The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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2055 predictions: Australians to live longer, work for longer and earn more

2055 predictions: Australians to live longer, work for longer and earn more | The Insight Files | Scoop.it

The Australian Government has released its 2015 Intergenerational Report: Australia in 2055, which predicts how Australia will change over the next 40 years. In general, Australians are expected to live longer and improve their incomes and quality of life. The changing landscape will present both opportunities and challengers to marketers over the next 40 years. Among the key takeaways from the report include:


  • The number of over 65s in Australia will more than double by 2055.
  • Life expectancy will increase in 2055 to 95.1 years for men and 96.6 years for women.
  • Over 65s will increase their workforce participation to 17.3%.
  • Females will also increase their workforce participation, to 70%.
  • The average annual growth of real GDP will decline to 2.8% over the next 40 years compared with 3.1% over the past 40 years.
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Seven trends for 2015: The year of interactive experiences

Seven trends for 2015: The year of interactive experiences | The Insight Files | Scoop.it

Everything mobile, wearables and story building, is 2015 the year we move into a new level of interactive experiences? Grant Flannery of The White Agency Sydney outlines the key trends he sees for this year:


1. Immersive experiences through story-building

2. Mobile cranks it up

3. Content creation from you, and you, and you too

4. 'Things' and 'wearables' are so hot right now

5. Data is the coolest person in your organisation

6. Biometric marketing: cool, creepy and increasingly real

7. Material Design


Click here to learn more.

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The year in review according to Facebook

The year in review according to Facebook | The Insight Files | Scoop.it

Robin Williams, Tony Abbott and Malaysia Airlines were the most talked about topics on Facebook in 2014, while more people checked in to Darling Harbour, Sydney Opera House and Melbourne Cricket Ground than anywhere else in Australia.  Facebook has compiled its top 10s of 2014 – Australia’s most talked-about topics and most checked-into places. The social network anonymously aggregated Facebook posts, creating the lists by analysing how frequently a topic was mentioned between January and December 2014. Click here to view a video summing up 2014 on Facebook.

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Nick Baker: the exit interview

Nick Baker: the exit interview | The Insight Files | Scoop.it

Marketing Magazine has conducted an interview feature with former Tourism Australia CMO Nick Baker on the eve of his departure from the organisation, discussing the highs and lows of his career. In the interview, Baker describes Tourism Australia's evolution into a platform for others to perform on, extending its reach beyond traditional TVCs into the digital space, leading the way in social media engagement and collaborating with Australia's food and wine producers. He describes himself as a passionate believer in the role of content or storytelling, outlining Tourism Australia's job as the nation's storyteller for tourism - emotionally connecting people with Australia to stimulate and inform action. Click here to read the full interview, in which Nick Baker describes some of the insights that led to the launch of the Oprah, Best Jobs in the World and Restaurant Australia campaigns at Tourism Australia.

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Three-quarters of ad campaigns in 2014 failed to deliver results

Three-quarters of ad campaigns in 2014 failed to deliver results | The Insight Files | Scoop.it

75% of marketing and ad campaigns in 2014 failed to meet management's expectations. Recent research by The Fournaise Marketing Group measured the effectiveness of more than 2.5 million B2C and B2B marketing strategies, campaigns and ads across all media channels (traditional, digital, direct, mobile), throughout more than 20 countries. The study identified what worked, what did not, where, when and why to help advise marketers on what needs to be done to deliver better results, performance and ROI. Marketers made three critical effectiveness mistakes in 2014, according to the study: weak and unattractive customer value propositions (CVPs), underperforming creative executions and incorrect and/or incomplete data. Click here to learn how to avoid these mistakes.

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