2008 Australia - E-Commerce, Marketing and Advertising

Published by: Paul Budde Communication Pty Ltd

Published: Apr. 16, 2008 - 123 Pages

Table of Contents

1. The Digital Economy

1.1 Broadband a $70 billion industry in the making

1.1.1 How to develop the broadband economy

1.1.2 Economic benefits (stats)

1.1.3 Emerging digital media

1.1.4 Measuring digital media revenues

1.1.5 How to make money in the digital media

1.1.6 Digital media - revenue predictions

1.2 Industry segments

1.2.1 Traditional players are holding the Australian market back

1.2.2 Broadcasters

1.2.3 Content providers

1.2.4 Film producers

1.2.5 Financial service providers

1.2.6 Incumbent telcos

1.2.7 Internet Service Providers

1.2.8 Media industry

1.2.9 Second-tier telcos

1.2.10 The mobile operators

1.3 Trends & statistics

1.3.1 The key drivers of growth

1.3.2 Market statistics and surveys

1.4 Opportunities and pitfalls

1.4.1 Digital Media key to E-economy

1.4.2 Music industry: commercial pitfalls

1.4.3 Digital media require new business approach

1.5 Internet media companies

1.5.1 eBay Australia

1.5.2 Google

1.5.3 Microsoft wasting $45 billion

1.5.4 Skype

1.5.5 Telstra Sensis

1.5.6 YouTube

1.6 E-payment

1.6.1 E-payment - analysis

1.6.2 Micropayment developments

1.6.3 PayPal

1.6.4 Industry (self) regulation

1.6.5 Near-Field Communications

1.6.6 The e-tag payment infrastructure

1.7 M-commerce

1.7.1 Mobile marketing

1.7.2 Mobile advertising

1.7.3 M-commerce market forecasts

1.7.4 Mobile banking

2. The Market

2.1 Content profiles & market statistics

2.1.1 Consumer profiles

2.1.2 Market surveys

2.2 Marketing strategies

2.2.1 Introduction: the changing role of marketing due to digital media

2.2.2 Internet companies taking over the bat

2.2.3 Simultaneous media users

2.2.4 The role of service providers

2.2.5 Customer loyalty

2.2.6 Permission-based marketing

2.2.7 Advertising

2.3 Permission-based marketing

2.3.1 Permission based: 65% of residential New Media market by 2015

2.3.2 Banners and SPAM are the Ford T-models

2.3.3 Permission-based marketing

2.3.4 Customer Relationship Management (CRM)

3. Advertising and Marketing

3.1 The online advertising market - moving into 2008

3.1.1 Digital marketing companies

3.1.2 Online advertising auction systems

3.1.3 New advertising models

3.1.4 Industry analysis

3.1.5 Mobile advertising

3.1.6 Dubious ‘advertising’ tactics

3.1.7 Moving into 2008

3.1.8 Generation Y is driving the online media push

3.1.9 Revenue statistics

3.1.10 Online search statistics

3.1.11 Market surveys

3.1.12 Media and Communications in Australian Families 2007 report

3.1.13 The online advertising market

3.1.14 Mobile marketing

3.1.15 Advertising and the digital media - analysis

4. Glossary of Abbreviations

List of tables and Exhibits

Table 1 - Digital media as a percentage of total telecoms spend - 2000; 2005; 2010; 2015

Table 2 - Estimated value of digital media market - 2005; 2010; 2015

Table 3 - Online users and other media usage

Table 4 - SME computer equipment ownership trends - 1999 - 2007

Table 5 - Business trends in Internet connections - 1995 - 2007

Table 6 - How SMEs access the Internet - May 2007

Table 7 - Summary of current and expected uses of the Internet by SMEs - May 2007

Table 8 - Computerisation in the home - May 2007

Table 9 - Internet applications in the last 12 months - May 2007

Table 10 - BlackBerry ownership - May 2007

Table 11 - BlackBerry usage - May 2007

Table 12 - Benefits and drawbacks of mobile email - May 2007

Table 13 - Items bought by SMEs over the Internet - May 2007

Table 14 - Selling over the Internet by industry sector - May 2007

Table 15 - SME computer hardware & software expenditure - 2005 calendar year

Table 16 - SME trends in mean expenditure, computer hardware & software - 1998 - 2005

Table 17 - SME expected computer hardware & software expenditure - 2006 calendar year

Table 18 - New software applications purchased/planned by SMEs - 2005/06

Table 19 - Buying over the Internet by business size - 2006

Table 20 - Buying over the Internet by industry sector - 2006

Table 21 - Proportion of orders placed over the Internet - 2006

Table 22 - What businesses buy over the Internet - 2006

Table 23 - Business trends in Internet connections - 1995 - 2007

Table 24 - Reasons for connecting to the Internet by business size - May 2006

Table 25 - How SMEs access the Internet - May 2006

Table 26 - SME broadband access questionnaire - May 2006

Table 27 - Summary of current and expected uses of the Internet by SMEs - May 2006

Table 28 - Percentage of businesses placing/receiving orders via Internet or web by region - June 2006

Table 29 - Percentage of businesses placing/receiving orders via Internet or web by employment size - June 2006

Table 30 - Methods of receiving orders and supporting business systems - 2005 - 20061

Table 31 - Switched-on cyber demographics

Table 32 - Digital absorber demographics

Table 33 - Tech pragmatic demographics

Table 34 - Techno learner demographics

Table 35 - Digi-not demographics

Table 36 - Top favourite websites - males (16-30 years of age) - 2007

Table 37 - Top favourite websites - females (16-30 years of age) - 2007

Table 38 - Key digital media advertising companies

Table 39 - Online advertising revenue and forecasts - 1997 - 2010

Table 40 - Market shares key online advertising markets - 2005 - 2006; 2010

Table 41 - Market shares by major players - 2005 - 2006

Table 42 - Australian entertainment and media market revenue by industry - 2006 - 2008; 2011

Table 43 - Australian entertainment and media market - annual growth by industry - 2007 - 2008; 2011

Table 44 - Australian entertainment and media market - consumer/end user spending by industry - 2006 - 2008; 2011

Table 45 - Australian entertainment and media market - consumer/end user annual growth by industry - 2007 - 2008; 2011

Table 46 - Australian entertainment and media market - advertising spending by industry - 2006 - 2008; 2011

Table 47 - Australian entertainment and media market - advertising annual growth by industry - 2007 - 2008; 2011

Table 48 - Share of consumer spending by industry sector - 2006; 2011

Table 49 - Share of advertising revenue by industry sector - 2006; 2011

Table 50 - Online advertising by classification - 3 months to Sept 2007

Table 51 - Online advertising by classification - 12 months to June 2007

Table 52 - Paid search advertising revenue by company - 2005 - 2006; 2010

Exhibit 1 - Selection of some business models

Exhibit 2 - Micro-payments examples

Exhibit 3 - Why mobile marketing won’t work

Exhibit 4 - Telecommunication convergence

Exhibit 5 - Why mobile marketing won’t work

Exhibit 6 - Banner ads

Exhibit 7 - Permission-based business model

Exhibit 8 - Early adopters

Exhibit 9 - belong at a glance

Exhibit 10 - Why mobile marketing won’t work

Exhibit 11 - Digital media marketing commandments

Abstract

• Industry segments and key players;
• Commercialisation of digital media, opportunities and pitfalls;
• Revenue overview, forecasts and opportunities;
• Key trends and developments;
• Market and industry analyses;
• E-payments, e-banking and m-commerce;
• Adverting statistics, revenues and forecast;
• E-commerce trends and statistics.

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