Aussie Marketers Are Missing The Mark On Social Media

Kiev, Ukraine - May 20, 2013 - Hand pointing on keyboard with social media logotype collection of well-known social network brand's placed on keyboard buttons. Include Facebook, YouTube, Twitter, Google Plus, Instagram and more other logos.
SHARE
THIS



The latest Sensis Social Media Report has revealed a disconnect between Australian consumers’ behaviour and the expectations businesses have when using social media to promote their brands.

The 2015 Sensis survey of 1,100 businesses and 800 consumers shows that businesses are mainly investing in social media as a two-way communication channel with their customers (84 per cent) and for customer feedback or reviews (68 per cent). Less than a third of businesses are using social media to offer their customers incentives.

However, when asked what they want from brands via social media, consumers were not interested in a conversation. Discounts topped the list (45 per cent), followed by give-aways (35 per cent) and coupons (30 per cent). Interestingly, there was a large increase in consumers stating they wanted nothing at all from brands (34 per cent – up from 26 per cent in 2014).

Sensis general manager, digital, Evan Ravensdale said, “Social media is now an important part of people’s everyday lives. Businesses need to focus on using it in the way consumers want and at the moment, it seems there are a lot of missed opportunities.”

Over two-thirds of Australians have a social media presence, yet only a third of businesses have a social media engagement strategy. Of those businesses, only a quarter are measuring the return on investment. In fact, nearly half of the businesses surveyed (46per cent) replied they had invested money in social media at some stage but had no idea how much they had spent.

“There are huge opportunities for business growth if you have a sound, consistent social media strategy,” said Ravensdale. “The key is to treat it like any other business investment by planning, executing and then measuring the results.”

Although Facebook still dominates both consumer usage (93 per cent) and business advertising expenditure (96 per cent), growth has slowed, with preference beginning to show in other platforms such as LinkedIn and, particularly for retail and tourism businesses, Instagram.

Other key findings in the report include:

  • Of those who use social media to research products, 49 per cent ended up purchasing as a result (down from 63 per cent last year)
  • 38 per cent of consumers are quite happy to see ads on social media. 39 per cent are not and 23 per cent don’t care
  • Around a quarter of social media users (24 per cent) had posted a review on a product or service during the past 12 months, with dramatic increases for the accommodation and dining sectors.
  • Frequency is up, with those checking social media more than five times a day up to 24 per cent of users (up from 19 per cent last year).

You can download the full report at: www.sensis.com.au/socialmediareport

 

Please login with linkedin to comment

Latest News

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House
  • Media

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House

A growing number of marketers are taking back control of their digital marketing campaigns as more cases of fraudulent and waste in programmatic spending emerge across the world. Mr Jay Shah, CEO of artificial intelligence group, OpenDNA, marketers were taking back control of critically important processes like customer targeting, as many digital and programmatic advertising, […]

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland
  • Campaigns

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland

With an Ashes summer rapidly approaching, Cricket Australia has put out a rallying cry to fans around the country to get behind our Australian women’s and men’s cricket teams under the banner #BeatEngland. The #BeatEngland campaign is built upon a simple truth – nothing brings Australia together like the prospect of seeing our cricketers beat […]

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]