Marketers: Internet now a ‘mainstream media being’ in Oz

Help with building brand profile both online and offline

To help marketers Network PR has produced two documents – with the help of Galaxy Research – available from their website.

)i) ‘Australian Online Search Habits 2006’ an online survey in which a series of questions were put to Australians aged 18-64 years with access to the internet. Findings indicate that the internet is now a ‘mainstream’ media being used regularly for news, news updates, and product research and is also an integral resource for gaining information on news, consumer goods and services.

Key findings included:

• 96% of online users turned to the internet for information on specific products and services
• 66% of online Australians turning to the internet for news updates in preference to TV, radio, newspapers or magazines.
• Travel and Accommodation, Personal Electronics and Motor Vehicles are the leading consumer categories searched.
• When searching online for product and service information, 85% use a search engine with only 15% going directly to a known website.
• More than half (55%) of those online use search engines for personal use on a daily basis.
• The online population has a good understanding of the difference between natural (or ‘organic’) language search results and sponsored or paid links, with 92% saying natural language results are more likely to be relevant.
• When searching, most internet users view the first three pages only (79%).
• Regular (weekly or more) Blog interaction is low at 14%, web casts 7% and pod casts 5%.
• Discussion forums – the more established of the interactive medium is strongest at 22%.

ii)Whitepaper: Being Found in Web Search via Natural Language SEO
The whitepaper outlines how, with the web now acting as a true media channel, companies need to understand that although the power is certainly in the hands of the consumers (or searchers) the ability to satisfy their requests (or searches) in relevant ways now lies in the marketing discipline and activities rather than the technology.

With the maturation of search engines and the emergence of the new mass media have changed the way we communicate with consumers today.

It’s happening all around us – interesting to see it documented in a useable format. The full report can be requested at www.networkpr.com.au. They send you a link for the download.