Econsultancy recently launched its State of Digital Marketing in Australia report, which found that online marketing is rapidly becoming a priority for companies, although many are struggling with elements within this.
However, a number of organisations in the country have a well-established legacy of digital operations, arguably the most recognisable and prominent being Tourism Australia, the official Government agency which is responsible for both the international and domestic promotion of Australia as a travel destination.
Here, their executive general manager of consumer marketing, Nick Baker, explains the secrets of their success to date, as well as their plans for the future…
Can you explain a little bit about your role, the current marketing direction of Tourism Australia and where digital fits into this?
My role as EGM of consumer marketing is quite varied and involves heading up our online and offline marketing teams, but this is managed with an integrated approach, as opposed to operating in silos. Our head office is in Sydney, but we also have offices on location across all key geographic target marketplaces.
We realised a few years ago that consumers were rapidly beginning to move into digital environments and as a result, it was important to push ourselves into this in order to meet a number of our key objectives.
As we’ve developed various campaigns over time, we’ve found that digital allow greater flexibility to target specific audiences or to meet certain micro-goals, especially when directly contrasted with traditional media formats, which can be restrictive. This is especially visible when we’re faced with limited budgets. However, a multichannel approach also works well for us, as it combines the best of both worlds.
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