Innholdsfortegnelse for June - July 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 1. An intense feeling of deep affection. 'What does love feel like?' a) A deep romantic or sexual attachment to someone. 'We were slowly falling in love.' b) A great interest and pleasure in something. 'Sandra has a love of food.' c) A formula for ending an affectionate letter. 'Take care, love, Peter.' 2. A person or thing that one loves. 'She was the love of his life.' a) A friendly form of address. 'Take care, Peter, love.' 3. In tennis and squash, a score of zero. 'Two sets to love.' Verb 1. Feel a deep romantic or sexual attachment to someone. 'Do you love me?' a) To like very much; find pleasure in. 'Why yes, I’d love to dance.' Origin: Old English lufu, of Germanic origin; from an…

Published books Welcome to the Creative Age: Bananas, Business and the Death of Marketing (Wiley, 2003) Herd: How to Change Mass Behaviour by Harnessing Our True Nature (Wiley, 2007) I’ll Have What She’s Having: Mapping Social Behaviour (MIT Press, 2011, co-author) Copy, Copy, Copy: How to Do Smarter Marketing by Using Other People’s Ideas (Wiley, 2015) Widely known for his 2007 book, Herd, Mark Earls is a thought-leading writer, speaker and consultant on a mission to change the way marketers think. He passionately espouses an approach to brand-building that focuses on the group rather than the self. It flies in the face of Western thinking, yet the evidence for this approach is undeniable, both from reams of academic studies and as demonstrated by countless successful brands. Earls has an uncanny…

“Best-in-class marketers are more accurately measuring their lead acceptance and follow-up rate by sales that lead conversion rates to revenue.” Key findings from this year’s ‘B2B Marketing Outlook’ report, published by Green Hat, highlight the difficulty in measuring the ROI of B2B marketing tactics. Marketers also seem to be experiencing major challenges around uptake and successful execution of marketing automation technology, a lack of sales department follow-up of marketing leads, the importance of developing client personas as valuable data and which social platforms are most effective and popular among B2B marketers. For the first time this year, the results also include ‘bestin-class’ (BIC) analysis, which, for each category, separates the results for best practice marketers, so we, the readers, can gain insight into not only the industry, but its best…

The idea of wrapping technology with a human voice isn’t new. In fact, any fan of 1970s cop shows will remember the iconic start of The Rockford Files, where James Garner’s voice spills effortlessly from a tape machine in his empty trailer. “This is Jim Rockford, at the tone leave your name and message. I’ll get back to you.” (If you’re now humming the theme song, find it on YouTube – it’s aged well.) The truth is, as human beings we want to interact with other human beings – even if that’s via a machine. It’s taken a while, but in 2016 we’re on the threshold of systems like Siri finally losing their novelty value. And being genuinely useful. So it’s worth pondering exactly what this brave new world will…

“Do you love me?” “No, bugger off.” That question should never be asked by an adult or a marketer. If I love you I will tell you, in my own time and never after you have asked me for the ultimate endorsement. To receive my love you need to satisfy me on many levels, unless you are my child, football team or pet. You need to speak to me spiritually, emotionally, intellectually and physically. I need to miss you when I don’t have you; I must trust you implicitly and we must respect one another. I like this issue a lot and hope you do too.…

There’s a fine line between automation being a helper and it hurting your brand. Whenever possible, make it easy for employees to customise their social messaging. Recent research has found only 55% of consumers consider a company’s marketing materials to be a trusted source of information when making a buying decision. Fortunately, you can get your marketing message in front of the right person at the right time and in the right way. How? Employee brand ambassadors. Employees are well-positioned to act as the bridge between a company and potential customers. Although any company employee will have a perceived bias for their company’s product or service, employee brand ambassadors from outside the sales and marketing teams will come across as providing a more authentic point of view. Additionally, the fact…

We believe that success in the age of the customer requires a fundamental reset of day-to-day operations. The digital revolution has forever changed the balance of power between organisations and their customers, shifting in favour of customers and their needs. Whether in B2C or B2B industries, empowered customers have an unprecedented ability to make rapid decisions, weigh and review products with peers, and provide feedback in social channels from anywhere in the world. As CMO, you understand that you must adjust the way you think about and implement your go-to-market strategies. But in our digital world, where technology is embedded into just about everything we do, can you afford to go it alone? Or do you need to step up to finally partner with your CIO? We believe that success…

This chapter quickly ends the debate about whether sales growth comes from penetration (getting more customers) or loyalty (getting customers to buy more). It documents the law of double jeopardy, with examples from: • emerging markets, • industrial (B2B), • services, • durables, • across local and global brands, and • a wide range of categories and loyalty metrics. We explain why double jeopardy occurs and describe the conditions under which brands do, and do not, conform to the double jeopardy law. Can you engineer your brand loyalty? A fundamental question of marketing strategy is whether to focus on improving the loyalty of existing customers or try to win new customers. Logic says that both are ways to grow, but logic alone often fails to tell us how the real…

“Although Airbnb is a big risk taker, it is also highly driven by data.” The marketing world is awash with heroic tales of extraordinary brands and their exceptional achievements. Marketing books, conference papers, agency presentations and industry articles wax lyrically about companies one can only dream of working for. Not Schuecking. After analysing Airbnb as a case study on a Masters course, he called the company and asked for a job. “When I was back at school, we were talking about primary disruptors. Airbnb was the main case. So I spoke to a friend who worked there and I said, ‘Are you hiring?’ I needed to find out if I could join this movement, this game changer.” To be fair, he did have an impressive history of brand management packed…

If marketing is to own the customer experience it’s critical they understand and work with all customer data available. The CMO Council recently released the findings of its ‘Predicting Routes to Revenue’ report proving that marketers have yet to master the art of personalisation. Only 5% of marketers surveyed said they had “mastered the ability to adapt and predict the customer journey and what actions will derive maximum value”. So, as marketers, why are we still approaching personalisation like it’s 2006? Just the other day I received an email titled, ‘Special offer for Birnkammer’. I don’t know what it was as I deleted the email instantly, as most people would when receiving an email with a wrong name or a last name instead of a first name. Why is this…

“The Art of War is a book business types really love to quote, but when they do it makes me wonder if they’ve really read it.” Think back to the earliest marketing lessons you had, and the first recommended reading list in your Marketing 101 course. Without doubt it included some titles with the words ‘war’ in the title. Like Al Ries and Jack Trout’s Marketing Warfare. Or Sun Tzu’s classic The Art of War. The latter is a book business types really love to quote, but when they do it makes me wonder if they’ve really read it. The deepest message buried deep between the lines of the book is simple: don’t engage. Prepare, by all means, but always avoid the need for confrontation, because even if…

“Young marketers have to look beyond marketing to supplement career-building skills.” In 2016 we’re examining the aspects of mastery that are needed to become (or continue to be!) a successful chief marketing officer (CMO). For this article, we draw on two focus groups conducted in May 2016 in which marketing managers and CMOs discussed the relative importance of Erik Zimmerman’s ‘Three Mastery Framework’, which outlines the competency framework through which junior marketers grow towards the CMO job. Now CEO of Littil, Zimmerman informs us that, “Sustained success comes from three forms of mastery: personal mastery of your energy, vision and resilience, interpersonal mastery of your message and your connections, and professional mastery of marketing and management skills and acumen.” One CMO focus group debated the skills and traits needed to…

“I care about race equality, deeply, but I do not trust a giant corporation with an extremely spotty reputation for paying its taxes telling me what to think.” It probably sounds a little strange, but once upon a time it was very difficult to get consumers to feel anything for brands. In those early monochrome days of marketing, the prototypical brand manager had to use spokespeople and created identities to represent brands because garnering any kind of emotional response for products and brands was all but impossible. Betty Crocker was created to help US consumers connect with Pillsbury, while here in Australia Little Audrey the Vinegar girl was more than just a popular night-time illumination; she was the face of a brand that would otherwise have struggled to make any…

There’s an ad going round at the moment for Frank Health Insurance with the strapline ‘You won’t love us, you won’t hate us’. Launched toward the beginning of this year, the campaign taps into one of the key debate points you’ll find throughout this issue. Kevin Roberts’ Lovemarks has been eminently popular among brand managers since it was first published in the early noughties. As brand custodians, we love our brands. That’s important, of course, although it’s beside the point. Do we need our customers, our audiences to feel love, actually? Or anything even approaching that fiery human emotion? Mark Ritson’s column on page 96 argues that they won’t, so don’t bother. Does BOQ’s strategic project to bring ‘love’ into the heart (ha) of everything it does, internally and externally,…

Maxwell House has been the Passover Coffee for over 70 years. Which shows diversity marketing is not necessarily a new thing. In the 1930s in the US Maxwell House published a free Haggadah – the book that’s read during the festival of Passover – and it has been reprinting it for over 70 years (so content marketing isn’t so new, either). The brand has become so well-associated with the festival that very few US Passover tables would be missing their Maxwell House. Maxwell House was the first coffee in the US to be certified kosher for Passover in 1923. The marketing department met with rabbis and scholars and put together a Haggadah. They printed the first Maxwell House Haggadah back in 1935, ‘Compliments of the Coffees of Maxwell House’ free…

PAUL BAGGIO When thinking about human resources and looking to employ people, cultural fit is at the top of my list. I definitely look at the person in front of me, look at their resumé, look at their behaviour, look at their interests and try to, by the interview process, understand where the fit is. I tend to look more at a person than their experience when I really drill down to making decisions. It needs to be balanced, of course, but if you’re looking at a set of candidates who are equally as intelligent and capable, then personality and cultural fit become important. If you get a whole team full of the smartest people, what I tend to find is you’ve got an imbalanced team. When you start getting…

In the five years since the publication of Mark Kramer and Michael Porter’s seminal article ‘Creating Shared Value’ in Harvard Business Review, the response around the business world has been “astonishing”, according to the former. Kramer has established himself as a prominent commentator on philanthropy, corporate social responsibility and, of course, shared value. Major brands worldwide are adopting the model, building it into corporate strategy and finding new ways to make money by solving social problems. One of the downsides to the concept’s growing popularity, says Kramer, is the stretching and misuse of its definition. In this interview, Kramer helps define shared value by offering examples, and demonstrates how, when executed correctly, it truly can solve social problems while benefiting companies significantly. Marketing: Can you please explain how…

Let’s use our combined resources, wrap them in a warm loving embrace and send them out to conquer the problems and barriers our young people face. Approximately 3,170,000,000 results in 0.57 seconds. That’s what Google returned when I searched the word ‘love’. I doubt there is another word in the English language that evokes such a response. Storytellers of all kinds love love. Songs, books, poems, movies – most have an element of love, or loss of it. Wars fought, families and foes divided and reunited over love. The Beatles say it’s all you need, and in the gay rights movement love is often referred to as a human right. So, for such a powerful word, how is it that we allow our most vulnerable children to exist without it?…

Recall in the local market shot up 780%, while brand favourability jumped 1200%. Campaign Lucy the Robot Client Double Robotics Agency Atomic 212° Background: Global technology company, Double Robotics wanted to launch its telepresence robot in the Australian and Asian markets, while supporting existing US and UK activity. The device allows a remote user to manoeuvre the robot from the comfort of their home or office and to interact with the world via video and audio devices. Awareness was low. Where normally this would be considered a disadvantage, the team decided to turn this to their advantage by tapping into the fact that customers had no preconceptions of robots. Therefore, the territory of robots presented a wonderful opportunity to engender the imagination and interest of customers. Double Robotics briefed Atomic…

The drug we talk about is dopamine: it stimulates a person’s heightened emotional state of desire. The impact of data on marketing has already been profound, but so far it has mostly been used to gather information, inform targeting and analyse performance. Brands are often focusing on competition and reporting, at the expense of real connections with their consumers. The merging of actionable social data with neuroscience has brought us to a place where advertising – which has always sought to evoke emotion through great creative – can now be guided and triggered by the exact thing marketers are trying to evoke: consumer emotion. The ability to uncover consumers’ ‘right now’ emotional states is fast becoming the key for brands to activate successful advertising that truly connects at the perfect…

“I have come to realise love is something we generally don’t discuss in the business place, but it is in fact a key part of the equation.” It wasn’t exactly love at first sight, more like, ‘Wow, I like what I see and I need to find out more!’ It was April 2015 and I had just been sent an eDM from Apple informing me about the new release of the Apple Watch. I also own an iPhone, my family own three more and altogether we have four iPads. No Apple TV though… yet! Call me a brand tragic but, as you well know, I am not alone. In quarter one of 2016, there were 96.1 million Apple products sold globally according to Apple’s annual report – and this doesn’t…

“Relationships have become like cordial drinks: taken undiluted they are nauseating, but if too watery they are unappealing.” It is often the case that the most successful person in a room is not necessarily the smartest or most ambitious, but the one with the ability to best connect and relate to others. Still, many of us – me included – will invest in new skills and form grand visions while neglecting relationships along the way. This behaviour is not exclusive to ours or any industry in particular, but a by-product of our time. Currently, we live in a ‘liquid modernity’, a term coined by notable sociologist Zygmunt Bauman, where the loss of traditional bonds is one of its defining marks. Those supposedly fixed and durable ties of family, class, religion,…

Games of love and war It’s been a staple of the Hollywood blockbuster for years. A combatant about to vanquish their foe, a sword thrust under the chin and then, well, somehow defeat is snatched from the jaws of victory. A long second ticks by, a sound heralds a saviour, and the foe is back on their feet ready to turn the tables. The marketing equivalent is the brand that has made all the right moves and is about to solidify its market dominance before a crucial misstep opens up the opportunity for its competitors. I can’t help but think entertainment giant Sony is about to make that mistake in the video game console market that it has dominated this generation. Sony’s PlayStation 4 (PS4) has outsold the rival Microsoft…