{"id":27070,"date":"2017-06-07T17:25:42","date_gmt":"2017-06-07T21:25:42","guid":{"rendered":"http:\/\/www.andysowards.com\/blog\/?p=27070"},"modified":"2017-06-07T17:27:21","modified_gmt":"2017-06-07T21:27:21","slug":"australia-increased-internet-coverage-digital-marketing-impacting-brands","status":"publish","type":"post","link":"https:\/\/www.andysowards.com\/blog\/2017\/australia-increased-internet-coverage-digital-marketing-impacting-brands\/","title":{"rendered":"Australia: Increased Internet Coverage & How Digital Marketing Is Impacting Brands"},"content":{"rendered":"

The growth of the internet in Australia has been incredible since it was first introduced to the country in 1986. The network was originally only used by a few government and university organisations, now it is one of the most dominant communication channels available in the country. Whether you are at home, walking on the street, at work or going through a retail complex, you will see people on a mobile device engaging with their desired content on the web.<\/p>\n

\"Australia_Increased_Internet_Coverage_&_How_Digital_Marketing_Is_Impacting_Brands\"<\/a>
\nAustralia\u2019s digital divide is narrowing, but getting deeper<\/em><\/p>\n

Growing Fast<\/h3>\n

According to the Australian Bureau of Statistics<\/a>, there were 13.5 million internet subscribers at the end of 2016. This equates to 56% of Australia\u2019s population being active on the web and this number is expected to increase as more people become more internet-savvy and infrastructure rollouts like the NBN<\/a> (National Broadband Network) and Telstra\u2019s 5G<\/a> network are put into place. As more people get connected to the internet, more opportunities will arise for brands to advertise their products and services, as well as establish a strong presence with their desired audience.<\/p>\n

\"Australia_Increased_Internet_Coverage_&_How_Digital_Marketing_Is_Impacting_Brands<\/a>
\nHow Australians Use The Internet \u2013 Statistics<\/em><\/p>\n

Traditionally, building awareness required brands to invest in traditional above the line media such as print, television, radio and billboards, which was targeted based on viewership, readership and location data.<\/p>\n

Therefore if a brand wanted to target people in Brisbane, they could rollout a campaign across five main television channels, 3 main media channels and 3 main print publications.<\/p>\n

Nowadays, the marketing landscape is much more diverse. The rise of the internet has created \u2018content on-demand\u2019 and the traditional above the line ads or promotions\u2019 has been paired with advertisers delivering \u2018highly-targeted promotions that\u2019s related to the content that the person is consuming.\u2019<\/p>\n

How should brands respond to the increase in Australia\u2019s internet usage?<\/h3>\n

\"Australia<\/a>
\nSecrets of Australia\u2019s 10 most influential brands<\/em><\/p>\n

Firstly, brands must recognise that the marketing landscape has changed and depending on the target audience and approach using the same traditional marketing approach will not be as effective as they once were. Secondly, there\u2019s a need for brands to invest in emerging media such as social media to reach consumers.<\/p>\n

\"Top<\/a>
\nTop 10 Retail Brands That Lead on Social Media Performance<\/em><\/p>\n

Thirdly, brands need to be agile. The marketing landscape is shifting quickly and it is easy for brands to miss opportunities if their organisation\u2019s processes aren\u2019t tailored and omni-channel. All too often, brands decide to market on a platform after it has matured or if it is in decline. Or, they tend to invest in the channel without understanding how to advertise on the platform correctly. MySpace for instance went from the world\u2019s number one social network to dying a quick death when its audience moved to Facebook. Brands potentially could have better utilised their advertising budget by better understanding how to advertise on the platform and recognise the changes in consumer engagement on each platform.<\/p>\n

The Move To Mobile<\/h3>\n

\"Australia<\/a>
\nAustralian Digital Marketing Landscape<\/em><\/p>\n

In the last ten years, people have moved from consuming web content on desktops to laptops to their smartphones. Therefore changes in the way people consume content has to be considered. Currently web content is split between traditional HTML websites, mobile-friendly websites and mobile applications, and users are likely to leave your web page instantly if it isn\u2019t mobile responsive, therefore making sure your digital media is designed for your users is more crucial than ever.<\/p>\n

Another way brands can stay relevant is by understanding the changes in the consumer decision-making process, whereby influencers are no longer celebrities who endorse products, but web publishers that have a loyal online following, who\u2019s recommendations can make or break a brand\u2019s advertising campaign.<\/p>\n

\"Australia<\/p>\n

It\u2019s important that brands work with digital marketing agencies<\/a> like The Shannon Company<\/a> in Australia or Change Behaviour<\/a> in the UK who have their finger on the pulse<\/a> of the changing internet and consumer behaviour, where brand\u2019s can then get the necessary insight to optimise and minimise any risk to their campaigns.<\/p>\n

Brand\u2019s have the opportunity to thrive in the developing internet market in Australia. But should they stick solely to their traditional marketing techniques, they may find themselves left behind and out of touch with the very people that they wanted to be connected with.<\/p>\n","protected":false},"excerpt":{"rendered":"

The growth of the internet in Australia has been incredible since it was first introduced to the country in 1986. The network was originally only used by a few government<\/p>\n","protected":false},"author":1,"featured_media":27076,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[627,1],"tags":[3939,6667,626,5243,5907,5891,640,6514,571,5943,696,6068,3777,181,5491,5892,6212,450,1205,281,6347,5879,21,115,452,5890],"yoast_head":"\nAustralia: Increased Internet Coverage & How Digital Marketing Is Impacting Brands<\/title>\n<meta name=\"description\" content=\"The growth of the internet in Australia has been incredible since it was first introduced to the country in 1986. 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The network was originally only used by\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.andysowards.com\/blog\/2017\/australia-increased-internet-coverage-digital-marketing-impacting-brands\/\" \/>\n<meta property=\"og:site_name\" content=\"Daily Business Resources for Entrepreneurs, Web Designers, & Creatives by Andy Sowards\" \/>\n<meta property=\"article:publisher\" content=\"http:\/\/facebook.com\/andysowardsfan\" \/>\n<meta property=\"article:published_time\" content=\"2017-06-07T21:25:42+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-06-07T21:27:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.andysowards.com\/blog\/assets\/Australia-Increased-Internet-Coverage-How-Digital-Marketing-Is-Impacting-Brands-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"633\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Andy Sowards\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@andysowards\" \/>\n<meta name=\"twitter:site\" content=\"@andysowards\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Andy Sowards\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.andysowards.com\/blog\/2017\/australia-increased-internet-coverage-digital-marketing-impacting-brands\/\",\"url\":\"https:\/\/www.andysowards.com\/blog\/2017\/australia-increased-internet-coverage-digital-marketing-impacting-brands\/\",\"name\":\"Australia: Increased Internet Coverage & How Digital Marketing Is Impacting Brands\",\"isPartOf\":{\"@id\":\"https:\/\/www.andysowards.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.andysowards.com\/blog\/2017\/australia-increased-internet-coverage-digital-marketing-impacting-brands\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.andysowards.com\/blog\/2017\/australia-increased-internet-coverage-digital-marketing-impacting-brands\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.andysowards.com\/blog\/assets\/Australia-Increased-Internet-Coverage-How-Digital-Marketing-Is-Impacting-Brands-1.jpg\",\"datePublished\":\"2017-06-07T21:25:42+00:00\",\"dateModified\":\"2017-06-07T21:27:21+00:00\",\"author\":{\"@id\":\"https:\/\/www.andysowards.com\/blog\/#\/schema\/person\/2e0f72bd7f6497fd883e2bd67d9f3415\"},\"description\":\"The growth of the internet in Australia has been incredible since it was first introduced to the country in 1986. 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