In recent years, Australian digital marketing has managed to outspend and surpass almost every other country. The country already has one of the highest rates of per-user digital ad expenditure in the world. In terms of digital marketing agency, Melbourne has proved to be a haven for digital ad-campaigners.
In the future, Australian marketers are projected to spend more than half of their marketing budgets on mobile and online advertising. This can be said according to recent marketing research produced by Signal, an Australian organization specializing in both internet and cross-channel marketing.
How does Australia fare?
In addition to its overall advantage in digital ad expenditure, Australia is quickly becoming a leader in smart advertising and e-commerce as well. Since 2014, there has been a yearly increase of at least 50% in e-commerce products purchased on mobile devices in Australia.
According to eshopworld, digital shopper penetration was at 62.58 per cent in 2018 and was predicted to reach 69% by 2020.
New Horizons, New Challenges
While digital advertising costs in Australia have skyrocketed, so has the usage of technology that distorts or outright censors the content of these advertisements. According to the Stripe survey, over 80 per cent of Australian consumers presently have ad-blocking technology installed on their online computer or device.
Many Australian customers consider advertisements to be pointless or unpleasant, and Stripe researchers believe that due to the proliferation of ad-blockers, as many as 20 percent of customers will view no digital ads at all over 30 days.
How Australian marketers can win the digital-first future
With the growing prevalence of ad-blocking software reducing the efficiency of a traditional digital marketing agency Melbourne and Australia-based businesses would be well to invest in additional high-performing channels such as eBooks,video content, and webinars. These channels are perceived as more reliable and interesting by customers, and hence are more likely to generate solid ROI, even though they require significantly more time and work to construct than a standard PPC ad.
Indeed, more than 50% of respondents told Stripe that they prefer to be shown advertisements based on the videos they've viewed, rather than being targeted for advertisements based on their browsing the web and search history.
Whatever the future may hold for a digital marketing agency, Melbourne and the whole of Australia is only getting warmed up. What are your thoughts on this?