Australian small and medium enterprises are rightly focused on return on investment, especially when it comes to marketing. With economic conditions remaining sensitive, knowing where to spend your marketing dollar for the quickest results is crucial. We’ve analysed current trends and predict some channels will deliver faster payback than others in the near future.

The key is shifting towards channels offering highly targeted reach and measurable results. Broad, untargeted campaigns are becoming less effective and more expensive. We’re seeing a clear move towards performance marketing, where you pay directly for outcomes, and channels that leverage first-party data.

• Google Performance Max Campaigns: These campaigns, utilising Google’s AI, are becoming increasingly sophisticated at finding customers across Google’s network – Search, Display, YouTube, Discover, Gmail and Maps. They’re particularly effective for businesses with strong conversion tracking set up, allowing for rapid optimisation and payback.
• Meta (Facebook & Instagram) Lead Generation & Conversion Campaigns: Despite privacy changes, Meta remains a powerful platform, especially when utilising first-party data (customer lists) for lookalike audiences. Focusing on lead generation forms and conversion-focused ads, rather than purely brand awareness, will yield quicker returns.
• Email Marketing (with Segmentation): Don’t underestimate the power of a well-maintained email list. Segmenting your audience based on behaviour and demographics, and delivering highly relevant content, drives engagement and conversions at a low cost. This is a foundational channel for rapid payback.
• Local Search Optimisation (Google Business Profile): For businesses serving a local area, optimising your Google Business Profile is essential. This includes accurate information, responding to reviews, and posting regular updates. It’s a relatively low-cost, high-impact activity that drives immediate foot traffic and inquiries.

Looking ahead to 2027, we anticipate these trends will solidify. The cost of advertising on broader platforms will likely continue to rise, making targeted, performance-based channels even more valuable. Investing in data infrastructure – collecting and analysing customer data – will be paramount to maximising ROI.

To determine the best channels for *your* business, we recommend starting with a comprehensive marketing audit. This will identify your current strengths and weaknesses, and pinpoint the areas where you can achieve the fastest payback on your marketing investment. Contact us to discuss a tailored audit and strategy.