Marketing expert Paul Niehus, media sales consultant Kyra Bell and Angie Bettridge from Gladstone Festivals and Events at The Observer’s digital marketing seminar.
Marketing expert Paul Niehus, media sales consultant Kyra Bell and Angie Bettridge from Gladstone Festivals and Events at The Observer’s digital marketing seminar. Megan Hughes

Businesses need to connect with huge audience online

THE digital marketing seminars hosted by The Gladstone Observer this week have been well received.

Toowoomba-based marketing expert Paul Niehus was the guest presenter and educated professionals on the benefits of effective online marketing.

Online marketing increased by 26.6% last year and continues to grow, making it a new competitive market.

In the 21st century, social media is revolutionising the way we communicate.

ExactTarget's Digital Down Under Report reveals 13.4 million Aussies spend more than 18 hours on the internet, with Facebook users visiting the site at least 16 times per week.

These figures drive home the importance of online marketing.

Mr Niehus recommends creating a pattern online rather than posting continuously, because it builds anticipation.

For example, a retail store should post new wares online at the same time each week.

A consumer in 2014, according to Mr Niehus, is less loyal, highly connected, value driven, image conscious, more distrustful and always online.

Price is no longer in the top three of consumer considerations when they are buying.

When marketing, Mr Niehus advised businesses to aim at making a customer's image or perceived image better, because price was no longer a priority.

Sending personalised emails would achieve this, as would learning who to target in your database and sending offers to customers who were interested; 61% of emails people received weren't personal or sentimental.

Overall, know your consumers, and know how they shop to be able to target them effectively.



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