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Posted on 10th Nov, 2016 by Courtney Mills
Bonfire has been chosen as the digital marketing partner of one of Australia’s largest ‘fast fashion’ companies, Tiger Mist.
The fashion label is recognised as one Australia’s social media success stories with an already enviable following, including over 800,000 Instagram followers. Their range of clothing is a favourite among fashion conscious females across the globe and is sold through big-name retailers including Myer, ASOS and Forever 21.
However, given the fast-paced nature of the fashion industry, multi-channel digital strategies are paramount for sustained success. Our team have identified several exciting market expansion opportunities for Tiger Mist, through an integrated search marketing strategy.
Despite being based in Melbourne, the Tiger Mist team don’t see this as a barrier and we’re in fact inspired by the results we’re achieving with Bonds.
Posted on 31st Oct, 2016 by Courtney Mills
The Internet has undoubtedly changed the way the world travels. In-store travel agents are being replaced by Google, Tripadvisor and Skyscanner and this trend is forcing Australian travel marketers to rethink their digital strategy.
Tourism is a $124 billion industry in Australia and with so many operators wanting a share of that revenue, getting a competitive advantage is more important than ever.
While the reasons people travel has changed very little, the way people are beginning their journey has transformed significantly in recent years. Consumers are increasingly going online to research, plan and book holidays. Data from Google indicates that consumers are increasingly turning to mobile in assisting them to plan their trip, from comparing flight fares to reserving tours.
These insights can be invaluable to travel marketers and tourism operators looking to influence tourist’s buying decisions, so let’s take a look at them in more detail.
1. YouTube is the go-to for travel hacks
More and more travellers are turning to YouTube to get their trip done right by watching “travel hack” videos from ingenious luggage-packing techniques to tips for staying healthy on the flight over.
YouTube searches for “travel hack” videos grew by 115% in the last year and the number of search enquiries for the keyword term “travel hacks” has increased 16 times over in the past 4 years.
Travel marketers should be capitalising on this by creating their own useful video content.
2. Mobile research, desktop booking
Though 90% of travel-related bookings are completed on desktop, the research is primarily completed on mobile devices. Especially on weekends, when mobile queries related to travel outpace those on desktop.
Also, research and bookings aren’t a one-and-done, point-and-click proposition. Travellers are taking their time to evaluate all options. Marketers really should be employing digital strategies (such as remarketing) so their business stays top-of-mind when a traveler finally starts moving to purchase.
3. Smartphones are breeding “spontaneous travellers”
Long gone are the days of dog-eared guidebooks. Instead, leisure travellers are using their smartphones as their research tools once they touch down in their destination.
As the image below shows, smartphones have changed the way people research holiday activities. Travel marketers need to embrace “local” mobile marketing strategies to ensure they’re not missing out on this valuable chunk of the market.
There are many opportunities for marketers to make their mark on a travellers’ digital journey, it’s just a matter of embracing them.
Posted on 24th Oct, 2016 by Courtney Mills
We’re thrilled to announce the latest company to partner with Bonfire – the Australian division of accounting software giant, Sage.
Bonfire has been tasked with overhauling Sage Australia’s Google marketing strategy. Combining a brand refresh with strong digital marketing campaigns, Sage Australia’s aim is to leverage the digital expertise and knowledge of Bonfire to increase its customer and partner numbers aggressively over the next 12 months. Bonfire’s first undertaking has been to overhaul and establish solid digital foundations for the brand.
Although based is Sydney, Sage’s marketing team looked further afield and was impressed with Bonfire’s thorough proposal and research process and the results we’re already achieving for other high profile service companies.
Sage Australia Campaign Manager, Anthony Pignatiello shares his experience with Bonfire to date:
Bonfire has provided exceptional customer service from the start. Despite being located on the other side of the country, their flexibility and responsiveness really stood out for us as an agency. Our account manager (Arno) always responds in a timely fashion whilst providing us with expert SEO advice that delivers results.
We are only at the start of our SEO journey with Bonfire, and we’re excited at the prospect of what this great partnership can achieve
We would like to officially welcome Sage Australia to the Bonfire family. Our digital services team are eager to hit the ground running on the campaigns.
Posted on 18th Oct, 2016 by Courtney Mills
Bonfire CEO, Clay Cook, was recently invited to feature in AdNews’ Industry Insights Profile alongside other influential Australian marketing leaders from Fairfax Media, M&C Saatchi, Channel 10, AOL and Spotify.
The profile aims to shed light on the varying roles and companies across the advertising, ad tech, marketing and media sector in Australia.
The full piece is below or you can view online here.
Posted on 14th Oct, 2016 by Courtney Mills
Google’s hotly anticipated Penguin ranking update has finally been released. It’s been a long wait for SEO agencies and website owners.
In late September, Penguin 4.0 was launched by Google, however it’s unlike any other previous Penguin update. Through this release, Penguin now operates in real-time and as part of Google’s core search algorithm. This means that ranking adjustments will now occur as Google re-crawls the web and existing penalties will be lifted much sooner. However, instead of demoting a website, Penguin 4.0 now devalues the link spam so that it is excluded from a website’s ranking calculation.
Our team have kept a keen eye on the “recovery” component of the update. We’re happy to report we’ve seen some strong improvements for clients who have engaged us to help fix penalties from previous SEO activities.
Bonfire CEO, Clay Cook, recently discussed the update with Campaign Brief, including providing some advice for website owners moving forward.
Posted on 4th Oct, 2016 by Courtney Mills
We’ve just had some great news shared by our AdWords team.
One of our clients recently had Google Call Tracking implemented into their paid search campaigns and in just one month the result has been nothing short of amazing.
Their conversion rate has improved by 220%
What makes this especially positive is that despite the same number of contact form submissions and a decrease in calls from ads, the conversion volume and rate has increased.
This has resulted in a dramatic decrease in cost-per-conversions for the client too. It’s a win-win! We look forward to seeing the results for next month and moving forward.
If you would like to implement Google call tracking on your paid search campaigns, speak to your Bonfire account manager. They would be happy to get it set-up for you.
Posted on 29th Aug, 2016 by Courtney Mills
The latest IAB/PwC Online Advertising Expenditure Report has just been released and has found that the Australian online advertising market has again delivered robust double-digit growth.
Online ad spend grew by 29.7 per cent to $6.8 billion in the year to June 30 this year making it the fastest growth of Australia’s online advertising market for five years.
The rapid rise of advertising on smartphones and tablets is the main driver.
Double digit growth was achieved by all online advertising segments, but general display advertising was the big winner.
Increasing 43.3 per cent to $2.5 billion making it the highest year-on-year growth since the inception of the report 13-years-ago.
Our CEO, Clay Cook, admits he was surprised by this increase as our AdWords team has noticed the popularity of display advertising dissipate in recent years. However, when you take into account that the this includes video advertising, which grew 55 per cent, it’s easier to understand the growth.
At current growth trajectories, display advertising should take over from search as the largest area of spend in the second half of 2017.
The industry leading the way in online advertising spend is real estate which increased its category share to 13.2 per cent from 10.8 per cent the previous year. However, the automotive industry is still the largest online advertiser.
Both of these industries are very competitive. The real estate agency industry is growing by around 3.4 per cent per year, so that increased competition is putting more pressure on agencies to spend on advertising to be seen online.
Clay suggests that the key for advertisers is to find the right balance to achieve effective advertising for their spend.
The best advertisers know how to use content, technology and data to help achieve their marketing goals efficiently, instead of just throwing money at it and hoping for the best.
Posted on 26th Aug, 2016 by Courtney Mills
Our reputation across Australia for our work in highly competitive markets continues to grow with news of our latest client appointments.
Triumph Motorcycles and City of Armadale are the latest companies looking to emulate Bonfire performance for other high profile companies.
The iconic motorcycle company was managing its campaigns internally. They realised specialist knowledge is necessary to grow their market share. Whereas, the City of Armadale have revamping their online presence with a focus on their tourism brand. The council made an important shift to digital to reposition it in the minds of residents, stakeholders and the general WA public.
Posted on 17th Aug, 2016 by Courtney Mills
How has the digital industry changed in the past 20 years?
What are the challenges ahead?
Why don’t SEO and SEM get the recognition they deserve in the wider marketing arena?
Bonfire CEO, Clay Cook, answered these questions and many more when he sat down with Campaign Brief to share his story as a pioneer in the Perth digital industry.
We may be a little biased, but it’s definitely a good read.
Posted on 16th Jun, 2016 by Courtney Mills
One of the world’s leaders in cloud based business communication solutions is the latest addition to Bonfire.
With a world-leading SMS marketing gateway, ClickSend already boasts an impressive client roster including HP, RioTinto, McDonalds, Fairfax Media and PWC. However, the company wants to expand it’s international market share even further by leveraging the opportunity in Google and Bonfire’s proven expertise in Digital Marketing.
News of this appointment was recently featured in Campaign Brief.