Digital marketing is an increasingly vital part of the digital economy.
But new rules from the Australian Government mean it’s increasingly harder for those in the top 0.1 per cent of earners to get online access.
With more than one-third of the population living in a lower income bracket, many Australians are unable to access the full breadth of the internet.
Digital marketing specialist, Paul Fenton, said there was an element of desperation that made some people “very nervous” when they started to look at online marketing.
“We see people are desperate for access, they are looking for some kind of way to buy their first thing online, but it’s not quite right for them,” he said.
“There’s also an element where people are afraid that they’ll miss out on things, that they might be unable to get access to some of the other services, like a new car or a new job.”
That’s one of the big challenges for those at the lower end of the spectrum.
Photo: Alex Ellinghausen “There are times when the financial burden is overwhelming, especially when you have children, so it’s really important for people to have the ability to access information on the internet, to be able to look it up or to be aware of it. “
It’s a part of their daily lives, it’s a core part of who they are, and it’s important to them that they’re able to access that as much as they can.”
Mr Fenton said there were many factors that could make it more difficult for people at low income to access certain online services. “
You could look it on the screen or have it downloaded.”
Mr Fenton said there were many factors that could make it more difficult for people at low income to access certain online services.
“For example, people with disabilities, people who are living with chronic conditions, people on fixed incomes, and even people who’ve got health conditions, all of those things have an impact on what they can access on a regular basis,” he told 7.30.
“That’s why there are new rules that apply to people in the lowest income bracket.”
It’s important that those people have access to all the information they need to get the information that they need.
Photo: Paul Fason. “
I think the bottom line is that we’re seeing an increasing number of people, particularly at the higher end of our income bracket and people in their 30s and 40s, who are going to be very desperate to access these services,” Mr Feson said.
Photo: Paul Fason.
“The way you can make sure that you’re not going to miss out is to make sure you’re using the right services.”
There’s a new system in place for people in high income bracket to access services such as social media.
“If you are in that high income group you will get a better deal than people in other income brackets.”
Mr Ritchie said the new rules were a welcome addition to the digital marketplace.
“What it means is there is no longer an issue that you have to have a bank account in order to access some of these services.
It’s very simple,” he added.
“As soon as you have a new financial institution, you can access these types of services from your bank account, so you’ll have access for free.”
Mr Jankoski agreed, saying it would be nice if more people in Australia could access the services they needed.
“Digital marketing is a really vital part and the Australian economy is a global one, so that means people can access a lot of digital services,” he explained.
“So there’s an element that’s very appealing to people, and I think we can’t afford to be left behind in this digital world.”
Digital marketing manager at digital marketing firm, Paul Ritchie.
Photo : James Brickwood.
News.ie digital marketing manager, Paul Jankooski.
Photo source: News.