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Marketing and Branding

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Online retail accounts for 5% of global retail spending in 2013

According to the 2014 AIMIA Australian Retail Research Report, online retail remains only a small part of the overall retail landscape, accounting for 5% of global retail spending in 2013. However, as more of the global population embraces online shopping, brands and marketing have been investing more heavily here within the last 10 years. In 2014, according to Sitecore’s Emerging Trends report, 80% of Australian marketers have planned to increase their online activities in 2015. However, marketing spend on offline activities still outstrips spend by more than 50%.

In the Sitecore report it is clear that social media integration has increased in relevance, with 68% of marketers focussing on this area, rather than 57% in the previous year. This only reflects hard budget spends - much of a strong online marketing strategy relies on content marketing, and Australian marketers are putting a heavy focus on this area currently.

Marketing trends

Most popular social media (Sep 2014):

1.Facebook – 13,600,000 users (up 200,000)
2. YouTube – 13,100,000 UAVs
3. – 6,000,000
4. Tumblr – 4,600,000
5. Instagram – 4,000,000 
6. LinkedIn – 3,900,000
7. Blogspot – 3,100,000
8. Twitter – 2,791,300 

A major shift amongst Australian marketers has been a focus on personalisation, particularly in the B2C space, for Australian marketers. Of the marketers questioned in the Sitecore report, 26% saw personalisation as the greatest growth opportunity for the 12 months following (2015/2016). As consumer expectations have been steadily increasing, particularly around the customisation of content, marketers are now realising this is a huge growth area.

It was quoted in the Power Retail 2014 social commerce report that “2014 looks to be the year of social commerce, with companies finally able to generate a significant percentage of revenue.” This rings true in particularly on Facebook over all channels. 97% of all social networking users are connected via Facebook. The most important thing to remember, as confirmed in the report, is that investing in social spend for growth is important at the beginning, but it needs to be backed with a solid content strategy. If your content is not appropriate or shareable, you’re not going to have engagement.


Localisation of content is important for a country the size of Australia. For a merchant looking to trade into the country language is the obvious one, followed by localisation of search terms. An Australian consumer is likely to look for products in different ways to a US or UK customer; despite ‘sharing’ a language.

The merchant’s proposition is an important element of this. For example, IE creates sites unique for each country for their clients, that way they get the most traction in each location. Tourism Victoria’s’ website has been geographically targeted so customers travelling to the state are able to have the most relevant information served to them based on their location. Where global brand guides are present, these can be adopted to match local market conditions and expectations.

Further information

If you'd like to see an extended version of this information, please see the 'Marketing' section of our passport.


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Finance and Payments

Finance and Payments

Finance and Payments This section documents the key financial information you should take into account before trading into Australia.


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Logistics This section examines significant trends, advances and practices in Australian logistics and delivery.

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