Innholdsfortegnelse for October - November 2016 i Marketing

* CONTENT PARTNER: a Marketing Content Partner is an organisation with which we’ve entered into a partnership to collaborate on content for the magazine (see page numbers listed for each) and/or exclusive benefits for Members of Marketing Pro. See marketingmag.com.au/pro for more information. Marketing would like to recognise and thank the members of its Editorial Advisory Board for their invaluable guidance, including but not limited to Dr Michael Valos (chair), Caroline Ruddick, Erik Zimmerman, Mike Harley, Shannon Peachey, Trisca Scott-Branagan, Skev Ioannou, Cameron Woods and Peter Little.…

Noun The fact of being who or what a person or thing is. ‘She believes she is the victim of mistaken identity’. • The characteristics determining who or what a person or thing is. ‘He wanted to develop a more distinctive national identity.’ • Serving to establish who the holder, owner, or wearer is by bearing their name and often other details such as a signature or photograph. ‘An identity card.’ A close similarity or affinity. ‘There is a close identity between Celtic FC and Roman Catholicism.’ Origin: Late 16th century (in the sense ‘quality of being identical’): from late Latin identitas, from Latin idem same. Source: Oxforddictionaries.com “The biggest challenge we face as a profession is relevancy.” – Alex Makin as quoted in Amanda Taylor’s examination of marketing governance.…

The unchecked growth of Luke Mangan’s empire over the last 10 years left the company with an amazing array of feathers in its chef’s hat, but the brand with a lack of strategic direction and consistency and clarity of brand positioning and communication. The business was performing exceptionally well financially, but marketing and communications manager Natasha Menon saw there was an issue with recall and recognition, and an opportunity to take Luke Mangan and Co from an entrepreneurially-built enterprise to a unified brand that could be a platform for further growth. Menon wanted to tell the story, not of Mangan as a chef, but of Mangan as the man wearing a multitude of different hats: a restaurateur, businessman and mentor. The Luke Mangan brand, it should be prefaced, can be…

From knowledge-assisted workers to robots serving customers, the insights gained from these sources can provide new opportunities to optimise the customer experience. A disruptive, multifaceted shift is coming: participation of robots in the workplace, empowerment for knowledge work, increasingly digital systems that continuously ‘learn’, adapt and change. As connected devices become more and more pervasive, the relationship between humans and connected machines is going to profoundly affect the working environment and the relationships between a brand and its customers. But with the unknown comes opportunities and with the marriage of the IoT (Internet of Things) and CRM (customer relationship management) systems there are tremendous opportunities for the future of work. Here are four things you need to consider for your brand’s digital health in this coming world. 1. THE TRADITIONAL…

We also match the talent, skills and passion of individuals and companies in the marketing, advertising and media sector, to provide an array of professional services to our charity partners. Imagine the contribution to that young person’s sense of identity – the result of a workshop funded by our industry. Decades of marketing research tell us that, as consumers, we derive elements of our identity from the brands and organisations with which we associate. We wear a certain sporting brand and it makes us feel a certain way. We work for an organisation and we communicate our pride (hopefully!) in working for that brand. We often seek to position ourselves by sharing the names of people and organisations with which we are associated, our ‘tribes’, be they friends, colleagues or…

Campaign Brand repositioning and identity design Client North Sydney Council Agency Frost Collective Background: It was in the 1970s that North Sydney underwent a significant period of development becoming Sydney’s second major commercial hub after Sydney’s south side CBD. With a history of attracting the advertising, marketing and more recently the IT, telecoms and software solutions sector, North Sydney recognised that it had a role to play if it wanted to connect its audiences and shift negative perceptions of North Sydney, which were worryingly described as dull, grey, dead and boring. This was especially necessary if it was to encourage community engagement and generate positive associations and experiences of the precinct among workers and residents. The strategic process enabled the client and relevant stakeholders to understand the community’s needs, comprising…

I have been putting off writing this article for months. Each week I complete all of my work tasks, steadfastly avoiding putting pen to paper, or digits to keyboard. It’s a bit like doing all the housework before tackling a mountain of ironing. Classic symptoms of a severe case of writer’s block or I-hate-doing-the-ironing-itis. Let me explain. I genuinely have a burning desire to evangelise about data and the possibilities it affords us as modern marketers. I really do, but it’s hard to think of a novel and engaging angle. It’s all too hard to avoid talking about its size and how cool it is, because it really is too big to comprehend and I do fervently believe we will use it to save our planet and to ensure that…

“ How does your brand make people feel? It can be summed up with a simple equation: identity = personality.” As I write this, the Economist Intelligence Unit (EIU) has just crowned Melbourne the world’s most liveable city for the sixth year running. It’s got me thinking about what makes Melbourne so good. I wasn’t born here, but I’m a proud Melburnian and an even prouder marketer with a particular interest in what defines a brand. The EIU ranks the liveability of 140 cities by measuring living conditions. Its Index covers 30 factors related to stability and safety, healthcare, education, infrastructure and the environment. When I think of Melbourne, they’re not the factors that spring to mind. Yes, they’re important, but what makes Melbourne so great to me is our…

“While converting prospective customers into actual customers is a crucial step, so is making them prospective in the first place.” If you take a step back and take in the swirling chaos that is the current marketing communications universe two things become clear. First, 2017 is going to be the mother of all years for media mix decisions. Google has locked in its position, Facebook wants to grow more, all the other digital players fight for crumbs, TV is not ready to cede dominance to digital, news media refuses to step back any more and OOH is newly revitalised from its digital capabilities. All of this comes to a head in 2017. Second, brands and the people in charge of them are going to find themselves in the middle of…

This issue investigates the most important aspect of a marketer's role. Understanding the people we want to engage with – who are they, what do they do and what clues do we get to help us choose our next best action? Our brand identity, personal or business, is tweaked every day by our every action and reaction and through every single person who interacts with us in any way. Terrifying, but at the same time a wonderful opportunity. I am also really happy to use this forum to announce the promotion of Peter Roper to the role of associate publisher. Peter is doing a brilliant job of curating and writing the very best content for client-side marketers, as well as providing editorial guidance across a number of our content marketing…

By identifying and forging authentic relationships with key influencers within your industry, you can make a genuine appeal to their audience. Brand identity is something that everyone wants to get right, and it goes without saying that it impacts who uses your product or service and why. While it’s important to be consistent in how you portray your brand through outward activities such as marketing, advertising and social media, the challenging part is influencing the conversations outside your business that are happening on social networks. Often there is a disconnection between the conversations and sentiment in the news versus social media. This can be attributed to the fact that social media is an uncontrolled forum over which we often have no sway. With that being said, you can still ensure…

JAMES CHARLESWORTH Marketing operations is the marketing department’s Special Forces unit. It should have one mission: executing the marketing plan as effectively as possible. Think Netflix, Uber, Amazon… no waste, no bloat and efficient, top-to-bottom optimisation of the customer experience. Increasingly, this is being designed and informed by data-driven experiments rather than random brainstorms. We’re also seeing agile work practices become much more common in marketing, which marketing ops and their technology platforms need to support. Across the board, marketing must upskill in more iterative, test-and-learn processes and data analysis. Marketing is always on. Work cycles are shorter. Teams need to be more responsive. At the same time, marketing technology budgets are rising by about 20% a year in Australia, so marketing technology and software is a critical tool in…

“We’re seeing privacy as a differentiator more and more.” Leigh Nakanishi, Edelman” People have been worried about privacy for decades. As long ago as 1970 a Newsweek cover showed a couple cowering under the glare of Uncle Sam, microphones, cameras and phone taps with the headline ‘Is Privacy Dead?’ In 1999, Scott McNealy, then CEO of Sun Microsystems, told a group of reporters: “You have zero privacy anyway… get over it.” Again in 2010, Mark Zuckerberg argued that consumers’ social norms regarding privacy have “evolved over time”, which justified ongoing changes in Facebook’s approach to privacy. So is privacy really dead? We don’t believe so. However, we do believe that it needs a new definition in a world where smartphones and sensors, social media and open data are the norm.…

“As a rule of thumb I like to have segments where the smallest segment is no smaller than 10% of the population and where the largest segment is no larger than 30% of the population.” I am a big believer in learning from my experiences. I have been through many major segmentation builds in my career and I have learned many lessons. Here are some of my reflections to get you started. 1. Segment sizing When you are evaluating your segmentation solutions consider the individual sizes of the segments. Segment sizes that are too big and also too small can be a problem later on when you are incorporating them into your marketing activities. I have found that if the segments are too small it is hard to action and…

It’s personalising their experience if you retarget your advertising on a health retreat website knowing that your customer has previously browsed for yoga wear online, but it’s creepy if you retarget your advertising on LinkedIn. Today, anyone working with data has a responsibility in the secure and ethical use of the increasing amount of content that individuals generate. When it comes to personalising the customer experience and respecting privacy of information, it is our job to keep on the right side of the ‘creepy’ line. To do that we need to understand what constitutes ‘creepy’ and where the creepy line sits. Identifying creepy is hard: it’s more art than science because it’s very rarely breaking privacy laws. However, it does come out as distasteful or disrespectful if companies: • Use…

For this article we scrutinised local and international graduate programs to help us redesign the suite of graduate marketing courses at Deakin University. We also sought guidance from the 2012 Australian Business Deans Council (ABDC) ‘Marketing Learning Standards Report’. The problem ABDC wrote the report after consulting the Australian ‘Group of Eight’ research universities, public universities and industry bodies. Close reading suggests the report has missed key competencies by not distinguishing between undergraduate and graduate outcomes. There are five generic learning outcomes: social responsibility, analysis, knowledge, judgement and communication. These are differentiated between undergraduates versus graduates as ‘routine versus specialised’, ‘routine versus emerging’ and ‘straightforward versus complex’ outcomes. While we recognise the necessity to describe outcomes generically, simply having opposing adjectives does not reflect differences in the roles of junior…

Fade to black and white As any parent can attest, the magic of childhood opens up a wonderful panorama of colours and relived experiences. Life seems much brighter, like someone has bumped up the contrast. For the children themselves, this disparity and curiosity is, somewhat ironically, almost always neatly classified into black and white boxes. Good is good, bad is bad and heroes and villains – from storybooks, movies and life itself – have their defined place. It’s simpler that way. It used to be, or so I thought, that as we aged, shades of grey came to appear in many more places than at our temples. Reason, perspective and salience grew exponentially and our daily interactions were seasoned with a wisdom that permitted debate and compromise to coalesce. This…

A continual theme in the marketing industry over the last few years is the idea of relevancy. The problem is that relevancy is a concept that works in two ways: ways that are at odds with each other. It’s the thing that makes our feature on marketing governance so appropriate for this, The Identity Issue. Let me explain. For one, relevancy is about the credibility of the marketing function in a business. As Alex Makin, who is on a mission in this regard, says: “The biggest challenge we face as a profession is relevancy.” One angle on the relevancy issue is that of the marketing function in respect to the rest of the business. It’s an issue of the profession’s very existence. Without credibility and a recognition of professional standards,…

IN THE CROSSHAIRS The ratio of incidents that result in a confirmed data breach vary from industry to industry. Some, like accommodation and retail, have a very high rate of successful breach per incident. Others, like the public sector, experienced tens of thousand of incidents but only reported 193 confirmed data breaches in last year. The below table shows the number of security incidents reported in 2015 compared to the number of confirmed breaches. PATTERNS OF ATTACK Below are the nine incident classification patterns included in the ‘Verizon 2016 Data Breach Investigations Report’. Many more incidents are recorded but can’t be classified due to a lack of information. (Commonly that means phishing incidents without the necessary details to cluster them into a more specific pattern.) WEB APP ATTACKS Incidents in…

It is hard to read a business title or attend a conference these days without hearing the word ‘disruption’. Yet while the term itself may have become hackneyed, the concept behind it has not. Disruptors, innovators, rule-breakers, strategic thinkers – call them what you will – have forced large businesses to think more like startups, becoming more agile, innovative and in tune with their customers. Self-confessed ‘maker and tinkerer’ Annalie Killian was disrupting industries long before there was even a word for it and has not been afraid to ruffle a few feathers for causes she believes in. Yet she prefers being called a pathfinder to a rule-breaker as “it is less threatening and achieves the same outcome”. Dodging bullets Killian’s first brush with innovation and marketing came when she…

Considering delighted customers are five times more likely to remain loyal compared to unsatisfied ones, the digital experience is something marketers cannot afford to get wrong. Music to any marketer’s ears: ‘when customers are delighted with the digital experience that brands deliver, they are more likely to share personal information.’ In fact, consumers are five times more likely to share personal information in return for delightful digital experiences – according to SAP’s ‘2016 Australian Digital Experience Report’ – from buying preferences and social media usage, to health records and even personal finance information. What sets savvy marketers aside from the rest, however, is not the quantity of personal information they gather, but the intelligence with which it is applied to provide personalised, relevant brand experiences. With increased access to customer…

“I’m not saying data shouldn’t be collected… I am saying that we need to remove the asymmetry. I’ve had this definition of what a brand is for some time, and you won’t read it in a textbook. It doesn’t mention names, logos, marks or differentiation. None of these things are absolute necessities for a brand. A common form of confusion is the so-called rebranding exercise, which most times is really a new logo or design of some sort. Occasionally the new logo design is the signal for change and a new era, but most often it’s just an expensive reset of pixels and stationery. Here’s my simple version of what a brand really is: A brand is a cognitive shortcut from which to make informed decisions. Let’s break it down.…

“ Participation allows boycotters to boost their self-esteem, either by associating with a cause or group of people, or simply by seeing themselves as moral people.” Freedom of speech also means freedom to boycott, and the way we spend our money is, in many respects, a way to assert our sense of identity. Free markets, therefore, can be understood as a dynamic ecosystem involving ethical judgements about corporate and personal values informing what we want to buy and from whom. As uncontrollable and impulsive as consumer boycott campaigns can be, it would be entirely illegal to try to suppress them. But does that approach really help forge a more pluralistic society or has it instead created rebels without a cause, people blinded by emotion rather than driven by factual, constructive…