Relevancy is a significant challenge facing the marketing profession. There are low barriers to entry, resulting in sources of contradictory advice, which causes confusion, as well as the potential for poor outcomes.
Business Victoria is the State Government’s Economic Development Department, responsible for supporting business growth. Business Month is held each August, culminating in the Small Business, Big Marketing Event held at the Melbourne Exhibition and Convention Centre.
Even though this event is focused on marketing, it has historically lacked any involvement from the Australian Marketing Institute until this year.
The Victorian Advisory Committee of the Australian Marketing Institute worked in partnership with Business Victoria to embed Australia’s peak marketing association within Business Month and the Small Business Big Marketing Event.
Nine members of the Australian Marketing Institute were invited to provide half-hour marketing clinics to participants, with the aim of demonstrating the depth and breadth provided through qualified marketing advice.
The event attracted approximately 700 participants on the day, with approximately 50 attendees visiting the Australian Marketing Institute and arranging a session.
Business failure delivers an economic and social cost to Australia as a whole, as well as communities and individuals. Inadequate marketing and lack of strategic insight are the top ten contributors to business failure within Australia.
It is incumbent on the Australian Marketing Institute to define the profession so we can mitigate the prevalence of bad marketing advice, that not only has a cost to individuals but also our economic potential.