Innholdsfortegnelse for July - August 2019 i Marketing

Everyone’s rushing around trying to make sure they’re across everything – so as not to be left behind in this age of rapid change. This issue looks at it all, from mentoring, to education, to skills, career progression, leadership and everything in between. It’s an exciting space and, as with everything in the sphere of marketing and modern business, there’s plenty of noise out there. We live in an era of keynote motivators, podcast life coaches, industry thought bloggers and niche online coursework. Some of it is useful, some of it inspires, much of it will help you. But one thing’s undeniably true. It’s getting easier to create and – due to its volume – harder to sift through. Finding what’s right for you is the real challenge. I’m aware…

LAUREN CAIN The best career advice I received was to overcommunicate, underpromise, and overdeliver. It’s easy to fall into the trap of assuming people have the same level of skill and knowledge as you on a subject, but often this is not true. If you’ve been working in social media for three years, senior execs are less likely to know the reality of social channels and how consumers are interacting with them right now. They are unlikely to have your knowledge of the channels worth investing in, and they are at greater risk of getting carried away with the hype the sales team sells them. At the same time, if you’re a senior exec and you’ve been in marketing for more than ten years, managed teams and delivered presentations to…

It’s easy to pick out truly bad examples of leadership. In every organisation you may be part of – from the parent-teacher cooperative to the leaders of nations – there are inept leaders who seem to have cajoled or manipulated their way into their roles. Despite how easily such examples come to mind, however, these egregious examples are few. And they usually get found out and moved out, especially under the microscope of today’s social media environment. The more pervasive problem is the ‘OK’ leader. They are neither corrupt nor inept. They do not cheat the system or exploit their employees. Instead, they are just mediocre. Rather than sharks that threaten our survival, they are barnacles that add drag to our economic vessels as we try to sail the high…

“I’d love to see an agency model that was working, and I have seen change but it really is an ongoing challenge that needs to be addressed.” Straight after finishing university, Terri Martin was lucky enough to find exactly what suited her from the very beginning of her career. It was actually a fluke that led her into the marketing industry, “I desperately wanted to work in the music industry but there were just no jobs in Brisbane”. Martin’s first role was at The Marketing Store, a promotional marketing agency where she worked on clients like Kellogg’s, Smirnoff and Optus. It was the variety within the role – having different clients and different projects – that grabbed her and she knew that this was where she wanted to be. She…

JOSHUA WOOD Director of CX and Digital Innovation, Audi Australia TRISCA SCOTT-BRANAGAN Head of Marketing, Institutional ANZ Bank JOHANN LOIBL Head of Customer Service, Zip Co BETTINA PIDCOCK Chief Marketing Officer, QBE Insurance (Australia) Limited DAVID HUGGETT CX Director, Carlton & United Breweries JANE POWER Chief Marketing & Customer Officer, Bupa A&NZ MO BHARGAVA GM Marketing & Sales, BIG4 Holiday Parks TIM RICH Head of Marketing and Customer Experience, Toyota Financial Services ALESHA GODINHO Head of Engagement, Marketo, an Adobe Company ANGUS JONES Chief Marketing Officer, LG Electronics Bringing together over 200 of the countries leading CMOs, Heads of Customer Experience and Digital leaders, this event will offer you the opportunity to network with like-minded peers and learn from both local and international experts through a series of keynote sessions,…

“To have excellent communication skills you have to understand yourself very well.” Ben Foote has used his marketing chops to climb the ranks more than once. At Optus, he began as a product marketing manager before taking the reins as strategy and insights general manager. Following that, he spent six years at Career One, where he began as director of marketing and communications before a promotion to chief operating officer and finally a two-year tenure as CEO. Today, he’s CEO at the Australian Institute of Management (AIM) and Group CEO of its parent company Scentia. He offers advice for business leaders on how marketing skills and a solid understanding of customers can be used for company growth on an organisational level and career success on a personal level. A marketing…

There is a very specific kind of person in this world, and they are few and far between. The kind who appear as though everything comes to them without effort, like life has predetermined a winning path for them. Anna Grodecka-Grad is one such person. Except she’s not. What you don’t see when Grodecka-Grad makes her career – spanning science, technology, mathematics, programmatic and executive relations – look easy is a ferocious appetite for knowledge, an impregnable drive for improvement and the tenacity and grit required to get there. In her past life, Grodecka-Grad spent her time publishing papers titled ‘Indirect spin dephasing via charge-state decoherence in optical control schemes in quantum dots’ and ‘Influence of acoustic phonons on the optical control of quantum dots driven by adiabatic rapid passage’.…

As Shakespearean scholar Harold Bloom argued, “Before Shakespeare there was characterisation; after Shakespeare, there were characters, men and women capable of change, with highly individual personalities.” Centuries later, characterisation – men and women redefined as consumable labels with highly diluted personalities – may be making a comeback. The abuse of personal branding and social media is turning our innate characters into manufactured caricatures of ourselves. Or, as Facebook’s COO Sheryl Sandberg said, “When we are packaged, we’re ineffective and inauthentic.” We each have a voice, she added, which can be complex, contradictory and sometimes wrong. Her advice? “Don’t package yourself. Just speak honestly, factually and from your own experience.” Still, personal branding has hit the mainstream. “All around the world, job counsellors are telling people to come up with three…

Once a month some of Australia’s most influential businesspeople arise from their slumber, grab a pair of comfortable walking shoes, and make their way out the door. Counting among their number some of the most accomplished commercial brains the country has to offer, they switch off their phones, go off the digital grid and turn their attention to the carefully curated groups gathered in front of them with pen and notebook poised. And together they stroll. Part of a popular new initiative called Mentor Walks, the series brings together leading executives and emerging female leaders for the chance to connect, support and learn from one another while enjoying a time-limited open airwalk. The initiative – launched three years ago by STM Brands co-owner Adina Jacobs and head of Mahlab content…

“Unlike a university or traditional education model where lecturers must go through a rigorous process in order to teach, the online course model can be utilised by anyone, anywhere with low barrier to entry.” For many Australians growing up in the 1980s and ‘90s, education followed a somewhat straight path. Primary school led to secondary school which led to one of three outcomes: a job, a university placement or a spot at a local TAFE. In 1997, when the internet started to seep its way into Australian households, only 16.4 percent of us utilised it, according to World Bank, most likely for things like email communication or booking a hotel. Certainly not for educational purposes. Flash forward. In 2018, internet usage in Australia hit an all-time high of 88 percent,…

What is brand? For some, it’s simply make-up applied to the face of a company. For others, it’s an endless, intricate understanding of the profound role business plays in our social economy. It’s definitely one of the two. Marketers have understood the importance of brand for some time now; brand building is the topic of every second industry panel and every third business development podcast. But has our brand gun been pointed in the wrong direction? STORY TIME To quote long-time Marketing columnist and well-respected brand evangelist Sérgio Brodsky, “Brands are stories. Narratives that infuse meaning to otherwise inanimate commodities... such stories are just as real as the tangible products, services or entities they animate.” Come down the rabbit hole for a moment, won’t you? Journey, narrative, soul and story…

Be proud of who you work for and what output you create, regardless of what that is. And if you don’t have that passion, move on to something or somewhere else. Don’t give up on finding your purpose. It’s a slow journey and along the way you will learn some amazing things about yourself. Pull together a team of very smart people around you that believe in your vision. Have fun with them while you collectively smash your goals. Be honest with your manager and team about what your life looks like as a parent. At the end of the day, most people just want to know you will still get your job done – remember to highlight that this is the case and collectively brainstorm solutions if there are…

The Royal Melbourne Hospital Allied Health department’s decision to include former patients in its recruitment process has delivered impressive results in reducing staff turnover. As a marketer I know firsthand how the knowledge of consumers helps build better teams and foster better internal culture. As a former patient and now as a consumer representative in Allied Health’s recruitment process, I can see how consumers can not only help foster culture, but help foster employee talent, loyalty and retention. “Staff turnover in any business is a burden, but in the healthcare sector it causes significant financial strain.” When I first met Associate Professor Genevieve Juj, chief Allied Health officer at The Royal Melbourne Hospital, I got an immediate sense that this is a woman who not only knows the healthcare sector,…

One dictionary’s definition of nurture is “to care for or protect (something or someone) while they are growing.” I just love the word. It immediately makes me feel warm, a sense of responsibility and a feeling of community. It makes me think of home-cooked Sunday roast dinners by the fire on a cold English winter’s day. It makes me think of cuddling up to my two boys on the sofa, keeping them cosy and safe. It makes me think of growth, of planting a seed and tending to it as it develops into a plant. It evokes very positive thoughts and feelings for me. If we were all more focused on nurturing each other, wouldn’t the world be a much happier and more productive place? In many ways, across the…

WHAT ARE YOU DOING TO SECURE YOUR JOB AGAINST THE IMPENDING AI REVOLUTION? I don’t feel insecure, so then I don’t know what I would do about it. My overall guiding principle, or philosophy, is to stay current and evolve together with the industry and together with the clients I work with. To make sure that I add value today and tomorrow. IS MARKETING MORE OF AN ART OR A SCIENCE? It’s a combination of both. A BRAND DOING IT RIGHT? That’s a good one. I’m a fan of Nike. I think it is doing a lot of things right. I think Apple, though I’m not necessary fan of many of its management styles, there are quite a few things it is doing it pretty well.…

This year we celebrate the 50th anniversary of what may be humanity’s greatest achievement: sending a man to walk on the moon and bringing him safely back again. On that journey and expeditions that followed, one brand claimed a unique association that it has nurtured to success ever since. Watches evolved over centuries from clocks to become jewellery of the nobility. Available as devices worn on the wrist for more than 100 years, the evolution of Japanese quartz models in the 1960s turned the mechanical watchmaking industry of Europe on its head. The Swiss, leaders in the market, feared being subsumed by these cheap and accurate wristwatches. In response they embarked on a marketing masterstroke: joining the party and embracing the threat, rather than rebelling against it. The superbly named…

Marketing Academy founder Sherilyn Shackell says aside from demonstrating superb leadership skills, great mentors usually possess an “unwavering” willingness to share their skills, knowledge and expertise. “Our mentors are also extremely open – willing to share not only their ‘wins’ but also their failures. They understand the importance of supporting talent within the industry and are keen to invest their time in developing the next generation of board leaders.” Sparrowly managing director Giovanna Lever says while skill and competence are obvious starting points, a good mentor will also demonstrate diplomacy and compassion. A mentor/mentee relationship is not functional, she says, so there has to be a deep level of empathy and emotional intelligence in order to be truly productive. “It’s important that you as the mentee feel completely at ease.…

Research and Markets expect the e-learning industry to bring in a whopping US$325 billion in revenue by 2025. The e-learning industry is attracting a wealth of online platforms, programs and players eager to increase profit and build global brand awareness. While some may be struggling, many more are finding their purpose and profitability with online courses that have changed the lives for those who adhere to their teachings. As well known as any celebrity or TV show host by their students, these online course creators have created a cult following. We look at three of the most popular (and profitable) in the online marketing and business space. 1 MARIE FORLEO, B-SCHOOL Touted by Oprah Winfrey as “a thought leader for the next generation,” Marie Forleo is one of the…

Idon’t know exactly when this happened, but over the last several years the dialogue around leadership has degenerated into a fluffy, abstract conversation about desirable leadership attributes. We seem to spend an inordinate amount of time and energy ruminating over highly theoretical propositions: ‘are humble leaders the best leaders?’ or ‘is transparency the most important leadership attribute?’ We seem to have lost sight of the primary objective of a leader, which is to create value for the organisation. Simple. The difficult part is working out how to yield the greatest value with the resources you are gifted. It all starts with building the right team. I’d love a dollar for every resumé I’ve read or candidate I’ve interviewed who claimed to have built a high-performing team. However, it requires only…

The Hungry Caterpillar by Eric Carle: a timeless and simple book with beautiful illustrations. Guess How Much I Love You by Sam McBratney: about the love of a mum and child. Aaaarrgghh, Spider! by Lydia Monks: about a spider who just wants to live in a house and impress the humans, but they’re scared of him. The Gruffalo by Julia Donaldson: awesome book about believing in yourself and having courage. Where the Wild Things Are by Maurice Sendak: about the wonderful things you can create with your imagination.…

WHO’S PLAYING? TOTAL GLOBAL POPULATION: 7.7 BILLION INTERNET USERS  4.4 BILLION 57% OF GLOBAL POPULATION ACTIVE SOCIAL MEDIA USERS  3.5 BILLION 45% OF GLOBAL POPULATION MOBILE SOCIAL MEDIA USERS  3.3 BILLION 42% OF GLOBAL POPULATION We Are Social and Hootsuite TAKING HOLD FROM 2018 TO 2019, SOCIAL MEDIA USE GREW ALMOST NINE TIMES FASTER THAN THE GLOBAL POPULATION TOTAL GLOBAL POPULATION GROWTH: +84 MILLION (+1.1%) INTERNET USERS  +367 MILLION +9.1% ACTIVE SOCIAL MEDIA USERS  +288 MILLION +9% MOBILE SOCIAL MEDIA USERS  +297 MILLION +10% We Are Social and Hootsuite WHO SAYS? THERE’S A BIT OF BACK AND FORTH ON EXACTLY HOW SOCIAL MEDIA AFFECTS MENTAL HEALTH. HERE’S WHAT WE KNOW FOR SURE. Multiple studies have found an association between social media use and psychiatric disorders including depression and anxiety Sage…

“I see a lot of companies trying to do it all.” Today, the world of business has reached a dizzying pace. Seduced by fast metrics and driven by technology and an ever-present fear of disruption, organisations have grown obsessed with short-term results. And brands are suffering. Troy McKinna set out to help marketers get back to the job of building brands faster and better than the competition. In his book Brand Hustle: four critical foundations to accelerate brand growth, he explores moves by Mars, Schweppes, Holden and more, to uncover the hits and misses of brand building. Josh Loh: You speak a lot about marketers today having to do more with less, being forced to focus on short-term results and losing sight of brand value. Where does this problem come…

I remember graduating from university. The race with all the other freshly qualified students to gain a graduate position with a top leading FMCG firm was on. The type of firm that had big TV advertising budgets, modern four Ps marketing and golden handcuffs to boot. The type at which people wanted to spend their entire marketing career, under the security of their corporate blanket. These positions were difficult to come by, as it was believed that only firms like this could nurture great careers. I used to believe that great careers could only be built in a great company. That was until I realised that people have careers; companies have jobs. ‘We’re like a family here at Corporation X. Work-life balance matters in our firm. Work hard and Corporation…