Market Data

State of Digital Marketing in Australia 2012

By Econsultancy,

There is a newer version of this report available: State of Digital Marketing in Australia


The State of Digital Marketing in Australia report, published by Econsultancy in association with Marketing Magazine, looks in detail at the current level of spending across different traditional and online marketing channels across Australia.

More than 500 companies participated in this research, which also looks at how companies are measuring marketing effectiveness, examines the barriers to digital marketing and e-commerce in the region, as well as assessing the existing levels of industry skills and knowledge. 

The 2013 edition of the State of Digital Marketing in Australia report will be available at the end of January 2013.

The 50-page report includes sections on: 

  • Marketing budgets
  • Use of marketing channels
  • Use of marketing technology 
  • Barriers to digital marketing
  • Barriers to e-commerce
  • Measuring marketing effectiveness
  • Industry skills, knowledge and support benchmarking

There are six key findings apparent from this research: 

  1. Marketers are shifting their focus towards digital 
  2. Established disciplines are being complemented by emerging channels
  3. Barriers to increasing digital activity go beyond the financial 
  4. There is a digital skills knowledge gap 
  5. Senior managers are failing to lead from the top 
  6. Consumer online behaviour is widely underestimated and misinterpreted 

Table of contents

  1. Executive summary and highlights
  2. Introduction by Marketing Magazine
  3. About
    1. Econsultancy
    2. Marketing Magazine
  4. Methodology and sample
    1. Methodology
    2. Respondent profiles
  5. Findings
    1. Budgets
    2. Use of marketing channels
    3. Outsourcing digital activity
    4. Use of technology
    5. Measuring marketing effectiveness
    6. Return on investment
    7. Barriers to digital marketing
      1. Issues affecting digital marketing and e-commerce
      2. Local barriers to increasing digital revenue streams
    8. Knowledge, skills and support
  6. Appendix

Download a copy of the report to learn more.

A free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: State of Digital Marketing in Australia (648 KB PDF)
  • Pdf Disabled State of Digital Marketing in Australia (1.59 MB PDF)

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