Australian Internet Use

More to the topic of digital marketing in Australia, it is necessary to take into account how the Australian population accesses and interacts with the internet and connected devices.

In January 2022, there were 23.6 million Australians with internet access. In Australia, at the start of 2022, 91% of the population were connected to the internet. Internet users in Australia increased by a whopping 780,000 between 2021 and 2022.

9% of the population remained offline at the beginning of the year, meaning that 2.3 million Australians were not using the internet at the start of 2022.

These statistics would have been impacted by the Covid-19 pandemic, therefore actual figures may vary from the collected data.

Australian Internet Connection Speeds in 2022

Online marketing in Australia is impacted by connection speeds available to the population in Australia. Digital marketing decisions concerning compression, server choices, CMS platforms, design elements and even coding platforms are impacted by internet connection speeds in Australia.

At the start of 2022, Australians experienced the following internet speeds:

Median mobile internet connection speed via cellular networks: 81.14 Mbps.

Median fixed internet connection speed: 51.98 Mbps.

Median mobile internet connection speed in Australia increased by 16.29 Mbps (+25.1 percent) in the twelve months to the start of 2022.

Fixed internet connection speeds in Australia increased by 6.26 Mbps (+13.7 percent) during the same period.

Stats according to Ookla

Australia: Mobile Cellular Connections

In 2022, there were 31.89 million cellular mobile connections in Australia.

However, note that many people use more than one mobile phone service –
for example, like they might have one connection for personal use, and another one for work therefore it’s not uncommon for mobile connection figures to be higher than total population rates.

According to GSMA Intelligence, Mobile connections in Australia as a whole were about 123% of the total population in January 2022.

There was a 0.5% increase in the number of mobile connections in Australia between 2021 and 2022, an increase of 164,000.

Australian Instagram Users

The number of Instagram users in Australia is 12.75 million as of January 2022. This figure suggests that Instagram’s ad reach in Australia was equivalent to 49.2% of the total population at the start of the year.
Instagram restricts the use of its platform to people aged 13 and above. It is therefore important to note that 59.1 percent of the “eligible” audience in Australia uses Instagram in 2022.

It’s also worth noting that Instagram’s ad reach in Australia at the start of 2022 was equivalent to 54.0 percent of the local internet user base (regardless of age).
In 2022, 56.1% of Instagram’s advertising audience in Australia was female and 43.9% was male.

Australian Youtube Users 2022

Google’s advertising resources indicate that YouTube had over 21 million users in Australia by early 2022. YouTube’s ad reach in Australia would have been equivalent to 82.2 percent of the total population at the start of the year 2022.

The figure of 90.3 percent represents the percentage of the Australian population that YouTube ads reached in January, 2022.
Statistically it was indicated that women are more likely to watch YouTube than men. 51.1 percent of YouTube’s ad audience in Australia was female, while 48.9 percent was male.

Australian Snapchat users 2022

Snapchat’s data on user behavior in Australia shows that 7.25 million people used the app there in early 2022. This figure means that Snapchat’s ad reach in Australia was equivalent to 28.0% of the total population at the start of the year.

Snapchat has a minimum age requirement of 13. It’s worth noting, then, that 33.6% of the eligible population in Australia uses it.
In early 2022, 53.6% of Snapchat’s Australian ad audience consisted of female users while 46.4% was male.

Online Marketing in Australia: An In depth look

The internet has unique advantages over traditional marketing because the market is much larger and the costs are much lower.

Online marketing is a way of promoting your business or website to potential customers through a variety of websites and social media platforms. Online marketing can range from simply having your website listed on online directories and search engines, to using payment sites such as PayPal, Google Checkout, Paymate, Skrill etc.

Specific advantages of digital marketing over traditional marketing extent of reach possible, the ability to customize and adjust content to audience tastes, the opportunity to build far-nurture relationships and interact with customers, and the ability to directly target customers using data that is readily available.
In the internet’s competitive and crowded marketplace, how do you make your business stand out to reach the right audience?

Without a doubt, online marketing is the overwhelming winner in terms of return on investment for more businesses in Australia.

Traditional Marketing in Australia Compared to Digital Marketing

Marketing is the process of creating, communicating and delivering value to customers in return for their buying behaviour. It is a key function of most organisations. Marketing is an important part of every business’s processes and it also affects how they are formed. In Australia, marketing has been operating since the time of the first entrepreneurs, who built their businesses on products like coffee, beer and other goods.

After more than a century of marketing in Australia, the most important question is if all these marketing activities deserve that title and how can we use this to measure if they are successful or not? The process to measure the effectiveness of traditional marketing has always been inaccurate and costly to obtain.

To measure the process of traditional marketing, we have to use the sales and marketing budgets allocated by the companies, which means there is no accurate way to measure if the marketing campaign has been successful or not. Traditional marketing in Australia has included all activities that communicate, promote and sell products or services. These include advertising, sales promotion, direct marketing and public relations.

On the other hand, digital marketing is a set of marketing practices that use digital technology tools to create, deliver and manage customer interactions over the Internet. These tools include search engine optimization (SEO), content management systems (CMS), websites, shopping carts, email and more. The internet is different than traditional advertising mediums, such as print. It encourages two-way conversations between your business and your customers in order to improve customer retention over the long term. Digital channels such as social media, email, QR codes, video platforms and search engines are all leveraged tools in the online marketing toolbox, allowing you to reach your target audience more efficiently effectively.

What is the purpose of Digital Marketing in Australia?

In the ever-changing world of marketing and technology, digital marketing has been a key element to business development. The internet has made it possible for an entrepreneur to potentially reach people around the world with their products or services, but how do you market your business to that wider audience?

Digital Marketing helps build brand awareness and define who you are as a brand in order to build connections with your customers. As more people start doing their shopping online every year, it is important for businesses to expand into online sales as well.

Internet marketing serves four broad purposes in the Australian marketplace:

Internet Marketing provides the framework to attract new customers, it nurtures brand and product champions, improves customer retention and finally enables measurable feedback from customers, creating a dynamic marketing loop. Let’s take a closer look at each one.

Online Marketing attracts new customers to Australian businesses

Online Marketing attracts new customers to Australian businesses . This can be done in a number of ways, such as through paid advertising and search engine optimization. The best results are achieved by using all three strategies. Customers may not go to a physical store to buy something, but they can purchase it online without having to leave their house. The cost of operating an online business is also much lower than operating a physical business.

Attracting new customers is vital for any business because it helps to increase the sales and profits. The problem is that it can be expensive to attract new customers. This can be done by using Internet marketing techniques, such as search engine optimisation, pay-per-click advertising, search engine marketing and social media. Search engines are the first place people go when they want to find something online.

A business needs to attract visitors to its website so that it can be found by search engines. Search engine optimisation allows businesses to do this by changing their website so that it will show up higher in a search results page. Pay-per-click advertising has grown considerably over the last couple of years. It allows businesses to reach customers who are actively looking for products and services on the Internet.

These ads include paid listings on search engine results pages, as well as banner ads on other websites. Social media can be used to attract new customers. It includes sites such as Facebook and LinkedIn and allows businesses to develop loyal customers through constant communication.

Pay-per-click advertising can have a negative effect on the market if too many businesses are using it at once. This means that users won’t be able to find anything they want because every page will be full of advertising.

Digital Marketing nurtures product fans and brand champions

Online marketing can boost product and brand champions. These are customers that are so passionate about a particular product or company that they are willing to post wonderful reviews, share their opinions, and spread the word. These customers will be not only your most loyal users but your best advocates. Businesses pay thousands of dollars for these customers to interact with the brand and help market their products.

Having loyal brand customers is pivotal to business success. This is why companies spend so much time and money marketing to their existing customers, trying to find out what they like or dislike about the product. But many companies neglect to focus on creating brand champions as well.

Using social media, a company can easily acquire a large number of online brand ambassadors. Companies that engage in this process using new media are often referred to as “digital word-of-mouth marketers.” These brands create highly aggressive content through social media communities, the internet and blogs that can be used to engage potential customers.

Internet Marketing improves customer retention in Australia

Internet Marketing improves customer retention in Australia. It is important to have happy repeat customers in order to be successful in the long term.

One way to get happy, repeat customers is by keeping them informed on what you are offering and how they can re-engage with your business.
In Australia alone there are 1.5 Million SMEs (Smaller Medium Enterprises) which may be advertising with different Marketing Platforms at any given time.

Digital marketing benefits customer retention by keeping customers informed on what you are offering and how they can re-engage with your business.
Internet Marketing is a proven Business Strategy which has been proven not just in Australia but Worldwide, to improve customer retention and reach new audiences.

Customer engagement is becoming more important as customers have more choices. Customer feedback is also easier to track through digital media. Monitoring online activity and customer behaviour assist with customer retention because customers respond to high-quality digital marketing campaigns. the effect on Customer retention.

Online Marketing is a more measurable method of generating customer satisfaction as well as repeat business. In order to keep track of how customers are responding to your marketing campaign, it is important to keep in contact with them through email and social media platforms. 
By sharing what you are offering in a series of emails or blog posts, you can establish an ongoing dialogue with the customer, collect feedback, and provide them with helpful information that may lead to repeat business.

Digital Marketing enables a feedback loop from customers

Digital Marketing Managers in Australia

An increasingly popular role in digital marketing is that of a digital marketing manager.
This role involves the management and coordination of a team of digital marketers who will be responsible for producing, implementing, monitoring and measuring online marketing campaigns or programs. A digital marketing manager must have a well-developed knowledge of online traffic stats and search engine analytics, as well as be able to plan effective advertising campaigns that can reach relevant audiences.

As of 2022, there are approximately 2400 open vacancies for digital marketing managers. The demand for Digital Marketers is projected to grow by 21% over the next 5 years and the average salary is around $110,000  AUD per annum.

The specific tasks and duties of a Digital Marketing Manager is to Increase an organisation’s brand awareness, boost visibility and engagement by planning and creating internet-based content. Online Marketing Managers also need to develop digital marketing strategies by identifying a target market, creating a brand persona and analysing information about how best to reach a target audience. Additionally they need to promote products or services through various digital platforms by using SEO strategies, social media, content marketing and email marketing.

Digital marketing managers are strategic thinkers and methodical planners. They create a marketing strategy that meets their organisation’s goals. Businesses in the online age need to think and act on a global scale. The internet facilitates this by providing access to a worldwide market. Digital marketing managers must fully understand how their business can reach the potential customers available in this enormous market.

The role of a digital marketing manager is changing rapidly and the responsibilities are continually being redefined by new developments in technology.

Digital marketing managers have specific skills that help them be successful. These skills are data analytics and drawing insights. Other important digital marketing skills include:

Digital marketing managers need to be analytical problem-solvers, able to consider long term implications for their company. They also need to be creative thinkers who can create innovative and out of the box solutions. Troubleshooting skills are also important in order to detect and solve issues that may arise with the execution of a digital campaign.

There is a well-established body of knowledge on effective digital marketing and its application. The marketing mix model of the 4Ps – product, price, place and promotion has been proven over many years as a successful mix of strategies to maximise marketing value.

The marketing mix model has been demonstrated to create effective results in developed countries and economies in the developing world. The benefits of this approach include higher quality leads, lower cost-per-acquisition than other forms of advertising and an increase in customers retention rates. It is possible to work as a Digital Marketing Manager without formal qualifications, however many employers prefer individuals to have qualifications in the field.

It is possible to work as a Digital Marketing Manager without formal qualifications, however many employers prefer individuals to have qualifications in the field.
Undertake a qualification in marketing, business, communications or commerce. This may be a Diploma of Digital Marketing, Diploma of Business (Digital Marketing) or a Bachelor of Business majoring in marketing. Career growth options for digital marketing managers are a digital marketing executive or a head of digital content.