How can I optimise my digital marketing to attract Australian customers?

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Author: Tink Taylor, CMO, Dotmailer

 

With up to 40% of Australians’ online purchases made on UK or US websites, and a thriving eCommerce market, Australia could be your next port of call for online retail success.

 

Australia has a resident population of more than 24 million and, according to eMarketer, the country’s eCommerce sales are predicted to reach AUS $32.56bn by 2017. The country’s remote location in the APAC region means that unlike European countries or the US, traditionally there have been a lack of global brands sold locally.

 

Subsequently, Australian retailers’ eCommerce technology stacks are much more recent and not burdened by legacy systems. This makes it much easier to extend, or get started with, best-of-breed technologies and cash in on a market that’s booming.

 

Heard the saying “Fire bullets then fire cannonballs”? In any case, you’ll want to test the waters and gauge people’s reactions to your product or service.

 

Australia Online Marketing Strategy Banner

 

It all starts with the website because, without it, you’re not discoverable or searchable, and you’ve nowhere to drive people to when running campaigns. SEO and SEM should definitely be a priority, and an online store that can handle multiple regions and storefronts will make your life easier. A mobile-first mentality and well thought-out UX will also place you in a good position.

 

Once your new web store is set up, you should be making every effort to collect visitors’ email addresses, perhaps via a popover. Why? Firstly, email is one of the top three priority areas for Australian retailers, because it’s a cost-effective, scalable marketing channel that enables true personalisation.

 

Secondly, email marketing automation empowers you to deliver the customer experience today’s consumer expects, as well as enabling you to communicate with them throughout the lifecycle.

 

In summary, there’s great scope for eCommerce success in Australia, whether you’re a native bricks-and-mortar retailer, a start-up or a non-Australian merchant. The barriers to cross-border trade are falling and Australia is one of APAC’s most developed regions in terms of purchasing power and tech savviness.

 

This is a repost of an original article by Tink Taylor. Read the original dotmailer post here.

Find out more about entering the Australian eCommerce Market

 

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