State of Online Marketing in Australia

The 2012 study named “State of Digital Marketing in Australia” from Econsultancy in association with Marketing Magazine Australia reveal some really interesting trends based on a survey of more than 500 Australian businesses.

There are three main takeways explicitly affecting the SEO industry in a positive manner:

1. Business will spend more money! Australian businesses will spend more money on online marketing in 2012. The report states that “nearly three-quarters (70%) of client-side marketers say their companies will increase their digital marketing budget during 2012″.

2. SEO is a proven ROI channel! Search engine optimisation continue to grow as a key online marketing channel. The report says that “email marketing (87%) and search engine optimisation (81%) are the most widely practised digital marketing disciplines, but social media and online video are the areas where marketers are most likely to be increasing investment”. The report continues to say “Just under two thirds of companies (using these respective channels) say they will spend more this year on paid search (63%), SEO (63%) and email marketing (62%)”.

3. SEO professionals in Australia working either client or agency side have to up their game and become better educators as the study suggests that “there are also problems evident around knowledge of digital marketing, with 34% of client-side respondents saying there is an overall lack of understanding and education relating to digital within their businesses. Even more emphatically, 52% of supply-side respondents identified their clients‟ lack of understanding of digital as a major issue”.

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