The document discusses the evolving digital landscape in Australia, emphasizing the significant impact of digital media on marketing and consumer behavior. Key statistics highlight trends in internet usage, gaming, social media, and mobile access, indicating a shift towards more interactive and engaged formats. It also touches on challenges faced by marketers, such as audience fragmentation and the need for valid digital communication strategies.

1. Digital Landscape 2.0!
By Jessica Brookes

2. Why?!
"It is not the strongest of the species that survives, nor the most
intelligent, but the one most responsive to change"
- Darwin

3. What is Digital?!
“ e very notion of a ‘digital creative department’ suggests that
the other 95% of people working in marketing are not supposed
to be creative digital!”
– John Grant

4. Something to keep in mind!
American Population 307,006,550
Australian Population 21,431,800

5. It’s a place to live!
Not just to passively consume media
content, but a place to engage, to
contribute, to create and to communicate.
To understand the challenges and
opportunities facing marketers in the
digital space today, it is necessary to
understand some of the ways our lives are
changing – globally, rapidly, and
dramatically – as we integrate digital
media more and more deeply into our
existence.

6. What’s doing well in!
Australia today!
• Internet
• Gaming
• Social Media
• Mobile
• Email

7. Internet Stats!
• 6 position for the highest internet penetration rate at 80.1% of
the population
• 44% of Australians would use the internet, including email,
instant messaging and social networks as a preferred method of
communication
• Australian’s spend 17.6 hours (or 19.7 for those with broadband)
online per week
• In metropolitan areas the web equals newspapers as the favoured
source of news

8. Gaming!
• e video games industry is
now double the size of the box
office and more than 40%
larger than the movie disc
industry in Australia.
• Family games grew 137% over
2008 and is now the number
one gaming category.
• e average age of computer
and video game players in
Australia is 30 years old.

9. Social Media!
• Facebook is Australia’s most popular
social network network with 75%
proportion of online Australians
• In second place is YouTube followed by
Wikipedia
• ere are now 9 million Australians
interacting regularly on social networking
sites
• Of the pool of social networkers, 26% are
participating via mobile

10. Mobile!
• 1 in every 5 Australian consumers now
accessing the web via their mobile
• In 2009 there were roughly 25 million
mobile subscriptions in Australia for a
population of around 22 million
individuals
• Penetration rate of 117% (due to some
individuals having more than one
mobile subscription)
• Smartphone reached 40% across
Southeast Asia in Q4 2009

11. Email!
• Of those who are online; 95%
reported using email as the core
social interaction online.
• A reminder for us that email is still a
valid touchpoint – we just need to
think beyond the spam.

12. Is the internet a channel?!

13. Are people going banner blind?!
Credits: Brett Rolfe

14. Fragmentation!

15. Fragmentation!
• Traditionally, advertisers could rely on reaching a large, stable
audience of potential customers through print, radio, and
television ads.
• While such traditional advertising media helped to establish
some of the most successful and well-known brands, audience
fragmentation in the 21st century complicated the picture, with
the nature of different digital content delivery devices, often
having a dramatic impact on the length of time that any
particular message could hold the consumer’s attention.

16. Media Multitasking!
• Changes to the Australian media such as the introduction of
Freeview TV, digital radio and PVR/DVRs mean people have
more options and exibility in their media choices than ever
before hence:
• Multitasking has become routine
• 50% watch television whilst
online
• is doesn’t mean consumers’
spend less time on traditional
media such as TV, newspapers
and radio

17. By 2020, 80% of the media we
consume will be digital.!
• New media is no longer ‘niche’ and active consumer participation
is progressively moving towards mainstream adoption.
• Consumer's voices are louder than ever and the decision for our
clients is whether they want to be part of that dialogue or even
drive it.

18. Digital “Channels”!
mobile online dooh
- phone applications - web sites - IP billboards
- SMS messaging - Google search - POS interactivity
- game consoles - widgets - transit screens
- PDAs - social networks - kiosks
- iPads/Kindle - banners

19. Digital “Media”!
• Bought
– Paid for display and search advertising
• Owned
– Digital assets the brand owns, e.g. content, games, website
• Earned
– Word of mouth brand earns through user generated content

20. Media = The ways we !
engage in context!

21. Digital Challenges !
in Australia!
• Digital is only now starting to be seen as a ‘valid channel’ by
marketers rather than the one thing which uni es all other
communications
• File sizes due to lack of high speed broadband penetration
• Depth of client-side digital knowledge
• Quarrels between media, creative and social consultants over who
owns what and who gets bigger slices of budget

22. The Future!
• Gestural Innovation
• Socialisation of mainstream media
• Banners can be a ‘sample’ of amazing content
• Game play
• Earn your own attention
• Collaboration with people not consumers
• Geotility making your product useful for wherever
• Technology companies will become the new media companies

23. Thank you!!