HOW DO YOU GENERATE CONSUMER DEMAND USING

DIGITAL MARKETING IN 2016?Alison Sainsbury

Internet usage overall has probably peaked

Penetration of usage won’t grow much further in Australia

Challenge now is share of users and growing usage types

Online is great for low-impulse, high-research purchases

Google’s research tells us that mobiles are for research but desktop is for conversions Source: Sensis 2015

Digital usage continues to grow & evolve

• The largest increase in online shopping in those aged 45+

• In2020Australia’smedianagewillbeover40 – digital natives

Increasingly, usage is mobile

May-14 May-1560%

62%

64%

66%

68%

70%

72%

74%

76%

78%

80%

Using mobile to access internet Using desktop to access internet

Increasingly, usage is mobile

Majority of Google search is now on mobile Google calls this “micro-moments”

• I need some ideas – product category awareness but want to know about your product

• Which one’s best – product comparison• I want to buy it• Be there – and be useful!• Check out thinkwithgoogle.com

Research has found that people use their phones/tablets for research but turn to their desktops to convert

Make it easier by including a share bar on your mobile layout

Your site MUST be mobile optimised so that when people are looking, you are findable.

The decline of the blogosphere

Personal blogging has been declining for some time

Repetition and too many promotional posts turned readers off

Google Reader, RSS … dead or dying. Gmail automatically files blog posts into “promotional” inbox

Lack of traffic leads to lack of traffic Same problem as news sites – people want their

info in one place, filtered for them Some sites that were originally blogs are now

legitimate news sources (Huffington, Mashable, Gawker)

Dooce is shutting down, Mamamia is “restructuring”

Same with forums

Social media is taking over

Increasingly, Facebook pages and groups, Pinterest and Instagram are the new blogs and forums. Easy to set up, tools available for free, community is ready for you

Consider reaching out to an appropriate group with a good story for sponsored content

Facebook or Instagram are great options for your ad dollars:• Try different targeting and content combinations• Page like ads are less effective than post engagement

and website clickthrough ads• Facebook video ads have been very competitive lately• Retargeting works well on Facebook – consider it for

post engagement ads as these people have already shown interest in your product

Social traffic is doubled in SEO benefit. Win-win! Don’t neglect Google Places if you have locations

Content is king – all kinds of content

Regular updating of your website is crucial – the homepage and then other key pages

Revise your top 20 regularly Social posts can re-use your key search terms and provide links to your

site - like a second, keyword-rich website Create video and make sure it’s titled. 15 seconds, key messages, very

shareable Try out the new

social features• Instagram stories• Facebook live video• Facebook 360 pictures

Native advertising – the new hype

Not a press release or product review Learn from other brand’s success stories Put the customer first – help not hype

• How to videos• Helpful, relevant, listicles –

5 asthma myths busted!Top tips for a high performance home on a budget

• Case studies / user stories• Research articles

But don’t try to trick your audience – be clear that it’s you

Yellow Pages? Not happy, Jan.

Once upon a time, Yellow Pages book was everywhere. Led to early dominance online.

Google has 93% market share of search. No 1 website in Australia.

Over 75% of Yellow Pages’ online traffic comes from Google

2015 – Bradford’s cost per click for Yellow Pages 3x AdWords

Traffic to Bradford site from YP year on year dropped nearly 25%

Digital usage continues to grow & evolve

2010-11 2014-1550%

60%

70%

80%

90%

100%

Businesses with web access Business ordering goods via internetSource: ABS

B2B is a great opportunity for online sales

Alison Sainsbury

HOW DO YOU GENERATE CONSUMER DEMAND USING DIGITAL MARKETING IN

2016?