Australian marketers struggle to adapt

20 April 2012

SYDNEY: Many brand owners in Australia are struggling to devise and implement successful cross-channel marketing efforts, a study has shown.

Responsys, the digital agency, surveyed 115 industry executives, and found that 88% are either currently running or planning multimedia campaigns of this type.

Less positively, 32% of contributors agreed that they only understood the "very basics" or "nothing" about achieving this goal, and 23% "never" attempted to engage the target audience through new media channel they would most like to.

Another 79% of interviewees thought they required greater support or more sophisticated tools to enable the effective realisation of campaigns via a range of different mediums.

Simon O'Day, Vice President of Responsys Asia Pacific, said: "Australian marketers understand they need to utilise a variety of digital channels like email, mobile, social, display and the web to reach their customers."

He added: "However, they are relying on a very simple level of personalisation and spending far too much time executing campaigns and not enough time being strategic."

Elsewhere in the study, 81% of companies revealed they had featured Facebook in a communications campaign during the last 12 months, with Twitter posting 70% on this metric.

Totals here hit 49% for YouTube and 45% for LinkedIn, measured against 30% for Google+ and 13% when discussing Pintrest.

According to figures from Nielsen, the insights provider, internet users in Australia spend an average of seven hours and 17 minutes using social networks and blogs each month.

Data sourced from Responsys; additional content by Warc staff