Innholdsfortegnelse for August/September 2018 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.…

“99.9 percent of the time your consumer does not give a flying rats about your brand. They don’t care, they’re thinking about something else completely”. At June’s World of Unmissable event, consumer psychologist and Thinkerbell founder Adam Ferrier delivered an introductory presentation on six-second advertisements and films, as well as other marketing comms that deliver impact in limited amounts of engagement and time. Why six seconds? “Very often it’s all you have,” he said. “Every single piece of creative we create is all about trying to change people’s behaviour,” said Ferrier, and there are only two ways to do it: increase their motivation, or make it easier for them to do it. “Motivation is creating a desire that someone is likely to act upon. Ease is around creating mental and…

First let me say, being a full-time freelance writer is a great way to live. The work is always mentally stimulating and different, you work from the comfort of your own home office, you wear absolutely whatever you want and a teapot is always within easy reach. Here are the top 20 truths I have learned about online and offline content writing. 1 The best way to get started on a piece of writing is to begin! I do not believe in writer’s block. And I especially don’t like that old excuse, ‘I just can’t get started’. Often it is only when you get writing that you work out what you want to say. 2 The most engaging writing reads as if the writer is sitting there talking to you.…

1 Always jump at new opportunities by asking yourself ‘what’s the worst that can happen?’ The answer is usually ‘nothing I can’t survive’. 2 Don’t mistake resilience for having no feelings. Resilience is just a survival instinct you develop when you have recovered from difficult situations a few times and know you can do it again. 3 Remember to pay it forward. There is always a younger woman who can benefit from your belief in her. 4 Follow Cindy Gallop and Professor Michelle Ryan. You need both rebels and academics to help you see all the possibilities. 5 Don’t listen to advice that tells you women need to change how they communicate to be successful in business. It’s time to change how business works so it allows for more diverse…

Imagine that when you were born, you were told that as part of being allowed to enter this world, you then had to sign up to leave it in a better state than when you arrived. Then, imagine that we were all told the same thing and that all 7.2 billion humans on planet Earth had that purpose instilled in them from birth. That somehow it was a given that everybody would take responsibility for making the world a better place. How good would that be? You may say I’m a dreamer, but I’m not the only one… sang a famous musician and philosopher once upon a time. But go with me, if you knew that you had to leave the world a better place, what would you do? What…

KEEMOTION – an automated broadcast system specialised for basketball and volleyball simulates zooming and panning on a virtual camera. The software also understands the game; it can recognise and cut highlights or plays of the game into shareable clips. PIXELLOT – stitches multiple camera feeds into an single string, allowing for operators to place virtual cameras, and thus perspectives, anywhere on the field. DAN DUGAN SOUND DESIGN – sound is a deceptively important part of sport broadcasting, particularly in the studio. This software automatically balances multiple sonic inputs based on the most prominent source, reducing feedback, background noise and comb filtering. Source: Volcano City…

One of the major problems content marketers face is not knowing how to track the effectiveness of their content. Many believe that content marketing is subjective and that it depends on some intangible metrics, but it’s not true. There is a wide range of specific metrics that can tell you which strategies really drive more traffic to your site, boost conversions or increase your revenue. All you have to do is learn how to separate the right KPIs from those that may distract you. With this in mind, here are eight awesome metrics every content marketer should monitor: 1. THE BOUNCE RATE The bounce rate shows how many visitors leave your site after viewing just one page. This metric provides you with an invaluable insight, helping you understand your target…

Steve Sammartino is an author and futurist who sees the world through marketing eyes. He has held many senior marketing positions and has also built and sold his own start-ups. His latest venture is Sneaky Surf, which is bringing technology into the surf industry. His new book The Lessons School Forgot: How to hack your way through a technology revolution is out now through Wiley. Connect with him and see his latest projects and blog at stevesammartino.com. If you remember back to when every living room had a box TV and a VCR (videocassette recorder) sitting above or underneath it, that VCR most often had the time affixed to a permanently blinking 12.00am. While it’s easy to blame the owner for not knowing how to program it, the blame should…

John Wooden, the winningest coach in the world of American college basketball, had a simple philosophy for success: it’s the little things that count, no matter how complex the battle. Wooden, who in the 1960s and ’70s guided UCLA (University of California, Los Angeles) to 10 national championships over 12 years, had the pick of the best high school players in the country. The elite youngsters turned up each year, eager for the opportunity that placed them on a conveyor to fame. Few nervous debutants expected, however, that their first practice would literally involve a pair of white socks and step-by-step instruction from Wooden on how to put them on. Wooden reasoned that incorrect socks meant blisters and those little impediments meant suboptimum performances from the cogs in his winning…

Has something like this ever happened to you at work? To save time each week and minimise errors in their workflow, the accounts department introduces a new procedure for submitting paperwork. The problem is, it means you now have to print out a form, fill it in by hand, get it signed, walk (past accounts) to the scanner room down the hall, scan it, save the file to your thumb drive, take it back to your computer, then email it to accounts? And you have to do this twice a day. But you have to do it three times on Thursdays, of course, because Friday traffic’s a nightmare and they would rather hit the road early? Any time new measures are thought up to simplify things around the office, I…

It’s important to know the specificities of your audience. But it’s also important to know when the tides are shifting. Reacting to trends found in Getty Images searches of 2018, the company is noticing a new proclivity for the clean and simple. What better way to find out what people like to look at than taking a peek at what they ask to look at? Here are three of Getty Images’ Creative Trends of 2018. SECOND RENAISSANCE With millions of people now carrying a high-quality lens in their pocket every day, it’s easier than ever to take pictures. In response, professional photographers are turning to art history to create more considered images that champion the idea of photographic craft. Demand for this style of work is growing, with searches for…

In 2017 the Australian Football League (AFL) launched a strategic campaign with one key goal in mind: sell more tickets. In a sport with so many passionate fans and such a rich history, the brand faced an issue of scale. Its saturation created an enemy in itself. It appeared as though everyone with a desire to attend the football, was already attending the football. Blanket campaigns would no longer serve to drive awareness, because awareness was effectively at its peak. The AFL had to create a solution that would reinvigorate excitement around the sport, and remind fans how much fun a night at the footy could be. The key, however, was reminding the right fans. The brand needed to connect with customers personally and create marketing crafted to the individual.…

“This trend is often at the expense of understanding the long-term effectiveness of marketing.” We’re living, breathing, communicating and transacting in an insanely cluttered digital world. There’s a proliferation of media, with consumers connecting and taking control in more ways than ever, as new channels and platforms become advertising media in their own right. Overall media consumption is increasing; but across more channels and in headlines or short snippets, leading to a consumer culture of instant gratification – and this is transcending into the world of brands. The digital age has given marketers access to a wealth of data and new, readily available metrics emphasising short-term measures of success regardless of overall campaign goals. This trend is often at the expense of understanding the long-term effectiveness of marketing and recognising…

Consider the last project or campaign you delivered. Chances are it didn’t go straight from ideation to finished product in one simple, easy to replicate journey. Instead there may have been meetings about meetings, feedback and opinions from people with no genuine connection to the campaign (but who feel it necessary to overcomplicate the process with their considerations) and a wealth of different documents and presentations to create for stakeholders and investors ‘just in case’ they wanted to be made aware of what’s going on. We are all guilty of overcomplicating things. With a seemingly endless supply of project management tools and social media platforms, it’s no wonder that marketing can become one of the most overcomplicated and complex areas of a business. Does a Slack cancel out the use…

Firms that want to compete on customer experience (CX) often fall prey to the dazzling allure of ‘shortcuts’. But relying on these simplistic approaches for improving CX makes customer experiences worse. A good example is the question of whether to tie employee performance on CX metrics (e.g. satisfaction, Net Promoter Score) to monetary incentives (e.g. variable pay). Forrester gets this question a lot, and our answer is that it’s a risky shortcut that often undermines CX performance instead. When CX metrics drive employees’ variable pay, both CX and employee morale will suffer. That’s because employees will ask, beg or guilt customers into giving them high ratings in surveys, which is a rude awakening for any customer who will now wonder whether an employee genuinely cared about them or was after…

Marketingand Research Now SSI have teamed up to bring you industry-specific Voice-of-Customer survey results. We’ll look at automotive, travel and more. Each survey samples 1000 people in Australia and 600 in New Zealand, adjusted to be representative of the age, gender and location make-up of each country. This article contains top-level results for Australia. For full reports visit marketingmag.com.au/offer/VOI-reports…

1 Instead of being overwhelmed by the complex infrastructure that supports a simple experience, whip it all into shape by building a live service blueprint everyone can work from. 2 Practise the art of simplicity by explaining a complex law or academic theory to an impatient five-year-old or a disinterested relative in terms they can understand. 3 Think of delivering simple experiences as a sleight of hand – customers don’t want to know how the magic happens or how complex the trick is. 4 Define simplicity in a way your stakeholders can understand and convert those descriptions to a checklist you can use in every review. 5 Remind yourself that innovation and simplicity are one and the same today. If you can’t deliver simplicity, you will stay in the mainstream.…

AUTOMATION noun | au·to·ma·tion | \ ˌȯ-tə-ˈmā-shən \ The use or introduction of automatic equipment in a manufacturing or other process facility. GENESIS Homer’s The Iliad sees the god of metalworking, Hephaestus, create ‘Automatons’ to assist him in fashioning weapons for the gods of Olympus. CONFLICT World War II brought with it a desperate drive to automate industrial production and defence systems Tanks, warships and aircraft saw leaps in the automation of their operation. Mass communication was introduced through the proliferation of the switchboard. LIGHTS OUT ‘Lights-out automation’ is a term coined in the 1980s referring to fully automated, zero-human production – and hence no need for lights. TAKEOVER Modern industry automation exists in two forms: the assumption of a role previously performed by humans, and the facilitation of a…

Hardcore: spends time on the AFL website, individual club websites; checks fixtures, upcoming rosters, injury reports etc. Casual: watches highlight clips on social media, occasionally engages with football conversation online etc. Results: * 17x return on ad spend * 60 percent decrease in cost per conversion, and * 47,000+ sales conversions for the season. Marketing : Which footy team do you barrack for? Julian Dunne, AFL head of marketing and insights: Every team… and Carlton.…

Psychology is the science of behaviour and mind, and many years ago when practising as a psychologist I had the scientist practitioner model drummed into my head: ‘Don’t do anything as a clinician unless there is scientific evidence to support it.’ So when I made the switch to adland, I was amazed by how decisions were made. In a nutshell, the whole thing was completely made up. There was no science behind the creative, or even strong data to back up the insights. The most common justification I heard for creative recommendations was ‘trust me’. Being inquisitive, but largely just really nervous about saying the wrong thing, I set out to try and understand a little more about how creativity and advertising actually worked. So I did some fossicking and…

I have a confession to make: I used to be a lazy marketer. It wasn’t a conscious decision, but when I started in the industry, digital marketing put all the targeting tactics at my fingertips. For ‘search engine marketing’ (SEM), it was as simple as serving ads when someone searched for a product. They literally told me what they wanted to see. And over on Facebook, it didn’t take much effort to target people on any number of criteria: age, gender, interests, marital status – you name it. Want to reach a recently engaged, 35-year-old female who’s interested in eating healthily? Not a problem. A few clicks of the mouse and Belinda is seeing my ad about clean eating recipes. “It’s now imperative that marketers who feel most at home…

Anne Rayner is global head of communications at Kantar TNS. She led the second annual Kantar and Campaign Asia diversity study. The gender culture of all businesses permeates every aspect of day-to-day work – respect for women, meeting dynamics, chance of harassment – and needs to be shifted if change is to happen. As people open their eyes to the gender realities and accept that there are imbalances, we should be observing more carefully and calling out bad behaviours and stereotypes. Our industry has one of the biggest responsibilities to clean up our act internally and in how we communicate our brands. The recent announcement of the world’s first independent national inquiry into sexual harassment in the workplace by the Australian Human Rights Commission (AHRC) underpins what sex discrimination commissioner…

Sérgio Brodsky is an internationally experienced brand marketing professional and scholar of The Marketing Academy. Having worked for the world’s leading strategic communications agencies, he is a proven thought-leader, regularly being published and featured on high-profile conferences and festivals worldwide. He is passionate about cities and culture and the role of brands and technology in society. Sérgio is multilingual, holds a BA in IP law and an MBA in global brand strategy and innovation. Follow him on Twitter: @brandKzar Life is not simple. Recognise that and short-live the dangerous comfort of ‘ignorance is bliss’. Complexity is good. The world is complex and when it comes to the brands we develop to work in that world, they must match it. Confusion. This is the enemy. We do not wish to be…