Content Marketing Blog

Australians are the most confident digital marketers in the world

To put it frankly, Australia lags a little behind when it comes to content marketing, especially when compared to highly established US and UK markets. But that’s not to say we aren’t making progress.

In fact, a recent survey conducted by The Interactive Advertising Bureau Australia found Australian businesses are the most confident in their newly acquired digital marketing abilities.

The study found 36 per cent of Australian respondents are “completely confident” in executing their digital marketing campaigns.

On a global scale, 33 percent of respondents said they are completely confident in their abilities – compared to 21 per cent in US and 35 percent in the UK.

Australia also won the top score for motivation, with 80 per cent of respondents saying they are very motivated to learn more about digital marketing, compared to the UK and US at 69 and 70 per cent.

However, the vast majority of Australian respondents admitted that they don’t feel fully confident in some digital marketing fields – such as ‘Data and eCRM’, ‘Search’ and ‘Mobile Marketing’.

Therefore, the high confidence level of Australians towards digital marketing is probably because many are just being introduced to (or realising) the benefits of marketing online.

As a result, many Australian businesses are keen to start building up a strong online presence. A recent Sensis® Business Index survey found 47 per cent of Australian SMEs said their top business plan was to increase their digital presence.

The vast majority of Australian brands are also looking into using content marketing. According to the Content Marketing Institute, 93 per cent are use content marketing to build their digital presence, and over half have a content strategy in place.

Despite the clear enthusiasm, the IAB survey concluded that many businesses Down Under have a lack of digital knowledge and expertise. But as brands switch on to the growing importance of digital media, this should quickly change

For more information, read our ebook on the importance of high value content!

Posted by Dylan Brown