How to market your business in Australia

Get your expansion plans off to a great start, with our quick guide for marketers

Read the source article by Getting to Global here.

Australian shoppers have many similarities to their American counterparts, especially their love of mobile and making mobile payments, in particular. According to Australia’s ‘Big Four’ banks, between October 2017 and August 2018, customers made more than 57 million transactions on mobile, worth $1.83 billion – over twice that of the previous year.1

Personalization

One notable trend among B2C marketers is the rise of personalization, and the use of data, analysis and automated technology to customize content to the individual. One size no longer fits all, and many brands are reaping the benefits of focusing on the unique needs, preferences and purchasing patterns of each user.

Looking ahead, marketers in Australia see this as the biggest growth opportunity over the coming years, especially as consumer demands and expectations continue to increase.2

1 Shopper trends and behaviors

Australians enjoy shopping online, and they’re likely to spend more if they don’t have to register before buying. Less frequent shoppers say they’re more inclined to buy if their personal details are better protected – while more serious shoppers are attracted by a wide range of payment options. Bear in mind, more than 2 in 3 Aussie shoppers say unexpected or hidden costs are a big turn off – so make sure you clearly state any import fees up front.1

2 Social media

Like businesses in the US, many brands now rely on social media to reach consumers. One key difference is that Australian shoppers expect content to be more customized and relevant to them – so take time to understand shoppers’ interests before kicking off your first paid campaign. Facebook is the major social media platform, with 97% of all social media users regularly logging on.1 As with any social media campaign, you need to start strong and keep producing regular high-quality content that generates shares and engagement.

3 Who’s buying what?

Clothing and music downloads are the biggest winners when it comes to online shopping in Australia, accounting for more than 50% of all purchases. While debit cards (30%) and PayPal (also 30%) are both popular methods of payment, credit cards win out, with 82% of shoppers using them to pay for stuff. Shoppers in their late 20s are the biggest online spenders, especially in the books and grocery sectors – and, again, PayPal and credit cards are the payment methods of choice.1

4 Major shopping holidays

There’s no shortage of Australian holidays when retailers can connect with potential shoppers. There’s New Year’s Day (January 1); Back to School (early January); Valentine’s Day (February 14); Australia Day (January 26); World Consumer Rights Day (March 15); Free Shipping Day (April 25); Labor Day (October); Halloween (October 31); Black Friday (November); Cash Mob Day (November); Sofa Sunday (November); Cyber Monday (December); Green Monday (December); Anzac Day (May); Mother's Day (June); Winter Sale/Boxing Day/Cyber Boxing Day (December 26).1