2010 figures for print advertising show trends continue to favour online advertising
The latest figures announced in the news are further testament to the notion that online advertising is gaining a more significant foothold in the advertising market in Australia. Figures released recently by the Audit Bureau of Australia reveal that newspaper sales for December 2010 were down 2% on the same month in 2009, while weekly magazine sales have dropped by 7% during the same period.
With Australia already one of the most prominent users of the internet globally, it makes grim reading for print media while forecasted growth figures for online advertising suggest the changing trends in advertising are set to continue for the foreseeable future.
The trends of 2010 are further proof that Australian businesses need to invest more in their online marketing strategies, not only to facilitate future business growth, but in order to bolster their positions in their respective industries or niches.
Online advertising is set to challenge television as the dominant advertising medium by 2014 – that’s less than three years from now. Companies who are already showing faith in online advertising and search engine marketing are already reaping the benefits and will continue to do so. Smart business owners and managers who act now will ensure that their respective businesses are competitive online. Companies that sit still and wait to see if the trends forecasted by PriceWaterhouseCoopers (PWC) hold true will be fall significantly behind and potentially go out of business altogether.
Now is the time to invest in online advertising
A robust online advertising strategy can’t happen overnight – even investing heavily in AdWords management requires a certain degree of refinement and improvement to get it right. The right approach is to invest now – tentatively if budget restraints demand so – but even a small level of investment can ensure that your online presence is maintained. If maintained correctly it will soon prove itself to be worthy of further investment.
The internet as a sales and marketing channel is here to stay and it’s growth is undeniable – it should be accounting for a more significant part of your marketing spend. A dedicated search engine optimisation (SEO) strategy and a user-friendly, informative website are basic tools that every business in Australia should have – regardless of whether they compete in the online sphere. At its most basic, a well-optimised, easy-to-use website is the most cost effective marketing tool modern businesses will encounter.
The nature of human behaviour in the 21st century is such that if we want something or want to know something we ‘Google’ it. 81% of us use the internet so there is no denying the strength of online advertising in Australia. If you provide accommodation in Apollo Bay, when searchers Google ‘accommodation in Apollo Bay’ you need to be there, or risk losing business – the same goes for any product or service anywhere in Australia.
If you would like to strengthen your business’ online presence and secure a better platform for future growth, talk to the online advertising experts at roi.com.au about anything from pay per click advertising strategies to search engine optimisation. We keep abreast of all the latest trends affecting Australian businesses in order to continually improve the service we offer to our clients. Contact us today and discover how we put your business first!