Consumers report that official websites are most relevant information source, followed by print, direct mail, email and search
As in the US, consumer habits are defining the marketing choices of brands in Australia. With the introduction of a variety of digital devices in Australian homes, including digital television, the internet, digital video recorders (referred to as personal video recorders), smartphones and tablets, marketers have plenty of routes for reaching consumers. The hard part is deciding which ones will work best.
According to November 2011 data from Experian Marketing Services, 85% of consumers in Australia thought that a brand or company website was at least a somewhat relevant source of information, followed by print media (70%), direct mail (60%), email newsletters (58%) and sponsored search engine results (55%).
Search, which 16% of consumers ranked as “very relevant,” plays an important role in multichannel marketing as it both directs users to official channels and provides third-party information. In the February 2012 eMarketer report ”Multichannel Marketing: Making the Most of Multiple Screens,” eMarketer analyst Lauren Fisher highlighted search as the main online entry point for consumers seeking information on brands. “Brand messages pique consumer interest, and consumers use search to follow that interest online,” Fisher said. “TV, display, radio and print increase search traffic.”
Brand marketers in Australia are betting on search for their 2012 campaigns. According to the Experian report, 47% of marketers surveyed intended to increase their online advertising budgets, while 38% and 26% planned to increase sponsored search and SEO spending, respectively.
Though few consumers cited mobile applications as relevant marketing channels, Fisher cautions marketers not to discount the importance and relevancy of mobile-enabled marketing—especially search.
“Consumers turn to search to answer their questions and satisfy their information needs,” said Fisher. “And as more and more consumers walk around with mobile devices in their hands, they will increasingly look to satisfy their curiosity using mobile search, and brands need to be there.”
Corporate subscribers have access to all eMarketer analyst reports, articles, data and more. Join the over 750 companies already benefiting from eMarketer’s approach. Learn more.
Check out today’s other articles, “Mobile Use Spurs Digital Travel Sales” and “B2B Marketers Report Greater Marketing, Media Integration.”