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  • 5 November 2015 13:20

Location-based Marketing Ranked Top Digital Marketing Opportunity in Australia For 2016

Big data, smartwatches, and changing social media landscape also focus of discussion

A just-concluded conference of over 100 leading digital marketing professionals has delivered some critical insights for the local Web Content Management (WCM) industry, highlighting the opportunities that new technologies, such as location-based marketing, can deliver.

Kentico Connection saw digital marketing experts gather from Australia, the Asia-Pacific region, and beyond, for key educational sessions as well as online marketing engagement strategies. According to a survey undertaken at the conference, 80 per cent of digital marketers attending the conference believed that location-based marketing opportunities presented the greatest opportunity to the digital marketing sector in Australia for 2016, ahead of advertising on new wearable platforms such as smartwatches.

Big Data remains a big concern, smartwatches are not

“The outlook for the local digital marketing sector is very positive, although there are challenges ahead,” said Wayne Jasek, Director of APAC Operations for Kentico Software, sponsor of the meeting. “55 percent of attendees said that the inability to harness big data, or being overwhelmed by big data, is the biggest challenge facing Australian digital marketers.”

“Interestingly, despite the massive promotional campaigns associated with the launch of the Apple Watch and other smart devices in 2015, a majority (63 percent) of respondents said they would NOT be looking to native advertising for wearable technologies in the upcoming year,” added Jasek.

Yes to Instagram, no to Snapchat and Tinder

Of the major social platforms that launched in-app advertising in 2015, 65 per cent of digital marketers attending the conference said Instagram video advertising offers the biggest opportunity to reach new markets. However, local digital marketers are less convinced by Snapchat or Tinder as advertising platforms, with 65 percent of respondents saying they would not consider either platform for social advertising in 2016.

“Digital marketing and business are changing at a rapid pace. The sector and the economy are increasingly competitive. Platforms that provide marketing automation and content personalisation improve the experience for the marketer and the user,” said Marty Drill, CEO of Get Started.

Kentico Connection featured three distinct education streams looking at developing, marketing and hands-on experience. For more detailed information about this Melbourne event, please click here.

About Kentico

Kentico is an all-in-one CMS, E-commerce, and Online Marketing platform that drives business results for companies of all sizes both on-premise or in the cloud. It gives customers and partners powerful, comprehensive tools and customer-centric solutions to create stunning websites and manage customer experiences easily in a dynamic business environment. The Kentico Web Content Management Solution‘s rich selection of out-of-the-box web parts, easy customisations, and open API quickly gets websites up and running. When combined with the full set of integrated solutions, including Online Marketing, E-commerce, and Intranet and Collaboration, Kentico fully optimises the digital customer experience across multiple channels.

Founded in 2004, Kentico is a Microsoft Gold Certified Partner headquartered in the Czech Republic with offices in the US, UK, Netherlands, and Australia. Kentico has 1,000 digital agency partners and powers more than 25,000 websites across 100 countries. Customers include Bacardi, Twinings, Great British Chefs, Gibson, Mazda, Mighty River Power, HMV, UNICEF Australia, Sony, and Vodafone.

All product and company names herein may be trademarks of their respective owners.

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