Fourth WA Digital Marketing Report shows social media marketing remains top priority

Bang Digital has produced its fourth WA Digital Marketing Report, which looks specifically at trends in the local market.

Managing Director Renae Lunjevich said they had a significant increase in the number of participants this year and refined the survey to provide more information.

“The eventual sample was 292 businesses covering a wide cross section of the business community. In partnership with our individual market research experts, Research Solutions, we modified the questionnaire and Research Solutions has undertaken additional detailed analysis to help us understand the different segments of the market.”

Lunjevich said the key finding in the report is that businesses are continuing to increase their digital budget and to invest more heavily in content marketing, with a strong interest in video content development.

“The challenge for most business is the time that they have to put into digital media to manage it; keep the content relevant; and keep up-to-date with trends.”

Social media is top of the list of priorities for WA businesses and over half say it is a critical part of their digital marketing. This is followed by other marketing such as events, exhibitions, PR and brand reputation management and CRM related marketing.

90% of WA businesses rated Social Media Marketing as important, with 55% rating it as a critical part of their marketing.

Search engine and website analytics take up second place with 60% of WA businesses nominating SEO/SEM as critical to their marketing and 53% nominating website analytics as critical to their marketing.

Online brand reputation management and content marketing come fourth and fifth respectively.

The prevalence of content marketing as a trend for 2017 was widespread. Over three quarters of businesses nominated content marketing and two-thirds nominated video content development as digital marketing as planned strategy for 2017.

Planned usage of Facebook and Instagram remained similar to 2016 as does advanced website analytics, regardless of the size of the business.

There is a growth in interest in mobile marketing, cross platform/device marketing, display remarketing and this year the addition of customer journey mapping and the beginnings of interest in programmatic marketing.

The majority of small and medium businesses intend to increase both their marketing spend and their digital marketing spend in 2017. About half of the large businesses said they will increase their spend with the balance maintaining it at the same level as 2016.

The 2017 WA Digital Marketing Report is available for download at www.bangdigital.com.au