Study: Only 17% Of Aussie Marketers See Brand Building As Their Top Objective

New research has found that Australian marketers are not prioritising brand building in their marketing strategy.
The whitepaper, conducted by Deloitte on behalf of Facebook, found that just 17 per cent of Aussie marketers see brand building as their most important objective.
Increasing sales revenue (23 per cent), building customer engagement (18 per cent) and increasing market share (17 per cent) were all considered to be equally or more important that brand building.
Perhaps as a result of this lack of focus, 22 per cent of marketers think their brand has stagnated or declined over the last 12 months, according to the report.
The whitepaper was launched today at the Facebook’s ‘Brands with a Pulse’ event in Sydney and Melbourne.
Kareene Koh, partner at, Deloitte Digital, said failing to recognise the importance of brand comes at a cost to business.
“Our survey found that businesses whose brands stagnated over the past year also saw their revenues fall by 13 per cent on average over this period,” she said.
“For a business with annual revenue of $1 billion, this represents a potential fall of $130 million in revenue.”
“To build and maintain a strong brand, it is important for businesses to understand the basic principles of advertising, particularly in an evolving marketing landscape whereby new technologies are allowing new ways to reach customers.”
Also commenting on the report at the event was Tourism Australia CMO Lisa Ronson, who argued that marketers and businesses can’t have a robust sales outcome without a strong brand.
“I’ve worked in many industries over the years, and if you stop investing in brand to get a very short-term outcome, you might not see the results in three months or six months, but after a while you will see your brands start to decline,” she said.
“On average, you will have to spend twice as much to get that brand value back to restore your sales outcome.
“Consumers need to make an emotional connection when they’re paying for things. As much as we want to overlook that, it’s just not the case.”
The report also found that four in five marketing professionals believe new technologies will drive change in their marketing strategy in the next five years, while two in three marketing managers believe that digital and social media are the best channels for brand building.
Digital marketing and social media marketing are the only two mediums that marketers expect to spend a higher proportion of their budget on over the next two years.
Additionally, almost two in five marketing managers think that social media is the most effective medium for building customer engagement.
Naomi Shepherd, group industry director at Facebook in Australia and New Zealand, said the findings of this report underpin the message that the social media giant wants to share with businesses.
“Brands with a Pulse is talking to businesses more broadly about how to grow, sustain and thrive in a rapidly changing environment,” she said.
“Consumer behaviour is being driven by technology. One of the biggest behaviour changes of recent times is our love affair with mobile. If brand activity doesn’t keep up with these changing behaviours, it risks losing it vitality.
“It’s about capturing the attention of consumers where they are engaged most, when they are engaged most, and in ways they find the most engaging.”
Please login with linkedin to comment
Aussie marketers brand building Brands with a Pulse Deloitte FacebookLatest News

REVEALED: All The Finalists For The 2021 Snapchat Young Lions Competition
There's sure to be some tears with the reveal of the Young Lions competition. Even more so if you actually entered.

Congratulations To All Our 30 Under 30 Winners!
There is more talent in this 30 Under 30 winners list than a Manpower strip show at Panthers World Of Entertainment.

Leadership, Humanity, Technology – The Sweet Spot
The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new technologies that streamline and beautify business operations. They simplify life by providing basic […]

OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital
Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]

“Very Creepy”: ABC Forced To Apologise Over Navy Ship Twerking Video
This twerk video has divided the B&T office this morning. By that we mean "hilarious" to "absolutely f@cking hilarious".

Urth Teams Up With Croud To Drive International Growth
The Australian camera accessory brand, Urth, famed for their focus on sustainability, has appointed Croud as their new digital marketing partner, in order to power global and local growth.

VMG Digital And TreSensa Join Forces To Provide Best-Of-Breed Playable Ads
Leading mobile creative technology companies, VMG Digital and TreSensa Technologies, join forces to fuel best-of-breed playable Facebook Ads to help clients drive app installs.

Furphy Celebrates Tellers Of Tall Tales In New ‘Unearthing Unbelievable’ Brand Experience
Eight in ten Aussies (86%)* believe telling a furphy is a unique part of Australian culture, now Furphy is on a mission to celebrate the art of storytelling and uncover the nation’s best furphies.

Know A Standout Marketing Boss? Nominate Them For B&T’s CMO Power List!
B&T's on the hunt for Australia's top marketers! Sure, not as interesting as Australia's top yodellers or log rollers.

Winners! Frocks! Tears! Your Party Pictorial To Last Night’s 30 Under 30!
Judging by the hangovers in the B&T office today you can count yourself damn lucky we even managed this photo thingy.

Publicis Groupe Beats Q1 Expectations, As Aussie Ops Record “Dynamic Organic Growth”
B&T would've added sacre bleu to this Publicis headline, however, we have no idea what it means or how to spell it.

Canva Brings Instagram Scheduling To Canva Pro
Canva owners set to become even more obscenely billionairey after doing latest thing.

Getty Images Announces $US85,000 In Grants For Photojournalists
In this day & age of tech behemoths & media barons, it's nice to see the humble old photojournalist getting a look in.

How To Harness The Skills Of A Gen Y & Z workforce To Future-Proof Your Business
Look, it's top tips to harnessing your Gen Y and Z employees sans any Spanish Inquisition torture techniques.

FutureFeed Appoints Five By Five For Global Launch
Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]

Clems Melbourne Announces 10 New Starters
Excellent hair clearly part of the recruitment process, as Clems Melbourne announces 10 new hirsute starters.

Thursday TV Wrap: Gogglebox Continues Rise While Seven Wins The Night
B&T hosted the 30 Under 30 awards last night AND is bringing you last night's telly numbers. Live the lies here.

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR
Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]

WPP AUNZ Launches NextGen Leaders Program
WPP AUNZ says its nextgen leaders program isn't solely open to the company's crawlers and sycophants.

JCDecaux Launches Programmatic Offering & Announces Partnership With Adobe, Building A New Digital And Data Ecosystem
JCDecaux announces Adobe partnership. Which, admittedly, isn't as interesting as, say, a Dannii Minogue partnership.

VGood Launches ‘Undercover Healthy’ Creative Campaign
VGood is a "nut-free, chickpea based range of snacks". Absolutely perfect for boring everyone with your dietary habits.

Nova Boy Turns Up The Feel Good In A New National Marketing Campaign
To its credit, this NOVA pretty press photo totally debunks the "face for radio" adage.

Purpose-led PR And Digital Marketing Agency Compass Studio Wins New Clients B Lab Australia & New Zealand And Verve Super
Boutique PR and digital marketing agency Compass Studio announces a host of new clients this month including B Lab Australia & New Zealand and Verve Super.

LEGOLAND And Vision Australia Team Up For LEGO Braille Bricks
Vision Australia unveils LEGO Braille Bricks. B&T doubts it'll stop you treading on the painful little buggers, however.

The Trade Desk Kicks Off Beta Testing Of Unified ID 2.0 In Australia
For those not in the know, beta testing is a technological term for "we've got no effing idea if this is gonna work".

Einsteinz Communications Marks 20th Anniversary By Joining Global Tech PR Specialist Network, The With Global Alliance
Einsteinz Communications announced today it has joined the Global tech PR agency network, the With Global Alliance.

Yubo Chooses Ogilvy Social.Lab As Their New Agency
For the record, Yubo is a social platform & not to be mistaken with drunk NRL fans more commonly referred to as 'yobbo'.

Setapp Campaign Dives Into Viral Tech Stories
Super Simple Stories answers all the questions you never knew you had about technology innovations

AFL Names Therabody As Its Official Recovery Partner
The AFL is delighted to welcome Therabody as its Official Recovery Partner of the 2021 Toyota AFL Premiership Season. Therabody’s industry-leading devices and research will be integrated into pre-match training and post-match recovery routines to help prevent injuries and help improve overall athletic performance. Therabody will also become the naming partner for the end-of-season AFL […]

Seven Ramps Up Olympics Offering 100 Days Out From Tokyo
The off-again, on-again Olympics are back on again and just as half-a-million hotdog frankfurts reach their expiry date.