With more than 80 per cent of Australians now owning a smartphone, the way a consumer moves from simple brand research to actually making a purchase is more complicated than ever.
Australians spent almost $38 billion over the internet in 2015, but that’s only a small chunk of the total $900 billion Aussies through at consumption purchases in 2015.
There are more than 40 per cent of Australians purchasing at least one product ever four weeks online, and the numbers show that 90 per cent of offline purchases are influenced by digital or mobile research.
But one of the biggest bridges between online and offline is the phone, namely the smartphone, and it’s this little device that Marchex SVP, marketing & consumer insights John Busby said is being overlooked by marketers.
“A lot of what we buy happens in the real world,” he told B&T at the Ad:Tech conference in Sydney this week. “And we measure phone calls that result from advertising.”
“Consumers are more likely to make a call after research than anything else. We predict there will be seven billion phone calls made by Australians to retailers this year. But marketers don’t have a lot of information of click-to-call data.”
As it turns out, Aussie consumers still enjoy a little human interaction and research from Google shows that Australian consumers prefer to “click-to-call” a business for many purchase decisions.
“Consumers like the convenience of online but still want to talk to a human when they want to,” Busby said. “I mean, Amazon, can you believe, opened a book store, because it realised people want to actually feel and touch books.”
“There’s a lot of movement from online to offline along the path to purchase.”
In new research from a Marchex report, they found that searches for 80 per cent of Australia’s top brands show a phone number in Google’s organic or paid results.
Marchex analysed several thousand calls made by Australian consumers to local businesses and national call centres, and found that 82 per cent of phone calls were rich product and service conversations.
But what about those young hooligans that are all on mobile now, we can hear you asking?
“In our research, we discovered that millennials are more likely to click-to-call than the older generations,” Busby added, almost disbelievingly.
“They’re also more likely to trust a business if there’s a phone number in the ad.
“The ability to connect to people equates to trust. Consumption is all about trust. Brands need to start thinking about where human interaction works best.
“Brands are starting to figure out when they should be suggesting a contact with a person, and when they should not.”
Australia’s media agency market is finally emerging from the COVID crisis, with the latest SMI data showing the market back just 4.8 per cent in October and the forward bookings detail confirming November and December ad demand is well above where it was at the same time last year. The October market was boosted by […]
Norwegian Cruise Line has launched its new global brand campaign, “Break Free,” encouraging travellers to look beyond the confines of 2020 and towards a future when they can reconnect with the people and places they have missed most. Encouraging travellers to revive their destination dreams and make them holiday realities, the campaign which is a […]
Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]
Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]
PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]
A bunch of well-known Aussie musicians have been called upon to feature in a new digital marketing campaign by Destination NSW geared at convincing Australian travellers to take a road trip in the state. Informed by audience insights captured through consumer travel websites Sydney.com and VisitNSW.com, the ‘Road Trips’ campaign uses the top searched items, […]
In this guest post, DDB Sydney MD Priya Patel (pictured) discusses why DDB is supporting the launch fo shEqual, an advertising equality initiative from Women’s Health Victoria… shEqual, which launched last week, encourages advertisers and agencies to seriously consider the work we produce and how, collectively, we can move away from tired stereotypes and sexualised […]
Following on from the appointment of Paul Evans as its first Global CEO, Adgile Media has set about expanding and developing its talent base, in order to support and drive growth within the Australian market. Stu Carr joins as Adgile’s new Director of Customer Insights, where he will support clients with their data and analytics […]
Amaysim has debuted the official music video for the song at the centre of their new campaign, Love Machine, performed by former Gang of Youths lead guitarist, Joji Malani. The music video, produced by creative agency, 72andSunny, builds on the success of amaysim’s recently launched Little Sim, Big Love brand platform and tells a tongue in cheek […]
Partners of Val Morgan Digital, Fandom, the largest entertainment fan site in the world, have this month teamed up with mega brand, adidas to build hype around the release of their new X9000 range. The multi-faceted campaign included a mix of written & video content that tapped into the core pillars of style, tech, and […]
Brand experience and innovation company Akcelo has today announced the latest senior addition to its growing team, appointing highly experienced marketer Anne Ngo as martech and customer strategy director to lead and grow the practice. Ngo will help Akcelo clients grow their customer marketing and martech maturity by leveraging her deep understanding of the challenges […]
7-Eleven has entered strategic partnerships with Adobe and Microsoft in what is set to accelerate the company’s ambitious digital strategy. With transformation works well underway, 7-Eleven’s digital plans signal a significant step forward for Australia’s leading convenience retailer. 7-Eleven General Manager of Strategy and Technology Stephen Eyears (pictured) said the company sought to deliver more agile innovation in order to meet customer needs across […]