Content Marketing Blog

Aussies keen to embrace online sporting goods

Many industries have benefited from the rise in online shopping over recent years – and recent research suggests that the sporting sector is one of them.

IBISWorld highlighted that people now feel more at ease with buying goods online, which is a trend that has benefited this particular industry.

As a result, it is now more important than ever for stores to stay ahead of the competition, making a sound content marketing strategy a must on any business agenda.

Naren Sivasailam, industry analyst with IBISWorld, explained that there are various factors that are encouraging people to head online for their sporting and physical recreation goods.

One of the most obvious influences is the rapid growth in internet and broadband penetration. With more people going online – and especially older generations – there is more scope for marketing these goods.

Not only this, an increasing number of consumers are accepting e-commerce as a safe and viable alternative to traditional retailing, which is something that companies are keen to tap into.

The leisure industry has also benefited from people having more time to themselves, meaning that sales of some goods have risen.

The camping and outdoor equipment market, for example, is estimated to have increased by ten per cent per year in the five years to 2012-13.

These figures speak for themselves, as more people are heading online to purchase sporting goods – but what is the next step for stores hoping to stay ahead of the game?

Aside from making sure that your website is up to the required standard – and regularly updated with fresh content – consumers also expect their favourite brands to have a social media presence.

A recent study by The Online Circle showed that the fashion retail industry has the second-largest number of fans on Facebook, with 5.5 million Australians choosing to follow their favourite stores on the social networking site.

Can your business afford to ignore social media marketing at a time when competition is at its fiercest?

Posted by Emma Furze