Digital Marketing
Browse the latest Digital Marketing and technology news covering Social, Search, Mobile, Display & Advertising, Email, Video, Analytics in the Australian Digital Marketing industry from digital experts on Top4 News.
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Australian retailer websites the world’s slowest this Christmas

Australian retailer websites the world’s slowest this Christmas | Digital Marketing |

The average Australian retailers’ website is three times slower than those in the US and UK, forcing Australian online shoppers to wait an average of 9.4 seconds for pages to load.

Global digital performance monitoring company Dynatrace has released data on the homepage response times of hundreds of retailers across all major countries, after tracking their websites every 10 minutes for the last 12 months. Australia’s 30 largest retailers have been included in the study.

Retail homepage load-times by country

  1. Australia: 9.4 seconds,
  2. China: 6.7 seconds,
  3. India: 5.8 seconds,
  4. Italy: 5.7 seconds,
  5. South Korea: 5.1 seconds,
  6. Norway: 4.5 seconds,
  7. Japan: 4.4 seconds,
  8. UK: 3.9 seconds,
  9. France: 3.9 seconds,
  10. US: 3.8 seconds,
  11. Germany: 3.7 seconds, and
  12. Spain: 3.3 seconds.
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It’s time your website was ‘responsive’ or you may be paying the penalty in more ways than one

It’s time your website was ‘responsive’ or you may be paying the penalty in more ways than one | Digital Marketing |

I’m positive that many small business operators believe that the digital world is some kind of techie conspiracy designed to either make fools of them or fleece them blind.

I mean just when they thought they’d got their online presence up to speed, another development comes along to set them, or their finances, back another year or two.

And who can really blame them?

Compared to the pre-digital age, the pace of change in the online world is simply staggering.  Faster than a speeding bullet train. To put it in some perspective, just twelve years ago the all-conquering Facebook didn’t exist, the revolutionary iPhone and its now commonplace app technology is just over eight years old and iPad is just five years old.

That’s an awful big leap in personal technology in just 12 years.

For time-poor small business, whilst digital technology can provide outstanding marketing, automation and productivity benefits, being able to bone up on it to any meaningful degree is proving to be more than a handful.  They simply don’t have the resources to keep on top of this ever-evolving world.  And that could cost them dearly.

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Three powerful visual trends for 2016

Three powerful visual trends for 2016 | Digital Marketing |

We are living in a visual world and becoming far more fluent in the language of pictures. With an avalanche of images coming at us every day on screen and still in print, the question everyone’s mind is: how can I stand out in 2016?

Imperfection - The age of heavily retouched models is over. With the proliferation of social media and camera phones in virtually every pocket, we have become far more used to seeing a wide variety of aesthetics and options in the visual landscape.

Inclusivity - Showing people of varied backgrounds and experiences is no longer an option, it is imperative. Visibility and equal representation is top of mind so campaigns must be as diverse as possible.

Immersion - Most things that consumers read today are on a screen. Images on screens have gotten far more detailed, vivid and impactful as the more plugged in we are, the more designers try to engage our senses and make us forget we’re viewing much of the world through remote digital windows.

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Text is the new gold in data-driven marketing

Text is the new gold in data-driven marketing | Digital Marketing |

Daniel Aunvig writes that text captured from contact centre conversations can drive further precision and even develop new use cases to an organisation’s analytics capabilities.  Organisations that are serious about using their data for insights to competitive advantage have long been analysing all their structured transactional data to predict future customer behaviour. Analytics has helped them anticipate their customers’ next purchases, their profitability and the likelihood of churn, just to name a few benefits.

As a continuing very valuable exercise this has been helping marketers better refine their audiences, keep communications tightly relevant and improve conversion rates. Metaphorically, accumulated transactional customer data has been the marketer’s ‘gold mine’.  

And just as real life gold miners are always exploring for new veins branching off the mother lode, so marketers mining their customer data must take advantage of new sources of insight for additional riches. Text-based customer information is one of those new sources that when embedded into the traditional information infrastructure can help them learn more about their category, their products, their competitors and their customers and prospects.

Some of these new data input will drive further precision in current analytics practices, while others will add completely new use cases to the data-driven marketer’s toolbox. Let me highlight a couple of examples in both these areas.

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A new way to generate leads through social media

A new way to generate leads through social media | Digital Marketing |

Facebook has launched a new advertising platform which could be the next big thing in lead generation, an online marketer and mortgage broker has said.

Darren Moffatt, director of digital marketing company Webbuzz and founder of reverse mortgage brokerage Seniors First, told Australian Broker that Facebook’s new ‘Lead Ads’ is powerful lead generation tool for a number of reasons.

“Firstly, when you set up a Facebook Lead Ads campaign, when the ad appears in someone’s feed and they click on the call to action – such as ‘learn more’ or ‘sign up’ – the ad will automatically suck in the user’s account data from Facebook. Facebook will prefill the form with all your data and all the consumer has to do is click and it is done – all their details will be sent as a lead to the advertiser,” Moffatt explained.

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Australian Companies Launch First Magento 2.0 E-Commerce Site

Australian Companies Launch First Magento 2.0 E-Commerce Site | Digital Marketing |

With the launch of Magento 2.0, two Australian companies—Netstarter and Venroy—have announced the launch of the first Magento 2.0-powered e-commerce site.

Magento Commerce has today announced the general release of Magento 2.0, its next-generation e-commerce platform. The product release is a significant re-architecture of Magento’s e-commerce platform, with two new products— Magento Enterprise Edition 2.0 and Magento Community Edition 2.0—now available. With Magento 2.0 officially launching today, two Australian companies have announced that they have launched the world’s first Magento 2.0 e-commerce site.

Australian e-commerce solution provider Netstarter developed the site for Australian menswear label Venroy. Since launching with Magento 2.0 on October 13th, Venroy has seen a 38 percent increase in conversion, a 65 percent increase in mobile conversion and a 40 percent decrease in page load times.

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Australian advertisers ramp up influencer marketing strategies

Australian advertisers ramp up influencer marketing strategies | Digital Marketing |

More than a third of Australian marketers are using campaigns to target specific people, or influencers, rather than the market as a whole, according to a new survey of 137 local advertisers.

The report, by Hotwire PR, reveals 42% of early adopter influencer marketers are using direct outreach and face-to-face conversations to engage their celebrity and citizen influencers, compared to only 17% using traditional advertising to reach key personalities.

Advertisers are increasingly embracing influencer marketing as customers become over-exposed to paid ads and are using social media to guide purchases, often with the influence of favourite personalities.

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Lessons for business from the Pope's social media strategy

Lessons for business from the Pope's social media strategy | Digital Marketing |

When the leader of one of the most conservative organisations in the world is on Twitter, it shows how pervasive social media has become as a communications and marketing tool.

The Roman Catholic Church is expressly conservative in regard to all sorts of social issues. It may not be the type of organisation you would immediately think of as embracing the social media revolution, but even the Pope has come to realise that effectively communicating the message of the church means using social media to talk to his followers and potential converts. To translate that in crude business terms, we're talking customers and potential customers.

The Pope's social media strategy was evident during his recent visit to the US. The Vatican had engaged several digital firms to make sure the Pope was positioned prominently across social media networks, with a special focus on engaging with younger followers through the use of hashtags such as #PopeisHope and #GoodisWinning and "Popemojis".

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Adobe to bolster Marketing Cloud analytics with Digital Analytix acquisition

Adobe to bolster Marketing Cloud analytics with Digital Analytix acquisition | Digital Marketing |

Adobe has acquired the assets of ComScore’s Web analytics business, Digital Analytix, in a bid to further the analytics capabilities of its Marketing Cloud. The deal was one of two marketing analytics purchases announced in the US last week.

In a separate deal on the same day, US marketing data and analytics company, Neustar, announced a US$450 million deal to buy fell marketing analytics player, MarketShare Partners.

For its part, Adobe is buying the technology assets and customer accounts of the Digital Analytix business and will add these to the Adobe Analytics unit of Marketing Cloud. The deal is expected to close in December and was announced in ComScore’s third-quarter results. Financial terms were not disclosed.  The deal is reflective of ComScore’s plan to narrow its focus on the media industry measurement space to better compete with Nielsen, and comes as the group is set to merge with fellow player, Rentrak.

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The big social media app you’ve never heard of

The big social media app you’ve never heard of | Digital Marketing |

COUNT yourself social media savvy? Think you know it all about the latest apps? Chances are there are 600 million smartphone-wielding hipsters who are way ahead of you.

The most powerful social media app in the world is one most Australians have never even heard of.

It’s called WeChat. It’s huge in China, and if you’re into digital marketing or just one-upping your friends when it comes to online knowledge, it’s something you should definitely get your head around.

With more than 600 million unique users recorded in August, the Chinese social media giant created in 2011 is the most popular social media channel of the most populated country.

A late entrant on the social media scene, what started as a cheap alternative to text messaging let the Instagram, Facebook and WhatsApps of the world do the heavy lifting, then snuck up and rolled all their functions into one.

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Impressions matter: protecting your brand’s reputation online

Impressions matter: protecting your brand’s reputation online | Digital Marketing |

They say nothing speaks louder than money. When it comes to online real estate, the same can be said about advertising.

The latest IAB/PwC Online Advertising Expenditure Report revealed that online advertising spend reached $1.15 billion for the March quarter this year alone, with no signs of slowing down.

As marketers continue to divert a growing percentage of their budget to the web, moving away from the more traditional mediums of radio, television, print and even away from traditional digital buys, it’s essential to start thinking about how this impacts brand safety.

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Australian companies outstrip regional competitors in digital marketing

Australian companies outstrip regional competitors in digital marketing | Digital Marketing |

Australian marketers dominate their Asia-Pacific competitors in the world of digital communication, according to the latest research from Adobe and the CMO Council.

The study, which included surveys of more 800 marketing execs in countries including Australia, China and Singapore, revealed local companies are overtaking their regional neighbours when it comes to having dedicated digital positions within organisations, with half of all marketers rating their ability to measure the value and return of digital investment very highly.

Almost a quarter of Australian marketers are measuring data throughout the life of campaigns, a jump from only 11% in 2014, and about a quarter of those surveyed take a mobile-first approach when creating experiences and engagements.

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Online retailer Patagonia hacked: How to protect your customers’ payment details

Online retailer Patagonia hacked: How to protect your customers’ payment details | Digital Marketing |

Online clothing retailer Patagonia is the latest retailer to fall victim of a website hack, with customers’ banking details and credit card information believed to have been the target.

Details of the hack emerged earlier this week, with theABCreporting hundreds of customers’ bank details were at risk.

The hack, which is believed to have occurred between August 4 and September 12, has potentially exposed the debit and credit card details of approximately 600 customers who bought something from the site between those dates.

The names, email addresses and account passwords of an additional 12,500 other customers are also believed to be at risk.

In a statement provided to SmartCompany this morning, a spokesperson for Patagonia said the retailer is “committed to providing a safe and secure e-commerce shopping experience” and “deeply apologises for any inconvenience or frustration that this incident may have caused”.

Patagonia has reported the incident to the Australian Federal Police as well as the Office of the Australian Information Commissioner and has indicated it will continue to co-operate with authorities investigating the breach.

The spokesperson says the incident was effectively contained on September 12 and has now been resolved.

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Four ways to use social media to boost customer loyalty

Four ways to use social media to boost customer loyalty | Digital Marketing |

There’s no doubt consumers have become increasingly demanding around how brands engage with them via social media platforms. And the pressure is on marketers to quickly adapt their communications and engagement strategies if they hope to transform social interactions into customer advocacy and loyalty.

A recent social media study by Sensis revealed social media is a critical way in which the public, business and governments are communicating. Almost 50 per cent of consumers now access social media every day, a figure that rises to 79 per cent across the 18-29 age group, the report found.

Four ways are : 

  1. Using social as a customer service channel
  2. Create a community
  3. Invest in a dedicated social team
  4. Keep it authentic, consistent and targeted
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What social media do you need to be on in 2016?

What social media do you need to be on in 2016? | Digital Marketing |

If your businessis using only Facebook to connect with social media users then you could be missing out on valuable customers elsewhere.

Social media channels such as Pinterest, Snapchat and Instagram continue to grow in popularity, especially among younger users who see Facebook as an almost antiquated place used mainly by their parents.  Of course, if you run a small business you’ll know all about the challenge of limited resources.

So, with only so much time and money to put into your precious digital marketing efforts, which social media networks, other than Facebook, LinkedIn or Twitter, are going to give you the best bang for your buck in 2016?

Here are five to consider:

Pinterest - is widely acknowledged as the fastest-growing social media network and it passed the 100 million user mark in September.

Instagram - is very much an image-driven social network site. With an estimated 300 million active users and growing.

Snapchat - The most important thing to know about Snapchat is that content you post disappears. 

Polyvore - is a niche social commerce site specialising in fashion and style.

RedditSocial news network Reddit is probably a trickier place for marketers to ply their wares than most other social networks.

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Forget about Generations X, Y and Z: Targeting digitally-savvy Gen C

Forget about Generations X, Y and Z:  Targeting digitally-savvy Gen C | Digital Marketing |

Brands should forget about trying to appeal to different generations such as Baby Boomers and Gen Y, according to one marketing expert.  John-Paul Syriatowicz, group chief executive of digital strategy company Squiz, believes businesses need to be targeting a group he calls “Generation C” instead of the traditional age categories.

After all, while the younger generations generally spend more time online, a person’s age does not determine what they are interested in or what they demand from an online retailer.

Writing in B&T, Syriatowicz says brands need to be targeting all people who are digitally savvy in order to rapidly scale.

“Generation C is the new breed of customer that will change your marketing strategy,” Syriatowicz says.  “Unlike Generation X, Y or Z, they’re not defined by age, but rather categorised by living and breathing technology, and spending significant amounts of time seeking out content. “Generation C is a force to be reckoned with; commandeers of the digital world, driving culture and commerce through a range of digital pursuits.

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When digital marketing goes sour are clients or agencies at fault?

When digital marketing goes sour are clients or agencies at fault? | Digital Marketing |

Salli Jokinen asks: when digital marketing all goes wrong, is it the agency’s fault, or is the client to blame for not understanding what is actually involved to achieve success?

Digital marketing as a holistic discipline is not understood well by many; neither client or agency-side. Business owners and marketers working client-side often still feel insecure when it comes to all things digital, either dismissing the space altogether or alternatively turning to agencies for single-discipline, narrowly-focused digital projects that should ideally form only one section of a more comprehensive digital marketing strategy.

Agencies, in turn, quite frequently fail at managing their clients’ expectations of what is realistically achievable with the agency’s specific internal capabilities. Particularly, specialist agencies do not always demonstrate a broad understanding of the holistic digital marketing landscape and how the various disciplines of digital marketing, as well as digital design and digital branding, work together to deliver real results for their clients.

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8 ways Red Hat’s CMO is building a modern marketing strategy

8 ways Red Hat’s CMO is building a modern marketing strategy | Digital Marketing |

Over the past four years, Jackie Yeaney has been crafting a strategic corporate marketing function at open source software vendor, Red Hat.

Her approach is very much a reflection of what modern marketing has become: Engagement and conversations with the customer based on data, digital capability, experiences and content.

Here, she shares the core pillars propping up her marketing strategy:

1. Achieve business alignment

2. Win over the CIO

3. Harness data 

4.360-degree customer effort

5. Foster customer communities

6. Balance art with science

7. Retain the brand’s roots for growth

8. Build diverse skillsets

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Transforming marketing with transmedia storytelling and agility

Transforming marketing with transmedia storytelling and agility | Digital Marketing |

Content-led storytelling on transmedia platforms coming from an agile, always-on approach – these are the new ways of successful marketing, says scholar and consultant Mohanbir Sawhney.

Sawhney discussed five ideas to help understand where marketing is coming from and going to, to transform what we say, how we engage, and the process by which we become more agile and create cultures of experimentation.

Five ways to transform marketing:

 - value proposition: from product-led to content-led,
 - creative: from rational to storytelling,
 - media: from traditional media to transmedia,
 - execution: from launch and forget to always on, and
 - process: from waterfall to agile.

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Australian-developed brand protection service crawls the web to find scam and non-compliant sites

Australian-developed brand protection service crawls the web to find scam and non-compliant sites | Digital Marketing |

An Australian-developed web discovery service aims to help brands find rogue and scam websites that incorrectly use brand assets, anywhere on the web.

Australian security consultancy Securus Global has entered the online brand protection space with its Australian-developed web discovery service, Securus Scorpion Managed Service.

A web discovery service built in-house by the firm’s security professionals, the tool searches the internet to generate a report that identifies sites carrying non-compliant branding and sites illegally using an organisation’s brand, such as phishing sites.

It’s been designed to save organisations money by protecting against reputational damage, compliance issues or lost revenue from unauthorised or illegally branded websites.

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Five predictions about the future of marketing

Five predictions about the future of marketing | Digital Marketing |

What will the media and marketing look like in five years? 10 years? 20? The worlds of media and marketing are changing at such a rapid pace, making it next to impossible to future gaze, but if you take a look at the current climate, a few trends are noticeable:

1. Robots will rule the world - Programmatic buying is nothing new, but I expect that in the next decade this will become the primary channel for all media transactions, beyond display advertising and right into TV, the heartland of brand ads.

2. Advertising, what advertising? - It’s highly doubtful that traditional advertising will disappear altogether. Unique, likeable, captivating stories will always attract an audience, and in a future where consumers will be increasingly spoiled for choice, a good yarn will be key.

3. Talk to me, and only to me - We are moving into a world of hyper-targeting and one-to-one communications.

4. Self service and immediate gratification -  Self service is nothing new, but I expect the future will see less human interaction at the point of sale. The explosion in online sales is proof.

5. Fluid working spaces  -  The boundaries that define agency verticals will become non-existent. Already, as media fragments and skillsets become more specialised, clients are clamouring to have multiple services under the one roof.

Of course, the more things change, the more they stay the same. Regardless of how much media and marketing evolve, the end goal will still be the same: connect consumers with brands through storytelling. That much has been true since the beginning of media, and will continue.

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Technology and data won’t fix a poor marketing strategy: Bluewolf

Technology and data won’t fix a poor marketing strategy: Bluewolf | Digital Marketing |

No technology will fix a CMO’s problems unless they first get their marketing strategy and structure in order, skill up their teams appropriately, and become stewards of data, Bluewolf’s global CMO claims.

Speaking to CMO during a recent visit to Sydney, Corinne Sklar, said too many marketers still perceive technology as a panacea and fail to take into account the wider cultural and operational changes needed to operate successfully in a digital-first environment. She noted a lot of the work the consulting agency does with CMOs today centres on the organisational structure needed to become a customer-led marketing function.

“The big question is: Do you have the right cadence of execution around doing digital marketing?” she asks. “So do you have a content producer? A copywriter? Or if you’re not going to do that internally, who are the partners you’re going to work with on that? And do they have that technology expertise in-house? There is a lot of maturity still happening around this.”

Sklar used the analogy of a diet pill as a way of illustrating how many CMOs still view technology. “You can’t just take the pill, you need to eat well, exercise, and it takes time. But no one wants to hear that,” she said.

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Vegemite’s taste of viral marketing

Vegemite’s taste of viral marketing | Digital Marketing |

Vegemite’s ‘How do you love your Vegemite’ campaign celebrated the unexpected ways that consumers use the product – not just on toast with butter. The primarily social media campaign was successful because it engaged fans and allowed them to share their own stories. Aaron Lane chats to RMIT University researcher Angela Dobele about the campaign and the role of brands in viral marketing.

Technology has transformed the business of marketing. In the age of social media, marketers are increasingly turning to a combination of social networking platforms (such as Facebook, Twitter, LinkedIn, Instagram, and YouTube) to enhance ‘word-of-mouth’ in order to boost their brand’s recognition, reputation and sales performance. According to IBISWorld, revenue in this sector accounts for US$11 billion in the United States alone – growing over 25% in the last five years.

Many marketers dream of creating the next ‘viral’ campaign. The concept behind the virus analogy is that content is spread through social media like a virus, reaching ‘susceptible’ users which become ‘infected’ sharing the content to infect other susceptible users – moving rapidly throughout the population.

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Customer-focused stategies at top of digital transformation priorities

Customer-focused stategies at top of digital transformation priorities | Digital Marketing |

Improving the overall customer experience is a top business priority for Australian organisations and a main driver behind their digital transformation ambitions, according to a new study just published.

According to the global study - Digital Transformation in the Age of the Customer - commissioned by Accenture Interactive and based on a survey by Forrester Consulting conducted among 396 decision-makers - by management consultancy Accenture, found that despite their digital ambitions, the majority of Australian businesses don’t set themselves apart yet from competitors through the digital customer experience they offer.

The study says that in Australia, improving the customer experience topped the list of business priorities organisations have for the next 12 months - and, it also received the most number one rankings (31%), followed by 'growing revenues' (20%) and 'improving differentiation (11%).

And, improving customer satisfaction was cited by Australian businesses as one of the top three motivations for digital transformation, along with increasing profitability and improving time to market for new initiatives.

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Hard copy forms in triplicate? Public service says cheerio to paperwork

Hard copy forms in triplicate? Public service says cheerio to paperwork | Digital Marketing |

A new policy for the federal public service will crack down on bureaucratic documents stored in boxes as it demands all agencies have entirely digital work practices.

The Digital Continuity 2020 Policy, released on Tuesday by the National Archives of Australia, sets the demands for all federal agencies and aims to put to death record-keeping methods used for the past century.

And one powerful agency head, Department of Finance secretary Jane Halton, has warned managers not to be intimidated by resistant staff.

She called on public servants to fight the "tyranny of the small person" who usually "wears a propeller on their hat" and says "no, I like it my way".

"We are going through one of the globe's great revolutions, the digital revolution," Ms Halton said at the policy launch.

Ms Halton took a swing at hard-copy paper forms which the federal bureaucracy still asked members of the public to fill out.

She said she herself was frustrated by writing her name, address and age "25 times" on forms when dealing with government services.

Ms Halton said the public service needed a "collect once, use many times" approach.

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