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In an ever-changing world and competitive marketing landscape, there’s no place for your business to be complacent.
Just when you think you’re up to date with what’s relevant in the market, you’ll be surprised to know that there are new marketing trends shaking things up and changing the game yet again.
By staying on top of the latest opportunities, threats and shifts around your business, it’s also easier for you to be more proactive with your marketing strategies, enhancing content creation and getting your brand ahead of competitors.
So, to help you supercharge your success, our Melotti Media team have prepared a quick rundown of the current Australian marketing trends you shouldn’t miss. After all, knowing what’s in and out today is the first step you need to adapt, adjust and become better than ever with your marketing.
12 Australian marketing trends you need to know about
To earn attention, build demand and drive more conversions, you must be the brand that people can relate to and connect with.
This is always challenging. However, staying on top of current trends will help ensure you don’t fall behind in delivering engaging and informative marketing that is relevant to your target audience.
So, here are some of the top marketing tactics that are working well today:
1. Content personalisation is still what people are looking for.
B2B, B2C – it doesn’t matter. With a lot of generic marketing out there, people are looking for genuine and authentic content that is highly targeted. That’s because people want to be more than a number. They always want to associate with brands that are not just providing them with solutions but are also keen to build long-term relationships.
Content personalisation is all about recognising customer preferences and interests and then crafting tailored content that speaks directly to them and addresses their needs.
2. Customer engagement metrics determine the success of marketing today.
Marketing doesn’t always deliver instant results – most often, it takes a lot of time and consistent effort to generate leads or sales.
For example, people see your social media post and then read your blog, sign up for your newsletter and click on a video before they finally give you a call. The first to final touch point could be days, weeks or even months apart, and hard to track back across the channels.
So, how can you measure the success of your marketing today?
Given the prominence of digital marketing and omnichannel marketing, using engagement metrics like conversion rate, average session duration and pages per session have become the primary way that marketing performance is measured.
Tracking these numbers will enable you to evaluate what’s working or not, allowing you to be more effective in allocating your resources to content and marketing campaigns that deliver better business results.
Need help? Here are 7 Ways to Increase Your Audience’s Engagement with Your Content Marketing.
3. Short-form videos remain popular.
According to HubSpot, more than 31% of global marketers are optimising short-form video content. 46% of them also consider this short video strategy effective when it comes to performance and engagement.
We are witnessing this firsthand with TikTok videos, Instagram and Facebook Reels and Snapchat videos dominating the world of social media nowadays.
So, if you’re not yet producing short-form videos, maybe it’s time you do – these pieces of content are effective in capturing the fast-paced attention spans of people from a wide range of demographics. They also take less time, effort and resources to create.
At Melotti Media, we use short-form videos to provide timely copywriting tips and insights. With our Script Copywriting services, we can help you get started to create your own short-form video content.
4. More businesses are leveraging branded audio content.
According to recent research, monthly podcast listening stats this year have hit 40% among Australians who are 18 years old and above, up from 37% in 2021. HubSpot also reported that 53% of companies find podcasts or other types of audio content helpful in improving engagement and brand awareness.
More brands are now optimising audio chatrooms like Clubhouse and Twitter Spaces to connect with their audience.
As a marketer, you can also take advantage of branded audio content to thrive in the digital space. Audio content such as podcasts and audio chatrooms will help you provide mobile-friendly experiences to customers who are always on the move. Branded audio content not only enables you to get your brand message out there, but also paves the way for you to build a community of avid listeners with similar interests.
Check The Message Marketing Pod and see (or rather, listen!) for yourself.
5. The use of first-party data is growing.
Based on a report by Glimpse, interest in first-party data grew 62% over the past year – with a current volume of about 6,200 searches per month.
First-party data consists of the information and personal details you directly collect from customers through your owned digital channels such as your website, social media platforms, CRM, surveys and more.
This kind of data is crucial to businesses like yours. The more detail you have, the better you will be able to tailor content, products and services that are aligned to your audience’s needs and preferences.
Aside from the fact that it is more accurate and its method of collection is cheaper, first-party data is also gaining relevance today because digital advertising on third-party cookies is coming to an end.
6. Protecting customers’ data and privacy is a top priority.
Speaking of data, people today have growing concerns about the personal information they share – both B2B and B2C. So, they demand transparency as to why their data is being collected and where it’s being used. Your customers also want to be aware of the risks that come with sharing their personal details.
On top of this, Australia’s Notifiable Data Breaches Scheme (NDBS) and Europe’s General Data Protection Regulation (GDPR) require you to immediately report cases of data breaches and comply with all data privacy laws.
Why is this a marketing trend?
Two reasons. One: your message marketing should reassure customers now more than ever. Two: you need to be ready to manage should something problematic occur.
Fortunately, you can rely on our Data Privacy Copywriting services when it comes to crafting necessary communications and important public notifications about data privacy. We can help you reassure your customers while also protecting your reputation.
7. Businesses are expected to adopt a mobile-first approach.
Did you know that the average Australian will check their phone every 8 minutes, which is approximately 7.8 times an hour? This just shows that more people are relying on mobile devices for their work, school and other personal matters more than ever.
What’s in it for your business, then? Simple – your marketing must always deliver mobile-friendly content.
Having a mobile-first approach is one way to ensure your website and other online content are responsive, intuitive and easy to read. This mobile-first adoption involves strategically designing and developing the online experience for mobile before scaling it up for desktop and any other device.
At Melotti Media, we have UX Design Copywriting services that can help you enhance the user experience. With a customer-centric mobile design, well-written messages and effectively positioned call to actions, we lead your audience to where they need to be.
8. Experiential marketing is starting to boom again.
As the world begins to recover from the impact of the COVID-19 pandemic, businesses like yours have more avenues now to be more creative and interactive with your marketing.
Experiential marketing, also called engaging marketing, consists of campaigns that are event-centric, participatory and immersive in nature. Some of the most common types of experiential marketing include AR/VR platforms, themed exhibits, trade shows, webinars, installations and product rollouts.
This kind of marketing enables you to deliver real-life brand experiences to customers, so you’ll remain memorable. It also allows you to leave lasting impressions today and build strong connections with your audience from then on.
In fact, 40% of consumers said they developed greater brand loyalty after participating in a brand experience or interaction, while 91% became more inclined to purchase the product or service.
Let us help you spice up your campaigns with our Conceptual and Campaign Copywriting services!
9. The future of marketing is near with the rise of NFTs.
Non-fungible tokens (NFTs) bring a whole new level of innovation to the world of marketing. They are digital assets stored on a blockchain that can be collected, sold and traded by your customers.
You can optimise NFTs in your marketing campaigns to capture attention and engage more people, giving them a unique way to experience your brand and consume the digital assets you offer. With NFTs, you’ll also be able to track and secure where your digital marketing materials are being distributed.
But while these NFTs are promising, they can also be quite intimidating for typical customers. You might not be able to fully take advantage of them if it’s hard for your customers to see the value they provide.
No worries, though! Our Tech Copywriting services are here to save the day! We can help you explain what NFTs are and the benefits they provide, so your customers can be more confident and open-minded as you start to utilise NFTs in your own marketing.
10. Account-based marketing (ABM) is putting more sales and marketing teams on the same page.
The global account-based marketing (ABM) is predicted to reach 1.6B by 2027 – with Australia, India and South Korea leading the growth in the Asian Pacific region.
ABM is a marketing technique that aligns sales and marketing teams to work together and create more tailored campaigns for large key accounts. Here, the sales team identifies high-value clients they want to target. The marketing team, on the other hand, will use the information provided by the sales department to craft personalised brand messaging and content that converts prospects to loyal customers of the business.
If you’re a B2B business, this marketing strategy is perfect for you! Rather than casting a net out into the ocean of customers, ABM enables your marketing team to focus on capturing big accounts that your sales team deem more profitable in the long run.
Have a read of our blog about marketing enablement to learn how to bridge the gap between the marketing and sales teams for excellent results.
11. Strategic marketing transformation has become crucial to marketing and overall business success.
To manage the ever-changing market and evolving expectations of customers, your business’ marketing should also be improving and growing.
Strategic marketing transformation allows you to reinvent your marketing department, so you can align your processes, systems, strategies, campaigns and people to the current overall goals of your business.
It highlights the importance of having a strategic marketing plan that gives clear directions on what marketing tactics and initiatives to implement and who will be involved in making them happen.
By undergoing strategic marketing transformation, you will be able to establish your marketing’s vision and mission, operating model, people structure, value streams, technology, controls, metrics and many more that can bridge the gap between where you are and where you want to be.
Our team at Melotti Media can help you transform your marketing with our Marketing Plan Development and Marketing Mentor services.
12. Google launched a new search algorithm update: high-quality content is the real king!
95% of Australian search engine traffic comes from Google.
As such, it’s important that you keep in mind the new search algorithm update from Google which prioritises displaying high-quality, credible and informative content on the search engine results page over unoriginal, unappealing and shallow ones.
To ensure your content ranks higher and is continuously discoverable to your audience, you must employ the best SEO practises when creating content. You can also start by using the right keywords, putting alt text to your images, adding backlinks and taking advantage of local search engine marketing.
The most important thing, however, is publishing content that addresses your audience’s questions and provides solutions to their concerns. At Melotti Media, we offer an extensive list of Copywriting services that enable you to deliver impressive and useful content – both to the standards of search engines and the eyes of customers.
We also offer SEO Copywriting services that drive your pages upward.
Now that you’re aware of these current marketing trends, what comes next?
Let Melotti Media help you get the most out of your marketing
We understand that you want to achieve business success through marketing.
To do this, you need to identify, align with and take full advantage of the latest Australian marketing trends, both now and into the future. However, it’s possible that you’re time-poor, spread thin or writing not be your favourite thing to do.
You don’t need to worry! Our Copywriting team is always at your service to help.
At Melotti Media, we can assist with all your message marketing and copywriting needs while you focus on what matters most to you – growing your business.
Let’s start earning the results your business deserves!
We can sharpen your words to achieve your goals today!
The Melotti Media Team
Melotti Media | Copywriting & Message Marketing Bureau