The adoption of smartphones in Australia (59 per cent of Australians own one, according to ExactTarget’s Digital Down Under research) means that today’s always-on, hyper-connected consumer is placing demands on marketers that can often seem overwhelming.
By Lee Hawksley, managing director, ExactTarget
We’ve all be there. It’s that moment you’re out to dinner and you realise that you left your phone at home. How many calls will I miss? Text messages? Emails? How am I going to check-in on Facebook? The thought of missing out makes many consider getting up and leaving the restaurant immediately.
Consumers’ want marketers to invest more in email, Facebook and the Web, according to a new study by global interactive provider ExactTarget. Featured in ExactTarget’s Marketers from Mars study released today, the study found 33 per cent of consumers want marketers to invest more in email, 24 per cent want marketers to invest in the brand’s website and 22 per cent of consumers want marketers to invest in creating a better Facebook experience.
The marketing landscape in Australia is rapidly shifting towards digital. With higher levels of investment in new digital channels like social media as well as existing channels like email and search engine marketing, digital marketing is maturing quickly.
ExactTarget examines digital communications data in Australia and finds social media accounts for one out of every five minutes spent online.
Just a little over two decades ago, consumers had only two options to communicate long distance, telephone and mail. In today’s mobile, post-PC world, consumers have countless ways to communicate instantly with both each other and brands. With so many different marketing channels available, it is increasingly difficult to know which channel a consumer would prefer to be contacted on and what influences that preference.