Innholdsfortegnelse for February/March 2017 i Marketing

* CONTENT PARTNER: a Marketing Content Partner is an organisation with which we collaborate on content for the magazine (see page numbers listed for each) and/or exclusive benefits for Marketing Pro Members (for more information visit marketingmag.com.au/pro). 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.…

Conventional wisdom says the young learn from the old, the child from its parent, the naïve newcomer from the wise and worldly master. In a nutshell, Luke Skywalker and Obi-Wan Kenobi in Star Wars. Yet, despite being often younger or smaller, challenger brands can flip this logic on its head. Brands that set out to change the world – or at least the part they play in it – often exhibit a passion and purpose that attracts attention, as these qualities are lost by the incumbents. Strategies used by challengers, often born from a necessity to cut through the clutter with paltry resources, are focused and innovative. They often better remember what marketing is all about: creating true value in the lives of your customers. In short, challenger brands can…

As an arch-conservative, billionaire and now President of the United States of America, it’s hard to think of Donald Trump as a challenger. Yet his tactics in winning the Republican primaries and the presidential election were straight from the challenger playbook. Faced with underdog, outsider status and lower funding than rivals, Trump encountered similar obstacles to businesses that try to win in big player dominated markets. It helped that he was a TV celebrity and a well-known businessman. But he still had to challenge the norm to break through. And that’s exactly what he did. From the outset, Trump whipped his loyal fans into such a frenzy of support they did a lot of the work for him – a common tactic of challenger start-ups. He had strong, controversial viewpoints,…

Two of the industry’s most outspoken men took to their opposing corners in front of 250 marketers at the Arts Centre Melbourne for the ADMA Victoria Marketing Lunch Debate. In the affirmative, was Adam Ferrier, consumer psychologist and global chief strategy officer at Cummins & Partners. In the negative, Mark Ritson, consultant and adjunct professor at Melbourne Business School. Ritson had stats and expletives. Ferrier asked the crowd to join hands and talk it out. And the winner? Ritson’s tough love strategy won the day. Here we recount both cases and leave to you to draw your own conclusions. MARK RITSON: “SOCIAL MEDIA IS 2.5% OF THE FUTURE OF MARKETING.” “Social media is not bigger than strategy. We’ve become tactical morons and we’ve lost our strategic skill set. When you…

This has seen the rise of the digital and social media ‘influencer’ phenomenon. Being aware of news as it breaks allows companies to respond to and try to control a conversation before it gains too much momentum. This applies to negative and positive news – whether you need to enact a crisis management plan or craft some fun on-topic content. Last year Greg Hywood, CEO of Fairfax Media, announced that the company would be moving to a new publishing model, reducing print and focusing on a 24/7 digital offering. This generated a lot of buzz in the media and we continued to see job cuts, as well as some publications shut down their print operations to focus on online (e.g. News Corp closed seven Victorian newspapers and The Independent in…

INCOME AND SAVINGS 40,404 Disposable income ($US, 2015) 24,684 15.1% Savings (% of disposable income) 5.2% Source: Euromonitor International SKYROCKETING OLD-AGE DEPENDENCY The relative proportions of people aged over 65 compared to those under 65 is on a steep upward trend in both Australia and New Zealand, as the huge Baby Boomer generation reaches retirement age. 37.3 Median age (years) 37.2 1.9 Fertility rate (children per female) 1.9 M 80.2, F 84.7 Life expectancy at birth (years) M 79.9, F 83.4 Source: Euromonitor International from national statistics/UN Note: Old-Age Dependency Ratio: % of persons older than 65 per persons aged 15-64 TOP CONSUMER TRENDS AUSTRALIA Internet retailing continues to growConsumer confidence on a roller coast but steadies in the endRise of the ethical consumerObesity crisis hits AustraliaSoaring house prices Source:…

It’s time for platforms to become more sophisticated in the way they report their effectiveness. As we all know there is never a dull moment in the digital and social world with new things happening every day. The challenge for marketers is to discern if these shiny new things are worth pursuing and how much in the way of resources they should be allocated. One thing for certain, the general knowledge and appreciation from marketers for the social and digital sphere is definitely on the rise. This also means that it’s time for platforms to become more sophisticated in the way they report their effectiveness. Last year my predictions were pretty on point and I’m hoping that will still be the case for 2017. 1. NON-FILTERED SOCIAL If I had…

“The middle ground used to be a great risk-reducer for marketers… Until it wasn’t.” The heavyweight champions of marketing have always played it straight down the middle. The invention of modern marketing as we know it was itself because the middle emerged. When people began gravitating to the cities at the dawn of the industrial era, a middle class emerged. Big cohorts of people emerged living in the same place, doing similar work, earning similar wages, experiencing industrialisation and the resulting consumption opportunities for the first time. The bell-shaped normal curve was born and, inside it, lived average people, who developed a desire to consume average mass-produced stuff – but stuff they had never had before. The middle ground was where the game was won and lost. In the blink…

“The strategic opportunity is to reframe advertising from the promotion of conspicuous consumption to becoming a regenerative force in the economy of cities. ” The advertising industry is a catalyst of knowledge, talent and opportunity. Nonetheless, strategic communications agencies are struggling to innovate and counter the growing threat coming from management consultancies, start-ups and savvy corporates. Innovation is desperately needed and having guts is just as important as having brains, but top-down short-termism and sluggish processes pose serious limitations for braver thinking and doing. An exceptional customer experience, especially against the more sophisticated foreign companies that enter Australia, is where marketing needs enlightenment. As evidenced by the 2016 SMG Media Futures research, “51% of Australian businesses believe customer experience is their most exciting opportunity, but only 6% of marketers feel…

Brand fans Ever-increasing stakes in the ‘game’ of business have created a competitive environment that features not only battles within industries, but broader disruptive pressures that make building relationships with consumers more challenging than ever. In an Internet of Things landscape, with more and more objects being connected online, brands will face unprecedented obstacles to create value and pivot to the digital dynamism that is needed to succeed. In pondering this paradigmatic shift from passive consumption to dynamic engagement, I, along with Professor Aaron Smith and Associate Professor Kate Westberg, uncovered exemplars of action in the world of sport only hold a beacon for progression but also provide transferable lessons. The result of our investigation and introspection is Brand Fans, a book that proffers ‘Lessons from the World’s Greatest Sporting…

We got the idea for this theme, The Versus Issue, from a fantastic food magazine called Lucky Peach. Pizza versus burritos. LA versus New York. Lovers versus haters of coriander. That sort of thing. So to say we were interested to see how the theme translated to a magazine about marketing is something of an understatement, and a conclusion we’ll leave to you the reader. But what we will say up front is that our expectations have been significantly surpassed by not just the breadth of topics but the quality of writing. That’s a testament to every member of the group that’s involved in putting together this magazine, whom we gratefully acknowledge. Somewhat unexpectedly, the type of content throughout this issue is pleasingly positive. We can sometimes choose themes, not…

To call Adam Morgan the guru of challenger brands is a gross understatement. After writing arguably the definitive text on the topic, Eating the Big Fish, in 1999, he established a specialist UK-based consultancy named after his book, to solely work with challengers – genuine or wannabe. He now passionately writes, speaks and advises on the challenger approach to achieving brand growth beyond your means, including regularly in Australia. Countless changes to the business environment have occurred since Morgan’s original thinking. Not least, the rise of start-up culture and a wave of business global mega-challengers, with business model disrupting strategies, such as Uber and Airbnb. Marketing speaks to Morgan to understand what being a challenger means in 2017. MK: What is your current working definition of challenger brand? Adam Morgan:…

This proves that Millennials aren’t one isolated group that poses the greatest threat to companies today. Charles Dickens once wrote, “Change begets change. Nothing propagates so fast.” In today’s evolving marketplace where innovators are setting new customer expectations and companies are racing to meet rising demands, Dickens’ words ring especially true. The first step on a company’s path to thriving in this environment is understanding customers accurately – specifically, identifying how consumer expectations are changing and how quickly. Consumers in Asia Pacific are in the midst of a digital transformation, one that is progressing at different rates across the region. Here in Australia, around 81% of Australians own a smartphone, with 45% of smartphone users purchasing products on their device. And these numbers are expected to continue growing. This transformation…

With more than US$2.5 billion in retail sales generated since its debut in 1998, The Powerpuff Girls is one of the top grossing Cartoon Network brands of all time. Campaign Return of The Powerpuff Girls Client Cartoon Network Agency Poem Background: The Powerpuff Girls is one of Cartoon Network’s most popular and enduring brands. The latest series premiered in April 2016, 18 years after its initial global debut. The campaign for the new series launch aimed to reach a new generation of young fans as well as reengage an audience of parents that watched the series when they were children. The strategy incorporated elements that reached beyond the traditional TV space including apps, websites, YouTube influencers and various distribution platforms, to reach new…

Most businesses exist in a competitive environment. As the landscape in which they operate matures, businesses need to evolve the value of their offering, or risk becoming commoditised. Over the past decade, Australia has really enhanced its reputation as ‘the lucky country’. While other economies were struggling with the fallout of the GFC, Australia’s economy was strong. But this success has come at a cost. While many global businesses were rapidly transforming around the needs of the customer and the effects of digital technologies, many Australian businesses were slow to react. There was no real ‘burning platform’ for the business to change. As a result, many market commentators now say that Australian businesses are trailing the major Western economies when it comes to digital proficiency. This makes Australian businesses much…

Many organisations today seem to have a segment-specific focus. The intent is to dive deep into a specific segment to better understand behaviours. Given where we often go wrong as marketers and leaders is assuming or self-referencing, this more intimate understanding and segment expertise can be advantageous. I do smile, however, when I hear about businesses that have a dedicated team to focus on ‘the women’s segment’. Given the majority of the Australian population is female, I question whether half the population is in fact a segment. Yes, of course, I am being ‘cute’, as the experts chosen to focus on women or any other segment are often exploring more deeply into different sub-segments within the overall population. This is smart because, just like the Baby Boomer or Millennial or…

Preposition Against (especially in sporting and legal use): ‘England versus Australia’ • As opposed to; in contrast to: ‘weighing up the pros and cons of organic versus inorganic produce’ Origin: Late Middle English: from a medieval Latin use of Latin versus towards. “Agile is not the antithesis of planning – in fact the contrary is true.” (92) “People often mistake a challenger for someone who is challenging another brand. The first thing to get really clear is they challenge something about the category or the culture around the category.” (16) “The risky name had become a beacon to the new generation of wine drinker, drawn to the refreshing honesty and lack of pretension.” (28) “Elite leagues and teams are forged in a crucible of intense and incessant pressure that attracts…

Virgin Arguably the definitive global challenger, Richard Branson's Virgin brand always acts with a strong self-belief and commitment to take on the big guys. Plus, everything Virgin does is with style and cheek. This consistent attitude and tone allows it to spread into multiple categories, as it operates way above any ties to products or services. Virgin has popped up everywhere in Australia and New Zealand, such as in communications, health, banking and retail, with varying success. It's the airline business that delivers the acclaim and returns. An earlier incarnation as Virgin Blue fought a strong fight in the low-cost space for decades. Eventually undercut by competitors Jetstar and Tiger Airways, it repositioned in 2011 and showed that a full-service offering focused on business travellers could still be fun. Optus…

“Find the data and own it. I suggest ditching your spreadsheets.” As senior vice president of global marketing and shared services, Adele Sweetwood guides marketing strategy and go-to-market programs across SAS. With more than 25 years’ experience at the company, she oversees field and digital marketing investments, demand generation and marketing sciences, as well as retention and event marketing. Marketing speaks with Sweetwood about what makes the perfect analytical marketer. Marketing: What does the analytical marketer look like in 2017, and what are the top skills and expertise they possess? Adele Sweetwood: Marketers can no longer be either creative or analytical. One must be both. An analytical marketer has a passion for data and analytics as their basis for decision-making, and how it enhances the visual and creative side of…

“ During this period I found my other true calling: to make a difference in somebody’s life professionally and, I hope, somewhat personally.” I am so incredibly grateful,” beams Jacqueline Cox over breakfast at Manhattan’s Quin Hotel. “Every morning starts with a 15-minute walk through Central Park to my office. It’s so relaxing, so refreshing – stunning at any time of year.” Brisbane born and bred, Cox is director of sales and marketing at The Quin, a luxury hotel on West 57th Street at Sixth Avenue in midtown Manhattan. Her workplace oozes elegance, albeit with a hint of decadence owing to the property’s colourful past as a residence for artists, performers and musicians. It’s a live-in art gallery. Cox studied international business at Griffith University – a degree that was…

The beneficiaries of this reframed approach to commercial and individual needs and creating real social impact are many. Through discussion, examples, and eventually reframing, we get to a place where the ‘versus’ becomes an ‘and’. Commercial purpose versus social purpose. Day-job priorities versus social passion. Wanting to help, give back and do more, versus not knowing how or where to start or how to choose a cause. These are just some of the ‘dilemmas’ (come on, first-world issues or what?) I hear from many individuals across the entire media and marketing industry. And in all the conversations I have that begin with each ‘side’ of the above statements being opposing, through discussion, examples and eventually reframing, we get to a place where the ‘versus’ becomes an ‘and’ or a ‘together…

Perhaps the only zombie trait we will be identified with will be our thirst for brains. Slow and lumbering. Dead, but still functioning. It’s not a zombie horror film – it’s unfortunately a common misperception of the market research industry. Conferences bemoan the fact that the industry needs to move on. We hear about how ‘big data’ is leaving us behind and that we need to change rapidly or be left in our catatonic state. Data scientists with their big data sets are talked about as having the sexiest job in town, while your average researcher is a stereotypical dowdy librarian, who is still punching books out. The issue today is that market research is suffering – like many industries – as it blends with other, newer disciplines and morphs…

Many CMOs are unsure how to best utilise emergent technologies. Technologies such as behavioural targeting, programmatic advertising, social media monitoring, mobile marketing, customer analytics and big data are changing the face of marketing. This leads into the long-running debate about using a planned or an emergent strategy. Cisco’s study of C-level executives reported that organisations are struggling with digital transformation processes. CMOs appear overwhelmed by the choices and complexity they face. Chief marketers face challenges that include increased accountability, more fickle consumers, complexity of integrating technological solutions and making the best choices about digital channels. In the rapidly changing realm of emerging technology, to what degree should they attempt a planned strategy? What should be planned versus what should be left for experimentation and learning? Can we find a balance?…

“For Apple to engineer its incredible ascension in computing it had to leverage not only who it was as a company but who, very specifically, it was not. ” A museum guide is showing people around a set of dusty old exhibits and there, behind a red rope barrier, is a large university building. “Traditional MBAs belong in a museum,” the ad goes on to claim. “Choose the MBA for today’s working adults.” The ad, shown as a prominent display ad on LinkedIn for the online education brand Australian Institute of Business, is easily the most offensive ad of the year for business school professors like me who actually work at a university. But it demonstrates an important and often overlooked success strategy for good brand positioning – take an…