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Firms struggle with digital marketing


Australian accounting firms are missing out on business because of poor digital marketing practices, according to the 2015 Digital Strategy Benchmark Report.

By Staff Reporter 8 minute read

The report, released by branding inbound marketing agency Talking Brand, shows common gaps in key areas of digital marketing such as content marketing, lead generation, lead nurturing and brand clarity.

Measuring 100 top accounting firms’ performance against eight digital marketing foundations, the report revealed a number of basic shortfalls.

Eighty-four per cent of top firms don’t use marketing automation technology, only 55 per cent blog and just 28 per cent have a mobile responsive website.

In addition, just 30 per cent of firms have a clear brand value proposition.


The report also highlights that many of the top 100 accounting firms are sitting on a ‘content marketing goldmine’ but are not taking advantage of this.

Talking Brand principal Amanda Falconer urged firms to move quickly to plug the digital gaps as well as leverage their enormous content marketing potential.

“The partnership structure of many of these firms can make change slow and difficult. However, these digital gaps are only going to grow,” Ms Falconer said.

“I believe that as older partners retire, lack of loyalty to what firms stand for will expose brand weakness. At the same time, other firms will be forging ahead and attracting new clients, with modern marketing tactics and techniques.”

Ms Falconer said the report reveals these digital marketing gaps at a time when the accounting industry is already facing a raft of digital challenges, including commodification of compliance services, automation of key job roles and move to client self-service.

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