Innholdsfortegnelse for February/March 2018 i Marketing

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. * 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.…

1 KNOW YOUR AUDIENCE  When you know your audience, you understand what excites them and what frustrates them. Identifying these points of pain and pleasure is one of the first places to start when considering how you may offer a solution. What would bring your audience joy? What would alleviate their frustrations? What would they want to share? 2 ENABLE BRAND INTERACTION  One of the reasons experience marketing works is that people have the opportunity to engage with your brand before purchasing from you. Ensure any activation or experience ties in with a solution your business offers (whether a product or service). From one-to-one conversations through to FAQs (frequently asked questions) on social media posts, experience marketing can form an invaluable feedback tool for brands. 3 ENCOURAGE STORYTELLING  One of…

The pace of change within Australia’s buoyant marketing sector is virtually unprecedented. New roles have emerged that didn’t even exist a decade ago. Social media, augmented reality (AR), artificial intelligence (AI) and voice activation are the types of advancements that have given rise to whole sectors that hadn’t been invented in 2008. To offer an example of the furious pace at which this space is evolving, the ubiquity of digital is such that it has now become a dirty word. In striving to appear at the bleeding edge, marketing teams and their agencies are now banning it from their lexicon. Traditional print, TV, radio, social, cultural engagement and using media as the message – there are endless ways marketers can reach and engage consumers these days. And those worth their…

“I’m not one, but I’m striving to be an expert. Because if I can’t read the data then I’m wasting time. I need to know what’s working and do more of that!” Carolyn Hyams is the digital marketing director of leading recruitment brands Aquent, Vitamin T and Firebrand. For an impressive 16 years, she has been instrumental in shaping these brands to become more than just recruitment companies. With all three specialising in digital marketing and creative recruitment, Hyams learned early the value of being an early adopter and standing out from the crowd. When you speak to her you can tell that she truly embodies the bold, transparent spirit of these modern recruitment brands. The recruiter profiles of Firebrand’s team not only list in what professional areas they specialise,…

I still vividly remember the first time I went to a concert. It was a cold November night in 1985; the legendary Welsh Elvis, Shakin’ Stevens (aka Shaky), was playing live at Blackpool Winter Gardens in the north-west of England. It was so cold that my mother bought me a silk ‘Shaky’ scarf on the way in – I don’t think the heating bills had been paid at the venue! The place was heaving, and the roar that greeted Shaky as he came out onto the stage was deafening. Somebody in the front few rows had brought a life-size painted green door along with them and was waving it in the air (an ode to one of Shaky’s chart-topping hits). The scent of ‘Anais Anais’ perfume was sweeping through the…

Preparing for the next Uber to minimise the risk of disruption is a mistake, because real disruption – by definition – is unknown and unexpected. Disruptors aren’t your biggest threat anyway – it’s the big data companies you should be worried about. The only way to protect your business from any competitor – known or unknown – is to connect with your customers more deeply. Every business in every age has had to deal with disruptors that threaten their territory, although major revolutions that shook up societies and caused entire industries or ways of life to disappear used to take ages. Our ancient ancestors took their sweet time adopting Agrarian Age practices; the first big Industrial Revolution (powered by steam) took 60 to 80 years; the second Industrial Revolution (powered…

The human experience is a curious one. A life is a continuous process of collecting things. The first things we collect are the most basic of survival skills – learning to eat, walk and communicate. But as we grow, we learn to collect far more intricate skills and life experiences, we start to collect stuff. We’ve done it for millennia. As a survival necessity, we initially gathered food and resources to survive the winter. But as we industrialised, this basic behaviour spilled over into other areas where what we gather was beyond necessity. Today, the indoctrination of the process starts when we’re young. Early childhood TV shows are stealthily developed with merchandising in mind. Cereal packets with surprise collectable widgets inside compete with a barrage of advertised ‘must have’ toys…

I remember preparing for my first ever job when I left school a zillion years ago. It wasn’t your typical job back then and I guess still isn’t considered ‘typical’ today: I was determined to be a radio announcer. I marched into the FM station that had only launched a year or so prior and asked how I could ‘get on air’. The program director managed to stifle his laughter and suggested I would need experience… “you can’t just decide to start in radio because you like music” were more or less his exact words. OK, so I would need experience. But how would I get experience if they weren’t prepared to let me loose on the airwaves? Practice. That was what he meant. I needed to practise enough to…

What was your experience when you picked up this issue and saw the theme? Did you think, ‘Terrific! An important topic in my profession; reading up on it will help me sharpen my marketing knowledge’? Or, was your feeling a little less comfortable? A little more ‘if I come across that word one more time…’ If you’re anything like me, the word inspires a little bit of both. Very, very few of the articles that have come across my desk in my time here have not touched on experience in some way. As far as buzzwords go, it’s up there with the buzziest. Unlike a lot of others, however, it more than lives up to the hype. I feel like it’s in a pretty good place at the moment. Starting…

Thegap Only 29% of Australian employees perceive a strong match between how their employer represents itself and their experience in the workplace. Word gets around Globally, 32% of employees post messages, videos or pictures about their employer. Why work on a credible, aligned employer brand? BETTER RECRUITMENT: employees whose employer brand matches their experience are 22% more likely to recommend their employer to others. STRONGER ADVOCACY: they are 10% more likely to encourage others to buy their company’s products or services. GREATER RETENTION: they are 13% more likely to continue to work for their employer over the next year. INCREASED PRODUCTIVITY: they are 14% more likely to put in extra effort. Source: Weber Shandwick. 'The Employer Brand Credibility Gap' The year ahead: predictions in the world of work ► Employee…

With almost three decades’ experience at BT (British Telecommunications) Global Services, Millard’s roles have included stints as a human factors researcher, a customer contact strategy consultant and a customer contact futures project manager. During a recent Melbourne visit, she spoke with Marketing about the insights found in BT’s ‘Digital Customer 2017’ research. The global study conducted over 10 countries sought to find trends in consumer preferences, expectations and fears, and looked at their satisfaction – or lack thereof – levels over a number of platforms including telephone, online chat and smart capabilities, including bots. The conversation surrounded the use of personal data in customer experience and business strategy, and touched on why AI isn’t that intelligent, and the importance of building context into what it says. Marketing: What were some…

“Brands that borrow their values and stage their superficial experiences will continue to be called out for all to see across social media.” Around the world, customer experience (CX) quality has largely stalled – Australia included. According to Forrester’s 2017 ‘Customer Experience Index’, not a single industry average improved this year in the Australian market. Many individual brands stagnated or even slid backward – mirroring a global slump in CX quality. Why did CX quality not improve in 2017? Multiple data sources show that customer confidence is up, spending is up and expectations are rising, as consumers interact with brands more than ever before. But the data also shows that trust in companies has dropped precipitously. This crisis of trust is worsened by misleading and false statements from executives and…

Great customer experiences don’t happen by accident. They require a vision, a plan and flawless cross functional execution. In Avanade’s ‘Is your customer experience making an impact or not?’ this plan is broken down into a three-step ‘CX Trek’ of digital foundation, digital empowerment and digital innovation. GETTING STARTED: DIGITAL FOUNDATION Too many companies have CX (customer experience) strategies that are reactive and opportunistic. Before developing your strategy, have a clear vision in place. The best strategies build CX from a human-centred design approach. Think of the future. How will you reduce customer pain and friction across their entire life cycle? You’ll need to call on and consider other functions of the business to get there – marketing, sales, service/support, supply chains and operations, even partners. You may also need…

For many years now, academics and agencies have been developing scientific models to measure the strength of the brands we build. This is based on the prevailing wisdom that a good brand is one that grows in equity over time. The result is a (very rewarding) sense that the brands we build have intrinsic value in the world – and on company balance sheets. Building ‘brand equity’ has served us well to this point. There’s some good logic to it that we’re not about to challenge. However, there is something here that’s worth shaking up. It’s the style of brand management practice that has evolved from this prevailing wisdom. Growing equity in brands has historically involved building brands steadily and carefully, with preservation firmly in mind. We build brands as…

“As a wealthy but still value driven group, Baby Boomers are key for any smart travel retailer to target,” says Jodie Rochetich, regional manager of marketing and PR, Australia and New Zealand at Jetstar. “As well as wanting to explore the world, they are also available during off-peak periods and can secure great deals. Targeting this group is very important to Jetstar.” According to Chris Benz, managing director at Brave, “Boomers are actually our favourite segment. They control most of Australia’s wealth (a situation that is actually growing), are the most prolific online users by hours online and respond well to creative messaging. “Most of the assumptions about this segment are not true. Marketers, who panicked about Millennials deserting broadcast TV and traditional channels, have tended to correlate young demographics…

The axiom that there is ‘no substitute for experience’ holds firm in marketing. The closely related concept of ‘hindsight’, both a consequence and form of experience, remains especially valuable. As a marketer, a manager or simply an aspiring graduate, it is often assumed that time is the currency of experience – its accumulation bringing value with consistency. While there is truth in that, there are ways to accelerate that process – in effect to extract the value of experience in higher quality and thus create greater immediate benefit. With almost a whole new year ahead, here are my 2018 experience acceleration tips for all marketers. GET INTO VIRTUAL REALITY (VR) If you haven’t yet experienced VR make sure this year is when you do. While we are still in the…

Treat yourself When deciding how to spend their money, 81% of Millennials (aged 18 to 34) choose to purchase an experience rather than an item. Their Generation X peers (aged 35 to 45) also favour experiences, at 72%. Socialites More than half (53%) of Millennials say they attend live events so that they have something to share on social. Three-quarters (74%) believe that attending a live event is the best way to show others what they’re interested in. Good causes Live events encourage thought and open exchanges of ideas: 81% of Australians say attending a live event has been more successful at expanding their perspective than reading about it online. Causes are often discovered online, with 67% of Millennials revealing that engaging with a NFP (not for profit) or political…

“If you’re Amazon, seamlessness is brilliant, because the more people run their prediction and the less they think, the more you’re their automatic prediction.” In his early years of teaching, Jared Cooney Horvath was surprised at the amount of hype around the brain. It was, unfortunately, only hype. “The brain was getting really sexy,” he recalls. “Everyone was coming into our school saying ‘you need to know about the brain and you’ve got to buy this product and you’ve got to teach your kids this’.” But none of them knew what they were talking about. It was a buzzword. So, he went to school to learn it himself, completing a masters in Mind, Brain and Education at Harvard and a PhD in Cognitive Neuroscience at the University of Melbourne. While…

To succeed today and remain relevant in the future, marketers need to be change managers, technologists, analysts, strategists and advocates. It seems the top expectations from businesses of marketing – growing revenue, acquiring new customers and improving the customer experience – are not possible without also improving operational efficiency, investing in new technology and committing to improving the capabilities of teams through education and training. As the complexity of our competencies and responsibilities increases, so too does the need to demonstrate the value of marketing and an understanding of the behaviours and needs of customers. In short, it’s never been so important for marketers to be able to demonstrate their value. There are some positive steps taking place. Our recent survey of 444 Australian marketers in B2B and B2C verticals…

Background: Black Hawk is an all-natural dog food brand that wanted to take a big bite out of a science-dominated market. By sniffing around the pet food space, we found a way to get our ‘pet passionates’ to think about their dog’s food differently and stray away from vet-endorsed science brands. ‘Science-based’ brands dominated the premium dog food market. They made up a whopping 86 percent of the category, with the ‘all-natural’ market segment only being able to grab 14 percent of sales. Why? Because science is understood by vets – the most trusted single source for all pet care information – including pet food. Fifty percent of people buy based on a vet’s recommendation, with the other 50 percent buying based on fragmented influence shared between word of mouth,…

For the third consecutive year, I’ve been honoured with the task of predicting what’s to come in the fabulous world of social and digital. For the last two years my predictions have been pretty accurate, so here’s hoping this time around will be the same. If I had to summarise what’s to come in 2018, I would say technology is definitely ramping up in the social and digital landscape. Artificial Intelligence (AI) is not something of the future any more – it is very current and companies need to start embracing it to deliver more personalised experiences to their customers. Search will enjoy a renaissance with voice and facial recognition providing new ways to communicate online. Enough spoilers, here are my five top predictions for this year: 1. VOICE IS…

Women are the largest growing consumer economy, so there’s one big reason FX should matter to your business. Heritage organisations are entrenched and limited by their traditional approaches to market. Historically, businesses were founded and structured by men, while women were the minority in the workforce, given that for decades they were labouring in the home. It is in no way men’s fault that our workforce and dominant business hierarchies were not initially designed to best meet the needs of women. Our hangover, however, continues to constrain the processes used in business to create products and services for women, and also to recognise their rising contribution. It’s a bit like the local football clubs that only built male change rooms because women didn’t play. Well, now women do play. We…

Between 2001 and 2002 Brazil went through an energy crisis. The lack of infrastructure planning combined with economic growth forced the government to ration the energy supply in its main urban centres, for intermittent periods of time. As a student in São Paulo, I remember streets darkening as the sun went down. One evening, walking home, two men riding a motorcycle stopped in front of me. One of them jumped off the bike and, before I knew it, I had been hit on my head with the back of his gun and had my backpack stolen. São Paulo is one of the many emerging megacities feeling their ‘growing pains’ due to an increased demand for ever more comfortable lifestyles. For someone working in marketing, media and advertising, this is an…