Thursday, 23 October 2014

Australian Marketing, Advertising, News, PR and Sales Fails Big Time due to using old techniques and not adapting to ICT

If one looks at  the article that Marketing Magazine (Australia) came out with today, it shows that the country still wants to depend on a relationship-building culture.
This would have been good if Australia was succeeding in Marketing and Sales as relationship-building is also needed but sadly, the country does not do well in many aspects of Marketing and Sales.
Let's have a look:
1) Taking customer-centric area like relationship-building which the country focuses on so much as can be seen under job sites like,,,, Airtasker and many more, Australia doesn't do so well in the Global Customer Satisfaction Benchmark. According to Zendesk Customer Satisfaction Benchmark, Australia has been falling behind while New Zealand has been beating the country. Also, taking after-sales service amongst vehicle owners alone, Australia does not perform well according to J.D. Asia Pacific 2013. In addition, according to the Brandshare study, brands are failing to build meaningful customer relationships;
2) Taking the following examples, which are genuine Australian sources, it will show that the Australian organisations do not perform well or adapt fast to various information and communication technologies (And why is it important amongst SMEs? It is important amongst SMEs because SMEs represent more than 99% of businesses within Australia which is why Australia is called a small business nation):
a) Australian marketers lagging behind in technology
b) Marketer study warns of skills shortages in digital marketing in Australia
c) Two-thirds of Australian marketers aren't effective at digital
d) Is Australia lagging behind the rest of the world in big data?
e) 65% of Australian firms lack integrated data management
f) Australian businesses struggling with cross-channel marketing
g) Aussie marketers still struggling with single customer view and ROI
h) Aussie retailers fall behind content marketing trend
i) Drowning in data: Marketers' big data complacency
j) 3 in 10 marketers don't understand Customer Behaviour
k) Are Aussie marketers scared of mobile?
l) Accenture Study: Australian Organisations Lagging in Data Satisfaction
m) Being left behind by big data: How tech illiteracy can kill small businesses
n) How Small Business is Missing the Tech Revolution
In addition to above, Australia ranks low amongst world brands ( of or Interbrand of Omnicom or BrandZ of WPP would show that). Furthermore, Australia ranks low for global start-ups. Lastly, Australia ranks low on Alexa and Socialbakers in comparison to US, UK, China, India, Philippines, Thailand and many more.
Is the answer due to the fear in change or the fear in Sciences including Mathematics and Technology or is it a combination of both?
Taking the following examples, which are genuine Australian sources, it will show that the Australians lack Science skills including Mathematics and ICT while Aussie marketers, journalists, advertisers, PR and sales personnel including leaders and managers lack analytical skills, good reading habits, innovative skills and many more:
1) Google chief warns of skills shortages
2) From clever to complacent: Australia falling behind on innovation, says chief scientist
3) OECD report finds Australian students falling behind
4) Australian women lag behind men in numeracy skills: ABS
5) Two-thirds of Australian businesses aren't prepared for 2020's workforce
6) Alarming lack of workplace training opportunities in Australia
7) Growing fear of outsourcing in IT sector
8) Online hiring - Australian businesses lead the world
9) Traditional marketers thinking that the new types of marketing are nearly similar to the old types of marketing when they are not (outbound or traditional marketing techniques not similar to inbound or new marketing techniques and integrated marketing). Also,inbound marketing takes time
10) Aussies spend big on technology, but don’t know how to use it
11) Fear of the computer nerd is leaving gaping hole in Australia’s $36 billion IT industry
12) If Australia Could Get Over Its ‘Fear of Failure’ Tech Startup Firms Could Contribute $109B to Economy by 2033, Create 540,000 New Jobs – Google Study
13) Australia behind in teaching kids startup skills
14) Australian workplaces need much better leaders and managers
Additionally, many of its innovative firms have left for US, UK and some of the Asian nations which includes Atlassian that left for UK (Atlassian is one of Australia’s leading start-ups).
This has eventually led to Australia depending on foreigners for its survival. If one looks at it, out of the top 2000 Australian firms, 700 or so are foreign owned which includes BHP with 75% foreign ownership, Rio – 85%, Xstrata 100% and so on. And this continues with brands where 85% of the products within a supermarket trolley are either from an imported country or from a foreign owned company. The same has slowly started occurring with Australian properties including farmlands.
Even export wise, Australia’s 4th largest export sector after iron ore, gold and coal happens to be the tertiary education where it gets most of its revenue from international students. That includes the housing where international students are cash cows.
Thus, will Australia be able to change its complacent, laid back style or would it become part of some other nation?

1 comment:

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