The 2018 Salmat Marketing Report provides a snapshot of marketing in Australia.

The report explores:

  • How marketers are investing budgets, what channels they’re focusing on, and how they’re evaluating the strategies implemented.
  • How consumers research products and services, the factors influencing their purchasing decisions, and general shopping behaviour.

Based on these insights, Salmat has made a number of recommendations for marketers in 2018.

Marketing Fundamentals

“There is a clear disconnect between what channels marketers think consumers are engaging with, and what consumers are actually using. Social media, for instance, is a powerful tool for driving awareness and interest and is also very powerful in the loyalty and advocacy space. However, it does not appear to have as much direct influence on consumer purchase decisions compared to other channels.”

David Webster - Salmat

Only 31% of marketers could name the four Ps

How is this confusion over the marketing basics affecting the state of marketing in Australia? We explore this and more in our Salmat Marketing Report 2018.

Bringing Consumers and Marketers in line


16% of marketers and consumers agree on one of the top 6 channels

We delve into the disconnect between what channels marketers think consumers use and those that consumers actually use to make a purchasing decision. Find out what channels you should be using to move your customers along the buyers’ journey to conversion.

Brand loyalty is dead

39% of consumers don’t consider brands while shopping

Are the days of brand loyalty over? Our research suggests there are shifts in the way consumers engage with brands and the place they hold within their home. We explore how consumers actually form their decisions about a product and how brands should be tackling this issue.


Enter the era of the savvy shopper


24% of consumers claim to make impulsive purchases

The chasm between what marketers think consumers do and what consumers actually do is probably most pronounced when it comes to shopping in store. How can brands compete in both the offline and online environment when their perceptions of how consumers shop is so skewed? We delve into what brands can do to bring things into alignment.

Get the report

Fill out the form to receive the free SMR report.


All figures, unless otherwise stated, are from YouGov. Total sample size was 504 marketers (marketing decision makers), including 261 marketers from companies with 100 employees or more, and 243 from companies with 99 or less. A total of 563 consumers were also surveyed. Fieldwork was undertaken between 13th October – 3rd November 2017. The consumer sample figures have been weighted and are representative of all Australian adults (aged 18+). The survey was carried out online.