AUSTRALIAN BUSINESS IS YET TO EMBRACE THE POWER OF RELATIONSHIPS – 3 OBSERVATIONS This is the first of a series of articles on trends in 21st century marketing. It is perhaps a curious place to start given that in many countries, including Australia, focusing on relationships as a marketing priority is yet to become a […]

AUSTRALIAN BUSINESS IS YET TO EMBRACE THE POWER OF RELATIONSHIPS – 3 OBSERVATIONS This is the first of a series of articles on trends in 21st century marketing. It is perhaps a curious place to start given that in many countries, including Australia, focusing on relationships as a marketing priority is yet to become a trend. Indeed, in my experience, it is rare to find a business giving priority to relationships. While many businesses talk a great deal about the importance of relationships, few put in place the strategies necessary to develop profitable, long-term relationships. Indeed, when is the last time you interacted with a business that demonstrated a commitment to establishing a relationship with you? A recent survey in the United States found that within 3 years, up to 85% of transactions will not involve any interaction with human beings. Self-service petrol stations, supermarkets, and automatic teller machines are…