UPDATE 04/2020: With people self-isolating, digital marketing is even more important. We’ve put together a list of some other ways businesses can adapt to the current climate here.
The world of digital marketing is constantly changing, but here are some major themes that Australian businesses should look out for in 2020.
Digital marketing is essential for businesses of all sizes, with more than 21 million Australians, or about 87% of the population, using the internet today.
But with so many digital marketing options available, it can be hard to know where to invest your marketing budget to get the most value for your business.
Luckily, Hootsuite and We Are Social have compiled some strong digital marketing insights in their report Digital 2019 Q4 Global Statshot to help marketers understand the current marketing landscape.
Here are five key takeaways from the report:
1. Market to mobile
If you are using digital marketing, make sure your activities are optimised for mobile.
Globally, people spend the most time on their phones, with 51.7% of total web traffic served through phones, followed by laptops and computers at 44.5% and then 3.65% on tablet devices.
Australians are likely to spend even more time on their phones going forward since we have the fifth-fastest mobile internet connection speeds in the world, up 17% year-on-year to 65 megabits per second.
2. Get e-commerce ready
E-commerce is booming, with Australians spending $28.6 billion on online shopping in 2018.
According to Statista, more than 18 million Australians will shop online in 2020 and will continue to grow to almost 21 million people by 2024.
The Global Statshot report showed that 82% of internet users surveyed from around the world searched online for a product or service to buy, while 75% had purchased a product or service online.
3. Voice is on the rise
People are using voice commands more and more to control apps and search for information without lifting a finger.
Only 28% of surveyed Australian internet users aged 16 to 64 used voice-controlled functions on their devices compared to 43% globally, meaning Australia has some catching up to do on the voice front.
Half of survey participants aged between 16 and 34 had used voice searches or commands, while older people were less likely to use voice commands.
Using structured data (also known as schema markup) in your website is a great way to help your website perform in voice search.
4. Social media continues to grow
Social media platforms like Facebook, Instagram and Twitter continue to attract users from around the world and grow their advertising audiences.
The report showed that Facebook had a potential advertising reach of about 1.93 billion users, while Instagram was able to reach 879 million people.
LinkedIn had a possible reach of 653 million users, while Snapchat and Twitter offered audiences as large as 360 million and 260 million, respectively.
5. Expand your content
If you’re thinking about broadening your content marketing mix, then definitely make a video or podcast.
The Global Statshot report revealed that 91% of surveyed internet users consumed online videos each month while 40% listened to podcasts.
It also showed that the average engagement rate for Facebook page video posts rose more than 6% in Q3 2019.
Is your marketing ready for 2020?
If you need help implementing a new activity into your marketing mix or you’re looking to kick the new year off with a refreshed marketing strategy, then Assemblo can help.
Assemblo is a full-service marketing agency based in Melbourne, with a team of highly skilled marketing professionals including strategists, account managers, designers, software developers, journalists and copywriters, social media producers, photographers, SEO specialists and more.
To learn more, give us a call on (03) 9079 2555 or drop us a note via the contact form below.