According to Kerry-Ann Walsh the future of the Australian population is in dire straights unless a healthy immigration level is introduced by the Government.
Using a few data projection techniques, Chris Lloyd illustrates something quite different.
The current TFR [total fertility rate] in Australia, as in the average number of children a woman will have, is 1.97. According to Chris’ data, which assumes zero net immigration, a population of 22.1 million in 2010 will increase to 24.6 million by 2050. Hardly disappearing.
Even in the worst case scenario, if the TFR drops to 1.80, the baby bonus is abolished and net overseas migration rates are reduced from 200,000 to 100,000 per year, the extreme of what is politically possible, the total population is still projected to increase to 28.7 million by 2050 and continue to grow.
For the finer details of Chris’ data projections, visit CoRE Economics.
Chris Lloyd’s expertise is in the fields of statistics, data analysis and market research within both academic and business environments. For more on his Executive Series session starting on 28 February, click here.
ANSWER: Reposition it from an Activity to an Investment
........Obviously but......
How can I make this happen?
What are the approaches leading marketers take to ensuring that marketing becomes mission critical and not as a discretionary activity?
What role does marketing play within these firms and what practices and approaches can we adopt from them?
How can I sell marketing internally an what is the best way to make a case to the board for marketing expenditures?
We already have an array of marketing metrics... Can we get beyond metrics?
The best performing firms show that the solution is both simple and complex:
- Position marketing as the engine room of growth within the organisation
- Charge marketing with the task of building and leveraging the firms market based assets
- Create a business enabling mindset within the marketing function as a basis for engaging with other functions
- Develop, deploy and manage credible, reliable, predictive measures of marketing's contribution
- Leverage marketing's 'wins' to raise the function's sphere of influence and contribution to the firm
In this two day program, Marketing and Firm Value, we will work with the frameworks and practices adopted by the leading marketers. We will learn from the experience emerging from best and worst practice and provide a basis for ensuring that marketing optimises its contribution to the performance of the firm and is recognised as a key business driver.
