Online Marketing projected to increase

eMarketer projects that the online share of ad dollars will continue to grow, rising from nearly 10% this year to slightly more than 15% in 2013.

“The spending shifts predate the recession,” says David Hallerman, eMarketer senior analyst and author of the new report, US Advertising Spending: The New Reality. “But the current economy is reinforcing the new advertising models—and making them more permanent.”

These projections by eMarketer mirror many other studies and statements around the world. Facing the oncoming recession, an increasing number of print newspapers are turning to online to survice, in fact.

SEO/SEM in Australia is a special issue for so many reasons. Join me was we explore. It will be a fascinating and informative journey.

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Internet advertising wanes in 08

“The economy has had a significant impact on the short-term growth of the Internet advertising market,” David Silverman, a partner at PricewaterhouseCoopers, which contributed to the report, said in a conference call.

Internet advertising in the United States grew to $23.4 billion in 2008, an increase of 10.6 percent from 2007, according to the Internet Advertising Revenue Report from the Interactive Advertising Bureau, a trade group representing online advertisers, as well as PricewaterhouseCoopers.

That was the only category of advertising spending that grew in 2008 other than cable television, which rose 7.8 percent, according to Nielsen figures supplied for the report.

Australia has yet to have an eCommerce boom. For most of the last decade, the infrastructure and installed base just wasn't there. Internet advertising in Australia has largely been limited to imitating conventional marketing.

The former administration was Internet-phobic, releasing constant articles to the press that were intended to scare Australians away from using the Internet and implementing policies that retarded the growth of Internet use for both individuals and small business.
Large business, institutes of higher education, and government were encouraged onto the Net, producing a digital divide that inhibited the development of small business in a more subversive way.

In the last two years as more businesses come to understand the power of the Internet can be applied to their business goals, the influence of the Howard administration has waned.

SEO/SEM in Australia is a special issue for so many reasons. Join me was we explor
e. It will be a fascinating and informative journey.

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eMarketer speaks to me

One of the best email lists I ever signed up for was eMarketer.
Take a look at this graphic.
Admittedly, these figures are from the US, and the Australian market would have slightly different numbers. The saying here is: "Australia is about 10 years behind the US." - It serves as a self-fulfilling prophecy especially for smaller companies.
These numbers are probably pretty accurate for larger businesses in Australia; and close for small- to medium-sized companies. Smaller companies have put less of this information to use in Australia. From what I have seen here, that may change soon and quickly.

An effective adjustment to the numbers could be made by adjusting the numbers using statistics about Australia from the ABS (Australian Bureau of Statistics). Australia has slightly fewer college graduates and a larger number of people between 35 and 64. The most active economic group in Australia is defined as the 15-34 age group, for both online and conventional sales, for example.
From intuition, for example, I would say the Australian public would trust a Non-Profit organization or Healthcare specialist more than an Academic source. I have to wonder if as many as 12% of Australians would find Bloggers a trustworthy source of information. The long term effects of a continuing Internet-phobic media campaign by the government, combined with the fact that Australia has opened up the Net in the last 4-5 years, leaves the perception that Bloggers are a questionable source.
Overall, the graphic above will spark useful discussions about the online marketing targets for businesses of any size in Australia.

Further:
Advertisers will spend £3.4 billion in 2008, up 27% from 2007 levels, and will continue double-digit growth through 2010, passing £4.3 billion in 2010 and exceeding £5 billion in 2012, according to online ad spending data released by eMarketer, MarketingCharts writes.

SEO/SEM in Australia is a special issue for so many reasons. Join me was we explore. It will be a fascinating and informative journey.

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