Innholdsfortegnelse for April/May 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.…

HEALTHCARE Few industries are as ripe for change as healthcare and, despite many attempts at digital innovation in this space, none appear to have had as much of an impact as blockchain will. According to IBM’s Blockchain Blog, this new technology could positively assist in many areas, from supporting the entire life cycle of a patient’s health records and billing documentation, via preventing counterfeit drugs and increasing detection, providing accountability and transparency, to clinical trial reporting and working alongside Internet of Things (IoT)-enabled medical equipment to provide the best health outcomes for patients. PROPERTY When you purchase a new home, you purchase all of its history – even those parts that you may not be aware of. Blockchain will enable buyers to review every change to the property’s history in…

Brand Z’ is a global consumer brand survey study conducted by Kantar Millward Brown. Marketing speaks with Brad Doble, managing partner – Sydney at Landor Associates, about his organisation’s analysis of one particular segment: retail banking in Australia. Landor’s findings were that retail banks in Australia are underperforming in two key areas that the annual 'Brand Z' study identifies as key drivers of brand power: meaning (the role the brand plays in people's lives) and difference (how it stands out from competitors). Brands in Australian retail banking sector fared poorly in both, and are ripe for swift disruption, says Doble, unless they find ways to innovate in more than just customer experiences. Marketing: What’s wrong with retail banking in Australia? Brad Doble: Banking as a product is quite commoditised. The…

Ben Pfisterer is the Australian country manager for Square, the retail payments tech developer. After previous roles working in business development, strategy and innovation at NAB and Visa, he started at Square in 2014 and was part of its Australian launch in early 2016. Here he speaks with Marketing about changes in bricks and mortar retail, the tech developments that are letting small businesses access the information big businesses have had for decades, and what new payment technologies will mean for the future of cash. Marketing: Today much of the discussion around retail and consumption centres on online trends. What have been some of the biggest changes in the physical retail space? Ben Pfisterer: Bricks and mortar has been going through significant changes. It probably started about nine years ago.…

Search engine optimisation (SEO) is always changing. To stay ahead of your competitors you need to be able to shift your SEO strategy. Expect to see mobile devices, artificial intelligence (AI) and voice search dominating the news. But what practical steps should you take? In this article, I’ll take you through the key trends to be aware of, and what you can do to act on them. 1. LEVERAGE GOOGLE RANKBRAIN AND USER EXPERIENCE SIGNALS AI is a big topic. Google’s pushing to use AI whenever it can and it’s no different in search. Its machine learning system, RankBrain, is its third most important ranking factor after links and content. RankBrain helps Google better understand search queries. It runs tests on Google’s algorithm to try and improve the user experience…

What is money? Once we’ve grasped the basic concept – as children – that it can be used to get stuff, we never ask that question again. We become quite happy to get money whichever way we can. We seem to intuitively learn how it’s used in a transactional and societal sense. What’s not intuitive is that money is temporal, layered and malleable. We myopically see it as a tool. Prices often change, but the money doesn’t. Or does it? It turns out money does change. Money changes because in real terms it’s just a technology, and all technology evolves. It periodically goes through its own disruptions that change its shape and how it’s used. It has changed a lot across the millennia of human experience. The problem is that…

“ It meant that after four months of doing something pretty dry, I could escape! ” I desperately tried to talk him out of hiring me. I wasn’t the ‘banking type’ and financial services wasn’t an industry I could get excited about marketing. I knew nothing about money (other than how to spend it) and what little I did know wasn’t something I discussed much with anyone. Money didn’t engage, motivate or compel me. I was back from a four-year stint in Asia marketing global brands that did engage, motivate and compel me, but as the breadwinner in our family, I didn’t have the luxury of being choosy. The Asian savings were depleting and there were three hungry mouths to feed at our new place in Melbourne. He seemed nice…

I typically avoid giving people advice about their money. As a rule, I'm reluctant to give people advice about their marketing, too. It’s a good thing, then, that there was plenty of contribution from experts putting this, a money themed Marketing issue, together. I spoke to a friend about the theme. His response? “Shouldn’t they all be about money?” He was right, but this one gets nice and specific in a variety of ways. Boiling the whole thing down would reveal one key idea: money is changing. Money is shifting and like changes in tech, consumption trends, customer expectations, communication and loyalty, marketers must adapt to survive. In another way, money is like marketing in that sound knowledge of a few core principles and some life experience – not to…

Since the term first appeared on a forum back in 2008, Bitcoin has become a largely popular – and puzzling – concept. Described as the first decentralised digital currency, it enables anyone in the world to transact with anyone else, without the need for an intermediary (such as a bank or payment service like Paypal). Just as misunderstood as the currency itself, is the origins of its founder, Satoshi Nakamoto. Widely accepted to be a group of people, rather than one person, Satoshi Nakamoto is the name given to those responsible for the first iteration of Bitcoin and its first blockchain database in 2009. Despite its mysterious origins, Bitcoin has grown immensely in the decade since its first mention. Type Bitcoin into Google and you’re now met with more than…

“One of the things about being the first is that we got a lot of growth really quickly.” While the buzzword bitcoin has recently forced fintech into the mainstream, Australian online currency transfer company OFX has been disrupting the finance industry before the word ‘fintech’ was even invented. Now operating in six countries and celebrating its 20th anniversary, OFX offers its customers savings of up to 75 percent on the transfer rates from the bank. This is all done through the convenience of a streamlined and secure website and app. With an impressive 20-plus year career, Rebecca Shears is the CMO guiding the brand from strength to strength and continuing to forge their reputation as a true blue disruptor in the complicated global finance industry. Shears speaks with warmth, charm…

Background: Connecting with consumers can be a challenge for FMCG brands and they often rely on costly and inefficient sampling to engage with the key grocery decision-makers in a household. Being able to identify and engage the right influencers for a campaign can be an effective way to target sampling with the right audiences and allow them to tell the story of their experience to friends and followers, amplifying the impact of this direct experience. With a bespoke and innovative technology solution, the partnership between Social Soup and the PepsiCo Smiths Snackfood range Sunbites aimed to reduce friction in the sampling process by eliminating the need to send product out. Sunbites via Grain Waves first hit the Australian FMCG market in 2009. Since then, the brand has continued to innovate,…

It really would be a sad case of unrequited love, except that it isn’t. We don’t love them either, we love their money and the whole thing is a farce. About 10 years ago some clever social media ‘pioneer’ realised this brave new world of marketing would need help justifying its existence. And so they introduced the wildly unspecific and mystical term – engagement – which quickly replaced traditional communications measures and reframed our understanding of ROI. As a result, instead of measuring effectiveness in terms of the impact on brand perception (which is well-established and has at least been shown to have a correlation with sales impact) the industry rallied around this new proxy for understanding communications’ success. We conflated ‘likes’, ‘shares’ and ‘comments’ with brand affinity, ad recall…

While part one of this article examined digital devices and digital channels when targeting Baby Boomers, this article focuses on message execution. Christopher Benz is the managing director of marketing agency Brave, which has produced broadcast campaign content for brands including the Herald Sun, Mitre 10, Tourism Victoria, Australian Unity, Virgin Australia and Village Cinemas. In his opinion, “While Boomers are surprisingly active online, they don’t fall into the usual mantra that social marketing is for ‘starting a conversation’. “Our data shows that they are quite happy to read, research and act where necessary without having to ‘join the chat’.” He believes that this behaviour is a function of some key characteristics and drivers of behaviour. “Boomers generally have saved well and are well-resourced,” he says, “and their behaviour is…

Money. Let’s not pretend it’s unimportant, can’t buy happiness or has been superseded as a store of value. It still makes the world go around and is the fuel that keeps the marketing machine running, even if the money trail is increasingly digital. The display of money and its influence is perhaps a little more oblique than it was in the past, not just because of an increasingly cashless society, but also because retail has changed significantly. While you can still promenade down Zürich’s Bahnhofstrasse and ‘feel’ the wealth around you, a lot of retailing is now at cookie-cutter shopping malls where haute couture rubs shoulders with fast food, or moving online where anybody can be anything to anyone. This shift has clouded the sense of what money is and…

Every modern marketer is aware of the three emotionally charged steps required to transform a company’s target audience into its most vocal ambassadors: Know. Like. Trust. Since the dawn of time, people have been buying products and services in exchange for what they deem to be of value – whether camels in exchange for a bride or the latest Louis Vuitton handbag in exchange for a portion of their salary. We have been brought up on a model of marketers making people aware of what a business has to offer, encouraging rapport or likeability to prompt transaction and, finally, creating an experience within that transaction that imbues trust between giver and receiver. A new technology is set to shift this modus operandi, removing the need to ‘trust’ any company or…

Among the most frequently asked questions Forrester receives on the topic of blockchain are: How would you define blockchain? Should we consider investing in a blockchain-based solution? How mature is the technology? What are some of the key challenges of which we should be aware? “Brands that borrow their values and stage their superficial experiences will continue to be called out for all to see across social media.” 2018 BLOCKCHAIN PREDICTIONS I frequently get questions on how I see 2018 shaping up in the blockchain technology arena, and this is the one-sentence summary I usually give: The visionaries will forge ahead; those hoping for immediate industry and process transformation will give up. Following blockchain technology feels a little like living in two parallel universes: one is the world of press…

It is time to change the narrative and stigma around the word ‘charity’ and collectively focus more on ‘social responsibility’. For many people, the mention of ‘charity’ is closely associated with the idea that people are trying to convince you to donate. Pesky tin rattlers outside the train station, the TV ads pulling on your heartstrings and unsolicited phone calls during your dinner can make you feel like all they care about is getting a slice of your hard-earned cash. There’s no denying that money does indeed help the charity world along, but when it comes to making a difference, it’s not the only thing that can create change. And, in a weird twist, in some instances – especially with some of the smaller grassroots charities with which UnLtd works…

Innovation labs are springing up everywhere, being commonplace in industries from banking to the property sector, aimed at everything from improving productivity to showcasing new tech, creating new revenue streams or bolstering existing ones. For some companies, this means creating a goal-focused unit. For others, it’s as simple as setting up a group to communicate with other industries or giving employees ‘free’ time to innovate. While innovation has a dirty reputation as a buzzword, the value is evident when it’s done right. Building a prosperous lab isn’t as simple as throwing a bunch of ideas around in a sexy looking warehouse. Innovation takes discipline, rigorous strategic thinking, team diversity and the right tools. While there are some fundamental principles for success, there isn’t a set template for every project. Because…

In ABBA’s ‘Money, Money, Money’, a woman doesn’t have many favourable options. She can either work all day to pay the bills or nab herself a wealthy man “and have a ball”. Even in the 70s, clever women were seen as the inheritors to men’s wealth either through marriage or birthright – not as rightful earners or powerful consumers. The times have changed since that catchy, lucre-inflamed pop zeitgeist; women have forged an alternative future where they no longer rely on surviving in a “rich man’s world”. One could say that we are in the beginnings of a rich woman’s world. From many millennia of survival, women have in the past few centuries risen through a sort of Maslow’s hierarchy of needs – first to independence: the vote, the right…

Authenticity is one of the most over-utilised terms in marketing these days. Both brand managers and their agencies have emphatically shared different research pieces about how much customers value authentic brands. Yet few have actually dropped their happy-go-lucky veneers of positive communications for more vulnerable, self-deprecating and, at times, negative communications. In a commoditising and incredibly predictable landscape, it is increasingly hard to define and defend a brand’s unique selling proposition when there’s nothing truly distinctive about it. This struggle to communicate brand value in a compelling way – especially for those in the FMCG and retail categories – can certainly be addressed by brands communicating more than forceful smiles. Those who watched Pixar’s animation Inside Out will remember that four out of the five main characters represent negative emotions.…