Modern marketing world a ‘dog’s breakfast’, says eBay as brands urged to put focus online
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ustralian retailers have been told to step up their game and start delivering a more integrated online-offline experience as the complexities of the modern marketing world were described as a “dog’s breakfast” by eBay’s Enterprises Asia Pacific sales and marketing chief.
Darren Fifield told an audience of marketers in Sydney that brands who master the omni-channel environment will continue to grow while those who don’t will stagnate.
Consumers are becoming ever more demanding, he said, as he suggested companies must finds way of delivering products bought online far quicker than they currently manage.
Mr Fifield would do well to put his own house in order before taking on the rest of the world. While ebay is, in theory, an excellent sales channel, it is also a ‘dogs breakfast’ of styles and old fashioned design. Also, ebay sellers can not rely on a predictable traffic or sales flow and nobody in the organisation seems to be able to give a coherent explanation of why this is.
Can someone please remind Darren Fifield that Australia has a population of 23 million, versus the USA with 318 million, and Europe with 742 million with all three having pretty the same land mass.
It’s a pretty easy to figure out why we have less distribution channels.
Good piece. It’s unacceptable in this day and age for any order to take 5-10 business days to be delivered in a metro area. Points about land mass and population are just excuses for what is actually just business laziness and apathy.