digital marketing darwin

Blog challenge 99/99: Thoughts on writing 99 blogs in 99 days

Today is the day! This is the 99th blog to be written in 99 days. It has been a good challenge for us and we hope that it has given you some value. We have enjoyed researching topics of interest all with the aim of assisting you to do better marketing.

What we have learned

Persistence: Writing a blog everyday required constant persistence with attention to detail. The ability to commit 1, 2 or even up to 3 hours out of our day, everyday to provide a value adding blog really tested our time management skills. Forward planning really assisted us with this.

All killer, no filler: Every blog that we did required a lot of thought as we did not want to just write a blog for the sake of writing one! Research is what takes the time but provides the most value.

Education: By writing 99 blogs in 99 days we were able to learn and research new trends and techniques related to digital marketing. We learnt a lot, which we can go back and revisit at any time to refresh and update.

Thanks to everyone that took the time to read our blogs….even if it was just 1 blog out of the 99! We enjoyed bringing them to you. Have a great day.

Blog challenge 70/99: Finding the sweet spot between television and digital

For blog number 70 we thought we would share a well written piece from Brett Poole. Brett is the VP from global advertising agency Group M.

It’s not news to anyone that consumer viewing behaviours have changed and continue to evolve. Rather than viewers shifting away from the television screen, we see they are starting to lean into it again. Whether it’s via a Smart TV, gaming consoles like PlayStation or digital media players like Apple or Telstra TV.

While in recent years, the move to viewing on-the-go and on smaller mobile devices grew rapidly, now the television device is emerging as the leader in both growth, through Connected TV adoption, and share of the minutes spent streaming broadcast quality content.

A recent ThinkTV report showed penetration of Connected TVs has doubled in the past five years. Now, almost half (46%) of Aussie households have an internet connected TV and viewing on Connected TV devices increased 76% in the first half of this year. That’s only going to increase.

People are returning to the big screen in a big way as technology, devices, broadcaster on-demand platforms and services like Netflix and Stan make it possible to view more kinds of content on the big screens in the home. Last year, 68% of Aussies used subscription services, and 84% used broadcaster on-demand services, according to Screen Australia.

More than half of Aussies (51%) use Netflix regularly, according to the same report, and figures for Nine Now, 7Plus, TenPlay, SBS on demand and ABC iView are not far behind. But increasingly they are watching on Connected TVs – not laptops.

At the recent launch of Foxtel’s 4K technology, Foxtel CEO Patrick Delaney summed up why people are leaning into the big screen, saying: “We all watch TV and we love it, but we don’t do it because of the pictures we see, but because of the emotional connection. We want to feel, we want to share in it and be part of the action. That’s why Aussies are buying more and more, bigger and bigger TV sets.”

All this, coupled with the advances being made in addressable TV, means advertisers can adopt new household targeting capabilities that enable them to reach specific consumer audiences.

For the first time, advertisers are able to tap into the emotional power of television with the precision of digital. In the US, 51% of marketers already regularly include or have experimented with addressable TV in their media and marketing plan.

That’s a big take up in the relatively short time it’s been available to advertisers, which goes to show that addressable, while still a fledgling technology, has arrived and it’s working.

The balancing point for advertisers, and broadcasters, is finding the sweet spot between everything that is great and works about television, and everything that is great and works about digital.

It’s a way to increase efficiency while also creating mass brand awareness and long-term brand health.

As with every new development in media, it shouldn’t be about throwing one thing out in favour of the next. It’s not about replacing television advertising, or digital, for that matter.

As a powerful component of television advertising, Addressable TV offers the same brand safety, viewability, household shared-viewing experiences that we love about TV with a sophisticated layer of data smarts enhancing relevance and efficiency.

Addressable TV is one of the most exciting developments in television since its advent more than 60 years ago. But it’s not hype that will drive it – it will take the collaboration of broadcasters, agencies, and distributors to usher in this new opportunity for advertisers.

Blog challenge 54/99: Results for our clients using Google

We received a call from a client today in the hospitality industry. It is always nice to hear the words, “We are seeing some good results from what you are doing with our digital marketing”. We have been actively maintaining their Google My Business account for about 12 months now, along with social media and Trip Advisor and for such a small business - we are able to see some incredible results.

  • 113 Calls to their phone

  • 379 Direction requests using Google Maps

  • 220 website visits

  • 2,270 views of their photos

Some of these stats are down on the previous month due to it being peak tourist season in July. We cannot stress enough, the importance of managing your Google My Business page correctly. This means posting engaging photos, replying to reviews, adjusting public holiday hours and providing accurate content so your audience and potential customers can find you.

This contributes to your Google Ranking and the endless persuit of maintaining your high position on page 1.

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