Innholdsfortegnelse for Media 2020 i NZ Marketing

It’s been one hell of a year, and we’re only halfway through. From what began as a positive outlook on 2020 for may marketers soon turned to panic and uncertainty as Covid-19 took hold. A countrywide Lockdown, economic instability and reassessment of wide-reaching social norms has meant that businesses and brands must rethink their strategy when it comes to engaging their customers. Amidst the unpredictability of the past few months, I recall a moment during the Lockdown while on my daily escape around the block, confronted by a blank billboard. I thought to myself, ‘is this a sign of things to come?’ My angst worsened as news of the Bauer closure broke and of job cuts at NZME. Not to mention the challenges faced by my own publication in securing…

Sound Bite Why Mastercard sounds like a winning brand. Earlier this year, Amp, the world’s leading agency for sonic branding, announced that Mastercard earned the top spot in its annual Best Audio Brands Ranking 2020 study – a list measuring how effective brands are in using sound. Sonic branding is all about the strategic use of music and sound to help reinforce brand recognition and enhance consumer experience. The study, in which the financial services company rose 71 places since its 2019 iteration, considers specific criteria, including trust, recognition, engagement and efficiency. It examines how brands connect consumers with audible moments across an array of touchpoints. “Sound adds a powerful new dimension to our brand identity and a critical component to how people recognise Mastercard today and in the future,”…

No one could’ve predicted the year we’ve had so far. The implications of the Corona-crisis are felt across the world, across every industry and by every single person. Through all its devastation though, marketers have proven themselves resilient and adaptive – truly a profession of innovators. Quickly digitising face-to-face services, undertaking complete product transformations, and reinventing what it means to be connected to consumers. We’ve been inspired and like our peers, the Marketing Association has had to pivot in response to a nation in Lockdown, too. Here are some of our highlights. LOCKDOWN HIGHLIGHTS First-ever virtual AGM On March 25, the MA held its 46th Annual General Meeting with an audience of virtual attendees. We welcomed representatives to various positions who'll work alongside the MA to continue to provide value…

An analytics company that specialise in advanced web analytics, Absolute Analytics, operates on the premise that every business has the right to actionable data and measurable results. From audit stage and set-up to training and reporting, these Alpha geeks of digital analytics help brands measure, analyse and discover the power of data in a digital space. “Our sole interest is ensuring that you have the best possible decision-making data at your fingertips,” explains Mark McKenzie, managing director and senior strategist at Absolute Analytics. The team don’t just do data, they deliver data-driven solutions that assist businesses and their websites becoming analytically mature. Because, being analytically mature means a brand is able to better leverage their marketing might. Having access to and being able to work with and interpret web analytics,…

According to the JMAD New Zealand media ownership report for 2019, we are seeing the biggest structural changes to media in over a decade. RNZ’s restructuring of concert radio; the possible sale of Three to the Aussies; the sale of Lightbox to Sky and the broadcaster’s move towards paywall VOD services; newspaper paywalls at the NZ Herald – all significant moves in terms of media ownership and pay models contributing to a media landscape that is seeing more movement than New Zealand has earth tremors. And that’s not even the full picture. Since the publication of the report, there has been even more movement; the possible merger of TVZN & RNZ into a super public broadcaster has be floated by Government; magazine publishing giant Bauer Media has terminated its New…

LET ME TELL YOU about one of the worst moments in my business career at a previous role. It’s been a long career and there have been plenty of not so good moments, but this was right up there. I was in my office one day and I was summoned to the reception area where a distraught lady had insisted on seeing me. She was angry and sad at the same time. Why? Her husband had died just a few months previously and she had just received a marketing piece from us offering him life insurance! This lady felt she needed to come and let us know that our company was heartless and insincere. She felt sure we had systems to avoid such mistakes. We didn’t! In those days there…

EMAG MARKETING IN LOCKDOWN We take you inside the marketing industry during Alert Level 4; get unique insight into the creative process while in WFH mode, and hear the thoughts of industry leaders on what it’s going to take to unlock marketing’s post-Lockdown potential. Scan this QR code to download this special edition supplement: COMING SOON WEBSITE LAUNCH The second half of 2020 brings new and exciting news for NZ Marketing magazine – a brand-new website. The site is the official online voice of the magazine as we further interrogate the latest marketing trends with authority and substance. In addition, readers will be able to access a host of legacy content from issues past and deep dives of current and related marketing, media and advertising news. Keep an eye out…

Looking ahead to a future in which intelligent agents who know all our preferences and needs take charge over certain aspects of our lives, we as humans become algorithm-based decision makers. So, how then do we as marketers adapt to this change in how consumers make choices? I want to explore this topic that is still on the fringes, but definitely on the horizon. To begin, I propose two questions: 1. What is a brand if not a shortcut to a decision? Put simply, a brand is a tool that we use to help us get somewhere quick. It shortcuts our thinking, lessens the mental load, and presents a simple solution – this little icon, colour, sound, or shape in our hand means that. Most of what we do now…

David Thomason, Brand Planner and Advertising Strategist: IN YOUR OPINION, WHAT DOES IT TAKE TO BE A GOLD WINNER? I’ve always admired and valued smart media thinkers that can take a half-assed idea that no-one would have noticed outside of a creative awards jury, and use everything at their disposal to explode it into something New Zealand talks about. They’ll make sure it all joins up and every piece is doing its job. They’ll check every nook and cranny to make sure there’s no holes for a prospect to fall through, and no opportunity missed to make it even bigger. If they did that, and started with something better than a half-assed idea, then boom, Gold Beacon. WHAT WAS THE MOST IMPRESSIVE THING YOU NOTICED ABOUT SOME OF THE WINNERS?…

IN A NEW ZEALAND FIRST, The University of Canterbury (UC) and New Zealand Marketing Association (MA) are collaborating to bring professional certifications to the NZ marketing community. In addition to a professional certification, it is intended that the marketer will also receive a recognised micro-credential from UC once the approval process for this has been completed. This unique programme will initially be offering three professional certifications: digital marketing, strategic marketing and foundation marketing. To gain the qualification the recipient must complete six skills-based courses and then undertake a work-based project which will be assessed independently by UC. It is intended that the digital marketing and strategic marketing certifications will become UC micro-credentials. The unique feature of each course is that they are taught by an industry practitioner who lives and…

Demonstrating diversity as a marketing manager across multiple disciplines and industries has been my career focus. Over the course of my 20-year career I have come to realise that in order to be successful in this, one needs to have knowledge of so much more than just your immediate area of practice. And, to be a successful people manager and an effective leader requires both practice and knowledge. It’s not all instinctual. In pursuit of this ever-changing, ever-growing knowledge base, a year ago I embarked on an academic journey that would see me expand and hone my industry knowledge. A decision that would later mean I could easily adapt during a time of hardship and uncertainty within the marketing industry. This is a story of how by investing in myself,…

32 The amount of opinion pieces StopPress got sent through during the Covid-19 Lockdown. $62 million How much the New World account is valued at. 5 The number of times the StopPress editor had to remove mean comments on the site during Lockdown. $1 How much Sinead Boucher paid for Stuff. 55 percent How much StopPress web traffic grew during Lockdown. 29 The anniversary the TVNZ-NZ Marketing Awards is celebrating in 2020. 145,000 How many Big Macs McDonalds NZ sold in the first day of Alert Level 3.…

ASA REVEALS AD SPEND FOR 2019 The NZ Advertising Turnover 2019 report was released in May and showed that advertising revenue across all main media was 2.767 billion dollars for the 12 months ending December 31, 2019. Here’s how the money was spent ($M): Newspapers, $276 Newspaper Digital, $99 Radio, $277 Radio Digital, $4 Magazines, $156 Magazine Digital, $33 Out of Home, $174 Digital Only, $1,078 Addressed Mail, $32 Unaddressed Mail, $47 Cinema, $12 Television, $538 Television Digital, $41 Paul Head, Chief Executive at the Commercial Communications Council says that this data reveals not much new and that we’ve pretty much seen the same trend for the past decade or so. “There has been strong growth for digital, albeit at a slowing rate and other media under pressure, particularly newspapers.…

Over the past few months we’ve become accustomed to Dr. Ashley Bloomfield’s daily data dump. His regular 1pm slot has provided us with the latest information and statistics on the Covid-19 pandemic; from new cases and testing rates to clusters hardest hit. News organisations were quick to infographic this data for easy consumption as our general conversation turned to quoting Bloomfield’s neatly packaged data. But, what does all this data mean? How do we interpret it and make it meaningful in our lives? Jason Wells, CEO and founder of DOT Loves Data, says it’s all good and well having heaps of data, but it needs to be easily understood, relevant and up to date. Data needs to be digestible. This is what Wells does well at the helm of DOT.…

“I’d love to say yes, but I don’t agree with that. The NZ consumer remains very deal and value driven; the customer journey can play a big role in getting you far along the path to a sale, but product and price have to be right. That said, bad CX, which is still endemic in many experiences of dealing with corporates – Telcos are the worse usually – will kill a sales opportunity.” – Ben Goodale “The thing about a customer journey is that it reframes your view of your business to the customer’s perspective. It’s not about this channel or that product. Classically it should be a single customer type completing a single task – and that is the beauty. It cuts across the silos of how we often think,…

Mattar, created by the minds at Method, is a platform for the creation of customised and targeted augmented reality experiences. An important point of difference in Mattar, in comparison to other augmented reality offerings, is that Mattar experiences are completely run through a web browser, rather than relying on the download of an app. Sam Ramlu says running 3D items, animation or other AR content through a browser has only recently become more accessible to a wider range of mobile devices and browsers. Mattar has been in development for the past 9 months in anticipation of this development in the technology. “We’ve developed a platform that allows us to create augmented reality experiences without the need for someone to download an app – AR can now be accessed easily and…

I’ve been in advertising for 25 years and I swore I would never write a ‘10 rules of’ article. Well, I lied. And, in my defence, I felt I had to. Over the past few months there has been an endless torrent of articles about how things will change, often written by people who have never had to make anything the public saw. Mark Ritson coined the very apt phrase ‘change porn’. In advertising, we love anything that changes because it means opportunity and more money. However, if there is anything I have learnt in my time in the business is that the important things don’t change because they are true. And, some things that are new and are acclaimed as the answer to everything often are not. Anybody remember…

WHEN DID YOU HAVE THAT ‘AHA’ MOMENT FOR YOUR VOCATION AS A TEACHER OF MARKETING? I never did. My interest was always in marketing, and I ended up becoming a professor because of this interest. This is important because I think a lot of marketing professors had an interest in being professors whereas I had an interest in marketing. I went through undergrad and into my PhD as a marketer, and found that while I was being trained up to be a business school professor, the teaching part was ignored. It’s all about doing research into the topic, and so for me, this research element naturally evolved into becoming a teacher. WHY IS THE MARK RITSON MINI MBA SUCH A SUCCESSFUL ONLINE LEARNING PLATFORM? I think it’s a couple of…