Innholdsfortegnelse for Feburary/March 2015 i Marketing

We are UN LTD. By enabling youth-focused organisations, UN LTD puts the might of our industry behind a pressing cause: eliminating the consequences of disadvantage for good. As the media, advertising and marketing community, we wield enormous financial and cultural power and influence. UN LTD represents a $25 billion industry with over 4,000 companies and 200,000 individuals. People well versed in changing perceptions and turning failure into long-term success. Our power to undo is significant. If we work together. We believe that every young person in Australia deserves to be believed in, to have support and love, and to dream. Since 2006 UN LTD has provided more than $10m in support to selected organisations that target youth disadvantage. This has been provided in the form of cash grants, media exposure…

I was told that this editorial needs to be ‘good’ because it’s in the new-look Marketing. But really, I’m half hoping you skip this editorial and look at the line-up of content we’ve got in this issue. The magazine doesn’t just look new and shiny (or ‘not-shiny’ if you want to get pedantic about the paper stock) but in my totally biased opinion it’s the best issue of Marketing yet. But I want you to be the judge of that, hence my half-hoping that you get stuck right in. Since Marketing began, there have been a number of events that we’d call ‘landmark’ in its history. One is the internet and Marketingmag.com.au’s appearance on it. That changed the nature of our role as a publisher quite dramatically. There have been…

The Internet of Things (IoT) is the interconnection of uniquely identifiable embedded computing devices within the existing internet infrastructure. Typically, the IoT is expected to offer advanced connectivity of devices, systems and services that goes beyond machine-to-machine communications, and covers a variety of protocols, domains and applications. The interconnection of these embedded devices (including smart objects that can describe their own actions or, more dramatically, are ‘self-aware’) is expected to usher in automation in nearly all fields, while also enabling advanced applications like smart electricity grids.…

No matter how old we get, ‘new media’ still stays new. It’s funny that way. In 2015, it’s all about context and personalisation. Even ‘mobile’ is past the point of being a ‘trend’. The smartphone as its owner’s passport to the digital world is so prevalent that ‘mobile’ is not even worth calling a theme anymore. You’ll see throughout this article that the mobile phone is the key to many experiences in day-to-day life and therefore is not a channel for brands but a common denominator in brand experiences. Mondelez looks for its mobile future The Mobile Futures initiative, launched in 2013 in the US and Brazil, aims to “ignite the company’s consumer connections by collaborating with some of the brightest and most innovative minds in the mobile space –…

“The CEO will set the tone for what marketing is in the company,” Kotler says, outlining his four types of CEOs, from worst to best: 1P CEO: often hostile towards marketing and believes it is all about promotion 4P CEO: believes marketing is responsible for tactics around product, price, place and promotion STP CEO: realises that the starting point before the four Ps should be segmentation, targeting and positioning, and ME CEO: believes ‘marketing is everything’ and encourages customer-centricity to permeate the organisation. Kotler attributes the ‘ME’ term to P&G’s AG Lafley.…

Background: Optus is Australia’s second largest telco. The widespread perception is the largest player covers a much higher proportion of the country’s population, when the difference is actually less than one percent. Over a period of more than 20 years, Optus has been highly successful in building a much loved brand and a lucrative business; however, via brand tracking and research, there was one critical area where it always conceded ground: network perceptions. Objectives: The client brief was to change the conversation from the perceived size of the Optus network, to what it can do to improve people’s lives. We developed three key insights with which to attack this brief. First, as noted above, the perception of the network coverage shortfall between Optus and the larger player was much greater…

With more than 11.1 million smartphone users (and growing) in Australia (according to ACMA, Australia Communications and Media Authority), mobile apps offer a form of digital services that can reach a large audience at a relatively low cost. The total number of mobile apps in the marketplace is projected to grow. Currently, there are approximately 1.2 million apps in Apple’s App Store and 1.4 million apps in Google Play. Obviously, the growth in the number of mobile apps is fuelled by consumer demand. Apps are getting so popular with consumers that some suggest they are ‘killing’ the good old web (see MIMS 2014). Recent statistics show that there are more consumers using mobile devices to access apps than there are using PCs to access the web. It is not difficult…

“Alexander the Great sailed in a powerful fleet by the Eritrean Sea to conquer India and before him was brought a pirate, who got caught robbing fishermen. When reprimanded for his action, the fearless pirate responded: ‘Enough sir. That I, because of theft on a barge, am a thief, and you, from robbing of an armed fleet, are emperor?’ So it is... that stealing little is guilt, whereas stealing big is greatness: powerless stealing makes the pirates, whereas powerful stealing, the Alexanders.” – Sermon of the Good Thief, Priest Antonio Vieira, 1655, Lisbon. I started my professional career as an intellectual property lawyer. I believed I could make a positive impact by helping to build an environment where creators could feel protected as well as open for collaboration in order…

We all want more influence in our lives – with our staff, our customers and even over ourselves. Unfortunately, most of our strategies for influence have been based on some pretty shaky science. So, if we want more influence, then we need to begin by getting real about who people are and what pulls their strings – just a hint, we’re (mostly) not as noble as we like to let on. Dig a little below the surface and we quickly reveal ourselves as not quite as selfless as we all profess to be. Quite the opposite, in fact. The truth is, we are all (how shall we put this?) selfish! Now, before you get offended and claim that you have in fact grown a moustache to raise money for colon…

Q: "I’ve been made redundant a few times due to restructures and ‘last in, first out’ situations. I feel this has really damaged my chances in the job market. How does someone sell themself in such a competitive market when they’ve experienced multiple redundancies?" ‘Redundancy’ can be a word that brings with it feelings of rejection and self-doubt. The good news is that it no longer has the same stigma attached to it. The majority of employers are sympathetic and recognise when it is a structural or organisational issue and nothing personal. In fact, many employers have probably been involved themselves, either having directly experienced it or have seen people they know and respect experience it. Your question, however, is about the perception of someone with multiple redundancies and whether…

FIRST AND FOREMOST, we need to stop thinking about them as ‘customers’ – they are people who have their own interests, passions, likes and dislikes. At Unilever, we talk about the ‘people we serve’ rather than customers, or even consumers. We try to be authentic and human and think about the things that people care about and the role our brands can play in the lives of these people. For example, how Omo can encourage learning through play, or how Dove can help raise self-esteem and confidence. Connecting with people in a human and emotional way means brands will need to create ever more individual and personalised experiences. At a time when people are exposed to a higher volume of branded content than ever before, people genuinely need to feel…

COVER BY MARK SEABRIDGE Digital art director, Tribal Australia "The cover looks at the not-too-distant future, connecting a variety of experiences that are already on the horizon. Cars are driverless, street-bots keep our streets clean and our goods are delivered in an instant, whisked across the rooftops of our connected cities by delivery drones. Here at Tribal Australia we're fascinated by how new technology can bring ideas to life, creating experiences to help shape and enrich our ever-changing environment. Within the context of marketing, seamless connectivity is continuously breaking the status quo and keeping us all on our toes. We view this as an opportunity, not an annoyance. Alongside our clients it has allowed us to broaden applications of creative thinking into customer experience and product development, and beyond the…

Verb: 1. Bring together or into contact so that a real or notional link is established. 2. Associate or relate (something) in some respect. 3. Informal: (Of a blow) hit the intended target. Origin: Late middle English (in the sense ‘be united physically’; rare before the 18th century): from Latin connectere, from con- ‘together’ + nectere ‘bind’. The Oxford English Dictionary “Originality often consists in linking up ideas whose connection was not previously suspected.” – WIB Beveridge in his 1957 book The Art of Scientific Investigation (via Brainpickings.org) “Being required to work on vacation is the flip side to wanting to be connected to your personal life while at work.” – Terrie Campbell, Ricoh Americas Corporation, as quoted in the FastCompany.com article ‘Is your smartphone sapping your productivity?’ “Marketers are…

Realising the benefits of marketing automation – improved return on marketing investment, faster sales cycles, deeper insights into customers, etcetera – isn’t a matter of simply picking the ‘best’ marketing automation platform and plugging it in. It still requires skilled marketers in the driver’s seat and a clear understanding of business requirements. Outlined below are my five key steps that will help you determine the ‘best fit’ marketing automation solution for your business. 1. ESTABLISH THE VISION Before embarking on discussions with one of the many vendors capable of delivering your business a marketing automation solution it is important to invest time and effort into describing what your view of your business is post successful marketing automation implementation. Sounds simple, right? It should be, but many organisations are not able…

That thought flashed through my mind after attending a recent briefing on beacon technology by the Location Based Marketing Association in Singapore. At the briefing, Meat Pack, a trendy shoe store in Guatemala, was used as an example of how in-mall beacon technology can be used to ‘hijack’ customers heading to rival stores. Using GPS tracking technology, Meat Pack enhanced its app to identify its sneaker fans entering the offi cial store of one of the brands sold at Meat Pack. When this happened, the app triggered a special notice with a promotion that provided the sneaker fan user with the chance to earn a discount, starting at 99 percent off and decreasing by one percent every second. Users had to hurry towards the Meat Pack store to make the…

The hardest part of starting out in marketing was, well, starting out. Did you ever notice that traditional marketing departments were the domain of only the world’s largest and most powerful corporations? Think global consumer goods conglomerates, the auto industry, banking and finance, retail chains and national franchises. Yep, marketing lived in those domains because in order to manipulate the four Ps, you first had to own them, or be able to afford them in the case of large advertising campaigns. Only the well-financed few had the luxury of being able to do traditional consumer marketing. New product development required big things like factories and R&D departments. Competing on price platforms was also for those who could create product output large enough to gain economies of scale – again, those…

Three-dimensional (3D) printing is no longer a buzzword – it is a market reality today and the future of retail. Just as the internet did with bits, 3D printing is revolutionising the economy with atoms. As with the internet in the 1980s, there are those who are cautiously optimistic about the technology and how much mainstream acceptance it will get and those who think it is the biggest thing since, well, the internet. One thing is for certain: most big brands are on board and preparing for a future with 3D printing. Among those testing the technology is Amazon, which launched an online store for 3D printed items, allowing customers to personalise jewellery, dolls, wallets, cookie cutters and other objects. Also, Microsoft retails MakerBot 3D printers in 55 stores across…

Humans are hardwired to connect, because we recognise that we do better together than apart – this is a deep-seated survival instinct. Technology is just a magnifier for this instinct. And, as the tech advances, so do the number of new and interesting ways that humans will find to connect to each other. For all of our existence connection has come through art, information and celebration. At that level, nothing has changed. But the scale on which we connect has exploded on the back of the devices that fill our lives, and the importance and meaning behind that connection is being enhanced by the information – the data – that now lies beneath it. What we see emerging are clear channels where connection is flourishing, and new connections between those…

> Personally connected To ‘connect’ in 2015 implies a digital relationship. We connect to servers, clouds and hotspots. Advertising material and strategic planning documents boast about creating networks and the frenzied rush to analyse ‘big data’ is a reflection of the massive collection of connections that have been created. Somewhere along the way, however, we may have forgotten that connection is actually a much more personal thing. This linkage is not literally just a marketing pathway; it is a deeper feeling of trust and belief. In the rush to digitise, create interactive experiences and seek social approval, you should never forget that the best connection remains the intangible one between your brand and the mind of your consumer. It is hard to log in to anything now without being prompted…

This first relaunched issue of Marketing has been a labour of love for the past three months. Passionate, heated and at times a little scary, but always centred on what matters, you. Our content strategy is simply to provide you with content that makes you better at your job. To do that, we have enlisted some of the world’s brightest business minds from companies that lead their markets – Forrester, Accenture, RMIT, Adobe and Effective Measure. Together with a refined list of contributors, bloggers and subject specialists, these content partners will give you access to diverse and thought provoking perspectives on the most pressing issues that client side marketers and business owners are facing, not just today but into the future. You will notice we have also relaunched our website…

Accenture’s 2014 CEO Briefing found that more than half (52 percent) of C-suite executives view digital as a cause of significant change or complete transformation in their industries, and that the biggest barrier to implementing digital business initiatives is, and will remain, managing change. It is therefore not surprising that marketers are becoming central to the transformation of the business. CMOs are often finding themselves thrust into the spotlight as leaders of digital transformation, as the C-suite look for guidance through changes to customer interactions, operating models, workforce practices and more. This role is not straightforward as it is broader than presiding over changes that impact the digital organisation only as it relates to the markets, but also in understanding how to embrace the internal changes that digitisation brings across…

Marketing : On the concept of Marketing 3.0, can you describe it briefly and give some advice to marketers who are hoping to go in that direction? Philip Kotler: You know, Marketing 3.0 started with a simple idea. We looked back at the history of marketing and realised that most of the early product-oriented marketers were simply trying to make a sale of whatever they had and get the sale against competitors by showing that their product functioned better. It was a very rational appeal. We named that stage ‘1.0’ marketing – just prove that your product is superior to that type of customer. Then we realised there were a lot of superior companies competing. They all were offering something pretty much the same. So we said: appeal more…

Working with Interbrand from the client side was an interesting change of perspective, Mark Collis says. “I think that where clients and agencies could do a lot better is in that collaborative space. I think that [client-agency] model of service doesn’t work as well. The relationship that we had was totally collaborative. We’d actually work on stuff together. Giving those guys the space, and the time, and the freedom to be as good as they can be. It was great. It’s like being the client that I always wanted to have.”…

This is the first in a series of articles that looks at critical success factors that determine CMO success within an organisation. Issues to be covered include: the CEO/CMO relationship, developing business strategy, integrating the marketing function, relationship with HR and internal branding, teams (cross-functional and marketing) and, finally, measurement and accountability. This focus is timely because the annual Robert Half FTSE 100 CEO Tracker shows that 52 percent of current FTSE CEOs have an accountancy or financial management background compared to 21 percent with engineering/ natural resources, nine percent in retail/hospitality, eight percent in marketing/advertising, four percent in technology and six percent in other areas. This suggests that the role of the marketer and the skills required needs examination in order to identify areas that can make the CMO…

The editor of this magazine called me at 2.17pm on a Wednesday to inform me of a few interesting changes to the magazine and to share this issue’s theme, ‘Connect’. Now, this particular Wednesday wasn’t your everyday kind of Wednesday, but a Wednesday that had already been going for 10 hours and promised another 10 (if I ate an apple for dinner at my desk and brushed my teeth in the car). Aside from those fascinating details, the fact that the editor chose the telephone as his communication channel as a means to influence my column topic provides a perfect example of connecting appropriately. His objective was to share information and align my efforts behind this theme. We spoke, I agreed and here we are. However, if he had called…

Maybe it’s in the water, but, despite a hesitant start, we are seeing renewed interest in B2B social media. An AdAge survey earlier this year projected that 80 percent of B2B marketers plan to increase digital spending with a significant percentage going towards social media marketing. B2B marketing exhibits some key differences to consumer marketing, for example: • decision-making is based more on logic than emotion• the cost of a sale is more expensive• the decision process takes longer, and• the process usually involves more than one person. Interestingly, whether it is B2B or B2C, regardless of company size, there are a set of common mistakes being made that can act as a deterrent. So here are five steps towards successful B2B social media marketing, including some ‘top tips’ on how to avoid the…

The campaign, starring Lara Bingle asking the infamous question, ‘Where the bloody hell are you?’, had been banned from UK television and negative comments were flooding media at home and across the globe. At its initial release, during John Howard’s final year as Prime Minister, those in charge insisted on the record that any publicity could only be great for the tourism cause (including now Minister for Immigration and Border Protection Scott Morrison, who has since changed his tune from encouraging arrivals, as he did back then as Tourism Australia managing director). But as the numbers came in, they appeared to be showing otherwise. When Kevin Rudd moved into the prime ministerial office a few months later, he wasn’t happy with the way things were going. “The wrongs of that…

What do you get when you connect a media agency with a creative writing charity for Indigenous and underprivileged kids? You get Radio with Pictures, that’s what. It is estimated that in Australia over 680,000 young people are considered to be disadvantaged as a result of abuse, neglect, homelessness, illness, trauma and grief. In a society and in an industry that wields enormous power to make change, these statistics are not acceptable. With a reported 76 percent increase in child related AVOs (apprehended violence orders) this year, there is a lot that needs to be done to ensure these young people find the support they need. Eighty percent of respondents to the 2014 Media i survey indicated that they want the communications sector to leverage its power and influence to…