14 used it. Google remains the preferred search engine for Australians. (Stat Counter / Roy Morgan)
As of August 2016 in Australia, FB ranked #1 in social media with 15,000,000 steady users. Aus users comprise 58% of the population. 55% of B2B buyers say they search for product/vendor info on social media (Meltwater), & 81% of Aus marketers use FB (Content Marketing Institute).
Online ad spend grew 29.7% to $6.8B in 2016. Display advertising posted the largest increase up 43.3%… highest year-on-year growth since inception on desktop & mobile (AdNews). What are you doing to raise your brand awareness online?
Website & Mobile
IAB post mobile research shows 40% of Australian consumers bought on a PC/laptop, with 50% buying on a phone/tablet, & 63% purchasing in stores. This is growing with mobile commerce satisfaction at 79%, so ensure your website is responsive for all devices with an optimisation strategy.
49% of Australian marketers publish content either daily or multiple times per week (Content Marketing Institute). Therefore, to stay relevant it’s important to create engaging and “click worthy” content updated regularly on your website to compete in this digital era and align your business as a thought leader.
As of August 2016 YouTube in Australia had 14.45 Million Unique Visitors – you can’t afford not to consider it. Daily Facebook video views more than doubled during 2015 (TechCrunch). Visual content helps nurture audience engagement, so ask yourself what video content are you creating for your business?
Analytics & Reporting
According to IAB, the digital landscape in December 2016 saw Australians spend 69 hours surfing online across over 236 sessions per person. This medium is growing & can’t be ignored. Don’t underestimate the importance of analytics & reporting to track & measure the performance of your website & online ads.
It’s hard to stay ahead in an evolving digital realm. Audits are essential. Google keeps updating parameters from “Mobilegeddon” changes in 2015 (preferencing mobile-friendly responsive websites & more relevant app content), to “Pigeon” in 2014 (impacting provision of geographic specific results).
On average 49% of companies currently use marketing automation (MA). With 55% of B2B companies adopting the technology (Emailmonday). 63% of companies outsource all or part of MA strategy planning (Ascend2). What are you doing to regularly keep in touch with your customers?