With digital interactions between consumers and brands in Australia overtaking offline ones, brands are having to adapt at pace, says OMD Australia’s Mette Breith. 

What should they do?

Brands need to leverage social listening alongside other consumer signals, such as search behaviour, as the first step in delivering meaningful brand experiences.


  • A good data strategy can mean the difference between a dissatisfied and a loyal customer.
  • All consumer signal sources provide some part of the truth, and it is more crucial than ever to prioritise speed and gaining a holistic overview for decision-making.
  • As consumer expectations for convenience rise, other parameters such as personalisation become imperative to stand out and increase share of search.

Final thought

Marketers need to adapt for a future with more seamless integration between physical and digital behaviour. This in turn will change where they look for insights and how they measure success.

Read more in the new WARC Spotlight Australia series

Sourced from WARC