Innholdsfortegnelse for May - June 2019 i Marketing

This topic is a little more specific than our usual. A small part of the decision to cover themes like Simplicity, Dream and Truth is made in the knowledge that I’ll be able to wax lyrical about them in a vague manner when the time comes. Madtech, on the other hand, has me at a disadvantage since – unlike the daily marketers out there – it’s not my job to play with this stuff. Rest assured plenty of expert contributors shared the load in putting this issue together. Marketing is still at a point of proficiency with tech stacks that if invested in and deployed properly, they will deliver on business goals and provide competitive advantage. Locked in an arms race, we put entire teams to work, fine-tuning mass personalisation…

SIMON DAVENPORT The $64,000 question! I would start with customer strategy rather than executional tactics, to determine what technology is actually required to make customers’ lives easier. You can’t ever know what the customer really wants unless you conduct research and ask them directly, so I would start here. The next stop would be stakeholder engagement across the C-Suite to align strategic objectives across the business that require some level of data and technology. From here you can build synergies in the data required across the business, and also find where individual objectives can be supported collectively, potentially through the use of technology platforms. From here a customer strategy can be devised, outlining what customers want from the brand and what the brand feels it can then deliver (also what…

Of all the media set to gain by the introduction of 5G, it is perhaps television broadcasters and media companies – telcos among them – that have the most to gain. At a recent mobile conference in Barcelona, Ericsson showed off a 5G tape it called Radio Stripes, a product designed to act like antennas in places that usually can’t accommodate them, such as sporting arenas and in dense urban environments. The adhesive tape has the potential to allow agencies to innovate around location-based messaging while providing hyper-localised content. In addition, SBS and ABC were quick to acknowledge viewer demand to control what they watched and when, after launching whole seasons on their on-demand services before broadcasting them. Fusion’s Brendan Shanahan believes this could become the norm as consumers further…

Keynotes and panels spanned from the hard technical to the intangible abstract – the convergence of ad- and martech, ethics in modern-day marketing, learning from privacy scandals past, how augmented reality is posed to transform the digital landscape, serious discussions on the future of data in media, not-so-serious discussions on the state of personalisation in marketing (more on that later in page 58) – you name it. Sitting in a packed audience on the third level of Sydney’s Hilton, surrounded by hungry young marketers scribbling down notes and seasoned conference veterans listening with arms crossed, it’s not difficult to understand why so many are seduced into this profession. Speakers battled with the most difficult questions facing the landscape, shared mind-blowing and completely counterintuitive perspectives on tech and data and, most…

Since the terms became part of the marketing world vernacular, there have been many attempts to explain adtech; why it is so awesome? How it will own all our marketing spend? More recently, is it the same as martech? To answer the question ‘is there really a difference between adtech and martech?’ Yes. While my answer is definitive, there has been a progressive blurring of the lines in the role of the technologies. This has contributed to some companies making poor tech choices, and generated confusion in the marketplace as vendors jockey for position. There are some clear elements that distinguish each technology from the other, which will probably prevent complete unification or convergence. ADTECH In simple terms, adtech’s primary purpose is for reaching and engaging an unknown audience by…

“It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness…” If you were paying attention in English Literature class, you will know that this is the first line of Dickens’ A Tales of Two Cities . However, it is also a great analogy for the state of the (largely programmatic driven) advertising industry as we edge closer to the end of the decade. It’s the best of times because we have more technology platforms than ever to help advertisers better connect with their audiences. We can collect, store and analyse a dizzying array of data and we can more accurately gauge who has seen our ads and how they responded to them. We are edging ever…

Video has cemented itself as a primary tool for both B2B and B2C brands to foster better engagement, loyalty and connection with consumers. A quick look online, however, and it’s clear many brands are falling short when it comes to using video to its full potential. Most of those who do it, are doing it wrong. According to Michael Landgon, director at Levity and author of Welcome to the Age of Emotion, it’s not just about merely offering up video, it’s about developing content that attracts buyers and connects with them on an emotional level to turn clients into loyal brand fans. Langdon walks Marketing through the science behind the emotional connections, and sheds some light on how brands can do video better. Marketing: What does the age of emotion…

As innovation and disruption cycles continue to accelerate, it is more important than ever to understand the key trends, business models and technologies that are shaping our world. This year’s Mobile World Congress (MWC) in Barcelona program brought together tech giants from across the industry spectrum to discuss and debate the biggest trends and challenges that face the industry today. This year in particular, 5G was one of the most talked about subjects. Here’s what industry thought leaders had to say. UNLOCKING THE BENEFITS OF 5G FOR THE ENTERPRISE MARKET Globally, we see many trials where large industrial companies are already experimenting with aspects of 5G and pre-5G services, such as network slicing and ultra-low latency. However there are ongoing arguments about how much business value can be created for…

The technology of the day is of vital importance to marketers. It doesn’t just define how we make what we sell, it defines how we connect with those we sell to. Modern marketing has only been around for a little over 100 years. What many believe to be the first academic course in marketing appeared at the University of Michigan in 1902, perfectly timed for revolutions, first in transport then in mass communications. The immediacy and intimacy of radio joined newspapers and, shortly after, TV was added to create the perfect cohort of mass production and mass communication. Communications technology created modern marketing. Marketing used to pride itself on being a profession that had a tight grip on its tools of trade. Marketers knew how to use them, to the…

Marketing once had a simple premise. Satisfy the customer and the resulting loyalty became a bankable commodity. Consumers are now fleeting with their affinities. As ‘brand epicureans’, they define value in their own temporary terms and seek experiences, not transactions. As Aaron Smith, Kate Westberg and I explained in our 2017 book Brand Fans, there are a number of tech trends that shape this near future of marketing. It begins with the contemporary ‘post-mobile’ consumer who exists in an environment where portability and connectivity can be taken for granted. The redundancy of these terms is near complete as purchases and processes are automatically tracked, compartmentalised and analysed in real time, while even the most rudimentary products are being embedded with sensors to fulfil an Internet of Things. The question for…

Advertising technology is the umbrella term for the software and tools that brands use to target, deliver and analyse digital, programmatic or omnichannel advertising efforts. WHERE IN THE WORLD? SINCE 2004, GOOGLE SEARCHES FOR THE TERMS ‘ADVERTISING’ AND ‘ADTECH’ HAVE STEADILY DECREASED. ADTECH VERSUS MARTECH WHAT’S THE DIFFERENCE? ADTECH SOLUTIONS USE PERFORMANCE-BASED MODELS SOLUTIONS USE COOKIE-BASED IDENTIFICATION ONE-TO-MANY COMMS TYPICALLY USED BY AGENCIES AND PARTNERS MARTECH SOLUTIONS USE ANNUITY-BASED PRICING MODELS DEALS IN FIRST-PARTY COLLECTED PERSONALLY IDENTIFIABLE INFORMATION (PII) ONE-TO-ONE COMMS TYPICALLY USED BY BRANDS DIRECTLY WHAT’S THE DIFFERENCE? Two advertisers enter an auction for an ad. Advertiser X bids $1, Advertiser Y bids $2. SECOND-PRICE AUCTION WINNER PAYS AN INCREMENT ABOVE NEXT HIGHEST BID Y WINS BUT ONLY PAYS $1.10 FIRST-PRICE AUCTION WINNER PAYS THE HIGHEST BID…

Telstra, Optus, and Mobile JV (the new telco being formed by the proposed merger of Vodafone and TPG) will sell 5G services. Australian consumers will be able to buy the first 5G-ready smartphones in Telstra stores by the end of June. Telstra began rolling out its 5G technology in August last year and has since trialled it in parts of Melbourne, Sydney, Canberra, Brisbane, Adelaide, Perth, Hobart, Launceston, the Gold Coast and Toowoomba. In all, Telstra has more than 200 5G sites up and running, with plans to have more sites ready to launch by the end of the year. To date, Optus has rolled out four 5G sites across Sydney and Canberra, and has committed to launching 1200 5G sites – spread across the ACT, Victoria, New South Wales,…

The blending of marketing and technology – major initiatives, efforts and tools that harness technology to achieve marketing goals and objectives. INTEREST POLAND HAS GOOGLED THE WORD ‘MARTECH’ MORE THAN ANY OTHER COUNTRY, THOUGH WE’RE NOT SURE IF THAT’S DUE TO THE MISSPELLING OF MATEK, POLISH FOR ‘MOTHERS’. CHUGGING ALONG ROSTER The biggest players in the martech game CRM Launched: 1999 HQ: San Francisco, CA, US Subscribers: 3.75 million Sales Inside Market share: SOCIAL MEDIA MANAGEMENT Launched: 2008 HQ: Vancouver, BC, Canada Customers: 16 million TechCrunch Market share: MARKETING AUTOMATION Launched: 2006 HQ: San Mateo, CA, US Clients: 52,000 Sales Inside Market share: RETARGETING Launched: 2007 HQ: San Francisco, CA, US Clients: 30,000 AdRoll Market share:…

“If we’re not delivering communications that are in easy-to-understand language for customers, then we’re just talking to ourselves.” Wilson is far from the tech stereotype; his demeanour is incredibly bright and positive, and everything he says is well-paced. He says he always knew he wanted to work in marketing after graduation. “I didn’t really know what or how, but it grew my interest. My degree at university was business and economics, so quite different, but I just had an attraction or intrigue about it.” His career started in the utility sector, then he moved into finance where he spent seven years at Virgin Money in senior marketing roles in both Australia and the UK. Originally from the latter, Wilson was meant to stay in Australia for just a year, but…

It’s a tough ask, to attempt to convince a room full of marketers that personalisation in their comms comes at the detriment to their brands. That was the task for Adam Ferrier, founder of Thinkerbell and consumer psychologist. His opponent on the negative podium, Stewart Gurney, Australian chief strategy officer at phd, had an equally difficult task, challenging one the industry’s most well-respected thought leaders. In the end? Well we won’t spoil it for you. Decide for yourself – this is a discussion on personalisation, after all. The jovial discussion took place at the final lunch of Sydney’s ad:tech event. Here’s what Ferrier and Gurney – each man leading with the disclaimer of having a few cocktails under his belt – had to say: ADAM FERRIER: “True personalisation means staying…

This piece begins with a lesson in Latin. Bear with me. The word ‘innovation’, as it’s used ad nauseam today, refers to ‘the introduction of something new. A new idea, a new method or a new device that is novel’. On the surface, this Merriam-Webster definition makes perfect sense and should not offend any of you. However, time warp back to the early 1500s and any punter in a tunic will tell you that something’s a bit off about our description. It’s more than simple semantics, and it’s as insightful now as it was in the Middle Ages. ‘Innovation’ was originally derived from the Latin ‘innovare’, meaning ‘to renew, restore or change’. Being a good innovator, as it was first understood, was not at all about having the power to…

How does audience data impact Showpo and its shopping platform to make it more useful and attractive for your customers? We use data in a variety of ways. We are using a range of first-and third-party data to reach our customers and to make the messages as tailored as possible. We are actively working on smarter ways to use this data, especially first party data, to provide relevant data to people when they are still on the publisher platforms. If you are going to see an ad it may as well be one you care about. What’s more exciting is the options for using data on-site. We have several projects on the go to use first-party data to provide a richer on-site experience. We want to provide people with the…

The ability to judge right from wrong and act accordingly is not a trait inherently obvious in all those who earn a living shifting product. This is a fact that goes some of the way to explaining why the issue of restraint is shaping up as the biggest challenge facing marketers ahead of the introduction of the 5G network to Australian audiences. While the upgrade from 3G to 4G was largely viewed as a homogeneous evolution, the benefits of this much anticipated fifth generation mobile broadband technology have already been well documented. While it is referred to as the ‘fourth industrial revolution’ by some enthusiastic analysts, more level-headed approaches suggest the introduction of this tech is essentially about two things: increased speed and reduced latency. The upshot of this means…

Evolving consumer behaviours – multi-device usage, decreased brand loyalty – mean that brands and their marketing teams need to be more agile to succeed. Artificial intelligence (AI) and machine learning are powerful tools that can make everything, from ad creative to media buying and planning, more effective. Today, AI has infiltrated: • Media planning. The media planning process has traditionally been highly manual. Marketers can now use AI in the form of lookalike modelling to determine who and where their most valuable prospects are and make budget allocation decisions accordingly. “When human oversight of ad placement gives way entirely to automated ad platform-driven decisioning, the results can harm, rather than help brands’ advertising efforts.” • Media buying and optimisation. Programmatic platforms have been running decisioning logic for years to power…

#AUGMENTED OFFERS Using Adobe’s Experience Cloud SDK and Sensei AI, marketers would be able to install geo-targeted AR elements to real life shopping experiences. Customers could inspect, bookmark, reserve and even purchase through the AR lens. #JOURNEYGENIUS Leveraging Sensei AI, marketers could predict quantitative behavioural actions within Experience Manager and test how customer journey tweaks will impact bottlenecks. #INTELLIGENTAGENT Connecting to Adobe Document Cloud and Microsoft Cognitive Services, the contractual process is simplified, enabling AI smart searching through old documents and the comparison of contracts alongside each other – all through voice commands.…

Own your time and be in control of your screen(s): turn off your notifications – change the relationship with your devices so it’s ‘on demand’ and make sure your smartphone isn’t the first thing you touch in the morning. When you need to do presentations, preparation etc, lock in diary time. Say no to meetings if you’re not going to add value – be in control of your time. What’s your ‘release’? Find something simple where you can brush off the worries of the day. Mine is simply walking my dogs.…

Technology has an amazing impact on our lives. Every day we’re immersed in it, blithely using services and devices which didn’t even exist a couple of years ago. But I don’t have a lot to add to the wise words of the tech gurus in the surrounding pages, so instead I’m going to provide a little yin to that yang, and talk a little about something that happened to me recently which reminded me of the importance of people. It required me to get out of the Sydney/Melbourne media bubble in which I spend most of my time, and take a trip to rural New South Wales. Condobolin, Lake Cargelligo and Dubbo (gold star for anybody who has heard of, let alone visited, all three!) were my home for a…

Bringing together over 200 of the countries leading CMOs, Heads of Customer Experience and Digital leaders this event will offer you the opportunity to network with like-minded peers and learn from both local and international experts through a series of keynote sessions, workshops, panel discussions, roundtables, 1-1 private business meetings and interview sessions.…

People had a lot to say about Google’s January AU$80 million fine for breaching the General Data Protection Regulation (GDPR) – and rightly so. It was the first time a tech giant suffered a financial penalty under the GDPR. The fine served as a signal to all businesses – not just those in Europe – that having generic consent collection practices is no longer acceptable. Many Australian businesses are still yet to adopt best practice when it comes to data and consent collection. This leaves them exposed. The Google fine should be a wake-up call for these businesses, especially their marketing teams, who may still think of the GDPR as an abstract set of rules and guidelines for European companies. Marketers are often the first to collect and manage personal…

Like the Devil, Artificial Intelligence (AI) is in the detail. From the minutiae of speech, creating a friendly tone of voice to how a selection menu is presented based on machine-learned human behaviour, AI is turbo-charging customer interactions. But, to say brands are being or need to be humanised is stupid at best and dangerous at worst. When building brands, injecting a sense of personality is a common practice that helps support its positioning (i.e. what it stands for) and create an emotional appeal to target audiences. Brand strategists borrow human traits to help brands become more relatable and more top of mind when triggered by a category entry point. Designers, programmers and an entire creative platoon will follow those cues and translate them via images, sounds, campaigns, events and…