The Internet is growing in leaps and bounds. More and more Australian businesses are discovering that they need to speak to their customers with Australian voice. But there is an dearth of Australian content available.
It is paradoxical that globalisation is creating a global village but at same time making us more aware of our local communities.
Let's not get jingoistic about it, but many Australian consumers are happier reading something that speaks in their language.
Savvy marketers know this. For example series of advertisements for Holden cars featuring comedian Dave Hughes would have less appeal and credibility if they had say Jerry Seinfeld. The same is true for web, if you are trying to reach stay-at-home mums in Australia you will lose credibility if you refer to them as "moms".
So why do Australian sites need Australian content?
The Web is still very new to many users; they feel more comfortable when material they are reading has a ring of familiarity. Many Australians are distrustful of American enthusiasm which they see as insincere hype. The difference may be subtle but can make difference between reader continuing to read on a site and hitting back button.