Employment Skills for Digital Marketing

Digital and any new technology can be disruptive and requires changes in thinking, working, learning, education and training; includes marketing and IT.  However, like computer science, education and even job descriptions do not keep pace with technological change while many working successfully in IT or marketing do not possess related university degree, if at all.

Many are educated in other or similar disciplines e.g. engineering, or self-taught through personal or business need, and industry training or certification is more important than the degree (like CPA in accounting), supported by outcomes.  Further, digital should lead to more holistic and multi-skilled employment through mirroring the SDLC systems development life cycle which can/should be applied to digital marketing, reflecting the ongoing process requiring a holistic view with regular feedback and review.

Impact of Digital on Marketing Industry (Image copyright Pexels)

Following is paid content (marketing) from Digital Essentials on Mumbrella explaining how digital has impacted the marketing industry:

'Marketing jobs are radically different in 2019 – but some employees can’t keep up

A revolution in how we consume media has turned advertising on its head, but recruits of all levels aren't being trained in essential new skills.

February 4, 2019 7:30

Keeley Pope understands better than most how jobs in Australia’s media and marketing have changed over the last decade. A recruiter with 25 years experience, she deals first-hand with exasperated employers who require new starters to have mastered a breathless list of digital skills. “Today, you’ve got to be able to go from editing a video one minute to analysing data the next and then briefing into a post-production house afterwards,” she says.

In fact, that’s just the start of it. Marketing roles in 2019, she explains, can also encompass social media strategy, paid content, e-commerce, app building, project management as well as skills in Photoshop, CMS and copywriting. “Even the mid-level roles are very much hands-on,” she adds. “Now, marketers are publishers in their own right, too.”

These changes are, of course, a result of how marketers and agencies have reacted to the differing ways we consume media – the decline of printed newspapers, say, or the rise of social media and TV-on-demand. The problem is many current employees have been caught cold: either forced to suddenly acquire skills they’ve never been trained for or rejected for new positions outright. “The onus is on the individual to upscale themselves….

….And all that change is affecting how businesses are marketing and growing. New research by PWC and Facebook, for instance, reveals more than a third of Australian small businesses are exporting to foreign markets, and more than a third of companies now earn international revenue within just two years of establishment.

And so brands have reacted. Digital marketing spend has grown by 13% in the last year, up to $2.24bn, with video showing the biggest leap, along with increases to display, classified and search (Google ads, basically). Meanwhile, programmatic spend in Australia has leapt to $1.7bn – a staggering increase from just $84m in 2012.

“The reality is modern market is diversifying,” says Easther. “So employees now need to know a little bit about a lot – whatever side of the fence you’re working on. So, to do marketing well, particularly in digital, you need to be able to hold a conversation, and you need to know the strategy of how all the channels work together.”….

….On Easther’s course, he finds his students range from those starting out in creative agencies to senior marketing directors working client side and even those in media sales. “Some have learned digital from a few different sources and they come to formalise their learning,” he says. “While others have deep knowledge in one area but want to be more versatile. They might be a social specialist, say, but when they have a meeting to discuss programmatic, they wish they could contribute more.”'

For more articles and blogs about digital marketing, digital marketing lecturer and digital or e-consumer behaviour click through.

Temporary Immigration - Ageing Population Growth - Work Force - Tax Base

For the past 10+ years Australia, the Anglo and western worlds have been obsessing in the mainstream about 'immigration' and 'population growth' as negative factors for the environment, economy, quality of life, infrastructure, traffic congestion, 'carry capacity' etc. based upon misrepresentation and/or misunderstanding of data, analysis and facts.

However, in Australia as opposed to most nations, pension reform, introduction of superannuation, skilled permanent immigration and net financial contributions from temporary resident 'churn over' should maintain a balance between social responsibilities of the government and financial management.

Australian Demography, Population and Immigration (Image copyright Pexels)

In much of this public discourse, political lobbying and news based PR, many facts and much data are distorted and/or ignored.  This includes conflation of permanent and temporary immigration, the 'NOM net overseas migration' (border movements) equated with directly with '(permanent) immigration', definition change of the NOM (used only by UK, Australia and NZ) by the UN in 2006 inflating/spiking headline numbers, individuals whether international students, backpackers and other temporaries, along with Australians, caught up in the NOM are described as 'immigrants' (even when the majority have neither access to permanent residency nor an interest).

Further, false correlations are made with international data suggesting infinite population growth when peak fertility has long passed (ex sub Saharan Africa), comparisons made between different data sets, population is expected to peak (sooner rather then later according to some e.g. Deutsche Bank) and dismissing the impact of ageing work forces now retiring, increasing pension and related service responsibilities, with less tax payers in the permanent population; back grounded by a significant baby boomer 'die off' approaching.

This has been back grounded or reinforced by Nativist policies, creating fear, antipathy towards non-Europeans and encouraging isolationism e.g. strong borders, closed economies with tariff walls, low or no growth, and aspirations for 'sustainable population' (whatever that means).

The University of Melbourne's Peter McDonald analyses further in an article for The Conversation:

'Why cutting Australia’s migrant intake would do more harm than good, at least for the next decade

December 13, 2018 4.20pm AEDT

Australia’s population is among the fastest growing in the OECD with an increase of 1.7 per cent in 2016-17.

In Sydney and Melbourne traffic congestion has become so intolerable many believe a cut to migration would provide time for infrastructure such as roads and trains to catch up.

Net Overseas Migration was 262,000 in 2016-17, one of the highest levels on record.

They are all compelling reasons to cut the size of the migration program, right?

No, not right. Not at all.

Our migration program is no bigger than it was.

Including the humanitarian movement, the government migration program has been set at a near-constant level of a little over 200,000 since 2011-12.

In 2017-18, although the level set in the budget remained above 200,000, the actual intake was 179,000, including an unusually large intake of refugees mainly from Syria and Iraq.

The combined Skilled and Family Streams fell short of the levels set in the budget by 28,000. The reasons for this shortfall are unclear.

‘Net overseas migration’ is different to migration

Net Overseas Migration includes the government program but also other movements in to and out of Australia which both add to and subtract from it.

The net effect of all of these movements can change the recorded “net overseas migration” in ways that are inconsistent with what’s been happening to the migration program.

If, for instance, the Australian economy picked up and fewer Australians decided to leave for better prospects overseas, recorded “net overseas migration” would increase even if the migration program hadn’t.

The two have been moving increasingly independently since mid 2006 when the Australian Bureau of Statistics changed its definition of “resident”, making temporary residents more likely to be counted in the population and their movements counted in net overseas migration.

Over the past five years, the number of international students arriving has increased every year but there have been few international student departures.

Inevitably, the departures of students will increase in future years and recorded net overseas migration will fall sharply again.

So, forget the near-record official net overseas migration figure of 262,000 – the underlying level of net overseas migration is more likely to be around 200,000. The underlying level of population growth is about 1.4%, and falling.

We’ll need strong migration for at least a decade

A new study by Shah and Dixon finds there will be 4.1 million new job openings in Australia over the eight years between 2017 and 2024.

Over two million of these new openings will be due to “replacement demand”, effectively replacing the retirements from the labour force of baby boomers.

There will not be enough younger workers arriving to fill the gap….

It means that without migration Australia would face a labour supply crunch unlike anything it has ever faced before.

Slowing or redirecting it won’t slow congestion…

…Net overseas migration of 200,000 per annum would give us 6.8 million more people of traditional working age by 2051 than would no net migration, but only 400,000 more people aged 65 years and over.

It would place Australia in a better position to support its aged population than any other country in the OECD.'

For more articles about Australian immigration news, demography, Nativism, NOM net overseas migration, population growth and international students.

EU GDPR Compliance Issues in U.S., Australia and Globally

In the US and Australia there seems to be much ignorance and complacency on the potential impact of the EU GDPR General Data Protection Regulation on private data, data collectors e.g. government agencies, and commercial entities, accessing and using data for commercial reasons; underpinned by lack of citizens' rights?

Issues for US and Australia on EU GDPR General Data Protection Regulation (Image copyright Pexels)

'Data privacy rules in the EU may leave the US behind

January 24, 2019 8.03am AEDT

France made headlines on Jan. 21 for fining Google US$57 million – the first fine to be issued for violations of the European Union’s newly implemented General Data Protection Regulations. GDPR, as it’s called, is meant to ensure consumers’ personal information is appropriately used and protected by companies. It also creates procedures to sanction companies who misuse information.

According to French data privacy agency the National Commission on Informatics and Liberty (CNIL), which levied the fine, Google didn’t clearly and concisely provide users with the information they needed to understand how it was collecting their personal data or what it was doing with it. Additionally, CNIL said Google did not obtain user consent to show them personalized advertisements. For its part, Google may appeal.

In other parts of the EU, similar investigations are currently underway against Facebook, Instagram and WhatsApp.

This case demonstrates the increasingly prominent role that the EU intends to play in policing the use of personal information by major companies and organizations online. The U.S. lags behind Europe on this front. As a researcher who studies computer hacking and data breaches, I’d argue the U.S. may have ceded regulatory powers to the EU – despite being the headquarters for most major internet service providers. Why has the U.S. not taken a similarly strong approach to privacy management and regulation?

Do individual Americans even care?

There’s no single answer to why the U.S. hasn’t taken similar measures to protect and regulate consumers’ data.

Americans use online services in the same way as our European counterparts, and at generally similar rates. And U.S. consumers’ privacy has been harmed by the ever-growing number of data breaches affecting financial institutions, retailers and government targets. The federal government’s own Office of Personnel Management lost millions of records, including Social Security numbers, names, addresses and other sensitive details, in hacks. My research demonstrates that hackers and data thieves make massive profits through the sale and misuse of personally identifiable information….

Companies don’t want these regulations

Social media sites’ and internet service providers’ resistance to external regulation is also a likely reason why the U.S. has not acted.

Facebook’s practices over the last few years are a perfect example of why and how legal regulation is vital, but heavily resisted by corporations…..

….Should the U.S. continue on its current path, it faces a substantial risk not only to personal information safety, but to the legitimacy of governmental agencies tasked with investigating wrongdoing.'

For more related blogs and articles on digital literacy, digital marketing, digital or e-consumer behaviour, EU GDPR and social media marketing, click through

Youth Outnumbered by Retiree and Pensioner Populism

Liberal democracies in western world need to make sure they do not become populist gerontocracies with changing demographics creating elderly ‘Gerrymandering’ where influence and numbers of older voters (with short term horizons) increasing proportionally over younger generations with longer term interests but less voice and influence.

Ageing Demographics, Democracy and Populism (Image copyright Pexels)

From Alan Stokes of Fairfax round 2016 elections:

It's on for old and old: younger voters don't stand a chance

One startling statistic shows why 65+ voters hold all the power at this election - and it will only get worse for the young'uns.

This election will not be decided by modern issues or fashionable personalities. It will not be aimed at the nation's future. It will be about living in the past.

The 2016 election will be decided more than any other by Australia's elderly.

We have seen a surge in the share of voters aged 65 and over – wartime children and now baby boomers, many of whom once burnt bras, voted for Whitlam, had a day off work when Alan Bond won the America's Cup in 1983 but then backed John Howard, pocketed huge superannuation tax breaks from the mining boom, banked capital gains from home ownership and negative gearing, and can afford to say now that 70 is the new 50……

…One startling statistic defines this reversal of the 1960s-70s-80s generation gap.

Since Kevin07 rode youthful exuberance to victory nine years ago, the number of enrolled voters aged 18-24 has increased 7.9 per cent, reflecting some improvement in encouraging younger people to enrol.

But the number of enrolled voters aged 65 and over has increased 34 per cent.

Yes, oldies are out-growing young'uns by a ratio of more than four to one….

…As I wrote last week, the youth have good reason to be revolting. The 65+ voter demographic makes up 22 per cent of the vote this time – more than twice the 10.6 per cent for 18- to 24-year-olds….

…..These revelations are not intended to deny the elderly their voice. Rather, they raise questions about the morality of voting for self-interest when you will not be around to carry the burden of your decisions.

The median projection from the Australian Bureau of Statistics suggest the numbers of Australians aged 65+ will have increased by 84.8 per cent between 2011 and 2031. The proportion of the population 65+ will have increased from 13.8 per cent to 18.7 per cent….

….And what if parties realise they can win elections by kow-towing to the older demographic and downplaying issues that matter to younger Australians? We have seen this already on same-sex marriage, a republic, climate change and housing affordability….

….Expect to see more youthful candidates revolting against the demographic demons. We can only hope they can get through to older voters because the future belongs to the children, not the parents and grandparents.

Such is life …

Meanwhile in Europe:

Is Pensioner Populism Here to Stay?

Oct 10, 2018 | EDOARDO CAMPANELLA

MILAN – The right-wing populism that has emerged in many Western
democracies in recent years could turn out to be much more than a blip on the
political landscape. Beyond the Great Recession and the migration crisis, both of
which created fertile ground for populist parties, the aging of the West’s
population will continue to alter political power dynamics in populists’ favor.

It turns out that older voters are rather sympathetic to nationalist movements.
Older Britons voted disproportionately in favor of leaving the European Union,
and older Americans delivered the US presidency to Donald Trump. Neither the
Law and Justice (PiS) party in Poland nor Fidesz in Hungary would be in power
without the enthusiastic support of the elderly. And in Italy, the League has
succeeded in large part by exploiting the discontent of Northern Italy’s seniors.
Among today’s populists, only Marine Le Pen of France’s National Rally (formerly
the National Front) – and possibly Jair Bolsonaro in Brazil – relies on younger
voters…

…Most likely, a growing sense of insecurity is pushing the elderly into the populists’
arms. Leaving aside country-specific peculiarities, nationalist parties all promise
to stem global forces that will affect older people disproportionately.

For example, immigration tends to instill more fear in older voters, because they
are usually more attached to traditional values and self-contained communities.
Likewise, globalization and technological progress often disrupt traditional or
legacy industries, where older workers are more likely to be employed.

At best we are observing very cynical politics, influencers and media endeavouring to confuse, create fear and anxiety amongst older demographics round populist themes such as immigration, globalisation, nativism and identity.

For more blog articles about nativism, NOM net overseas migration, and demography, Click through.

Copying, Collusion, Plagiarism and Academic Misconduct at University

A recent article from The Conversation analyses issues with plagiarism or cheating, especially amongst international students, although a little light on insight and innovative solutions e.g. why or why not use essays in assessment?

Cheating Amongst University Students (Image copyright Pexels)

‘Doing away with essays won’t necessarily stop students cheating

December 20, 2018 6.06am AEDT

Julie Hare Honorary Fellow, University of Melbourne

It’s never been easier for university students to cheat. We just need look to the scandal in 2015 that revealed up to 1,000 students from 16 Australian universities had hired the Sydney-based MyMaster company to ghost-write their assignments and sit online tests.

It’s known as contract cheating – when a student pays a third party to undertake their assignments which they then pass off as their own. Contract cheating isn’t new – the term was coined in 2006. But it’s becoming more commonplace because new technologies, such as the smart phone, are enablers.
Cheating is taken seriously by universities and the national regulator, the Tertiary Education Quality and Standards Agency. Much of the focus has been on changing assessment tasks to ones deemed to be harder for a third party to undertake. This is called “authentic assessment”.

This type of assessment has been widely adopted at universities. They are comprised of tasks that evaluate knowledge and skills by presenting students with real-world scenarios or problems relevant to the kinds of challenges they would face following graduation. But new research found authentic assessment may be as vulnerable to cheating as other more obvious examples, such as essays.

What the research shows…

….They found, for both students and teachers, assessments with a short turnaround time and heavily weighted in the final mark were perceived as the tasks which were the most likely to attract contract cheating.

Assessments perceived as the least likely to attract contract cheating were in-class tasks, personalised and unique tasks, vivas (oral explanations of a written task) and reflections on practical placements. But these tasks were the least likely to be set by educators, presumably because they’re resource and time intensive….

…So what do we do about it?

This research provides yet more compelling evidence that curriculum and changes to teaching strategies and early intervention must be employed to support students’ academic endeavours…
…The data demonstrates assessment tasks designed to develop relevant professional skills, which teachers are highly likely to set, were perceived by students as tasks that can easily be cheated on. These might include asking accounting students to memorandums, reports or other communication groups to stakeholders, such as shareholders. In fact, among students from a non-English speaking background, the risks of cheating might actually increase for these tasks. This means authentic assessment might run the increasing risk of being outsourced.’

Solutions?

Related strategies could also include educating (international) students about ‘learning how to learn’ as used in Teaching English as a Foreign Language (TEFL) sector, discouraging rote learning and regurgitation, management supporting teaching and learning with appropriate funding and systems.  Related, less pressure on enrolment and retention rates, then more innovative ongoing assessments including shorter open book exams and in class assignments with focus upon higher level skills according to Bloom’s taxonomy i.e. analysis, synthesis and evaluation.

For more related articles and blog posts about academic integrity, assessment, copying, learning, pedagogy and student plagiarism click through.

Student Feedback on Education from Surveys

While student evaluations or 'happy sheets' become routine in higher education and universities, some question both effectiveness and efficiency in using such instruments to assess quality. Further, what is quality in teaching, learning, assessment, technology, administration and student well-being, then how and when should it be applied?

Student Experience Feedback (Image copyright Pexels)

From the AIM Network Australia:

Mutual Decline: The Failings of Student Evaluation

November 30, 2018 Written by: Dr Binoy Kampmark

'That time of the year. Student evaluations are being gathered by the data crunchers. Participation rates are being noted. Attitudes and responses are mapped. The vulnerable, insecure instructor, fearing an execution squad via email, looks apprehensively at comments in the attached folder that will, in all likelihood, devastate rather than reward. “Too much teaching matter”; “Too heavy in content”; “Too many books.” Then come the other comments from those who seem challenged rather than worn down; excited rather than dulled. These are few and far between: the modern student is estranged from instructor and teaching. Not a brave new world, this, but an ignorant, cowardly one.

The student evaluation, ostensibly designed to gather opinions of students about a taught course, is a surprisingly old device. Some specialists in the field of education, rather bravely, identify instances of this in Antioch during the time of Socrates and instances during the medieval period. But it took modern mass education to transform the exercise into a feast of administrative joy.

Student evaluations, the non-teaching bureaucrat’s response to teaching and learning, create a mutually complicit distortion. A false economy of expectations is generated even as they degrade the institution of learning, which should not be confused with the learning institution. (Institutions actually have no interest, as such, in teaching, merely happy customers.) It turns the student into commodity and paying consumer, units of measurement rather than sentient beings interested in learning. The instructor is also given the impression that these matter, adjusting method, approach and content. Decline is assured…

…Education specialists, administrators and those who staff that fairly meaningless body known as Learning and Teaching, cannot leave the instructing process alone. For them, some form of evaluation exercise must exist to placate the gods of funding and quality assurance pen pushers.

What then, to be done? Geoff Schneider, in a study considering the links between student evaluations, grade inflation and teaching, puts it this way, though he does so with a kind of blinkered optimism. “In order to improve the quality of teaching, it is important for universities to develop a system for evaluating teaching that emphasises (and rewards) the degree of challenge and learning that occurs in courses.” Snow balls suffering an unenviable fate in hell comes to mind.'

Student feedback or evaluations are an essential part of assessing, maintaining and improving quality in education and training.  However, much research and expertise is required for such instruments to be used optimally for positive outcomes.

For more articles and blogs about higher education teaching, CPD continuing professional development, enrolled student feedback, evaluation, student satisfaction and university teaching skills, click through.

Business Challenges 2019 - KPMG

Following is an excerpt from KPMG blog on top 5 concerns for Australian business leaders which include digital transformation, innovation and disruption, regulation, political paralysis and customer centricity.

Challenges According to Business Leaders (Image copyright Pexels)

‘What’s really top of mind and keeping our business leaders up at night (when there’s no axe to grind)

What are Australian business leaders really concerned about when they look forward to 2019?
So our research practice, KPMG Acuity, engaged a broad spectrum of C-level leaders from a diversity of industries to think about the main issues exercising them when they consider 2019.
220 leaders – some with fewer than 50 employees, some running companies with revenues of over $1 billion a year – took time out to respond. Most were from the private sector, but the public sector is represented as well.

In order of importance the top 5 issues are.

1. Digital Transformation

Just about every CEO has ‘digital transformation’ at top of mind. In 2018, the term ‘digital transformation’ means so many things there is a very real risk that this lack of clarity is causing confusion, leading to diverse agendas and ultimately missed opportunities.

Digital transformation includes investments in digital technologies, but also spans the modification of an organisation’s functions, its ways of working, its back office technologies, and occasionally forging a completely new business model. True transformation should also include culture – often the poor cousin behind the more visible technology investment.”

2. Innovation and disruption

The fear of disruption, on its most elemental level, is straightforward: the constant worry that your competition will use new tech and methods to do what you are not. But as we look toward 2019, we see the dilemma is actually more immediate, more tangible, and more complex.”

One reason for this is the current global marketplace has made it abundantly clear that the network effects of the innovation race tend toward winner-takes-all. There are spectacularly outsized growth opportunities for the lucky few – and the potential to get left in the dust for everyone else. This raises the stakes enormously.

3. Regulation

This included both the sector-specific regulations facing the financial services industry and the broader challenges of harmonising business regulation; cutting red tape; and concerns over the capacity/capability of Australia’s regulators.
While we don’t wish to see needlessly bureaucratic demands on business, there is a danger of seeing new regulation as purely negative. Reporting can be a strong discipline to get things done, so we would urge businesses not to take their eyes off the ball and get into a defensive mindset if additional regulations are introduced in their sectors, or generally in 2019.

4. Political paralysis

Fourth on the list of issues worrying business leaders was the ongoing political log jam at Canberra. There was uncertainty over the prospect of significant reforms or necessary changes, and a lack of belief that Australia’s major parties can work cohesively on national agenda items.
Many CEOs referred to energy policy as an indicia of political paralysis. The problem was a trilemma – price, stability, environment – but political discourse could not deal with the three issues and it drifted to one of the three depending on the political perspective. As a country we have to overcome this problem and start relying on evidence-based policy.

5. Customer centricity

Customer not only came fifth in our list – but was the issue that permeated almost every other answer. It came up in responses ranging from regulation – where it needs to be seen through a lens of driving a closer connection of trust with your customers – to big data, where the real issue, said respondents, was ensuring every sector in the business has a plan to collect and deploy its data to create real value for customers.

The companies that truly get it are those who understand there is no silver bullet. These companies understand they need to have engaged, helpful people delivering outstanding service. That these people need to be working in alignment with a great digital experience. And that it is this combination that drives loyalty, advocacy, and commercial performance.

Read our full analysis of the top 10 ‘

For more articles and blogs related to consumer behaviour, digital technology, management & leadership, and business strategy click through.