Half of attendees at the two - city annual digital marketing conference in Sydney and Melbourne believe that location - based platforms present the greatest challenge to Australia 's digital marketing sector , ahead of big data and the internet of things . Meanwhile , marketers ' inability to harness big data was perceived as a major challenge to the sector by 56 % of attendees . Another 38 % said that businesses do not provide enough new or personalised content on their platforms .
Half of attendees at the two-city Kentico digital marketing conference in Sydney and Melbourne believe that location-based ads present the greatest opportunity to Australia's digital marketing sector, ahead of big data and the internet of things. Meanwhile, marketers' inability to harness big data was perceived as a major challenge to the sector by 56% of attendees. Another 55% said that businesses do not provide enough new or personalised content on their platforms.