written by Olivia Fuller

Digital marketing the big business opportunity

South Australian businesses believe digital marketing is the biggest marketing opportunity for them this year.

And they are starting to understand that to really succeed online you need engaging, relevant, authentic content.

While 57.7% of businesses will not decrease their investment in any areas of marketing this year, of those that will, advertising was the area most targeted for a decrease.

However, advertising was also the area businesses will spend the most on in 2017.

It is clear that advertising is still a very important marketing channel, however the survey findings suggest that businesses are looking for ways to use digital to either reduce their above the line spend, or to boost their investment in advertising.

“To really succeed online you need engaging, relevant, authentic content.”

Respondents also noted direct to consumer engagement, content marketing, video, customer service and marketing to Millennials as marketing trends to watch in 2017.

South Australian businesses believe digital marketing is the biggest marketing opportunity for them this year.

That was the key finding from our 2017 Marketing Trends Report produced by our communications research team earlier in the year.

The survey, which took the marketing pulse of more than 200 South Australian businesses, found that 90% of businesses intend to maintain or increase their marketing spend this year with the top three areas marked for an increase being:

  • Digital marketing (63.5%)
  • Direct engagement (46.2%)
  • Content marketing (42.3%)

These findings are consistent with the type of enquiry we have seen this year.

Businesses are hungry for information and ideas about how they can harness the power of digital channels to drive more targeted, measurable campaigns on smaller budgets.

Summary of key findings:

  • Businesses are optimistic about the year ahead with 61.5% aiming for more than 5% growth in turnover and 48.1% aiming for more than 5% growth in profit this year.
  • 63.5% of businesses believe that marketing will have a strong impact on their business growth in 2017.
  • 90% of businesses intend to maintain or increase their marketing spend this year with the top three areas marked for an increase being digital marketing (63.5%), direct engagement (46.2%) and content marketing (42.3%).
  • Advertising will be the area most targeted for a decrease in spend (25%) however advertising is also the area businesses will spend the most on in 2017 (34.6%).
  • 40.4% of businesses will be running an above the line advertising campaign with 41.7% spending less than $50,000 on media; 19.4% spending between $50,000 and $100,000; 16.7% spending between $100,000 and $500,000; and 22.2% spending more than $500,000.
  • Businesses believe uptake of digital marketing will be the biggest marketing trend in 2017 along with direct to consumer engagement, content marketing, video, customer service and marketing to Millenials.
  • When asked how likely they were to increase investment in digital marketing, 57.7% of businesses said they were likely or highly likely to do this.

Click here to download a copy of the full report.

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