Posts tagged with Data

Metrics: are you even looking at accurate numbers?

Thanks to the 'trackability' of digital media and the rise of Big Data, more and more companies are hoping that decisions they once made on gut instinct or educated guesstimates can and will be made on hard data.

Which, in theory, is a good thing: data-driven decisions should enable businesses to understand the dynamics in their market and use that knowledge to better serve their customers.

13 comments

Research: Where will Australian marketing dollars be spent during 2013?

The recent State of Digital in Australia 2013 report, produced by Econsultancy and Marketing Magazine, has revealed some interesting stats around the use of offline and online marketing channels and highlights which online channels marketers are planning to spend the big dollars on this year. 

Notably, the report also shows how companies are planning to dedicate more of their budget and time towards digital. 

0 comments

Research: 25% of Australian marketers say digital knowledge is poor

Findings from Econsultancy’s annual State of Digital Marketing in Australia report has revealed that the digital skills and knowledge gap is still very present in Australia, with a quarter of respondents saying knowledge of digital within their organisations is “poor” to “very poor”.

Produced in association with Marketing Magazine, the report highlighted the existing barriers and issues facing Australian marketers today.

In particular, it brought to light the problem marketers are having developing the necessary skills needed to maintain an all-round knowledge of each digital offering, due to the fast-paced nature of the industry.

2 comments

Word-of-mouth: focus on the steak, not the sizzle

Is social media, and the data it produces, overvalued? As companies continue to struggle the ROI from their social initiatives, some are starting to suggest that social's impact might have been overestimated.

But social media proponents say not so fast: social media is the digital channel for word-of-mouth, and although word-of-mouth has historically been hard to quantify, its importance is rarely questioned. Which raises an interesting question: instead of talking about social media, should we be talking about word-of-mouth?

2 comments

Research: Understanding connected Australian consumers

Australians already spend a large percentage of their time online, interacting on social media and spending on online shopping, but these figures are set to grow even further in the next few years, highlighting yet again the importance of having a working mobile website. 

A new report by IBISWorld looks at how the average Australian spends their leisure time, attempting to predict how this will change by 2025, and everything points to the internet becoming even more entrenched in our everyday lives.

Not only will we be using the internet more, but we will be using it constantly on the go - at the gym, on the train, from our beds and even, at our kids soccer games. 

1 comment

Research: Digital marketing is quickly coming of age in Australia

Econsultancy’s annual report, the State of Digital Marketing in Australia, produced in association with Marketing Magazine, has found that the industry is continuing to develop at a rapid pace.

Investment in digital remains high, alongside an increased focus on measurement, attribution and channel accountability.

1 comment

Are brands overestimating the value of social data?

Brands love social media, and as evidenced by the number of high-dollar acquisitions of social media monitoring and analytics firms last year, they love the data that social media generates.

And, on the surface, there's a good reason for that: popular social networks like Facebook and Twitter give brands a front-row seat to the collective conversation consumers are having about their products and services. From that conversation, brands may, in theory, be able to gain valuable insights that help them connect with consumers and serve them better.

5 comments

Five dynamic pricing issues retailers should consider

From social media sentiment analysis to digital ad buying, faster is increasingly seen as better, or at least necessary.

So it's no surprise that the ability to generate lots of data and analyze it rapidly is changing the way products and services are sold.

3 comments

Is the CPA model holding real-time bidding back?

Despite the fact that real-time bidding is a complex and sometimes confusing space, media buyers and sellers alike continue to flock to RTBs, a trend that experts don't believe will end any time soon.

Real-time bidding, of course, isn't the end-all and be-all of digital advertising, and there are numerous areas for concern.

But is the entire model for how ads are bought and sold via RTBs broken?

1 comment

Marketers and businesses should fear Graph Search

Last week, Facebook made what could prove to be one of its most important announcements ever.

After years of discussion, speculation and debate, the world's largest social network is finally executing on a search strategy, and while it doesn't look like a threat to Google, at least initially, Facebook's Graph Search is no less interesting.

1 comment

Pitney Bowes talks segmentation, trends, and data

Mailrooms are quickly becoming anachronistic features of corporate offices, but in their prime, they featured postage meters and beeping, blinking copy and fax machines bearing the Pitney Bowes logo. The company did very, very well.

But as physical communication methods became more digital, Pitney Bowes’ profits fell. Between 2008 and 2011, revenues slipped to $5.3 billion, a billion-dollar drop as US and European economies, its key markets, softened.

Competitors like Kodak went bust and Xerox nearly filed Chapter 11, but Pitney Bowes sought to evolve with the times by adding a robust suite of digital marketing products for B2B clientele intent on reaching audiences through email, social, and mobile channels.

2 comments

Australian marketers should make mobile their New Year’s resolution

In the next five years, Experian predicts more than 50% of marketing budgets will be associated with mobile, as above-the-line channels continue to become more interactive and engaging - but it’s a far cry from where Australian marketers are today.

A recent study conducted by the CMO council and Adobe found only 41% of Australian marketers are spending 25+% of their marketing budgets on digital activity as a whole - and there is little doubt in my mind that mobile investment is barely more than a blip.

With consumer consumption of mobile internet growing at a rapid rate, Australian brands can no longer ignore the importance of mobile as a key channel within the marketing mix.

0 comments