NZ Marketing May/June 2016

Editor In 2009, Wired published a piece on Demand Media, a so-called content farm that spews out thousands of videos and articles every day. The story kicks off with an anecdote about Chilean videographer Christian Muñoz-Donoso who made about $200 a pop for producing short clips for the company. At the time the story was published, he had already produced around 40,000 clips (this number has no doubt increased since then) for Demand Media. With such a formidable collection of videos, you’d imagine that he’d have one that he was really proud of, a standout piece of work that he shared with his family while proudly gleaming “this is what I do”. However, when asked by the writer to pick a favourite, Muñoz-Donoso was unable to do so and simply…

Yea (Baker) In the beginning was the Word, and the Word was with God, and the Word was God. John 1:1. For something to be over-hyped, it must be a short-term trend. Content marketing is the parent of all marketing, perhaps the god of all marketing and as such cannot possibly be over-hyped. The bible, along with other religious texts like The Sutra, The Quran, The Hadith, The Vedas, and The Tanach, Mishnah, Talmud and Midrash can all be viewed as long-form marketing aimed at connecting deeply at an emotional level to drive very specific human behaviour. The spread of religious beliefs and the ongoing success of organised religion globally can be attributed to highly successful content marketing campaigns over thousands of years. Indeed, the foundation of Judaeo-Christian ethics, The…

1 What media do you wake up to? I wake up to ‘Morning Rise’ – an early edition news show. 2 What TV shows are you watching at the moment? And how are you watching them? Any new piece of content on WatchMe (NZME’s video on-demand platform) and House of Cards season 4 on Netflix. 3 What music are you listening to at the moment? And how are you listening to it? Mahler’s 3rd Symphony, Tchaikovsky’s 6th, Kendrick Lamar, Flume, anything interesting on Spotify. If I’m in the car, I listen to Hauraki, bFM, George, RNZ National. 4 What’s your favoured social media platform? Is it a blessing or a curse? Twitter. It’s good. 5 What’s your favourite website? Metservice.co.nz. 6 Where do you get your news? Herald app, Huffington…

We’re all familiar with that deserted feeling that comes over a city during the Christmas period. And for the past six years this is where the council-controlled Wellington Regional Economic Development Agency has stepped in, to make sure people are still spending money in the city after many of its residents have fled to more pastoral areas, so that local businesses can continue to thrive. The annual Wondrous Wellington Advent Calendar has been a great way of achieving this, bringing together 24 deals from local businesses, in different areas with a new treat hiding behind a door in an online digital illustration done by a different artist each year (the most recent was by Tim Gibson and the website was built by Touchcast). Users could click an open door to…

With a call for entries campaign based on the seven basic plots of marketing, we asked the industry to tell us their success stories. And, with a record number of entries, the judges of this year’s TVNZ-NZ Marketing Awards have been spoiled for choice. So be sure to check out www.everythingmarketing.co.nz on 1 July to see if you’re among the finalists and get in early to book your tickets to the event on 1 September. Oh, the tales you’ll be able to tell. WORD WATCH MOJO Being a journalist via a mobile phone or “getting one’s mojo on”, as an office colleague said. Be it taking a photo, recording a video or catching a soundbite, mobiles are becoming the new notepad and pen of the profession. SCREENAGERS A teenager, or…

ON WHAT RNZ DOES We know we have a role to play. And that role is becoming more important because of the shrinking of some of the resourcing, but I think the way through is to work together to get some of that diversity. I want to make sure that we’re one of the sources of valued information. It’s a great challenge and privilege having this role to play, but we don’t see it as something we do by ourselves. We’re very much a part of the media as a whole. A very small of example of this would be a sensible approach to radio ratings [which now also include RNZ]. And I think we’ll see more of that in the future. ON INTEGRATION ACROSS THE ORGANISATION I think that’s…