NZ Marketing Issue 68 2021

“Hello… Is it me you’re looking for?” “You’re damn right it is! Because I know exactly who you are, what you like, your interests and your shopping habits.” It’s not quite what Lionel Richie was singing about when he harmonised “Tell me how to win your heart”, but it’s almost certainly a tune data-savvy marketers could find themselves humming when targeting a would-be consumer for their latest product launch. Scary? Maybe a little, but it’s also the reality of marketing in the age of greater personalisation. This issue of NZ Marketing is all about balancing data decoding with privacy parameters and is a natural progression of previous data features written over the past few months against the backdrop of the first-versus third-party cookie debate. In it, our team of writers…

FEATURED STORY APPLE’S NEW PRIVACY PROTECTION TO TO RESTRICT EMAIL TRACKING Just when email-savvy marketers thought they were safe and were laughing at their cookie/device-based counterparts, Head of Data & Tech at FCB New Zealand Qassem Naim says new tracking restrictions stand to impact email marketing, lead generation and customer journey management. This comes after Apple’s recent announcement of Mail Privacy Protection for their Mail app on iOS 15, iPadOS 15 and macOS Monterey devices due for release this year. Qassem says marketers will need to rely less on open-rate metrics for success tracking, list hygiene and journey path management, and focus more on the quality of content. To read more, scan the QR code, right. Leading marketing minds Throughout December, you can read inspirational profiles on all the 2021…

BY THE NUMBERS Significant numbers from the last quarter on StopPress. 16 percent … the percentage increase in primary readership of magazines in the latest Nielsen Consumer & Media Insights survey (Q2 2020 – Q1 2021). 247,000 … the number of Kiwis who went to the movies during the premiere weekend of Marvel Studios’ superhero film Black Widow, the highest since January 2020. 3.5 million … the number of people who listen to commercial radio stations each week in New Zealand, according to S2 2021 GfK radio audience data. 64,000 … the number of likes received for a TikTok recording of the removal of a Lorde poster from one of Phantom Billstickers’ frames. 29 percent … how much digital advertising revenue grew in Q1 of 2021. $100,000 … the amount…

CHALLENGING THE STATUS QUO NZ Marketing talks to Founder and CEO of Socialites Wendy Thompson about ditching the traditional marketing model, the power of social media, and being selected as a finalist in the New Zealand’s 2021 EY Entrepreneur of the Year Awards. HOW DOES IT FEEL TO BE A FINALIST IN THESE AWARDS? I couldn’t be more thrilled. I’m walking in the hallowed footsteps of winners and exceptional Kiwi entrepreneurs such as Rod Drury and Nick Mowbray. The world has become so much more connected in the past 10 years and our industry [social media] that brings together people and brands is key to commerce and making the world a more thoughtful place, so being a finalist is both an absolute honour and a sign of recognition for the…

By leveraging the power of consumer conversation insights, the new Brand Love Story 2021 report by Talkwalker uncovers the secrets to earning people’s affection in today’s environment. Using AI-powered analysis, the social media analytics and monitoring company assessed consumer conversations from more than 1200 brands to identify the 50 most loved brands globally, and the top 10 in Asia Pacific. With insights into the trends shaping pandemic marketing and the methods brands are using to tackle those trends, a number of iconic brands from Asia Pacific came up at the top of the list, paving the way forward for other brands in the region. The report noted that as face-to-face conversations dropped due to the Covid-19 pandemic, the organic mentions of brands online dropped too. People were telling fewer stories…

The ranking is produced by the 2021 For Love or Money consumer research study, which surveyed 1000 New Zealanders in the first quarter of 2021 about their attitudes towards loyalty programmes. Commissioned by customer loyalty consultancy The Point of Loyalty, this is the second New Zealand For Love or Money study. The first was conducted in 2019. “It’s interesting to see how loyalty programme popularity has changed in New Zealand since the first study in 2019,” says The Point of Loyalty Chief Executive Adam Posner. “Programmes appear to be winning the hearts of the nation.” Adam says that New Zealand’s loyalty programmes are progressing. “The report shows that loyalty programmes are improving, with 67 percent of members saying they’ve improved in recent years, specifically in the earn rate of rewards…