Ignite your digital marketing

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FROM ZERO TO HERO – AUSPAN GROUP RISE TO THE CHALLENGE

Posted on 15th Sep, 2016 by

Concerned about their rankings in Google due to a newly built website, Auspan Group turned to Bonfire to manage their digital presence.

As a market leader for steel shed design and construction in Western Australia, Auspan decided to invest in SEO and more recently, AdWords.

Our goals were to grow Auspan’s Google presence whilst increasing the frequency and quality of traffic leading to the new website.

After facing this challenge head on for a couple of years, we’re thrilled to see these impressive results come to fruition from targeted digital campaigns.

  • Over 60% new traffic to the website from SEO
  • Over 40% of the website’s total traffic attributed to the digital campaign
  • Digital campaigns deliver over 60% of website goals
  • Keywords increased over 570 positions

“Bonfire have proved to be an important partner to Auspan’s leading online presence in today’s market. They have been easy to deal with and always manage to deliver what they say they will.” – Steve Richardson

Auspan Group’s young domain and poor rankings proved no small challenge for our SEO team. We look forward to kicking even bigger goals this year.

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Australian online ad spend grows 29.7 per cent, showing no signs of slowing down

Posted on 29th Aug, 2016 by

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.

PwC Online chart_1

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.

PwC online chart 2

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.

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Bonfire Continues National Growth with Triumph Motorcycles & City of Armadale

Posted on 26th Aug, 2016 by

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.

News of these appointments was recently featured in Campaign Brief and B&T.

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Talking Digital With Campaign Brief

Posted on 17th Aug, 2016 by

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.

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Sink or Swim: The Modern Marketing Strategy

Posted on 9th Aug, 2016 by

A summary of the digital dilemma and its effect on the way businesses are operating today.

The Digital Dilemma
Whether you’re a start-up or an established brand, every business owner will be required to make an important decision in the course of their business venture; to go digital or not to go digital. In today’s day and age, businesses cannot turn away from the fact that this binary decision will determine the livelihood and the future of the brand itself. Thankfully, there is a middle ground more commonly known to those in the industry as the ‘modern marketing strategy’.

A smart business owner will understand that both internal and external marketing factors play a role in individual business success. According to research and consulting company, Strategy Analytics, spending for digital advertising in the Asia Pacific region has increased over the past year by 18.2% – that’s an estimated total of AU$78.4 billion.

This poses the ultimate question: if a majority of businesses are competing in the digital market, why isn’t your business? Furthermore, how do we, as business owners compete against others who seem to be employing the same traditional marketing strategy? The modern marketing strategy attempts to explain this.

The Modern Marketing Strategy
Ever heard of the saying ‘don’t put all of your eggs in one basket’? The modern marketing strategy explores this notion. Although there are many theories surrounding this, our experience here at Bonfire is what drives the thought behind this strategy.

Time and time again we see businesses come to us seeking SEO and other online digital services who understand the importance of digital for a competitive business strategy, however this is not always the case. The modern marketing strategy explains the need for the integration between traditional marketing efforts, digital marketing efforts and all other areas of the business including marketing goals and product mix. Each marketing component should work cohesively in order to play off each other’s strengths and enhance the overall business strategy. If one element were to change, it’s integral for the other elements to adapt. For example, if the business decided to rebrand, this should filter through to all digital efforts as well as traditional marketing efforts.

However, for many businesses today who don’t necessarily have the resources to fund their own marketing department, it can be difficult to maintain a consistent strategy. This is where outsourcing comes into play – not to a cheap, offshore “agency” – but to an established digital agency who knows exactly what it means to have a strong digital campaign and has the skills to seamlessly integrate these into the overall marketing strategy.

With many markets facing over-saturation and with a large number of businesses struggling to penetrate or compete at a profitable level, employing an effective modern marketing strategy is almost essential for survival.

In today’s complex world, businesses can either sink or swim. With this in mind, digital agencies have now become the buoys of the modern business world, giving rise to a new era in marketing: The Digital Era.

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Bonfire to Help ClickSend Expand Global Dominance

Posted on 16th Jun, 2016 by

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.

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Therapy Focus Website Launch

Posted on 12th May, 2016 by

We recently hit the “go live” button on one of the biggest website projects we’ve ever taken on.

Therapy Focus is Western Australia’s largest non-Government disability therapy provider. They needed a website that catered for it’s very broad audience.

With a wealth of information and resources on offer, we knew we were in for a challenge.

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With over 40 pages, a blog, payment gateway and events page, this was quite a build for our team. However, we are truly proud of the end result.

See the Therapy Focus website for yourself here: http://therapyfocus.org.au/

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Google Tax: The Implications for Advertisers

Posted on 9th May, 2016 by

The recently announced 2016/17 Federal Budget has again shone the spotlight on multi-national tax avoidance, otherwise known as “Google Tax”.

The government plans to put in place a number of measures that will help it secure almost $4 billion dollars in “lost tax” from Australia’s top multi-national companies including Google and Apple by July 2020.

As a start, the Australian Tax Office (ATO) is getting $679 million over four years to fund a 1,300 person taskforce to ensure multinationals, private companies and wealthy individuals pay the right amount of tax.

Beginning July 2017, the tax system will also get a new Diverted Profits Tax law. The regulation will impose a penalty rate of tax at 40% on large multinationals that are found to have attempted to shift Australian profits offshore to avoid paying tax. This law is a follow on from the Multinational Anti-Avoidance Law which was passed in December last year.

A similar law was introduced in the UK recently and forced Google to agree to pay the UK government £130 million in back taxes.

In Australia, the issue with Google arises by it booking its advertising revenue from Australia in Singapore where the tax rate is lower, therefore not counting income it earns through advertising locally.

Google has already made progress to rectify this issue. Google’s Australian business restructured at the beginning of January 2016 so that it now recognises revenue from the marketing and selling of certain services and products to Australian based customers.

While for the everyday Australian an extra $4 billion in the coffers is an attractive prospect, what implication will this have for Australian advertisers?

Advertisers and agencies will be keen to see whether the new tax will have an effect on the advertising rates they pay to Google. For example, would Google pass on this cost to advertisers by increasing CPC rates on AdWords campaigns? If the cost is passed on, this is likely to have quite an impact on the marketing budgets of businesses across Australia.

Google says that in 2015 it’s workforce grew to around 1200 people in Australia and the company invested more than $400 million into its Australian operations. If this new tax encouraged Google to shutdown operations and move offshore, it could have dire consequences for Australian advertisers and agencies alike.

So we wait with baited breath for the July 2nd election result to see if these laws will become a reality.

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Bonfire on Fire at 2016 Oasis Ball and Campaign Brief Awards

Posted on 5th May, 2016 by

For the first time ever, the Bonfire team got all dressed up last Friday and attended The Oasis Ball and Campaign Brief Awards.

In it’s 21st year, the event was held at the Crown Grand Ballroom and celebrated and awarded some of WA’s biggest advertising achievements.

It had been touted as the WA advertising industry’s biggest night of the year and it certainly didn’t disappoint.

MC’s Karl Stefanovic and Tim McMillan were in great form, combining well to make for an entertaining night.

Although the awards provide very little opportunity for Bonfire’s digital marketing prowess to be commended, we had a fantastic evening mingling with our advertising peers.

Congratulations to all of the winners. We all had an absolute blast at the event and can’t wait to return next year.

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Photo credit: Courtney McAllister @ Mac1Photography

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Loan Monster Joins the Bonfire Family

Posted on 8th Apr, 2016 by

We’re thrilled to announce that Fremantle-based mortgage broking company, Loan Monster, has joined Bonfire.

By partnering with Bonfire, Loan Monster aims to refine its existing digital strategy and maximise the value from the online channel.

We will develop a digital marketing strategy aimed at capitalising on the significant Google search volumes in the Perth loan market.

News of this appointment was published by Campaign Brief.

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