Aussies slow to adopt online strategies

Web 2.0 opportunities go begging

Australian businesses are slow to jump on the Web 2.0 bandwagon, according to local online community developer, Venture Logic.

Companies need to start looking at more effective ways to communicate and connect with consumers and potential customers by taking advantage of online engagement opportunities. With Australians spending more time on the Internet, adapting to the changing needs of consumers and allowing them to have a voice is vital in today's market.

Developing online communities has enormous growth potential and business benefits for companies. In addition to online communities offering various interactive media, such as discussions, blogs, photos, and videos -- all user-generated.

"Today's consumers are collaborators preferring open, two-way communication with peers, and with time spent online increasing at a rapid rate overseas and locally, businesses need to adapt to changing consumer preferences," said Anthony Mittelmark, director of Venture Logic.

"Applying Web 2.0 capabilities to communication vehicles is vital in reaching interaction-hungry consumers and in turn complements companies' existing communications, driving traffic to related Web sites with more appropriate content. It is also an opportunity to attract a more highly specified opt-in."

Australian consumers like their US and UK counterparts, are spending more time surfing the Internet. The amount of time Australians spend online dramatically increased in 2006 to an average of 12.5 hours a week compared to 8.9 hours a week the previous year, surpassing other media activities such as listening to the radio and reading newspapers, and closing the gap between accessing the Internet and watching television.

Len Rust is publisher of The Rust Report

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