The birth of "Client 2.0" in Australia

Andrea Sophocleous

The Sydney Opera House is "hopeless" at mobile marketing and one of Australia's biggest banks wastes time reflecting on great ideas rather than pushing on with new ones, according to leading executives from these iconic institutions.

Victoria Doidge, the outgoing marketing director of the Sydney Opera House, and Kevin Ramsdale, acting chief marketing officer of the National Bank of Australia (NAB), were quizzed about their organisations' marketing weaknesses by James Hier, chief strategy officer of MEC Australia, at the Mumbrella360 conference in Sydney.

"Where have we been screwing up? In mobile. We launched a couple of apps in 2011, but we are only now fully optimising our website, which I think is hopeless," Doidge said during a session dubbed "Client 2.0".

On his part, Ramsdale said: "We tend to be highly enthusiastic about ideas and push on with them, but then we pause and reflect – that wastes a bit of time."