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MARKETING IN A GROWTH MARKET

Dr Dennis Price

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The World

Australia

WA

Consumers…

in high growth area…

People…

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act[ the world is changing ]

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• Richest in the World

• Largest Military

• Center of world business and finance

• Strongest education system

• World center of innovation and invention

• Currency the world standard of value

• Highest standard of living

Name this country…

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England…

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In 1900

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orces of change

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two forces colliding

DIGITAL CULTURAL

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20 years in tech…

1990

2010

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spot the difference

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Male = Female

40% = >35

48% = >75K

21.26 million

active mobile phone

servicesin AU

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ephemeralisation

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Live Music

Vinyl

TapeCD

Cloud

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SNAPCHAT

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socialisation

ME WE

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facebook twitter

while the sexy girls of social media walk past you take your eye of the road

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ME

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WE

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life’s a game

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INFOGRAPHICS, becausespreadsheets are too hard

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April 2013

Whoever has will be given more, and they will have an

abundance. Whoever does not have, even what they have will be taken from them.

THE MATTHEW EFFECT(Matthew 13:12)

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two forces colliding

DIGITAL CULTURAL

MobileUbiquity

InstantaneousEphemeral

SocialInfantile

PresentistEmpowered

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the story so far…

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The World

Australia

WA

Consumers…

in WA

People…

PresentismUbiquitousEmpowered

GamificationVigilant

Collaborative

?

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ut in WA…

AS A REGION

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Economy = Commodity driven

Volatile and Cyclical

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Perth consumers generally pay more for

retail commodities than other state

capital cities

Vulnerable to online & showrooming

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Transient employees = Transient consumers

Low Commitment

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WA retail businesses

52% (1-19 employees) 38% (non-employing)

90% =Small (Risky/ Dependent)

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bout growth

GENERALLYSPEAKING

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Growth attracts competition

Many optionsPrice pressure

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Hard to habituateNew/Now/Low

Increasing options

Neophilia

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Demand

Supply

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PAIN forUser

PAIN for Supplier

Demand Curve Supply Curve

Growth creates Supply & Demand Momentum

Lag

AsynchronisedSupply & demand

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The World

Australia

WA

Consumers…

in WA

People…

PresentismUbiquitousEmpowered

GamificationVigilant

Collaborative

?Volatile/CyclicalSmall/VulnerableTransient/Disloyal

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arketing in WA

ECONOMYCompetitive

CyclicalVolatile

RETAILERSSmall

VulnerableRisky

CONSUMERSTransientDisloyalVolatile

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Smarter ways to listen

Hyperbole doesn't work in

social –the opposite!

Be the Man(Never win

another argument)

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RIPPrivacy

Be Flawed

Be Authentic

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Ask(Wisdom of

Crowds)

Involve

Risk

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Others have succeeded…

Where must yet go …

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crowdsourcing

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citizen journalism

citizen mining exploration

citizen military intel

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Consistency

Reliability

Trust

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Reward

Keep Score

Make it Fun

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Whoever

Whenever

Wherever

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It does not matter where you are, the only thing that matters is

where you are THAT INSTANT when the customer

wants to buy.

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TITThe Internet of Things

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Flexibility

Partnership

Innovation

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the end…

PLAN OF ACTION:Turn those 7 principles into questions … and

answers and you will have a future-proof marketing strategy.