Essential Marketing Statistics Every Australian Marketer Needs to Know in 2025

The Australian marketing scene is a dynamic beast, constantly shifting with new technologies and evolving consumer behaviours. In 2025, making informed decisions based on solid data is essential for growth. This blog post pulls together the crucial marketing statistics every Australian marketer needs to have on their radar as they plan for the year ahead. We’ve focused on Australian-specific data from reputable sources to give you the most relevant insights.

The Evolving Australian Buyer Journey

Australian buyers, both B2B and B2C, are increasingly independent and digitally savvy, conducting extensive research online before making contact or a purchase. This necessitates a strong online presence and a deep understanding of their research habits. The modern buyer’s journey is no longer a linear path but a complex web of interactions and information gathering. Understanding this evolution is paramount for Australian marketers aiming to connect with and convert potential customers.

Australian B2B Buyers Only Spend 17% of Their Journey Engaging with Suppliers

Only 17% of the B2B buyer’s journey is spent engaging with suppliers according to a 2023 Gartner B2B Buying Journey Report as cited by (https://sellabilities.com.au/insights/how-evolving-buyer-behaviour-is-redefining-b2b-sales-strategies-for-2025/) ¹. This statistic highlights a significant shift in the B2B buying process in Australia. Marketers can no longer rely solely on traditional sales tactics and direct engagement. Instead, the focus needs to shift towards providing valuable, easily discoverable content that addresses the needs and questions of buyers during their independent research phase. This means ensuring a strong online presence with informative blog posts, white papers, case studies, and other resources that guide potential clients through their decision-making process before they even reach out to a vendor.

B2B Decisions Are Informed by Multiple Content Interactions

B2B buyers engage with 5-7 pieces of content before making a decision as reported by a Demand Gen Report cited by(https://sellabilities.com.au/insights/how-evolving-buyer-behaviour-is-redefining-b2b-sales-strategies-for-2025/) ¹. This indicates that a single interaction or a one-off piece of content is often insufficient to influence a B2B purchase in the Australian market. Marketers must adopt a comprehensive content strategy that encompasses various formats and addresses different stages of the buyer’s journey. Consistency in messaging and the availability of relevant content across multiple touchpoints are crucial for nurturing leads and building trust over time. This also underscores the importance of understanding the typical content consumption patterns of the target audience.

The Extensive Research Journey of Australian Home Buyers

Australian home loan buyers experience an average of 460 unique research moments over nearly 20 months according to a September 2018 Think with Google report ². This statistic underscores the significant amount of time and effort Australian consumers invest in researching high-consideration purchases like property. Marketers in sectors such as real estate and finance need to recognise the length and complexity of this journey and ensure they provide comprehensive and easily accessible information across a multitude of online channels. This includes bank websites, search engines, real estate portals, and comparison sites, catering to the various stages of dreaming, researching, and actively being in the market.

Mobile Experience is Key to B2B Customer Loyalty

90% of B2B buyers are more likely to become repeat customers if a website offers a superior mobile experience according to a 2024 RevenueZen report cited by Lead Agency ³. With a substantial portion of B2B searches originating from mobile devices, as indicated by approximately 50% of B2B search queries being conducted on smartphones ³, Australian B2B marketers must prioritize optimizing their websites for mobile. A seamless and user-friendly mobile experience is not just about functionality; it directly impacts customer satisfaction and the likelihood of repeat business. Ensuring fast loading times, easy navigation, and mobile-responsive design are now fundamental aspects of B2B marketing strategy in Australia.

The sheer number of research moments, especially for significant purchases, underscores the necessity for Australian marketers to adopt a comprehensive, multi-channel approach. Being present and providing value across various stages and channels is crucial to effectively reach and influence buyers in the complex Australian market.

Media Consumption Trends in Australia

Australians are firmly embracing digital media, with online video and social media leading the charge. Traditional television is seeing a decline, making it crucial for marketers to shift their focus towards digital channels. Understanding where Australians are spending their time and attention is fundamental to effective marketing in 2025.

Australia Boasts a Highly Connected Population

In 2025, over 91% of the Australian population are active internet users as forecast by(https://sproutsocial.com/insights/social-media-statistics-australia/) ⁴. This high level of internet penetration highlights the critical importance of a robust online presence for businesses targeting the Australian market. With the vast majority of the population online, digital channels should form the cornerstone of most marketing strategies, enabling businesses to reach and engage with a wide audience.

Online Video Consumption Dominates Over Traditional TV

In 2024, 91% of Australians used an online service to watch video content, while less than half (46%) watched live free-to-air TV according to the ACMA ⁵. This marks a significant turning point in Australian media consumption habits. The overwhelming preference for online video content signifies that marketers need to allocate their video advertising budgets strategically towards platforms like YouTube, streaming services, and social media video to align with where Australians are spending their viewing time and effectively capture their attention.

Meta Platforms Lead the Social Media Landscape

Facebook (77.7%), Messenger (68.9%), and Instagram (65.2%) are the most used social media platforms in Australia as of February 2025 according to the(https://www.mi-3.com.au/27-02-2025/we-are-social-and-meltwater-report-reveals-social-media-trends-and-challenges-australia) ⁶. These platforms continue to command the largest user bases in Australia, offering marketers the broadest reach to connect with a significant portion of the population. However, it is essential for marketers to understand the distinct demographics and engagement patterns on each platform to tailor their strategies and content effectively for optimal impact.

TikTok Captures Significant User Attention

Australians spend an average of 38 hours and 51 minutes per month on TikTok as of February 2025 as per the(https://www.mi-3.com.au/27-02-2025/we-are-social-and-meltwater-report-reveals-social-media-trends-and-challenges-australia) ⁶. The extraordinary amount of time Australians dedicate to TikTok highlights its immense potential for engaging audiences, particularly younger demographics. Marketers should seriously consider incorporating short-form video content into their strategies to tap into this highly active platform and connect with a substantial and engaged user base.

Australian Podcast Listenership Sees Impressive Growth

Podcast consumption in Australia surged by 37% over the past two years, reaching nearly six million weekly listeners in 2024 according to the (https://www.mi-3.com.au/04-02-2025/australian-podcast-listenership-surges-cra-and-triton-digital-release-2024-report) ⁷. The significant growth in podcast listenership presents a valuable opportunity for Australian marketers to connect with engaged audiences in a more intimate and focused environment. This audio medium allows for targeted advertising and the potential to reach niche demographics, making it an increasingly important channel to consider in the marketing mix.

Lead Generation Statistics

Influencer marketing is a powerful lead generation tool in Australia, with a significant portion of consumers influenced by influencer recommendations. The substantial investment in this area reflects its growing importance in the marketing mix. Simultaneously, social media platforms, particularly LinkedIn for B2B, offer valuable avenues for generating leads. Moreover, content marketing stands out as a cost-efficient and effective way to attract potential customers.

Australian Influencer Marketing Set for Continued Growth

Ad spending in the Australian influencer advertising market is likely to reach US $589 million (AUD $929 million) in 2025 as projected by(https://sproutsocial.com/insights/influencer-marketing-stats-australia/) ⁴. The substantial financial investment projected for influencer marketing in Australia underscores its established and expanding role within the marketing landscape. Australian marketers should seriously consider integrating influencer collaborations into their lead generation strategies to leverage the trust and reach that influencers command.

Influencer Recommendations Drive Purchasing Decisions

46% of Australians have purchased an item after seeing an influencer promote it according to(https://sproutsocial.com/insights/influencer-marketing-stats-australia/) ⁴. This statistic clearly demonstrates the direct and significant impact that influencer marketing has on consumer behaviour in Australia. Brands can effectively leverage the credibility and influence of trusted individuals to reach potential customers and drive lead generation and sales.

Customer Acquisition Remains a Top Marketing Priority

Customer acquisition remains the top goal for media investments in 2025 according to the(https://iabaustralia.com.au/iab-us-2025-outlook-study-highlights-and-australian-context/) ¹². This reaffirms that lead generation and attracting new customers are fundamental objectives for Australian marketers. All marketing efforts, across various platforms and channels, should ultimately contribute to this primary goal of expanding the customer base and driving business growth.

LinkedIn Dominates B2B Social Media Leads

80% of B2B leads coming from social media are from LinkedIn as reported by Lead Agency ³. For Australian businesses specifically targeting other businesses, LinkedIn stands out as the most valuable social media platform for generating qualified leads. Marketers in the B2B sector should prioritize their efforts and resources on LinkedIn to effectively connect with potential clients and drive business opportunities.

Content Marketing Delivers High Lead Generation Efficiency

Content marketing generates 3x as many leads as traditional marketing at 62% lower cost according to Lead Agency ³. Australian marketers seeking cost-effective and efficient ways to generate leads should prioritize content marketing strategies. By creating valuable and relevant content such as blog posts, videos, and infographics, businesses can attract potential customers, establish themselves as thought leaders, and significantly improve their lead generation efficiency compared to more traditional approaches.

Conversion Rate & Optimization Data

Understanding average website conversion rates within specific industries is crucial for Australian marketers to benchmark their performance and identify areas for improvement. These rates vary significantly, highlighting the need for industry-specific analysis. Simultaneously, optimizing the website user experience is paramount for improving conversion rates, encompassing factors like site speed, clarity of messaging, and ease of navigation.

Average eCommerce Conversion Rates in Australia Vary by Industry

The average eCommerce conversion rate in 2025 is expected to be between 2% and 4%, with significant variation across industries as indicated by(https://www.speedcommerce.com/insights/ecommerce-benchmarks-conversion-rates-by-industry-over-by-year/) ¹⁵ and ConvertCart ¹⁶. Australian eCommerce businesses should utilize these figures as general benchmarks but must delve deeper to understand the typical conversion rates within their specific industry. Factors such as product type, pricing, and target audience can significantly influence conversion performance.

Recent Benchmark for Australian eCommerce Conversion Performance

As of September 2024, the average eCommerce conversion rate in Australia was 1.78% according to(https://www.redsearch.com.au/resources/australian-ecommerce-statistics/) ¹⁷. This provides a more current overall benchmark for eCommerce conversion performance in the Australian market. While this figure represents an average across various industries, it offers a valuable point of reference for Australian online retailers to assess their general performance and identify potential areas for optimization.

The Conversion Rate Disparity Between Desktop and Mobile

Desktop users convert at an average rate of 3.2%, while mobile users typically convert at 1.8% according to Margin Media ¹⁸. Despite the increasing prevalence of mobile browsing, desktop users in Australia still tend to convert at a higher rate. Australian marketers need to investigate and address any potential friction points or usability issues in their mobile user experience to bridge this conversion gap and capitalize on the growing mobile traffic.

Key Strategies to Enhance Conversion Rates in 2025

Key strategies to improve conversion rates in 2025 include optimizing site loading speed, delivering clear messaging, leveraging A/B testing, creating urgency, providing excellent customer experience, building trust through security, and optimizing for mobile as highlighted by eWeb Marketing ¹⁹,(https://www.samcart.com/blog/strategies-to-maximize-your-conversion-rate) ²⁰, Lethal Digital ²¹,(https://www.shopify.com/enterprise/blog/how-to-increase-conversion-rate) ²², and OptiMonk ²³. Australian marketers should proactively implement these proven tactics to maximize the percentage of website visitors who complete desired actions. By focusing on these core areas, businesses can significantly enhance their website’s ability to convert visitors into valuable customers, ultimately driving increased sales and achieving business growth.

Content Marketing Effectiveness

A significant majority of Australian businesses recognize the strategic importance of content marketing, with a large percentage having a documented plan in place. This indicates a maturing understanding of content’s role in the marketing ecosystem. Furthermore, blogs and articles, along with video content, are considered highly effective, while email marketing stands out for its strong return on investment.

Content Marketing Strategy Adoption is High in Australia

74% of Australian businesses have a documented content marketing strategy in 2025 as reported by Local Digital ⁴. The widespread adoption of documented content marketing strategies among Australian businesses signifies a strong understanding of the value and importance of content in achieving marketing objectives. However, the mere existence of a strategy does not guarantee success; effective implementation and consistent execution are crucial for realizing the full benefits of content marketing.

Blogs and Articles Remain a Cornerstone of Content Marketing

62% of Australian marketers consider blogs and articles as their most effective content type according to Local Digital ⁴. Despite the rise of various other content formats, written content in the form of blogs and articles continues to be highly valued and considered effective by a significant portion of Australian marketers. This suggests that well-crafted, informative, and engaging written content remains a fundamental pillar of a successful content marketing strategy in the Australian digital landscape.

Video Content Reigns Supreme for Performance

89% of marketers in Australia report video as the highest-performing content type as per Local Digital ⁴ citing the Wyzowl Video Marketing Statistics Report. The overwhelming recognition of video as the top-performing content type underscores its power in capturing audience attention and delivering impactful messages in the Australian market. Marketers should prioritize the creation and distribution of high-quality video content across relevant platforms to maximize engagement and achieve their marketing goals.

Email Marketing Delivers the Strongest Content ROI

Email marketing delivers the highest ROI among all content formats, averaging $42 for every $1 spent in Australia in 2025 according to Local Digital ⁴. The exceptional return on investment associated with email marketing highlights its continued importance and effectiveness in the Australian digital landscape. Marketers should focus on building engaged email lists and crafting compelling, personalized email campaigns to nurture leads, drive conversions, and maximize their marketing returns.

Long-Form Content Drives More Website Traffic

Long-form blog content (1,500+ words) generates 2x more traffic than short articles in Australia as stated by Local Digital ⁴. The significant difference in traffic generated by long-form versus short-form content indicates that Australian audiences and search engines favor in-depth, comprehensive content. Marketers aiming to increase organic website traffic should invest in creating high-quality, long-form blog posts that thoroughly address relevant topics and provide substantial value to readers.

Australia Marketing Statistics For Social Media Marketing in 2025

Social media advertising is a major and growing component of the Australian digital marketing landscape, with substantial projected spending. This highlights the necessity for businesses to have a strong social media advertising strategy. Furthermore, Facebook, Instagram, and YouTube remain the most popular platforms, while TikTok boasts high user engagement. The increasing adoption of social commerce also presents new opportunities for direct sales.

Significant Investment in Australian Social Media Advertising

Social media ad spending in Australia is projected to reach US$4.73 billion (AU$7.5 billion) in 2025 and is expected to grow annually by 7.74% from 2025–2030 according to(https://sproutsocial.com/insights/social-media-statistics-australia/) ⁴. The substantial financial investment projected for social media advertising in Australia underscores its critical role in reaching and engaging the Australian market. Businesses need to allocate a significant portion of their digital marketing budget to social platforms to remain competitive and effectively connect with their target audiences.

Facebook, Instagram, and YouTube Offer the Widest Reach

Facebook, YouTube, and Instagram were the most favored social media platforms overall in Australia in 2024 according to(https://sproutsocial.com/insights/social-media-statistics-australia/) ⁴. These platforms continue to be the dominant players in the Australian social media landscape, offering marketers the broadest potential audience reach. Strategies should be tailored to the specific demographics and content preferences of users on each platform to maximize engagement and achieve marketing objectives.

TikTok’s High Engagement Presents a Unique Opportunity

Australians spend an average of 38 hours and 51 minutes per month on TikTok as of February 2025 as reported by the(https://www.mi-3.com.au/27-02-2025/we-are-social-and-meltwater-report-reveals-social-media-trends-and-challenges-australia) ⁶. The extraordinary amount of time Australians dedicate to TikTok signifies a high level of user engagement on the platform. Marketers who can create compelling and authentic short-form video content have a significant opportunity to connect with a diverse audience, particularly younger demographics, and leverage this high engagement for their marketing efforts.

Social Commerce Gains Traction Among Australian Consumers

As of 2024, 57% of Australians have shopped on at least one social media site, and Australia’s social commerce revenue is expected to exceed US$5 billion (AU$8 billion) in value by 2029 according to(https://sproutsocial.com/insights/social-media-statistics-australia/) ⁴. The growing popularity of social commerce presents a direct sales channel for Australian businesses. Marketers should explore and implement features like Instagram Shopping, Facebook Shops, and TikTok Shop to capitalize on this trend and facilitate seamless purchases directly from their social media content, catering to the increasing consumer comfort with buying through these platforms.

Search Engine Marketing & SEO

Google’s dominance in the Australian search engine market is overwhelming, making it the primary focus for SEM and SEO efforts. Businesses must optimize their online presence for Google to achieve visibility and attract organic traffic. Simultaneously, a mobile-first approach is essential, and understanding the cost of Google Ads across different industries is crucial for budget planning. The increasing use of voice search also necessitates optimization for longer, conversational queries.

Google Remains the Undisputed Search Engine Leader in Australia

Google accounts for 93% of all search engine usage in Australia in 2025 according to Local Digital ⁴ and Local Digital ⁴. The overwhelming market share held by Google in Australia underscores its critical importance for any business seeking online visibility. Australian marketers must prioritize optimizing their websites and content for Google’s search algorithms through effective SEO strategies and consider leveraging Google Ads for paid search campaigns to maximize their reach and attract relevant traffic.

Mobile-First Approach is Essential for Search Visibility

68% of searches in Australia are conducted on mobile devices in 2025 as reported by Local Digital ⁴ and Local Digital ⁴. With the majority of online searches now occurring on smartphones and tablets, Australian marketers must adopt a mobile-first approach to their SEO and website design. Ensuring that websites are responsive, load quickly, and provide a seamless user experience on mobile devices is crucial for achieving higher rankings in Google’s search results, which now prioritizes the mobile version of websites for indexing and ranking.

Google Ads CPC Varies Widely Across Australian Industries

The average CPC for Google Ads in Australia in 2025 ranges from $1.82 AUD for e-commerce to $13.37 AUD for finance & insurance according to Digital8 ²⁵. The cost of running Google Ads in Australia varies significantly depending on the competitiveness and demand within specific industries. Australian marketers need to research and understand the average cost-per-click for keywords relevant to their industry to effectively plan their advertising budgets and optimize their campaigns for maximum return on investment.

Voice Search Adoption Continues to Rise in Australia

33% of Australians use voice search daily, primarily for local queries, with queries typically being 6-10 words long as reported by Local Digital ⁴ and Local Digital ⁴. The increasing adoption of voice search among Australians, particularly for local information, presents a growing opportunity for marketers. Strategies should adapt to include longer-tail, conversational keywords that users are likely to employ when speaking to their devices. Optimizing for local SEO is particularly crucial to capture voice search traffic from users seeking nearby businesses and services.

Video Marketing Statistics

Video has firmly established itself as a dominant and highly effective content format in Australia. Its high consumption rates and reported performance make it an indispensable tool for modern marketers. From short-form clips to longer, more in-depth content, video offers a versatile way to engage audiences and convey brand messages.

Australians Are Heavy Consumers of Video Content

Video content accounts for 64% of all digital content consumed in Australia in 2025 according to Local Digital ⁴ and Local Digital ⁴. This significant statistic underscores the immense popularity and pervasive nature of video content among Australian internet users. Marketers who are not actively incorporating video into their strategies are likely missing out on a substantial opportunity to connect with and engage their target audience effectively.

Consumer Demand for Brand Video Content is High

89% of consumers desire more video content from brands as stated by Lead Agency ³. This indicates a clear appetite among Australian consumers for video content produced by businesses. Marketers can capitalize on this demand by creating engaging, informative, and entertaining videos that resonate with their audience, build brand awareness, and foster stronger connections.

Short-Form Video Delivers Strong ROI

39% of marketers report that short-form videos generate the highest ROI according to Lead Agency ³. The effectiveness and efficiency of short-form video content, particularly on platforms like TikTok and Instagram Reels, are evident in the high return on investment reported by marketers. Australian businesses should leverage these platforms to create concise and captivating video content that quickly grabs attention and delivers impactful messages.

YouTube’s Massive User Base in Australia

YouTube is projected to reach a new peak of 15.8 million Australian users by 2029 and is expected to surpass Facebook in total Australian users in 2025 as per(https://sproutsocial.com/insights/social-media-statistics-australia/) ⁴. The vast and still-growing user base of YouTube in Australia makes it a prime platform for video marketing efforts. Brands should prioritize establishing and maintaining a strong presence on YouTube to reach a significant segment of the Australian population and leverage its diverse video formats for various marketing objectives.

Video Builds Crucial Trust with B2B Buyers

93% of B2B buyers consider video crucial for building trust in a brand according to Lead Agency ³. For Australian marketers in the B2B sector, video is not merely an engaging content format but a fundamental tool for establishing credibility and fostering trust with potential clients. Incorporating video testimonials, product demonstrations, and thought leadership content into B2B marketing strategies is essential for building strong and lasting relationships.

Marketing Budget & ROI in Australia

The primary focus of marketing investments in Australia continues to be customer acquisition, driving a trend towards performance-based marketing strategies where ROI is clearly demonstrable. Social media advertising and influencer marketing also command significant and growing portions of marketing budgets. However, accurately measuring the return on investment of marketing activities remains a key challenge, highlighting the critical need for robust measurement strategies.

Customer Acquisition Drives Australian Marketing Budgets

Customer acquisition remains the top goal for media investments in 2025, with 54% of buyers planning to increase their budget for performance advertising according to the(https://iabaustralia.com.au/iab-us-2025-outlook-study-highlights-and-australian-context/) ¹². The strong emphasis on customer acquisition in Australian marketing budgets reflects the ongoing need for businesses to expand their customer base and drive growth. The increasing allocation of funds towards performance-based advertising underscores the importance of demonstrating a clear and measurable return on marketing investments.

Significant Portion of Digital Ad Spend Allocated to Social Media

Social media advertising in Australia is projected to reach US$4.73 billion (AU$7.5 billion) in 2025, accounting for 29% of the total digital ad spend as per the(https://www.mi-3.com.au/27-02-2025/we-are-social-and-meltwater-report-reveals-social-media-trends-and-challenges-australia) ⁶. The substantial financial investment directed towards social media advertising highlights its pivotal role in the Australian digital marketing landscape. Marketers should allocate a significant portion of their budget to social platforms to effectively reach and engage their target audiences, leveraging the diverse advertising formats and targeting capabilities available.

Influencer Marketing Budgets Continue to Grow

Brands are investing US$520 million in influencer-led campaigns in Australia according to the(https://www.mi-3.com.au/27-02-2025/we-are-social-and-meltwater-report-reveals-social-media-trends-and-challenges-australia) ⁶. The significant and increasing investment in influencer marketing in Australia indicates its recognized effectiveness in reaching and influencing consumers. Marketers should consider allocating a portion of their budget to strategic collaborations with relevant influencers to tap into their established audiences and leverage their credibility.

Measuring Marketing ROI Remains a Significant Hurdle

Cross-platform measurement (64%) and attribution modeling (61%) are key challenges for marketers as indicated in the(https://iabaustralia.com.au/iab-us-2025-outlook-study-highlights-and-australian-context/) ¹². Despite the increasing focus on performance-based marketing, accurately measuring the return on investment across various marketing channels remains a significant challenge for Australian marketers. This underscores the critical need for investing in robust analytics tools and developing comprehensive measurement frameworks to gain a clear understanding of campaign effectiveness and optimize future marketing spend.

E-commerce 2025 Marketing Trends in Australia

The Australian e-commerce market is a substantial and still-growing sector, offering significant opportunities for businesses to expand their reach and cater to consumer preferences for convenience and competitive pricing. Mobile devices play a crucial role in this market, and “Buy Now Pay Later” services are gaining increasing popularity as a preferred payment method.

Australian Online Shopping Market Continues on an Upward Trajectory

The market size of the Online Shopping industry in Australia is estimated to reach $57.7 billion in 2024-25 according to(https://www.ibisworld.com/australia/industry/online-shopping/1837/) ²⁶. The substantial and still-growing Australian e-commerce market presents a significant opportunity for businesses to expand their reach beyond geographical limitations and cater to the increasing number of consumers who prefer the convenience of online shopping. Establishing a strong online retail presence is becoming increasingly essential for businesses to thrive in the Australian market.

Mobile Devices Drive a Significant Portion of Online Purchases

45% of e-commerce volume in Australia comes from purchases on mobile devices as reported by Paymentscmi ²⁷. The significant portion of online purchases made via mobile devices underscores the critical importance of optimizing the e-commerce experience for smartphones and tablets. Australian businesses must ensure their online stores are mobile-friendly, offering seamless navigation, fast loading times, and a user-intuitive checkout process to cater to the growing number of mobile shoppers.

“Buy Now Pay Later” Services Gain Popularity in Online Transactions

“Buy Now Pay Later” accounts for 13% of e-commerce payment volume in Australia according to Paymentscmi ²⁷ and(https://www.redsearch.com.au/resources/australian-ecommerce-statistics/) ¹⁷. The increasing adoption of “Buy Now Pay Later” services as a payment option in Australian e-commerce reflects a growing consumer preference for flexible payment solutions. Offering BNPL can enhance the affordability and appeal of online purchases, potentially leading to increased conversion rates and sales for e-commerce businesses.

Conclusion: Key Takeaways for Australian Marketers in 2025

In 2025, Australian marketers must embrace a data-driven approach to navigate the evolving landscape. Understanding the increasingly digital buyer journey and the importance of a strong online presence is paramount. Prioritizing digital media channels, particularly online video, social media (especially Facebook, Instagram, YouTube, and the highly engaging TikTok), and the growing podcast ecosystem is crucial for effective reach. Leveraging influencer marketing and cost-efficient content marketing strategies will be key for lead generation. Continuously optimizing website conversion rates, with a strong focus on the mobile experience, will drive sales. Search engine marketing, with Google at its core, and a keen awareness of mobile and voice search trends are essential for online visibility. Video marketing, especially short-form content, offers high engagement and ROI. While customer acquisition remains the top priority, accurately measuring marketing ROI across all channels is a persistent challenge that needs to be addressed. The robust and growing Australian e-commerce market presents significant opportunities for businesses with a strong online retail strategy. By keeping these key statistics in mind, Australian marketers can develop informed strategies and achieve success in the year ahead. Our agency is here to help you navigate these trends and leverage data to achieve your marketing goals.