Innholdsfortegnelse for October/November 2018 i Marketing

Last issue was all about keeping things simple. This time it’s about thinking big. It goes without saying that marketers have a raft of new platforms and technologies that open up new opportunities. You’ve probably developed a nice little marketing toolkit that fits your brand and your customers. You’ve been using it for a while – tested, learned and tweaked it down to a streamlined procedure. You know it like the back of your hand and could recite the business case for it in your sleep. Your company develops a new product and, start-to-finish, you’ve already got a picture of the campaign in your mind. But in marketing, finding something great and sticking to it is tapping a dwindling resource. What else have you been doing? Keep all those gears…

LOWE’S HOLOROOM Lowe’s customers in select locations around the US can learn to tile their bathroom walls, mix adhesive and even picture home improvements prior to their installation. Customers enter a VR simulation that guides them through a DIY tutorial, or shows them what a certain fixture looks like in an environment more like their own home. MERRELL’S TRAILSCAPE The ‘4D’ VR experience attempts to show users what their shoes can really handle. Users cross precarious rope bridges and scale walls above dizzying heights – all the while pushing through wind generated by an industrial fan. IKEA’S VIRTUAL STORE You no longer have to get off your current couch to shop for a different one. IKEA’s VR app allows users to stroll through virtual showrooms and buy items from within…

Jo Kelly hasn’t only challenged the status quo when it comes to financial services marketing, she has also pushed boundaries throughout her own career. Taking on a range of different roles in her home country of New Zealand before moving to Australia in 2015, she has experience working in the technical side of banking, HR management and also agency-side. Kelly entered the advertising industry at 35 and has used the late beginning and her breadth of experience to her advantage, applying a fresh perspective to all facets of the business. “You start to figure out what suits your value set, what suits your personality, what suits your aspiration for making a difference and disrupting sectors… Particularly financial services – for me I think the industry is ripe for disruption.” She…

It was 30 May 1990 and I woke up earlier than usual. I was excited and couldn’t wait to get stuck into the day. The sun was shining in northern England, as it always seemed to at this time of year, even though it was against all logic. And it was school holidays. Today was my 13th birthday and, in my head, the day that I became a man. All morning I was pestering my mum, asking her every five minutes when he was going to arrive. I sat waiting and wondering where he would take me this year. Would it be the Pleasure Beach, maybe Blackpool Tower or maybe the movies? I didn’t really care, I just couldn’t wait to see him. It had been a year since I…

When IKEA’s head of sustainability suggested the world had reached ‘peak stuff’, there was a collective intake of breath from marketers around the world. ‘But… isn’t IKEA one of the main producers of… stuff?’ (For anyone that’s wandered around IKEA and not bought anything, I salute you!) A pioneer in consumable goods that are easily affordable and equally disposable, IKEA has now controversially addressed the trend of the experience economy – facing up to the shift that consumers are valuing the doing rather than owning. Over the past 10 years, we’ve seen a decrease in physical ownership due to tech innovations such as music streaming, ebooks and on-demand video. Still, we are actually consuming more. There will always be a human desire to consume, but there is a groundswell moving…

I have had 16 different jobs in seven different industries, working in five different countries, which means I have said ‘yes’ many times to things about which I didn’t know much (or anything). Taking career risks is something I know well. And on reflection (thanks to having many years of examples to reflect on) the risks I took had nothing to do with me being a daredevil, they were quite simply because of my curiosity and this belief I had that you don’t achieve your dreams by playing it safe. My first job was in commercial radio. I was 17 years old living in a town of just 60,000 people in New Zealand. I had almost finished my last year of high school so was pondering my future and I…

“We believe that conversation leads to brand love and brand love leads to brand loyalty.” German writer, Johann Wolfgang von Goethe famously urged his audiences to take risks: “Whatever you can do, or dream you can, begin it. Boldness has genius, power and magic it in.” Two centuries later, billionaire Facebook founder Mark Zuckerberg mirrored these sentiments when he suggested that the biggest risk in business is not taking any risk: “In a world that’s changing really quickly, the only strategy that is guaranteed to fail is not taking risks.” While it’s easy to re-gram such quotes or even buy the framed version for the office boardroom, for many marketers, the act of taking genuine risks is slightly harder to swallow. Whether it’s due to having an abundance of platforms,…

1 Ensure you have the skills to understand CX pain and gain points, influence design principles and possess strong digital competency with AI, voice and automation awareness, as these are now central to the CX. 2 Have ‘carried a bag’ and lived in the shoes of roles that directly impact profit and loss – for example, held a sales target or run a sizeable profit and loss. 3 Have strong financial knowledge talking to the business value of their operation. 4 Broaden your skills outside of marketing communications into sales, operations, product and strategy. You need to showcase a qualified growth mindset for the organisation. 5 Play an increasingly critical role in driving a data-led organisation across its customer touch points, but at an enterprise level. Source: KPMG Customer, Brand…

We are at the brink of a sea change that will alter how consumers interact with technology and experience brands. In 2011, Apple introduced us to Siri, and we embarked on a journey of awkward conversations. In the ensuing seven years, we have grown somewhat comfortable speaking with machines. What is more remarkable is that machines have grown comfortable in their ability to hold that conversation in a meaningful manner. Voice-based communication, fuelled by adoption, artificial intelligence and an ecosystem of connected machines, will emerge as a prevalent form of engagement between humans, devices and brands. ALONG CAME ECHO The early incarnation of voice did not favour Amazon. The brand was never within easy reach in the user’s pocket where voice assistants lived in mobile phones. Amazon’s own attempt at…

Marketingand Research Now SSI have teamed up to bring you industry-specific Voice-of-Customer survey results. We’ll look at at financial, 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 Research Now SSi is the world’s leading global provider of first-party consumer and professional data based on extensive, proprietary market research panels. Around this core asset of opted-in, managed data, the company has built innovative data services and solutions that bring the voice of the individual to the entire marketing spectrum, from research to marketing to advertising. For more information, please visit researchnow.com | surveysampling.com. TOP THREE: WHICH DO YOU…

Jane Bowman Marketing Magazine My Big Dream as a child: To be a ballerina. My Big Dream now: To be the best role model I can be for my kids. To show them they can be anything they want to be and teach them to be good humans! Chris Freel UnLtd My Big Dream as a child: To have a family and be a dad. My Big Dream now: To close the divide between the haves and the have nots and help every individual and organisation to do something that makes a positive difference in society, allowing everybody the opportunity to dream. Aimee Buchanan OMD My Big Dream as a child: To own a lolly shop. I thought I could eat lollies all day long! My Big Dream now: To…

To what extent do we understand brain’s activity during sleep? I’ll give you a little timeline that covers not only sleep, but learning itself. It was in 1893 when Ramón y Cajal, a Spanish scientist, proposed that plasticity was the way we learn. Plasticity means that the brain’s neurons reshape their connections. It’s important to know that neurons are constantly changing their connections. Even with elderly adults, that’s still happening. It’s a common belief that we can only learn, and our brain only changes, when we are kids. That’s actually not true. We are changing our brain connections all the time. Our neuron connections or our synapses change when we learn new things. Then, in 1924, it was [John] Jenkins and [Karl] Dallenbach who found that, while we sleep, we…

For too long, video marketing has belonged to the realm of B2C. No more. Video has undoubtedly become the most compelling way marketers can humanise their storytelling and amp up their emotional engagement with their audiences. B2B marketers have traditionally relied on thought leadership reports, white papers, presentations and customer case studies as tools to engage with their buyers. Professional audiences have sadly grown accustomed to dry and often too lengthy informational content. Video offers B2B marketers a chance to wow their audiences. Video presents a differentiated way to stand out on business-oriented social media feeds, and data tells us that executives and decision-makers value this content highly while researching solutions. LinkedIn’s recent study found that B2B marketers in Australia are looking to increase video budgets by 36 percent in…

Dreams are elusive. Their achievement only propels us further towards the horizon. Our appetite is insatiable – we must have more, regardless of how much we already have. The dreams of yesterday invariably become the new normal, so we forge ahead to a never-ending horizon promising the new dreams of tomorrow. We’re one of the first generations not to suffer the tyranny of lack. The first full stomachs in human history, proven by our inability to listen to them when we’ve clearly had enough. Our desire to consume runs deep. Dreams are in a constant state of flux. A full tummy is not enough. We must also have a full ego. Dreams aren’t just consumptive, they’re comparative. We want what ‘they’ have. HABITAT In the 1960s, the dream was simple.…

When individuals choose to dream, great things can happen. From small steps on the moon’s surface, to giant ones in standards of living, it takes daring to disrupt. When brands dream, however, and choose to tell the world about it, things can get a little lost as the raw ambition of some marketing messaging accelerates beyond the reality that consumers are facing. Marketers must therefore be cautious about what they dream about and to what trends they will harness those ambitions. In recent years, this has been technology and big data as the promises of brave new marketing horizons emerged. It is easy to be confused by the pace of change and to ascertain if, indeed, anything is changing that much anyway. The basic rules of marketing have been bent,…

Embarking on risks with your marketing does not always guarantee a positive result. Despite Muhammad Ali’s suggestion that, “he who is not courageous enough to take risks will accomplish nothing in life”, the fact remains that for every marketing video that goes viral, there are a million that do little more than confuse – or even lose – a brand’s audience. So, how can you experiment and take more risks, without jeopardising your reputation? How can you ‘think different’ while continuing to see an upward return on marketing spend? KNOW YOUR AUDIENCE You can never know your audience enough. In addition to demographics, marketers need to understand the philosophies, core beliefs and intrinsic values of their customers – past, present and potential. Are they politically-minded? Will they be turned off…

“The fast-moving nature of business means roles are always changing, and we can’t focus on one job role or title anymore.” Ferrari Australasia CEO Herbert Appleroth has spent his entire career in the automotive sector. Graduating from Bond University with a bachelor of commerce (majoring in international marketing and management), he began his career in sales at Volkswagen before progressing to senior marketing roles with Audi, Chrysler Jeep and Volkswagen, before being appointed global marketing director for Maserati in 2005 and CEO of Ferrari Australasia in 2012. Appleroth says while he has always been ambitious, his understanding of the intricacies of the sales and marketing function has been crucial to the growing success of Ferrari under his leadership. “We have delivered year-on-year record sales results, achieved global leadership in terms…

In 2014 Facebook acquired a quickly growing virtual reality (VR) company, which was gaining popularity as one of the Kickstarter platform’s most promising projects. At the time, critics accused Mark Zuckerberg of being a bored billionaire in need of new toys. Years later, Facebook Australia’s head of technology, entertainment and connectivity, Jason Juma-Ross, tells us that the social media giant had always seen Oculus and VR as the next mode of communication and connection. Juma-Ross says just as internet communication has graduated from text to images to video, VR will come next: “One of the most empathetic and immediate ways that you can communicate with somebody is by having them be in your world.” In early May, Oculus released the Oculus Go in Australia, promising to bring together the immersive…

New Zealanders are renowned for their ‘number eight wire’ mentality – a colloquial term that describes Kiwi ingenuity. But resourcefulness means different things to different people. For Massey University marketing student Alexander Schnack, it meant the frustration arising from a lack of reliable tools to measure consumer tastes left him with no choice but to develop his own, using an old game station and a tonne of IP (intellectual property) capability. The project began in 2016 when the Palmerston North-based PhD researcher found himself hitting a brick wall when investigating reliable ways of measuring consumer response to product packaging. During the course of his probing, he discovered that much of the research methodology associated with product packaging was over-reliant on surveys. Worse still was the revelation that the findings often…

The current frontier of mobility enables organisations to meaningfully connect with their customers, wherever they are and on the channel and device of choice. With two billion active users on Facebook, one billion people using Instagram, billions of web searches and a wealth of programmatic opportunities with publishers, such platforms are a brand’s new digital outlet. Using data-driven insights taken from across channels and devices, organisations of any size can better connect with their customers and stay focused on driving business goals. While consumers are benefiting from – and also questioning – the increasing number of ways businesses are engaging with them, it is a highly fluid time for marketers as they experiment with ways to gain a potential customer’s attention. In the world of digital marketing, paid, earned and…

Brands are stories. They are narratives that infuse meaning to otherwise inanimate commodities. Interestingly, such stories are just as real as the tangible products, services or entities they animate. According to neuroscience, the human brain does not distinguish between reading or hearing a story and experiencing it in real life. In both cases, the same neurological regions are activated. Our realities, factual or dreamed, are one and the same. And, when dreams are reality, art is science and emotion is reason. If this sounds like Alice’s fall down the rabbit hole it’s because that’s exactly what consumers are asked every time they face a brand interaction – to buy into a concept. The product is just a vehicle for it. To quote Jonas Ridderstråle and Kjell A Nordström in their…