Go online, get results
Friday, 5 June 2009 11:20am
With 13 million online users in Australia and $24 billion spent on the web last year, it's time to make online technology the heart of your super campaign, says a marketing expert.
Mike Hill, director of Holler and speaker at yesterday's Rainmaker Marketing Symposium, said the advertising and marketing game has shifted to favour online technology, forcing marketers to rethink the role of traditional media such as print and TV.
Super funds and wealth management firms who are just dipping their toes into new media including online videos, web streaming and social networking sites should make online marketing the core of their strategies.
Hill said there are 13 million online users in Australia, while the number of Facebook profiles is approaching the number of TVs in households across the country.
Around $24 billion was spent online last year, he said.
"[It's a place] where people readily part with money - [and] you've got them engaged," said Hill.
Online technology is omnipresent, he said, and its interactivity allows audience to go one step further from being consumers to people who have a say in the product.
"TV is not dead, it just needs to be used in a different way, [it's] got a different purpose now," he said.
And that purpose is to drive people to tap online resources for more comprehensive information about the product. The same could be said for radio and print, said Hill.
"Use what TV is good for.. use what radio is good for, and push the place where you can truly engage your audience [online]," he said.
Ruth Liew
This story was found at: http://www.financialstandard.com.au/news/view/25942
Printed: Wednesday, 8 September 2010 7:04am