Understanding Emerging Trends in the Digital Landscape in Melbourne
Beyond its reputation as Victoria’s centre of culture and arts, Melbourne has established itself as a key player in the ever-evolving digital world. From embracing visual storytelling to dominate the social media landscape to emerging as one of the best cities in the world for breeding innovation and technology, Melbourne’s digital landscape has made its mark worldwide.
Social Media Landscape
Social media rapidly took over 78% of Australia’s population at the start of 2024. Since then, digital marketers in Melbourne have discovered and reinvented social media marketing strategies to drive businesses to success.
Influencer Marketing
Social media influencers are another trend that took over the world alongside the emergence of social media. In a dynamic city like Melbourne, where culture meets art, the city is bound to bring vibrant personalities into the digital space. Influencers like Instagram model/actress Selina Yang and YouTube fitness trainer Chloe Ting have mastered and claimed their place in two of history’s biggest social media platforms. These influencers have the power to yield exceptional results for business brands by establishing a strong emotional connection with their followers or audience.
Short-form video storytelling
YouTube Shorts, Instagram stories, and TikTok are examples of short-form video storytelling. This new way of engaging with the audience has proven effective because most people have decreased their attention span over the last decade. Short-form video storytelling allows influencers and businesses to feed their audience with quick, effective, and engaging content.
Creating connections through active engagement
Establishing your brand’s identity in social media is no easy feat. In the online world, one of the most significant factors in getting a good audience is showing authenticity. People like seeing genuine content that they can relate to and engage with. How do you do this? You can gain people’s trust by creating meaningful engagements like showing the behind-the-scenes and building relationships with people online by being an active part of their day.
Marketing Landscape
Melbourne’s digital marketing landscape reached new heights with emerging trends that may shape your next business digital strategy.
Voice Search SEO
Voice search has evolved since the introduction of voice recognition technology in the ’90s, and the first voice assistant, Google Voice Search, rolled out in 2010. Since then, consumers have found a more convenient and faster way to gather information through this technology. Integrating voice search SEO into your digital marketing strategy can be advantageous, especially with 67% of smart speaker owners in Australia using this tech daily to complete transactions online.
Video Marketing
Online users love consuming videos. Watching videos makes up a third of online activities, and the average online user consumes 32 monthly videos. Nowadays, reading information on a webpage is not enough to keep your audience’s attention. Creating relevant and high-quality videos that your audience will relate to you can keep their attention longer, boosting your engagement and increasing conversions. Especially if you’re in the e-commerce industry, creating product videos will help many consumers get to know your product and aid in the buying decision-making process.
AI Tools
The integration of AI has become very prominent in digital marketing. AI has managed to seep its way into every tool, whether content creation, email marketing, or social media management. Even big SEO companies like Ahrefs, Semrush, and SurferSEO created AI-driven SEO tools to help digital marketers and SEO professionals effectively enhance their SEO strategies.
Technology Landscape
The technology sector is booming this year, with Melbourne being recognised as one of the cities at the leading edge of global technology, according to the Savills 2019 Tech Cities in Motion report.
Strong Startup Ecosystem
The startup ecosystem developed by LaunchVic and supported by the State and Federal governments is in motion, with 2,700 startups currently operating in Victoria and a 23% annual growth in the sector. This development welcomed many notable tech startups like Culture Amp and Airwallex, which paved the way for substantial investors and benefitted Victoria’s economy.
Research and Development
Melbourne is also the centre of technological research and development. Several institutions in Melbourne, like the University of Melbourne and RMIT University, lead the front lines for pioneering groundbreaking research in fields like artificial intelligence, green telecommunications, and cybersecurity. Melbourne’s advanced R&D sector, impressive startup ecosystem, and multiple collaborative workplaces have fostered innovative solutions and attracted many skilled individuals interested in the tech industry.
Conclusion
Melbourne’s digital landscape truly reflects the city’s adaptability and innovative spirit. Whether through vibrant social media communities, cutting-edge tech developments, dynamic marketing strategies, or a diverse media scene, Melbourne wholeheartedly embraces the digital age. As the city continues to grow and change, its digital landscape will be at the forefront, driving its future and making Melbourne an exciting place to watch.