Telstra’s latest financial results fresh out of today’s news speak for themselves:
Its mobile business is thriving as it clocked 4 million new customers over the past 3 years, including an additional 607,000 customers and a revenue growth of 4.6% in the last 6 months alone – a healthy growth driven for most part by the sales of its 4G mobile devices and continued expansion of its 4G coverage.
What does that tell us?
Simply that more and more Australians are consuming mobile internet and data services.
That mobile is where the action is and where local advertisers should invest (those that aren’t already or not seriously enough.)
(Yes, I know I am starting to sound like a broken record. And here also.)
Where should I start? (I hear some of you ask)
Optimise your website for mobile for a start.
And if you have a new one on the way, make it responsive (more on this later!).
The same advice goes for email comms.
I recently commmented on most Australian brands not leveraging mobile internet consumption and smartphone uptake. I have just come across some more stats and predictions here, which if turned out to be true will only contribute to making the gap between marketers’ mobile uptake and consumer mobile usage wider. If brands needed more evidence that mobile is fast becoming a key comms and sales channel that can no longer be ignored well here it is…time to get serious and invest into it!
Just read about Woolies’ latest effort with its ”bus shops”.
Although it is a commendable effort on Woolies’ part, it is nothing new – Tesco did this first very successfully in Korea by bringing its stores to the people in the subway:
It is encouraging though to see that Aussie retailers are investing into m-commerce.
Source: Warc’s latest Global Marketing Index panel. As marketing budgets continue contracting in APAC and with digital marketing spend in that region still being one of the lowest compared to other parts of the world (US or EU), this adds renewed pressure on large digital agencies to be competitive on price and deliver work for their clients cost effectively..
Yet more pretty damning evidence here. Wake up Australia!