Michael Riach

Business Drivers has released our Industrial Profit and Growth Insights 2024-2030 Contact author for a complimentary copy [email protected]

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So far this year, according to the Ad Standards Case Reports, 6 advertisers have been the subject of complaints about breaches of the AANA - Australian Association of National Advertisers Code of Ethics when it comes to distinguishable advertising, with one complaint involving 8 different posts. With 3 of those complaints upheld, 2 remain listed as not modified or discontinued on the Ad Standards website. Last month, the ACCC released its 2024–25 Compliance and Enforcement Policy and Priorities, noting that consumer and fair-trading issues in the digital economy, particularly misleading or deceptive advertising within influencer marketing, online reviews, in-app purchases, and price comparison websites, remain a top priority for the regulator. The ACCC also noted in their findings of their internet sweep of testimonials and endorsements by influencers, released in December 2023, that the ACCC will monitor adverse findings made by Ad Standards to assess whether they involve ACL concerns, and take enforcement action where appropriate. With 17 case reports listed on the Ad Standards website with "Upheld - Not Modified or Discontinued" as their determination in relation to the distinguishable advertising obligations under the AANA Code of Ethics, watch this space to see what action, if any, the ACCC takes in the coming period in relation to these ads, determined by the Ad Standards Community Panel to be non-compliant with the relevant self-regulatory code in Australia. The products advertised in these ads span clothing, food and beverage, health products, retail and information technology. Whilst the ACCC of course cannot pursue all matters that come to their attention, and some advertising of certain products may fall into the jurisdiction of other regulators, the ACCC does have a range of compliance and enforcement tools at their disposal to encourage compliance with the law, and focus on circumstances likely to impact consumers experiencing vulnerability, harm the competitive process or result in widespread consumer or small business detriment. What do you think? Putting aside the fact that proper ad disclosure builds confidence and trust in influencer marketing, and is therefore important for the industry, in your view, is hidden advertising in influencer posts advertising the abovementioned types of products likely to impact consumers experiencing vulnerability, harm the competitive process or result in widespread consumer or small business detriment, and therefore worthy of an allocation of regulatory resources to stamp out? #influencermarketing #accc #adstandards #aana #influencers #digitalmarketing #policy #priorities #opinion

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Further to this post, I expect that we will see the ACCC take action in relation to influencer posts in the coming period. Here's why:   1) We still see influencers failing to comply with Ad Standards Community Panel findings despite the potential for damage to a brand’s, agency’s or influencer’s reputation following negative publicity about these adverse findings. 2) Non-compliance with self-regulatory codes doesn't attract any financial penalty to significantly deter non-compliance, and therefore whilst most brands will take steps to ensure compliance, others will continue to fail to do so.  3) Influencer content can often reach a large audience, and significant sales can flow to the brand (and their agency) from increased publicity from influencer campaigns. 4) It's often evidenced in follower comments on influencer posts and in the conversion rates using influencer codes that followers are influenced to make purchasing decisions based on content uploaded by influencers they admire and trust. 5) The ACCC had concerns about posts uploaded by 81% of the influencers they monitored.  Risk is increased in my view where influencers have not been appropriately briefed about the products or services they are advertising, where no formal influencer agreement exists, and where influencer content is not vetted by the brand or their agency for false or misleading statements about the products or services and to ensure that appropriate ad disclosure is evident. What do you think? Do you agree? Let me know your thoughts in the comments. #influencermarketing #influencers #adstandards #aana #accc #adlaw

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Looking forward to presenting this webinar to upskill the industry on the importance of contracts and some key issues to consider. #influencermarketing #influencers #aimco

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Two small businesses were honoured in the Small Business category of the 2024 Australian Export Business Awards. #SmallBusinessLeaders #InsideSmallBusiness #business #smallbusinessowners #category #export

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🚀 Unlock Your Marketing Potential with A/B Testing! 🚀 In today's fast-paced digital landscape, understanding what truly resonates with your audience is crucial. Enter A/B Testing – the secret weapon that top marketers use to maximize their return on investment and drive exceptional results. 🎯 🔍 What is A/B Testing? A/B Testing, also known as split testing, is a powerful method for comparing two versions of a webpage, email, or other marketing asset to determine which one performs better. By delivering different versions to distinct segments of your audience, you can pinpoint what drives the highest engagement and conversions. 🌟 Why You Should Care: - Data-Driven Decisions: Say goodbye to guesswork and make informed choices based on actual user behavior. - Optimize Performance: Continuously refine your campaigns to achieve better results over time. - Boost Engagement: Tailor your content to align with your audience's preferences and needs. - Reduce Bounce Rates: Enhance user experience by identifying and implementing effective design and content strategies. - Increase Conversion Rates: Transform more visitors into leads or customers by leveraging insights from your tests. 📈 Steps to Successful A/B Testing: 1. Identify Your Goal: What specific metric do you want to improve? 2. Create Variations: Develop two distinct versions of the element you want to test. This could be different headlines, images, call-to-action buttons, or even complete page layouts. 3. Run the Test: Split your audience evenly and present each group with one of the variations. 4. Analyze Results: Use statistical analysis to determine which version outperforms the other. 5. Implement Changes: Apply the winning elements to your campaigns and continuously iterate for sustained growth. 🛠️ Essential Tools to Supercharge Your A/B Testing: - Google Optimize: Easily run experiments on your website content. - Optimizely: A comprehensive platform for optimizing customer experiences. - VWO (Visual Website Optimizer): Powerful A/B testing and conversion optimization. - HubSpot: Integrate A/B testing within your marketing automation workflows. ✨ Pro Tips for Effective A/B Testing: - Test One Element at a Time: To ensure clear results, focus on changing one element per test. - Consider Sample Size: Ensure you have a large enough audience to achieve statistically significant results. - Run Tests for Adequate Duration: Give your tests enough time to gather meaningful data. - Learn and Iterate: Use the insights gained to continually improve and refine your strategies. Embrace the power of A/B testing and transform your marketing efforts into a finely tuned, results-driven machine. Start today and see your engagement, conversion rates, and overall ROI soar to new heights! 🚀 Learn more about us at www.entivel.com #ABTesting #MarketingStrategy #DataDriven #DigitalMarketing #ConversionOptimization #Entivel #Entivel #CustomerEngagement #MarketingROI

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🚀 How to Launch Products in Australia for Under $5000 🚀 Are you looking to break into the Australian market with a budget of $5,000 or less? Here’s a step-by-step guide to help you successfully launch your products and make the most of your investment: 🔍 Step 1: Market Research & Product Selection Identify a Niche: Use tools like egrow, Helium 10, or AMZScout to discover profitable niches with high demand and low competition. Product Sourcing: Source your products from reliable suppliers. Websites like Alibaba or local Australian suppliers are great options. Opt for products with solid profit margins. 💰 Step 2: Budget Allocation Product Inventory: $2,000 - $2,500. Purchase an initial stock to test the market without overcommitting. Amazon Seller Account Fees: $50. Sign up for a Professional Seller account on Amazon Australia. Shipping and Handling: $500. Cover costs for shipping to Amazon’s fulfillment centers or direct to customers. Product Listing and Photography: $200. Invest in high-quality images and optimized listings. Marketing and Advertising: $1,000. Utilize Amazon PPC and other advertising strategies to drive traffic and sales. Miscellaneous Costs: $150. Budget for unforeseen expenses and additional tools. 🛠️ Step 3: Setting Up Your Amazon Seller Account Create an Amazon Seller Account: Register for a Professional Seller account on Amazon Australia. Register Your Business: Ensure your business is legally registered in Australia. Tax & Legal Compliance: Understand GST and other legal requirements. 📝 Step 4: Listing Your Products Create Product Listings: Craft compelling titles, descriptions, and bullet points. Optimize with relevant keywords. High-Quality Images: Upload professional images showcasing your products from various angles. 📈 Step 5: Launch & Marketing Amazon PPC Campaigns: Initiate manual and automatic PPC campaigns to increase visibility. Social Media Marketing: Promote on platforms like Facebook, Instagram, and TikTok. Influencer Marketing: Collaborate with local influencers to review and promote your products. Start your Australian e-commerce journey today with Ecomxpert’s guidance! #Ecommerce #AmazonFBA #ProductLaunch #AustraliaBusiness #MarketingStrategy #SmallBusiness #AmazonSeller #PPCAdvertising #InfluencerMarketing #StartupTips #BusinessGrowth #OnlineRetail #DigitalMarketing #Entrepreneur #EcommerceTips #RetailMarketing #BusinessStrategy #MarketResearch #AmazonAustralia #SocialMediaMarketing #BrandAwareness #ProductPhotography #StartupLife #BusinessSuccess #OnlineSelling #Ecomxpert

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