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Feb 05, 2024

WA: Oh my, you need to change.

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As we near the end of the first month of the new year, schools have started, people have returned to their routines, and summer is in full swing. However, it's disheartening to see that Western Australia remains one of the worst states for marketing.

Over the past seven years, it has become increasingly clear that WA needs to value diversified businesses. Unfortunately, the state is fixated solely on mining or family-run businesses that support agriculture or mining. This lack of diversity is a significant drawback for businesses and marketing professionals looking to set up shop in WA. Even media houses don't help, as they never feature the potential of a state closest to Asia.

When we examine the drawbacks of the marketing machinery in WA, several issues come to light. First and foremost, many business owners in the state need to understand the importance of marketing in growing and diversifying businesses. This lack of knowledge means many companies in the state must prioritise marketing, which can hinder their growth and success.

Secondly, many marketing agencies in the state claim to deliver on their promises, but they need to deliver on ROI. This lack of follow-through can be problematic for businesses looking to effectively market their products or services. As a marketer, I can attest that it is critical to show measurable results and demonstrate how marketing campaigns can improve a business's bottom line.

Thirdly, businesses in WA need a strategic positioning, understanding, and way forward to go national. This lack of direction can frustrate business owners who want to expand their businesses beyond the state's borders. A well-planned and executed marketing strategy can help companies position themselves better, understand their target audience, and expand their reach beyond their local market.

Fourthly, the workforce in WA is more interested in joining the government or mining than pursuing a career in marketing. This lack of interest means fewer marketing professionals are available in the state, which can hinder the growth of businesses that rely on marketing. As a marketer, I have needed help finding qualified professionals to join my team, which can be frustrating.

Lastly, during layoffs, the first people to be let go are marketing and IT professionals, exacerbating the state's lack of available marketing talent. This trend is concerning, as it demonstrates that businesses in WA need to prioritise marketing as a critical business function.

So, when will it change? It's time for business owners to understand the importance of marketing as a business function. They need to realise the potential of the state and its workforce and invest in marketing to grow their businesses. Additionally, there needs to be a removal of bias in terms of recruitment to grow a cross-cultural workforce. Only then can we hope for WA to change from a glorified town to a city with a national perspective.

As marketers, we must keep up with market trends, gain insights into consumer behaviour, and build strong brands. But in WA, we also need to fight to be recognised as vital to a business's growth and success. It's time for marketing agencies to step up and deliver on their promises of ROI and for companies to realise the potential of marketing in building their brands and growing their customer base.

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WA: Oh my, you need to change.

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