Business

Australian Consumers are losing love for Word of Mouth; reveals Market Research

Published

7 years ago

April 23, 2019

The latest market research report by Salmat has given new insights into Marketing for Australians. According to its 2019 edition, around 49% of the people are today trusting the search engines. They prefer Google or Bing like search engines more, over the social media preferences or any recommendations by their friends or family.

This was the 1st report where trust over search engines was identified for any decision making, and this report also became the first to share the fact that Word of Mouth is no longer the most influential source of marketing for the Australian consumers.

Salmat Marketing Report 2019, evaluated 23 channels for marketing. And out of all, where search engines stood 1st, recommendations came 2nd (with 46% people preferring this option). This percentage has dropped drastically as compared to last year, where recommendations from friends and family was the most influential choice for 72% of Australians.

Search engines today are extremely popular. Yet, according to the report, this channel is highly underutilized. With this, the current report has highlighted one very surprising fact – the marketers are looking in a totally wrong direction for their lead generation. Only 28% of marketers are making investments in Search Engine Optimization (SEO), and only 25% are investing in Search Engine Marketing (SEM).

Salmat’s head of marketing and corporate communications, Shane McClelland, commented on this fact, “This mismatch between marketer and consumer behavior is surprising and is of course leading to challenges in reaching new customers. There’s so much change in the industry, consumers’ expectations are increasing and it’s really important for us, as marketers, to understand those shifts and changes so we can continue to get new customers into the business. ”

According to the report, around 54% marketers were instead investing in Social Media.

Business

The Key Components of a Successful Digital Marketing Strategy

Published

2 days ago

November 16, 2025

Matthew Wiles

In today’s hyper-connected world, a well-defined digital marketing strategy is essential for any business that wants to grow, build brand trust, and stay competitive. Whether you’re a local retailer, an eCommerce business, or a professional service provider, your online presence plays a major role in shaping how your audience perceives you. For example, industries like legal services are increasingly recognising the benefits of specialised digital marketing for law firms to attract and engage clients in an increasingly digital marketplace.

Below, we explore the key components that make up a successful digital marketing strategy—and how to align them with your business goals.

Clear Objectives and Measurable Goals

Every effective strategy begins with a clear understanding of what success looks like. Your goals might include increasing website traffic, generating leads, improving search engine visibility, or enhancing customer retention. Setting SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives helps ensure that each marketing activity contributes to tangible outcomes.

A Strong Brand Identity

Your digital marketing efforts should reflect a cohesive brand identity that resonates across every channel—your website, social media, email campaigns, and online ads. Consistent visual design, tone of voice, and messaging establish credibility and make your business instantly recognisable.

Search Engine Optimisation (SEO)

SEO remains the backbone of digital visibility. From on-page content optimisation and keyword targeting to technical site health and link-building, SEO ensures your business appears where customers are actively searching. Local SEO, in particular, helps businesses connect with audiences in specific geographic areas—an essential tactic for professionals and service-based businesses.

Engaging Content Marketing

High-quality, relevant content builds authority and nurtures relationships. Blogs, videos, infographics, podcasts, and whitepapers provide opportunities to educate, entertain, and inspire your audience. Great content not only boosts SEO performance but also establishes your brand as a trusted industry leader.

Social Media Engagement

Social platforms allow you to interact directly with your audience, showcase brand personality, and promote your services. The key is to use the right platform for your audience—LinkedIn for B2B engagement, Instagram for visual storytelling, or Facebook for community connection. Regular posting, active engagement, and data analysis are crucial for success.

Paid Advertising (PPC and Social Ads)

Paid campaigns can provide immediate visibility and lead generation, especially when combined with strong targeting and data insights. Tools like Google Ads and Meta Ads Manager allow you to reach specific demographics, remarket to previous visitors, and maximise ROI through ongoing optimisation.

Email Marketing and Automation

Email remains one of the most effective tools for nurturing relationships. Automated workflows can deliver personalised experiences, keeping leads engaged throughout the buyer journey. From newsletters to drip campaigns, consistent and value-driven communication is key.

Data Analytics and Continuous Optimisation

No digital marketing strategy is complete without performance tracking. Tools like Google Analytics, social insights, and CRM data reveal what’s working—and what’s not. Regularly reviewing metrics enables businesses to refine their strategy and continually improve results.

Final Thoughts

A successful digital marketing strategy is more than a checklist—it’s an evolving framework built on research, creativity, and constant learning. When each component works together seamlessly, your business can attract, engage, and convert customers more effectively, while maintaining a powerful and professional online presence.