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Author: Claire Brinkley

Claire Brinkley

After graduating college and travelling the world, Claire started working as a journalist and researcher for Mediaconnect. In this role Claire wrote stories for and about the tech PR community, which were posted daily to their corporate website. She then went on to promote cycling education within Australia, working for AustCycle as a journalist, marketing and PR person. 

Report: Australian companies need to rethink social plans

A new report has revealed that 7 out of 10 Australian businesses are using social media to deliver customer service, but only 3 in 10 customers are looking to interact via these platforms.

The adoption of social media by businesses is not new, in fact having an online presence is now the norm with even small businesses jumping on board, but a new study highlights that there is quite a large disconnect in Australia between how consumers use social media and what businesses expect from them.


Report: Desktop use in Australia continues to fall

A new report has revealed that not only do Australians read more news than their American and British counterparts but all three countries are spending less time interacting socially on their desktops.

Experian Marketing Services recently discovered that the proportion of online desktop time spent on social media has dropped across many countries, including Australia where usage fell to 24% in 2012, down from 27% the year prior.


Australian kids turn to apps in record numbers

If you’re a marketer trying to target and engage the younger generation it looks like interactive mobile and tablet apps are the way to go, as Australian children are using apps more than game consoles these days, with figures doubling in the past 18 months. 

The latest 2013 Cartoon Network survey, which looked at the media habits of 1800 children, has revealed that almost 7 in 10 children between the ages of four and 14 now use apps, which is two times the figure from the 2011 survey. 


55% of mobile search conversions happen within an hour

When consumers search for things on their mobiles more than half usually intend to buy it, according to new research from Google and Nielsen.

The Mobile Search Moments report looks at why and when people use smartphones to search, the actions that result from these searches and how marketers can capitalise on every moment of the process.

Participants in the study were asked to log their mobile searches over a two week period in Q4 2012, which resulted in more than 6,000 mobile searches being recorded, and then follow-ups were conducted by Nielsen to see what actions resulted from these searches. 

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Analysis: Australian content marketing vs. UK and US

A recent report has found that 96% of Australian marketers use content marketing - which is higher than figures seen in North America and the UK - yet only 29% consider themselves to be “very effective” or “effective” at doing so. 

The first ever content marketing in Australia report, compiled by the Content Marketing Institute (CMI) and ADMA, has finally been released and it sheds some interesting light on how this particular marketing tool is used in Australia. 


Australian small businesses inch towards social media

Posting images to Facebook, answering customer queries on Twitter and blogging industry articles has become a regular part of life for many Australian businesses and it looks like this year will see the time spent on social media grow even further.

Bibby Financial Services Australia conducted their bi-annual study of over 200 small businesses in February 2013 and found that a huge 78% are planning to up their time spent on social media in the coming 12 months, highlighting just how important the channel has become. 

The study also found that those most likely to use social media are entrepreneurs aged between 18 - 39, with a 66% take up, while just 39% of leaders aged 40 - 64 use the medium. 


Australian marketers increase their digital marketing budgets

Almost three-quarters of Australian companies are planning to increase digital spend this year, with digital marketing budgets expected to increase an average of 28%.

Search engine optimisation and email marketing for engagement/retention will be the top digital priorities, with 65% increasing investment in these areas.

Lead generation, video advertising, paid search and webinars/virtual events will also be a focus. 


Automotive: Mobile and social media playing bigger path-to-purchase roles in Australia

Australian car consumers utilise online resources at all stages of the buyer journey, but offline sources still play an influential role, according to a new automotive study. 

The Nielsen Australian Automotive Report 2012 found that when it comes to awareness and discovery, traditional media is still particularly popular with 65% of car buyers using print resources at this stage.

But when car buyers begin the research stage of shopping, they invariably turn online - something Econsultancy has long highlighted. In fact, 73% of new and used car buyers use online media as part of their car buying research process.


Australian consumers turn to domestic online retailers

Australian consumers are shying away from international online retailers if the recent NAB Online Retail Sales Index is anything to go by.

Domestic retail accounted for almost three-quarters (73%) of total online sales in Australia in January 2013, and domestic online retail sales saw a higher year-on-year growth than international, rising 28% vs 25%. 


Report: APAC is excelling in digital advertising

Digital advertising is thriving in the Asia-Pacific region, outshining North America and Europe in some categories, according to a new global benchmark report by DG MediaMind. 

The Viewability: A New Lens for Engagement report compares the digital advertising behaviours from 47 countries around the world, analysing more than 600 billion display advertising impressions during last year.


Report: Digital radio sales soar in Australia

The popularity of digital radio is on the rise in Australia with a new report finding that sales figures have reached record highs, exceeding industry expectations. 

Commercial Radio Australia (CRA) has released their 2013 Digital Radio Industry Report, which shows that around 1.5 million people are listening to digital radio on DAB+ devices each week.

While this figure represents only 11.6% of total radio listeners, it is an increase of almost 300,000 people on the year prior. 


Report: Australians on Facebook 'like' TV and retail

It seems Australians are in love with giant bananas, television, food and shopping when it comes to Facebook, with the Bananas in Pyjamas Facebook page reigning in an impressive 2,032,296 fans during February 2013.

This number is almost double that of the second favourite Australian Facebook Page, Bubble O’Bill Ice Creams, which showed off a fan base of 1,272,089. Pringles Australia was just slightly behind with 1,259,733 fans, according to the latest Australian Facebook Performance report.