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2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
2014 WA Digital Marketing Report - Bang Online Marketing
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2014 WA Digital Marketing Report - Bang Online Marketing

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Landscape, some important metrics, challenges, and opportunities for digital media specific to Western Australia. Get yours here - http://www.bangonline.com.au/digitalreport/

Landscape, some important metrics, challenges, and opportunities for digital media specific to Western Australia. Get yours here - http://www.bangonline.com.au/digitalreport/

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  • 1. Proudly presented by
  • 2. 2Western Australian Digital Marketing Report 2014 I think it's IMPORTANT to have an online presence...a lot of people these days are more likely to turn to a screen than go and pick up a paper! “ ”
  • 3. 3Western Australian Digital Marketing Report 2014 Contents > Detailed Findings 14 Importance of digital 15 Online spend 18 Why digital marketing? 20 Marketing activities 23 Top 3 online & Top 3 offline 25 Website features 28 Digital marketing challenges 31 Online success measures 35 Future online focus 37 Tomorrow’s focus 39 Future opportunities 41 > Overview of Methodology 43 > About Bang Online Marketing 45 > Executive Summary 4 Introduction Key Themes Digital Marketing in WA 5 6 7 Digital Marketing Today 8 Digital Marketing Tomorrow 9 Challenges Facing WA Businesses 10 Digital Marketing Opportunities 11 > Participant Profile 12 Participant profile 13
  • 4. 4Western Australian Digital Marketing Report 2014 Executive Summary
  • 5. 5Western Australian Digital Marketing Report 2014 Introduction Working in the Western Australia market is unique. The challenges we face are different. As a digital marketing agency, we have struggled to find quality research on how the WA market as a whole is utilising digital to expand and grow in a volatile but prosperous market. Our clients and the industry want to know how other businesses are gaining results in the online space. So this year we commissioned an independentresearchstudytoeducate the market, and provide insights into the way others are integrating digital into their overall marketing strategies. This is the first of its kind in WA, and with a planned annual release, we know that participation will grow year on year. Read on to see how your organisation compares to others in this State. Renae Lunjevich Managing Director Bang Online Marketing A total of 191 WA businesses were surveyed to explore the state of digital marketing for 2013 / 14 in Western Australia. These participants come from a broad spread of businesses. In this report, you’ll find information on what digital marketing practices WA businesses are using, how much they are spending, how they measure their ROI, and what their future plans are.
  • 6. 6Western Australian Digital Marketing Report 2014 Key themes Looking ahead, digital marketing is only going to become even more important to WA business Over 8 out of 10 WA businesses feel online marketing strategies will become even more valuable to their organisation as time goes on, an absolute necessity to keep ahead of competitors. Digital marketing offers numerous advantages over offline activities Digital marketing is seen as a cost effective way of directly targeting customers that also provides easily measurable outcomes. Digital activities are seen as a key tool for today’s marketer For 1 in 2 WA organisations, digital and online marketing are more important to them than traditional marketing channels. Digital marketing activities are mainstream WA organisations continue to use ‘traditional’ marketing channels but it is clear that digital marketing channels are a big part of today’s marketing considerations – and getting bigger.
  • 7. 7Western Australian Digital Marketing Report 2014 Digital marketing in WA WA businesses organisations clearly see the importance of digital marketing… “The customer decision making process is aided by customers keen to do their own research. Providing an informative and accessible website resource for them to do this is essential to my organisation’s business model.” “Our return on investment is higher through digital marketing channels than any traditional marketing channels. It also scales more easily from a cost vs reach perspective.” “The advantage of digital marketing is the ability to target your audience along with the reach that can be achieved where traditional marketing fails.” 
  • 8. 8Western Australian Digital Marketing Report 2014 Digital marketing today On average, half of WA businesses’ marketing budget was spent on digital activities in 2013. 52% Digital spend in 2013 3 out of 4 WA businesses are using social media, and 2 out of 3 are using mobile phone apps/websites and/ or email marketing. These are more commonly used than any offline strategy. Digital marketing practices Over 7 out of 10 WA businesses see SEO, social media and search engine marketing as the most important online activities to get right. 70% Digital priorities 8 out of 10 WA organisations consider digital marketing to be equally or more important than offline marketing. Importance
  • 9. 9Western Australian Digital Marketing Report 2014 Digital marketing tomorrow When they are aware of the options, WA businesses show the most interest in using: > ad extensions (68% plan to use), > mobile responsive design (65%) and > video content development (59%) WA organisations are planning to expand their digital strategy options across 2014 and beyond Increased digital marketing spend Digital marketing is expected to grow at the expense of offline marketing spend. The average WA organisation plans to spend 58% of their marketing budget around online activities in 2014 – an increase of 6%.
  • 10. 10Western Australian Digital Marketing Report 2014 Challenges facing WA businesses WA businesses face common barriers to investing more in digital marketing and ensuring they can deliver successful outcomes MANAGEMENT NOT UNDERSTANDING THE POTENTIAL ROI Mentioned by 32% of WA businesses NOT HAVING THE ORGANISATIONAL KNOWLEDGE Mentioned by 39% of WA businesses A LIMITED BUDGET Mentioned by half of WA businesses (51%) LACK OF QUALIFIED STAFF Mentioned by 41% of WA businesses
  • 11. 11Western Australian Digital Marketing Report 2014 Digital marketing opportunities There are a number of opportunities to ensure WA businesses get more from their digital marketing activities for education in this area and for increased sophistication in current strategies. Broadening ROI measures Embracing mobile platforms Using the full digital marketing toolkit Staying abreast of the changing digital spaceDigital marketing success is most often determined by the number of customer contacts it generates, both through online and offline channels. Many WA businesses are yet to cater to the greater use of mobile devices, particularly via their websites. While most WA businesses are adopting digital marketing strategies, there is limited use of the range of options available. There are some emerging trends which many WA businesses have not heard of. Assistance is needed in keeping up-to-date, particularly among those with limited resources.
  • 12. 12Western Australian Digital Marketing Report 2014 Participant profile
  • 13. 13Western Australian Digital Marketing Report 2014 Participant profile Technology Retail & Hospitality Transport and Utilities Sport and Leisure Other Education and training Energy,Mining,Construction & Manufacturing Not-for-profit (incl. Government) Professional services EmploymentPosition Owner / CEO 34% Marketing manager /Chief marketing officer 18% Executive-level director /Board member 8% Senior-level manager 15% Mid-level /Regional manager 11% Lower-level manager /Supervisor 4% Marketing Coordinator /Officer 3% Administration /Executive support 3% Community development/Events manager 4% 33% 37% 29% LargeMediumSmall 0-10 staff 11-50 staff 50+ staff IndustryType Organisation Size 7% 13% 13% 35% 5% 10% 6% 6% 6% Digital marketing is expected to grow at the expense of offline marketing spend. The average WA organisation plans to spend 58% of their marketing budget around online activities in 2014 – an increase of 6%.
  • 14. 14Western Australian Digital Marketing Report 2014 Detailed findings
  • 15. 8 in 10 WA businesses consider digital marketing to be EQUALLY or MORE important than offline marketing
  • 16. 16Western Australian Digital Marketing Report 2014 Importance of digital 50% MORE Important 30% EQUALLY important 16% LESS important 4% Don’t Know Digital marketing plays a critical role within WA organisations, with 1 in 2 saying it is MORE important than offline marketing. Q. Within your organisation, would you say that online marketing activities are… than offline marketing activities ? BASE: Phone survey (n=100)
  • 17. 17Western Australian Digital Marketing Report 2014 Importance of digital Organisations clearly see the opportunities in online marketing and recognise its importance in their marketing mix. 90%Online marketing strategies are a vital component of my organisation’s overall marketing plan 77%My organisation believes it is important to integrate online and offline marketing strategies 77%My organisation views online marketing strategies to be just as, if not more important than offline marketing strategies 83%My organisation plans to increase its use of online marketing strategies in coming months and years Q. Below is a list of statements about your organisation’s approach to using both offline and online marketing strategies. Please indicate the extent to which you agree or disagree with each of these statements. BASE: Online survey (n=91)
  • 18. $$$s on online marketing activities is expected to OUTGROW offline activities in 2014.
  • 19. 19Western Australian Digital Marketing Report 2014 Online spend In 2014, WA businesses plan on allocating 58% of their marketing budget on digital activities, UP from 52% in 2013. Both smaller and larger businesses plan on investing more of their marketing budget on digital in 2014. 2014 59% 42%37% 53% Large Small-Medium 2013 52% 58% 48% 42% 2013 2014 Q. Roughly how much of the marketing budget has your organisation allocated to ‘offline’ marketing activities, versus digital and ‘online’ marketing activities in both the current calendar year (2014) and the last calendar year (2013)? BASE: All respondents (n=191)
  • 20. What are the 5 most COMMON reasons why WA businesses are using digital marketing more and more?
  • 21. 21Western Australian Digital Marketing Report 2014 Why digital marketing? commonreasons >Targeted >Wide / far reaching >Cost effective >Speed/ease >Measurable
  • 22. 22Western Australian Digital Marketing Report 2014 Why digital marketing? “You can easily measure results against money spent and get a clear picture on ROI.”  “We find it the most cost effective way to advertise our product and that of our clients. As opposed to say print media or other higher cost and outdated methods.” “Our return on investment is higher through digital marketing channels than any traditional marketing channels. It also scales more easily from a cost vs reach perspective.”  “Online marketing allows us to get our brand and products out to a larger audience through various online channels to a much more accurate target audience at a much more cost effective method.”  “I love the ease of getting messages out on products and offers and the viral factors associated with online marketing.”  Q. What do you like about online marketing? In other words, what do you see as the main benefits?
  • 23. 3 of the top most COMMON marketing activities in 2013 are DIGITAL marketing activities.
  • 24. 24Western Australian Digital Marketing Report 2014 Marketing activities WA businesses haven’t stopped using ‘traditional’ marketing approaches… ….but a wide range of digital based activities now play a bigger part. % OFFLINE 58 56 48 47 37 34 33 16 13 8 8 6 5 Print media Sponsorships Direct mail Phone book listings Events / exhibitions PR / brand reputation management Sales promotions Radio media Telemarketing / Door-to-door Outdoor media TV media None Other Q.. Which of the following offline marketing activitiesdid yourorganisation use in 2013? BASE: All respondents n=191 76 66 66 56 54 48 31 29 26 5 3 3 Social media Mobile phone apps/websites Email marketing Search engine optimisation (SEO) Online directory listings Search engine marketing Online brand reputation managem't Blogging Internet advertising Mobile phone (SMS) marketing Other None Q.. Which of the following online marketing activitiesdid yourorganisation use in 2013? BASE: All respondents n=191 % ONLINE Q.. Which of the following offline marketing activities did your organisation use in 2013? BASE: All respondents n=191   Q.. Which of the following online marketing activities did your organisation use in 2013? BASE: All respondents n=191  
  • 25. The use of SOCIAL MEDIA features heavily in current marketing activities.
  • 26. 26Western Australian Digital Marketing Report 2014 Top marketing activities Top three online Top three offline Marketing choices made by WA businesses today see social media used instead of print media, and email chosen over direct mail. Social media Email marketing SponsorshipsMobile apps/ websites Print Direct mail 76% 66% 66% 58% 56% 48% Q.. Which of the following offline marketing activitiesdid yourorganisation use in 2013? BASE: All respondents n=191 Q.. Which of the following online marketing activitiesdid yourorganisation use in 2013? BASE: All respondents n=191Q.. Which of the following online marketing activities did your organisation use in 2013? BASE: All respondents n=191   Q.. Which of the following offline marketing activities did your organisation use in 2013? BASE: All respondents n=191  
  • 27. 27Western Australian Digital Marketing Report 2014 Digital marketing priorities Getting search engine-related activities and social media strategies right are seen as the most important of the online marketing activities in terms of helping organisations achieve their marketing goals. 76% Searchengine optimisation (SEO) 75% 74% 61% 58% 57% Socialmedia Searchengine marketing Emailmarketing Onlinebrand reputation management Mobilephoneapps/ websites Q. Rate the importance of each of these online marketing channels to your organisation (in terms of achieving marketing goals and objectives). BASE: Online survey (n=91)
  • 28. WA organisations’ websites contain the BASICS but many have not yet catered to the mobile platforms
  • 29. 29Western Australian Digital Marketing Report 2014 Website features 83 75 73 54 48 45 41 39 28 9 An online enquiry form GoogleAnalytics Content management system Amobile version of the website Blog Newsletter sign up form Video content Mobile responsiveness functionality Ecommerce functionality None of the above Most WA organisational websites have online enquiry forms, Google Analytics and content management systems, but are less likely to have adapted to the greater use of mobile devices and other features such as blogs and video content. Q. Does your organisation’s website include any of the following features? BASE: Online survey (n=91)
  • 30. 30Western Australian Digital Marketing Report 2014 ofAustraliansaccess the internetthroughmobile ofSmartphonesare within arm’sreach 93% ofWA business websitesare currentlyoptimised for mobile 54% 76% Website features Source: http://www.marketingmag.com.au/blogs/solomo-the-art-and-craft-46893/#.UvRIvGxDGUl Source: http://www.adnews.com.au/adnews/mobile-internet-access-triples-in-australia Source: http://www.marketingmag.com.au/news/the-consumer-trends-that-will-shape-our-world-9006/#.UvLiOWxDGUl Source: http://www.experian.com.au/marketing-services/research-reports/digital-trends-report-2013.html
  • 31. Limited financial RESOURCES and KNOWLEDGE are the main barriers to investing more in digital marketing.
  • 32. 32Western Australian Digital Marketing Report 2014 Marketing budget allowance Qualified staff to manage online marketing strategies Knowledge of online marketing within the organisation Understanding potential ROI provided Preference for offline marketing activities Corporate support for online marketing strategies Knowledge of online marketing within the organisation 51% 41% 39% 32% 26% 22% 21% Digital marketing challenges 1 in 2 WA businesses say a limited budget constrains their spending towards online marketing. Limited organisational and staff knowledge and the ROI it provides are also key barriers. Q. Below is a list of reasons that other organisations have given for limiting their investment in online marketing. Please indicate the extent to which each of these factors may or may not also limit your organisation’s use of online marketing strategies. BASE: All Respondents (n=191)
  • 33. 33Western Australian Digital Marketing Report 2014 Digital marketing challenges > Limited understanding > Achieving the desired outcomes > Rapidly changing, evolving area > Internal organisational barriers > Don’t have the time or resources Commonissues
  • 34. 34Western Australian Digital Marketing Report 2014 Digital marketing challenges “Online marketing is overwhelming, it’s not easily understood as you can’t touch and feel it.”  “The challenging part is when you come across people who don’t understand the concept and they comment negative things about it without giving themselves a chance to hear the opportunity.”  “Creating a social media presence that is interesting enough to engage our audience without potentially offending any of them. It’s a more playful channel, but also more dangerous as a result.”  “Knowing how much to spend on SEO, Adwords, online advertising etc. and measuring the value for money achieved in these areas in terms of both brand awareness and sales lead enquiries!”  “Lack of knowledge and talent in the digital field. Too many people claim to know what they are doing but tend to be learning on the job.” Q. What are some of the challenges you feel you face when it comes to online marketing? BASE: Online survey (n=91)
  • 35. Measuring digital ROI is still evolving, with most businesses still relying on visits to the website as the key measure of success.
  • 36. 36Western Australian Digital Marketing Report 2014 85 79 64 56 55 45 25 19 12 3 4 Enquiries through the website Visits to the website Increases in the number of customers Phone calls to the office Increased engagement with website (e.g.… Increases in online sales Increases in offline sales (e.g. in-store) Increases in customer satisfaction Increases in use of customer loyalty… Other None (do not measure impact) WA businesses are seeking robustways to measuretheir onlineROI. “I want to knowis it hitting right market ? Are the analytical resultsaccurate?” Digital marketing challenges Along with customer interactions, organisations tend to gauge the success of their online marketing strategies against how well their website has performed. Q. What measures does your organisation use to determine the success of its online marketing strategies? BASE: Online survey (n=91) WA businesses are seeking robustways to measuretheir onlineROI. “I want to knowis it hitting theright market ? Are the analytical resultsaccurate?”
  • 37. Looking ahead, WA businesses are set to embrace the opportunities digital marketing strategies can provide even more.
  • 38. 38Western Australian Digital Marketing Report 2014 Future online focus An increasing reliance on online marketing strategies in the future is a key theme among 8 in 10 WA businesses of all sizes and types… 81% Online marketing strategies will become more valuable to my organisation than offline marketing strategies as time goes on “If you don’t have good online marketing and others do, customers might see the competitors first and not consider you.” “There are a lot more eyes on digital now. More than print. So greater exposure. We have greater control and can react and move quicker as we can monitor everything ourselves.” “Absolute necessity for any business to include social media, SEO marketing, AdWords in their marketing strategy. It keeps you up with technology and ahead of your peers.”
  • 39. 39Western Australian Digital Marketing Report 2014 Tomorrow’s focus WA organisations have heard of most emerging online marketing activities……but there is also an opportunity to learn more. 88 85 77 73 72 69 67 67 61 60 55 53 50 41 37 LinkedIn advertising Facebook advertising YouTube advertising Ad extensions (e.g. Google Adwords) Google Plus business pages Twitter advertising Pinterest Display advertising (e.g. Google Display) Mobile marketing Video content development Facebook remarketing advertising Instagram advertising Mobile responsive design Remarketing Google shopping Q. Which of these activities have you heard of before today? BASE: Online survey (n=91)
  • 40. 40Western Australian Digital Marketing Report 2014 Tomorrow’s focus WA businesses are looking to the future and planning to do more in: 68% Ad extensions Aim to increase ad click-through by better targeting potential online customers 65% Mobile responsive design Optimising online channels for use on mobile platforms 59% Video content development Developing and releasing video content such as tutorial videos or company overview videos Q. And which of these is your organisation planning to utilise in 2014? BASE: Online survey (n=91) 68 65 59 54 48 45 44 40 35 31 27 23 20 19 6 Ad extensions (e.g. Google Adwords) Mobile responsive design Video content development Remarketing Google+ business pages Facebook advertising LinkedIn advertising Display advertising Facebook remarketing advertising YouTube advertising Pinterest Mobile marketing Twitter advertising Instagram advertising Google shopping % PLAN TO USE (based on % aware)
  • 41. Although WA businesses have started down the digital path, dealing with the increasing sophistication and evolving technology is seen as a priority moving forward.
  • 42. 42Western Australian Digital Marketing Report 2014 Future opportunities Although many WA businesses are engaging in digital marketing, there is still a need for education and assistance in this area… “Social media is still a beast that I am not engaging fully in (just adverts), as I cannot control the negativity threads, as I do not have the resources to manage this and pacify and turn a comment around into a positive.” “Staying on top of industry trends and standing out from the competitors is difficult when you don’t have the resources, knowledge or budget.” “Knowledge gaps. Initially we needed to understand how [digital marketing] worked, what our options were and how we interfaced between paid SEO and social media. Now the challenge is about staying up to speed with the rapid changes in the space!”
  • 43. 43Western Australian Digital Marketing Report 2014 Appendix: Overview of Methodology
  • 44. 44Western Australian Digital Marketing Report 2014 Methodology Small (0 to 20 staff): 95% Medium (21 to 199 staff): 4% Large (200+ staff): 1% Painted Dog Research, an independent agency, was commissioned by Bang Online to collect and analyse data and prepare this report. The information was collected through two different channels: All respondents were screened to ensure that: Following data collection, the sample results were weighted by organisational size in order to broadly reflect the composition of the WA business environment (which is based on Australian Bureau of Statistics counts of Australian businesses, 2008 to 2012): An online survey that lasted for an average of 11 minutes. A link to this survey was emailed to selected clients on available business lists and open links were also distributed through social media and via WA Business News’ online channels. This survey was conducted between 30 January and 24 February 2014. A total of n=91 completed surveys were collected online. A phone survey that lasted for an average of 7 minutes. Organisations were randomly selected to be contacted from available business lists. This survey was conducted between 21 February and 5 March 2014. A total of n=100 surveys were completed via the telephone. They were a relevant person (i.e. a marketing decision maker) to speak to on behalf of their organisation; Their organization had business operations in Western Australia; and Their organization at least had a website (online survey only).
  • 45. 45Western Australian Digital Marketing Report 2014 About Bang Online
  • 46. 46Western Australian Digital Marketing Report 2014 About Bang Online We stay at the forefront of the digital industry by keeping up-to-date with the latest techniques and inventing our own unique marketing strategies. We provide a holistic approach to digital marketing so that you can use the one place for your search, social media, website development and any other form of digital marketing. This enables us to provide added value to our clients by closely understanding their business and being able to provide the right solution for them, when they need it. Bang Online is fuelled by a dynamic, passionate and experienced team of online marketing professionals. We are driven by providing the best solution for our clients, the highest quality service and results that deliver on your objectives. We have worked on both client side and agency side, and understand that it’s not just important to deliver results; it’s also about how you deliver them. Working ethically and valuing our clients is the cornerstone to our approach and success. Bang Online is a 7 year old fresh thinking, vibrant digital marketing agency in Perth, Western Australia. We love the hybrid of technology and marketing that is digital marketing.
  • 47. 47Western Australian Digital Marketing Report 2014 ADDRESS: First Floor, 3/228 Carr Place, Leederville WA 6007 PHONE: (+61) 08 9328 7000 FAX: (+61) 08 6210 5983 POST: P.O. Box 309, Leederville WA 6903 EMAIL: info@bangonline.com.au WEB: www.bangonline.com.au

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