Half of all Aussie digital marketing professionals believe location-based marketing presents the greatest opportunity to the industry in Australia, ahead of big data and the Internet of Things (IoT), according to surveys undertaken at the recent Kentico Roadshow.
While the outlook for the local digital marketing sector is positive, research indicated there are challenges ahead, with 55.7 per cent of conference attendees saying that the inability to harness big data, or being overwhelmed by big data, was a major challenge facing Aussie digital marketers.
Wayne Jasek, director of Asia-Pacific operations at Kentico Software noted that despite a lot of industry attention on the impact of ad-blocking technologies and their potential to limit the effectiveness of targeting audiences online, only a small minority of industry professionals saw ad-blockers as a threat to their work.
The study also found that 55 per cent of attendees believe that businesses are not providing enough fresh or personalised content on their online platforms for audiences.
“Today, personalised online content is critical,” Jasek said.
“Delivering personalised, dynamic content across all digital channels means that a business is keeping visitors on its pages longer, which in turn increases their conversion rate.”