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Retail Marketing, Retail Trends 6 Digital Marketing Trends That Are Changing the Australian Retail Scene

January 30, 2019   By: Rachelle Sassine

The Australian retail scene is shifting/changing in 2019. If you want to stay ahead of the curve, here are 6 digital marketing trends you need to know about.

If you’re one of the 49% of organisations without a defined digital marketing strategy, this needs to change. Put simply, online marketing is the future of Australian retail. Period.

In light of this, we’ve put together a list of our favourite digital marketing trends.

Let’s dive in!

1. Interactive Chatbots

Although chatbots have been around for years, they’re better now more than ever. So, unsurprisingly, they’ve grown in popularity. More and more business owners are utilising chatbots to further their customer support efforts, and they love the results!

Needless to say, this digital marketing trend is somewhat of a gamechanger.

It is interesting that both Facebook Messenger and WhatsApp now permit business owners to utilize messenger bots. So, if you’re looking for an innovative way to promote your products, services, or answer your customers’ frequently asked questions, this might be the perfect solution for you!

Consumers want information, and they want it quick. This is one of the many reasons this tech is proving to be such an asset.

Pro Tip: In addition to all the above advantages, most chatbots collect customer information. Marketers can then use this data to improve their online marketing campaigns. How awesome is that?!

Handy Hack: Before committing your money to chatbot software, consider which platform your audience is more likely to engage with. Do you boast a lot of website traffic? If the answer is yes, a chatbot on your site might be preferable to one on Facebook messenger.  (Make it count)

2. Mobile Marketing

More and more customers enjoy surfing the web using their smartphones. This is why geofencing has become increasingly popular. Marketers can harness this information to figure out their target market. Then, by using this data they can create marketing campaigns to better engage with their audience.

When it comes to geofencing, you can use all a few tools. For example:

  • RFID
  • Wireless Bluetooth
  • GPS navigation systems

 

If you don’t know what geofencing is, it’s the ability to send communications to prospects within a specific location.

This is amazing if you’re a brick and mortar store that is relying on local trade; you can now personalise your customer’s experience in a way that was never previously possible.

3. Voice Search

Voice search is bigger and better than ever before. People are loving products like:

  • Google Assistant
  • Siri
  • Alexa

 

These days, voice assistants enable people using mobile devices to access information on the web, without even having to use their keypads!

This technology is terrific for people with super busy lifestyles.

So, how does this impact your digital marketing campaigns?

Voice searches only provide searchers with the top results, unlike when customers conduct a standard internet search and get access to pages and pages of results, voice searches only provide searchers with the top results.

Therefore, it’s more critical than ever that businesses up their SEO game. With more and more consumers using voice searches, you want to ensure you don’t miss out on potential customers.

4. Influencer Marketing

In today’s market, social media has never been so important. Most customers are drawn to experiences they can relate to. This is where influencer marketing comes into play.

When done correctly, a social media influencer can use your products and services in a way that looks authentic so that their followers  can imagine what it’s like to use whatever you have to offer!

However, if you’re looking to nab a big internet star, it’ll cost you a fair amount of money. Therefore, it’s imperative you carefully consider who you reach out to.

You want to ensure that the influencers you connect with already have a loyal and engaged following. Their audience needs to overlap with your target demographic to enable you to reach people who already have an interest in what you have to offer.

If you don’t do your research, this marketing method won’t be worth your time or money.

If done correctly, you will be sure to reap the rewards.

5. Publishing Evergreen Content

Although this isn’t a new digital marketing trend, it’s still incredibly important. By evergreen content, we mean content you publish (either on your site or social media channels) that never go out of fashion.

Great examples of these include:

  • Video tutorials
  • DIY blog posts
  • ‘How to’ guides

 

Users are also more curious and turn to the search engines to look for more information. See below, ‘how tosearches have increased by more than 140% since 2004.

 

The aim is to craft compelling pieces of content that your audience will want to read over and over again.

Did you know that organisations who publish as many as 16 blog posts each month enjoy 3.5 times the traffic in comparison to companies posting between zero and four articles a month?

These same businesses who publish more content also typically receive a 4.5% increase in customers. Also, make sure the content is relevant & personalised, while google loves constancy – quality and readability are key.

6. Personalisation

If you’re not personalising your content to suit your customers, this needs to change.

These days, consumer data is readily available. Within seconds you can monitor your customers’ purchasing history, content they enjoyed, the links they clicked, etc.

Customised content is crucial for building strong rapport with customers, as they want to feel understood before they make a purchase. With this info you can do all the following:

  • Personalise your email marketing campaigns
  • Recommend products and services based on your customers’ order history
  • Create blog posts to provide customers with the information they’re interested in (through keyword research you can literally find out exactly what your customers are asking in the search engines)

 

Pro tipHere is my secret to finding out what content your customers are hungry for. When you know what they are interested in, you can personalise and present yourself as the trusted advisor in your space.

You’re welcome 😉

Did You Enjoy These Digital Marketing Trends?

We hope you found these digital marketing trends useful! If you did, we’re confident that you’ll love the other pieces published on our ‘blog’.

Over there we discuss everything from Black Friday to emerging consumer trends. Enjoy!

Alternatively, if you have any further questions surrounding this topic or would like to join my network, please free to connect with me on LinkedIn.

I love meeting new people, Happy 2019!

About the Author

Rachelle Sassine is a Sydney Digital Marketing enthusiast with tons of knowledge from inside the trenches. As a Business Growth Manager at DigitalMaas, her expertise lies in understanding complex business needs and finding the best profitable solutions. With a decade of consultative sales experience under her belt, she believes that there is no one size fits all approach to digital marketing; every business has different needs and deserves unique, carefully planned strategies to succeed.

She works daily with her clients to find the best strategy to acquire new customers, both in store and online, and to keep their existing ones happy & loyal.

 

 

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