Media releases are provided as is and have not been edited or checked for accuracy. Any queries should be directed to the company issuing the release. A just-concluded, two-city conference of over 150 leading digital marketing professionals in Sydney and Melbourne has delivered some critical insights for the local digital marketing industry. A just-concluded, two-city conference of over 150 leading digital marketing professionals in Sydney and Melbourne has delivered some critical insights for the local digital marketing industry; highlighting opportunities that new technologies, such as location based marketing, can deliver. According to surveys undertaken at the Kentico digital marketing conferences, 50% of attending industry professionals believe that location-based marketing opportunities presented the greatest opportunity to the digital marketing sector in Australia, ahead of Big Data and the Internet of Things (IoT). “Imagine you are walking to a job interview and it starts to rain. The last thing you want is to turn up in a drenched suit. Luckily your phone sends you a message to tell you there is a shop 30 meters from your location that has a 50% sale on umbrellas. Or, based on the current weather conditions your phone will simply offer you a cab before you even leave home. Handy, right? Well, through a combination of your weather app and location tracking on your phone and some smart, this is already possible. The opportunities presented by location based marketing are enormous,” said Wayne Jasek, Director of APAC Operations for Kentico Software. Big Data remains a big concern, adblockers are not While the outlook for the local digital marketing sector is positive, research indicated there are challenges ahead. 55.7% percent of attendees said that the inability to harness big data, or being overwhelmed by big data, was a major challenge facing Australian digital marketers. “Interestingly, 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,” added Jasek. Areas for improvement online Importantly digital marketers believe that there are areas that online campaigns need to improve locally, with over 55% of attendees believing that businesses are not providing enough fresh, or personalised content, on their online platforms for audiences. Today personalised online content is critical. 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,” said Jasek. The Kentico Roadshow conferences were held in April and May, gathering digital marketing experts from Australia and beyond, for key educational sessions as well as online marketing engagement strategies. For more information on Kentico please visit: http://www.kentico.com
Half of attendees at the two-city Kentico digital marketing conference in Sydney and Melbourne believe that location-based ads present the greatest opportunity to Australia's digital marketing sector, ahead of big data and the internet of things. Meanwhile, marketers' inability to harness big data was perceived as a major challenge to the sector by 56% of attendees. Another 55% said that businesses do not provide enough new or personalised content on their platforms.