By Simon O’Day, Vice President of Responsys Asia Pacific
Australians are more digitally connected and active online than ever before. Not only do consumers now spend more time using the internet, they are doing so across a variety of channels and on a number of different devices. This highly engaged consumer is good news for Australian marketers, presenting a number of opportunities, across a range of platforms, to reach their target audience.
With this in mind, I was somewhat surprised by the results of our recent survey* conducted at ad:tech Sydney and Melbourne. We found that while the majority of Australian marketers (89%) are now interacting with customers across more digital channels, they are doing so with minimal personalisation and automation – the corner stone of any successful campaign.