Issue 2: April 2004
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Trends: where have all the
babies gone? |
|
Forecast: Australia’s
economic boom likely to continue |
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Consumer Pulse: don’t
steal your customers time |
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The outlook for house prices |
|
The outlook for interest
rates |
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Indicators: the index of
consumer sentiment |
|
The future of marketing |
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The 2003 Marketing
Effectiveness Scorecard |
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The future of brands |
|
Ageism in Australian
advertising |
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Speculative currency
trading: arse or science? |
|
Property popular with
consumers |
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Strategic insights from The
Lord of the Rings |
In this
issue of Prophets Profit, we begin a theme on the future of marketing.
Virtually every enterprise needs effective marketing but the
evidence of our survey in this issue shows a great disparity in marketing
effectiveness. It seems that
marketing has been resistant to change – changes demanded by CEO’s in
respect to accountability and changes in the needs of customers.
My
article on the future of marketing documents our survey and suggests some
directions for making marketing more accountable and effective. I am grateful to Professor John Roberts for his insights on
the future of marketing.
The 2003
Marketing Effectiveness Scorecard provides substantial evidence of
disparity between major Australian organisations.
The scorecard provides a benchmark for monitoring the future
progress of marketing effectiveness.
Branding
is one of the most important facets of marketing and a high priority for
research as identified by the Marketing Science Institute.
Grant Foster is the head of BADJAR swat,
one of Australia’s most innovative and authoritative brand and marketing
consultancies. His article on
the future of brands identifies and explains four major trends in brands.
As we
showed in the December 2003 issue, the population aged over 50 will grow
by 1.7 million between 2002 and 2012, an amount equal to 84% of total
population growth. Also, more
than 50% of all growth in consumer spending will be new spending by people
over 50. Despite this, the
marketing of most organisations demonstrates little interest in this major
growth opportunity. Gill
Walker, the head of Evergreen Marketing Communications, offers advice to
advertisers on how best to communicate with mature audiences.
Her article, Ageism in Australian Advertising, documents her
research and provides insights into what to do and what not to do.
We will
continue the future of marketing theme in the next issue of Prophets
Profit as well as starting a new topical theme.
Charlie
Nelson
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