White NRA Horizontal logo


The Digital Business Kit for Retailers

mod-arrow Trends

content ausBoth B2B and B2C marketers in Australia use an average of 12 content marketing tactics.


  • Top 3 content tactics include: articles on website, social media participation and e-newsletters.
  • Australian B2C marketers use more mobile applications, mobile content and print magazines and newsletters.
  • Australian B2B marketers use more case studies, whitepapers, webinars and research reports.

Global trends

Targeted B2B Advertising: In early 2015 the leading B2B community, LinkedIn, has boosted member’s ability to advertise within the LinkedIn community making it easier for retailers to market to their target market in the B2B space.

B2B: Content marketing continues to rise in popularity and impact. Content marketing is “a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”australia contentBy creating content, you are showing that you are an expert in your industry and creating thought leadership. You are validating your company while also helping your target audience learn something as well. By writing a blog or posting on social media channels, you are showing that you are knowledgeable in your industry – and driving search results.

See: B2B module for more B2B tips eMarketing module for content tips.


Data analytics are currently most commonly used by B2B marketing leaders to measure and report marketing’s performance (64%), as well as to justify (55%) and allocate (52%) the marketing budget. Analytics are least commonly used to fine-tune the marketing mix (14%). (Source: MarketingCharts)

57% of B2B vendors say they are shifting their B2B commerce transactions from offline to online and self-service, and 44% agree that B2B commerce is adopting B2C best practices in order to optimise the purchasing experience. (Source: MarketingCharts)

Online sales currently account for about 35% of total revenue for B2B vendors, though that’s higher (41%) among US companies. (Source: MarketingCharts)

40% of B2B buyers say LinkedIn is important when researching technologies and services to purchase; 19% say the same for Twitter. (Source: Webbiquity)

B2B buyers today are 70%-90% of the way through their “buying journey” before they reach out to a vendor. (Source: B2B Marketing)

Social media marketing budgets are projected to double in the next five years. (Source: SocialTimes)

The top three social networks used by B2B marketers are LinkedIn (91%); Twitter (85%); and Facebook (81%).

Upcoming trends

Other exciting upcoming trends include near field communications, augmented reality, image recognition, location based technology. If you are interested in seeing how these work for retail businesses visit the Case Studies page.