As the Australian financial year draws to a close, businesses in Australia are bracing themselves for the traditional post-tax time slump in spending. However, this lull presents an opportunity for businesses to reassess their marketing strategies and adapt to the evolving digital landscape.
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Zib Digital is helping businesses navigate the changing landscape and maintain revenue. Digital marketing has become an indispensable component of any successful marketing strategy, with Australians spending over 6 hours online daily, according to a recent 2024 Hootsuite report. This presents a significant opportunity for businesses to connect with their target audience and drive sales. Zib Digital has identified 3 key areas for their clients to focus on during the post EOFY period:
1. Focus on Retention Marketing
After the explosive ‘End Of Financial Year’ marketing period, businesses often experience a slump in sales. Instead of solely focusing on acquiring new customers, Zib Digital encourages their clients to prioritise retention marketing strategies to keep existing customers engaged. This can include loyalty programs and personalised offers to increase repeat business. Creating innovative paid and organic content strategies and alluring copy that promotes loyalty initiatives will incentivise customers to re-engage with a product or service offering, once the EOFY price promotions have come to an end.
2. Leverage Digital Channels
Post-tax time, Melbourne brands are looking for effective marketing strategies to reach their target audiences without breaking the bank. Zib Digital offers expert search engine optimisation (SEO) services in Melbourne that drive website traffic, generate leads and promote special offers. Zib’s team of SEO specialists have years of experience in delivering results-driven SEO campaigns. They offer tailored SEO strategies that aim to align with post-tax business goals and objectives. To further maximise online reach and impact, Zib clients should consider combining SEO with pay-per-click (PPC) advertising. By doing this business can improve conversion rate, build brand awareness and increase online visibility, with the goal to turn clicks into conversions and grow the business post tax time.
3. Emphasise Value-Added Services
To differentiate themselves from competitors and attract customers during the post-tax time slump, Zib Digital promotes their clients to emphasise value-added services like on-going consulting, training or product and service maintenance. By highlighting the long-term value these services provide, businesses can attract customers willing to pay a premium for expertise and support. This is a key period for business to sell-in ‘guarantee schemes’ and services to clients which will continue to generate revenue throughout the rest of the year.
As the post-tax time marketing season approaches, businesses must adapt to the changing digital landscape to maintain revenue. By leveraging digital marketing channels and partnering with experienced agencies like Zib Digital, brands can effectively reach and engage with their target audience, driving website traffic, lead generation and conversions (even after the flurry of financial promotions are finished).
About the company: Zib Digital AU is a leading digital marketing agency based in Melbourne, Australia. Our team of experts specialises in developing and implementing effective digital marketing strategies for businesses of all sizes. With a focus on driving real results, we offer a range of services including social media advertising, SEO, email marketing, and more.
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A seismic shift is underway in the realm of digital marketing as consumers increasingly favour direct engagement with brands over traditional advertising channels. This emerging trend has profound implications for marketers and enforces a fundamental refresh of SEO strategies.
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Recognising the significance of this shift, leading Melbourne Digital Marketing Agency, Zib Digital, are well positioned to guide their clients through this transformative transition.
In recent years, many consumers have grown weary of intrusive advertising and are seeking more authentic connections with brands. This has led to a surge in demand for personalised experiences, genuine interactions and community engagement. As a result, traditional marketing tactics such as banner ads and pop-ups are losing their effectiveness, promoting the new era of ‘direct brand engagement’.
One of the key drivers behind this shift is the rise of social media and digital platforms, which have empowered consumers to voice their opinions, connect with like-minded individuals and hold brands accountable. As a result, Zib are encouraging their clients to adopt a more customer-centric approach, focusing on building relationships and fostering loyalty.
As an established SEO expert in Melbourne, Zib Digital has witnessed a paradigm shift in consumer behaviour, “consumers are no longer passive recipients of advertising; they want to actively engage with brands on their own terms. This presents both challenges but also exciting opportunities for us, as an Melbourne SEO agency.”
In response to this dramatic change in landscape, SEO strategies are also undergoing a transformation. Traditionally heavily focused on keyword optimisation and backlink building, SEO is now evolving to encompass a broader array of tactics aimed at enhancing the overall user experience and driving engagement. Digital marketers, such as Zib, focus on delivering more personalised content with improved readability instead of the old school SEO technique, now classed as ‘keyword stuffing’.
“SEO is no longer just about high rankings on search engine results pages,” explains a spokesperson from Zib Digital. “It’s about creating content that resonates with your audience, optimising for voice search and ensuring a seamless user experience across all digital channels.”
As consumers continue to regain control of their own engagement direction, brands will be forced to adapt and evolve in line with the new consumers needs. Brands and agencies that embrace this shift and prioritise genuine customer relationships will be well positioned to reach the right consumer at the right time.
To learn more Zib’s bespoke SEO services in Melbourne, visit Zib Digital.
About the company: Zib Digital is a premier digital marketing agency in Australia and New Zealand, specialising in SEO, online strategy, pay-per-click advertising and social media marketing. With a proven track record of helping businesses achieve their online goals, Zib Digital is committed to delivering exceptional results for clients.
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Name: Zib Digital
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Organization: Zib Digital
Website: https://zibdigital.com.au/
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Andrew Parkin is a sessional lecturer at the Munk School of Global Affairs & Public Policy, University of Toronto. Justin Savoie is a PhD Candidate in political science at the University of Toronto. |
THE onset of the COVID-19 pandemic triggered a sudden disruption of everyday life. While many things are back to the way they were before, one change has proven harder to reverse: working from home.
Three years after the switch to remote work, there is little sign people are growing tired of it. In fact, experiences of working from home have become more positive over time. What’s more, our latest research shows that remote work is not eroding people’s well-being.
This evidence points to one conclusion: employers should focus more on managing new hybrid work models and less on trying to force employees back into their cubicles.
Who is working from home?
The Survey on Employment and Skills has been tracking the pandemic’s impact on the workplace over the past three years.
The latest wave — a survey of 5,904 Canadian adults conducted in March 2023 — found that almost two in five (38 per cent) people worked remotely at least some of the time in the early months of 2023. These individuals had previously worked outside the home before the pandemic.
The likelihood of working from home varies significantly by occupation. A majority of office workers (57 per cent) and executives or managers (57 per cent) work from home at least some days.
But working from home is much less common among skilled trade workers (16 per cent). The likelihood of working from home is also higher for workers with more education or higher incomes.
These figures remind us that COVID-19’s impact on work goes beyond the appeal of remote work. It has also created a new division in the labour force between those whose jobs can be done at home (mostly white-collar workers) and those whose jobs cannot (mostly blue-collar and service workers).
This new division is likely to continue because those who are still working from home like the new arrangement.
People prefer remote work
From the start, a majority of those who switched to remote work said they preferred it to in-person work.
The proportion of people holding this view increased to 74 per cent in 2023 from 63 per cent in 2020. In addition, over the past three years, seven out of 10 individuals working from home said they wanted their employer to allow them to do so after the pandemic ends.
When people say they would like to work from home, they really mean it. Forty-three per cent of those who want to keep working from home say they would like to do so every day; three-quarters (73 per cent) say at least two to three days a week. Only one in four envision working from home occasionally.
Another indicator of how hard it will be to reverse this trend is that a small, but noticeable, group of workers have reorganized their lives around working from home.
About one in ten said they switched jobs to make it easier to work from home. The same proportion said the option to work from home allowed them to relocate to a different community. Given the life choices some have made, getting them back into the office will take more than a memo from their managers.
Health and well-being findings
The biggest obstacle to getting everyone back into the workplace is the fact that people who are working from home seem to be doing better — or at least no worse — than those who are not.
At the start of the pandemic, there were concerns that adjusting to working from home, like finding a suitable workspace and dealing with distractions, would negatively impact people’s mental well-being.
But three years later, those who work from home are reporting slightly higher job satisfaction, mental health and overall well-being than their counterparts who are working outside the home.
They also appear to have a similar number of connections to friends, suggesting they do not feel more isolated.
Since there are specific demographics of workers that are more likely to work remotely, our analysis controlled for things such as education and occupation.
The results confirmed that people who are working from home are genuinely more satisfied and healthy than those who are not. At the very least, they are not more likely to report feeling lonely or isolated. These positive outcomes were most noticeable for women and for younger workers.
New workplace challenges
Our survey not only provides insights about the current remote work situation, but also sheds light about what it was like to go into the workplace every day prior to the pandemic.
For many workers, it would seem the pre-pandemic arrangement was inconvenient, tiring or stressful. People worked in-person jobs because no other option was on offer. The pandemic forced an alternative out into the open, and what began as a temporary disruption has become permanent.
Employers now face the challenge of not only accommodating ongoing remote work arrangements, but also managing new inequities between those whose jobs lend themselves to remote work and those whose don’t.
Employers also need to think more about the job satisfaction and mental health — not just of remote workers, but of those who can’t work remotely and find themselves in a workplace that feels a lot more empty than before.
Author’s Note: Most data cited is from the Survey on Employment and Skills, conducted by the Environics Institute, the Future Skills Centre and the Diversity Institute at Toronto Metropolitan University. The Survey on Employment and Skills is funded primarily by the Government of Canada’s Future Skills Centre. Additional data is from surveys funded by the Toronto Foundation, Community Foundations of Canada, and other Toronto-based community organizations.
Andrew Parkin is a sessional lecturer at the Munk School of Global Affairs & Public Policy, University of Toronto. Justin Savoie is a PhD Candidate in political science at the University of Toronto. Read the original article with hyperlinks on The Conversation Canada. Author photos courtesy: The Conversation. Title image by Tumisu from Pixabay.
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A model which one office furniture company claims to show what people in 70 years time’ will look like thanks to remote working.
One British office furniture company captured attention when it predicted that, if workers don’t return to the office, we’ll all have a hunched back, dark, swollen eyes, and claw-like hands in 70 years’ time.
But while businesses such as Furniture at Work might have a vested interest in turning around the trend towards working from home, how worried are businesses in other sectors?
Infometrics chief forecaster Gareth Kiernan said much of the disruption had already happened but areas still facing upheaval included central city hospitality and retail operators, business air travel and technology firms.
Kiernan said the country’s culture of coffee and lunch-buying was underpinned by people being at a workplace, and with reduced worker numbers in towns, there has been less spending taking place.
“As a result, the number of cafes that can be sustained and remain viable is likely to be less. If people are working from home, this spending simply doesn’t take place.”
It was much the same for central city retail.
Tony Gutierrez/AP
Working from home has become more prevalent since before the pandemic – but how is this affecting businesses?
“However, this spending probably has more of a displacement effect, with people doing the shopping they might have done on their lunch break closer to home instead.”
There could also be a resulting need for more retail and cafes, he said.
Firms were now more likely to conduct video calls and virtual meetings resulting in less business air travel and people working remotely were investing more in technology and associated infrastructure to reduce any limitations that might prevent them from being as productive as they were in an office.
Greg Smith, head of retail at Devon Funds Management, said, a number of businesses now required people back in the office.
CHRISTEL YARDLEY/STUFF
Hamilton cafe struggling due to corporate employees working from home. (Video first published August 24, 2020)
He said this has had an effect on businesses in Auckland.
“We’re right next to Commercial Bay and the food court was pretty empty a year a go, but it’s pretty bustling now.”
During Covid-19 the balance of power was more tilted towards the employees but as the country had gone into a technical recession, employers were taking more charge, he said.
Ricky Wilson/Stuff
More people have returned to central city offices at least for some days of the week.
But the cost of living crisis was also likely to keep people’s focus on what could be done at home a bit more, he said.
“Rather than going to the food court and buying lunch for $12 you can make a toastie sandwich at home for free,” he said.
Colliers’ CBD office space report for the first half of 2023 showed the overall vacancy rate had hit a cyclical high of 12.9% but rents were still broadly rising.
Ian Little, associate director of research at Colliers said the company expected to see a continuation of hybrid work as organisations searched for talent in a challenging labour market.
“This has contributed to a rise in firms looking to provide their team members with premium workspaces as part of their overall offering,” he said.
The location of an office space also played a key role, he said. Public transport remained vital, while high-quality end-of-trip facilities were appealing for staff who appreciated access to retail and hospitality amenities, he said.
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Successfully navigating the ever-evolving world of marketing necessitates a strong understanding of consumer demographics. The ability to tailor your strategies to your audience is essential in driving engagement and fostering brand loyalty. Lately, emerging data on the Black population demographics have signaled significant shifts, bringing forth new opportunities and challenges for businesses.
In such a dynamic landscape, marketers must remain adaptable and vigilant, adjusting their targeting tactics and ensuring that advertising messages resonate with the values and aspirations of these communities. By staying attuned to these demographic changes, businesses can tap into the potential of one of the fastest-growing consumer segments while fostering an environment of trust and respect.
Over the past two decades, the Black population in the United States has grown by 30%, totaling 36.2 million individuals as of 2021. This significant change in demographics is characterized by the fact that roughly one-in-five Black Americans are immigrants or the children of immigrants, showcasing Black Americans’ diverse and multifaceted nature. This reality highlights the importance for marketing teams to delve deep into the nuances and complexities of this dynamic population to engage and cater to their specific needs and preferences effectively.
Additionally, with income levels and purchasing power continuing to evolve within the Black community, businesses must adopt innovative and culturally sensitive approaches in their advertising efforts that acknowledge and celebrate the rich diversity of this expanding demographic, ultimately fostering more authentic connections and driving successful campaigns tailored to the unique experiences and backgrounds of Black consumers.
Related: Spanning the Globe: This Digital Marketer’s Approach Caters To Different Cultures Around the World
Understanding the diverse experiences of Black Americans
Understanding the diverse experiences of Black Americans is an essential part of developing effective marketing campaigns. It is important to recognize Black Americans’ nuanced history and diverse culture so that campaigns can be crafted specifically with each subgroup in mind. For instance, Black Americans’ cultural values and preferences with West African roots may diverge significantly from those hailing from Caribbean nations.
By understanding the vast array of cultural layers and embracing individualized language, subtle cultural distinctions and specific requirements, advertisers can forge a stronger connection with the diverse Black community, ensuring a more meaningful and enduring impact within contemporary multicultural audiences.
Taking note of differences in language and cultural practices
When formulating marketing campaigns targeted toward Black Americans, it is essential not to treat everyone as if they were a monolith. People from subcultures within the Black American population may have strong ties to their language and cultural practices, which must be accounted for when crafting an effective campaign.
These distinctions — such as differences in language or specific customs — can provide insight into what marketing tactics will most effectively engage with the target group. Failure to recognize these subcultural variances could easily result in missed opportunities or dampened results during a campaign.
Related: The Time for Diversity in Advertising Is Now
Acknowledging how socioeconomic factors impact consumer habits
The untapped potential of the Black community in America represents a significant opportunity for businesses seeking to expand their market reach and generate substantial profits. A recent McKinsey analysis has revealed a staggering $300 billion in unmet demand within this demographic, indicating a transformative possibility for companies willing to adapt their strategies and cater to these specific needs.
In addition, with the Black American population’s buying power projected to exceed $1.8 trillion in the coming year — surpassing the annual GDPs of nations like Mexico and the Netherlands — it is evident that engaging with this lucrative market is a forward-thinking investment. Businesses that recognize the potential of tapping into this expanding revenue base will foster a connection with a powerful consumer segment and position themselves for enduring success in the future.
Understanding the intricate mosaic of the Black American community is fundamental when developing marketing campaigns. It is critical to recognize the common threads that unite this diverse group and the distinct characteristics that set them apart. Successful companies take the time to delve into subtle cultural nuances that could significantly impact a campaign’s efficaciousness.
For example, merely relying on images or ideas catering to U.S.-born Black Americans may inadvertently ostracize Black immigrants from other countries. A key component to bridging these potential gaps is enlisting spokespeople possessing a solid grasp of cultural competencies, ensuring that messages resonate with the full spectrum of the targeted communities. Though the process may demand a higher investment of resources and effort, the advantages of tapping into this market and solidifying customer relationships will undeniably yield a tremendous return on investment.
Related: How Marketing Agencies Can Integrate Inclusivity Into Their Organization and Work
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