Australian business urged to adopt diversified marketing strategies as Google and Facebook laws create uncertainty

April 23, 2021

The Australian Government's recent moves to legislate over content shared by Google and Facebook legislation has created uncertainty for business, with many having investing heavily in Google AdWords and Facebook advertising over recent years.

Sagar Sethi, Chief Executive of digital marketing agency Xugar, sees that the situation higlighted the lack of diversity in many business’ marketing strategies and suggests organisations need to adopt 'hybrid' strategies to safeguard and build their business, explaining "putting all your eggs in one basket is risky in any venture. When it comes to marketing you need to diversify and adopt a hybrid strategy that protects your business while ensuring growth."

Sethi points out that with technology changing faster than regulators can keep up with and recent events has forced a recognition that technology giants “the Zuckerbergs of this world” call the shots when it comes to digital - not marketing teams, not IT specialists and not governments.

Sethi warns “it’s a clash of the titans and Australian businesses could be caught in the crossfire if they don’t take appropriate action to protect themselves.

The historic banning of news on Australian Facebook pages left businesses scrambling to deal with the sudden and unprecedented removal of content.

The event took place in the shadows of Google threatening to remove its search engine services from Australia and shortly followed by Apple now providing iOS 14 users with the option to essentially opt out of tech that removes the capabilities of targeted marketing on the iOS Facebook platform.

Sethi continues “businesses need to take back control and ensure their business is based on a broad and sturdy foundation by adopting hybrid marketing practice.

“Hybrid marketing allows businesses to diversify and spread their investment across multiple channels in a way that best suits their objectives and needs - it’s not always just about ROI.

“There’s always somewhere to go after Facebook ads. Digital marketing agencies should be helping organisations understand what works for their business..

“By investing time and finance into deciding which channels work best for their business, they can insure themselves against future snap crises like the Facebook one, which will keep happening.

“You wouldn’t buy a house or car without insurance, so why run a business without it?”

12th April 2021 - Rugby Australia launches new Digital Coaching Hub

7th April 2021 - ICC Sydney launches its Media Studio for digital event solutions

18th March 2021 - Tourism sector unites for new Sunshine Coast marketing campaign

19th February 2021 - Facebook shutdown of Australian news sites has wider industry impact

23rd February 2021 - Facebook to reverse Australian news blackout after reaching deal with Federal Government

12th February 2021 - Infosys enhances the digital experience for Australian Open virtual audience

3rd February 2021 - Netball Australia agrees new broadcast and digital rights partnership with Foxtel

18th January 2021 - PMY Group announces acquisition of UK-based digital solutions company

7th January 2021 - GlobalData highlights digital passes can boost consumer confidence for travel and venue access

8th December 2020 - GSCORE helps local tourism operators enhance their marketing skills

7th December 2020 - VST Enterprises launches world’s first secure digital health passport for sport, tourism and venue operators

5th November 2020 - INTIX highlights the potential for digital ticketing in local sport

27th October 2020 - RMIT sports marketing expert comments on the future of sport in the wake of COVID-19

24th September 2020 - Shooting Australia creates new commercial and marketing role ahead of Tokyo Olympic and Paralympic Games

31st August 2020 - Football Victoria’s Peter Filopoulos appointed FFA Head of Marketing

25th July 2020 - Marketing campaigns help Geraldton experience soaring tourism numbers

2nd April 2020 - Google Arts and Culture offers virtual tours of museums and galleries during Coronavirus closures

23rd March 2020 - Marketing leaders to host online workshop to help businesses thrive in tough times

20th February 2020 - New marketing campaign aims to boost Victorian tourism

11th February 2020 - Fitness marketing expert Steve Jensen releases new sales app

8th October 2019 - Google ban sees decline in Viagogo business activity

15th July 2019 - Facebook executive to address Australia’s first Fitness Technology Summit

Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.