Digital Marketing in Australia: 2017 and Beyond

Australians today are buying more connected devices – there’s been a 38% increase in smart phones purchased since 2013, along with a 78% increase in tablet purchases during the same time period.

Australians spend more time on the internet than with any other type of media, and the majority of that time is spent on smart phones and tablets. They’re increasingly using digital devices for shopping.


So how to capture their attention now that they’re connected? Here are some possible future trends.

Focus on customer experience

The majority of Australian consumers prefer tailored, targeted ads. Creative agencies need to engage the consumer in a more personal manner. Most Australians use ad blocking software; some will never see an ad in a 30-day period. With those that do see ads, the click-through rate is the lowest in the world. Australian marketers need better addressable media solutions to target the customer more directly.

Mobile is king

Web site development and graphic design need to take into account that the user is increasingly cutting the cord on their computers and switching to mobile. Google, for one, is taking a hard look at SEO, and is increasingly letting mobile SEO take precedence over the desktop.


The Apple Watch may have started it, but the rise in wearable technologies is going to have a huge influence on marketing and consumer engagement. Wearables open a whole new channel for those marketers who can send relevant messages that matter to the consumer. This is one technology that is always on and integrated into the habits and daily lives of its users.

Video content is exploding

Display advertising, as usual, has had a bad year. Marketers will need to switch to video or native advertising in order to keep up with the trend in consumer video content consumption. Cisco estimates that 69% of consumer traffic this year will be video content.

Augmented reality (AR) and virtual reality (VR)

Consumer obsession over AR ad VR is now hitting the mainstream. Marketers will need to learn how to fully leverage the opportunities available. Industries and services will be enhancing and their presence in AR and VR and marketing will need to follow the trend.

Machine learning and Big Data

With the addition of mobile and wearable technologies to the marketplace, the amount of data is set to rise exponentially. Marketers need to determine how to collect, manage and use this mass. Data will steer personalised and targeted experiences, taking into account real-time and social media data.

Social media and social intelligence

Marketers will need to listen to the billions of conversations going on and gather actionable insights. Social intelligence and social analytics will allow brands to identify social media users who are ready to buy.

Predictive marketing

Marketers nowadays spend huge amounts of time sifting through data that they’ve already collected, but many are not using that data to generate predictions on which marketing will likely succeed and which will likely fail. Marketers will need to be smarter and faster in order to capture the market.

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