A hunger for skilled and savvy marketeers in Oz is on the rise, thanks to a rapid growth and investment into the digital marketing world. Digital has become a priority within Australia, with established disciplines complementing emerging channels. The hub of digital marketing expertise has created a new centre for digital in the Asia Pacific region.
Australian digital agencies are at the forefront of content marketing, thanks to a new generation of young savvy marketeers that are pioneering innovation within the industry. The biggest channels in Oz? Email marketing, off site social media and SEO, all with a clear focus on content. 93% of marketeers use some form of content marketing, with Australian agencies producing more content that UK & US marketeers, but on a smaller budget.
Support for digital marketing from chiefs of companies is highest in Australia then the rest of the Asia Pacific region, with 44% providing very strong support to their internal teams. Forward thinking CEOs are recognizing that digital, in particular content marketing, is a top priority, ever evolving and a unique living part of the customer experience.
Of course, marketeers down under still face all problems of others around the world, including a lack of budget, a lack of understanding from senior colleagues and a clash of company culture.
The Global Factor
Global digital agencies have recognized the importance of the emerging market in Australia and have created a new trend of opening branches within the country, with jobs in Melbourne, Sydney and Brisbane on the rise. Brands and services are continuously looking towards agencies to lead their marketing activities, thanks to a lack of expertise in house.
Doom and Gloom
Unfortunately, e-commerce is yet to boom down under. There is a big gap in the online spending trends of customers in Australia and the rest of the world due to online shopping delivery options being limited, slow and expensive. Investment is needed within e-commerce, and when it arrives, the future will be even brighter for the digital world in Australia.