NZ Marketing Issue 72 2022

At a time when we consumers are presented with more choices than ever before; be it the food we consume, telecoms service providers offering the best broadband deals or deciding on which streaming service to watch tonight, marketers are increasingly under pressure to tap into data that give insights into our consumption behaviours and personal priorities. Fortunately for marketers, there’s a whole host of technologies available to aid in the search for those often elusive conversions. From tools used to decipher fragmented audiences to those used in measuring attribution, this issue of NZ Marketing will explore the MarTech trends that have taken off in 2022, and gain insight into those expected to feature in 2023. We speak to industry experts about how these technologies can be utilised to gain better…

From the development of new and advanced technologies to the takeover of social media, retail is one of the industries expected to always be at the top of its game and holding the attention of consumers. When it comes to trends around mobile commerce, Sally Feinson, Marketing, Brand and Communications Director at Trade Me is well placed to share insights into strategies that work. Scan the QR code to read more: Sign up Keep up to date with the latest marketing trends by signing up to our weekly newsletter at: nzmarketingmag.co.nz/newsletter. The official home of the 2022 TVNZ-NZ Marketing Awards nzmarketingmag.co.nz/nz-marketing-awards Got an opinion you want to share? Write for us and enhance your reputation as a marketing thought leader. NZ Marketing provides strong opinions and insights into the core…

In September we launch an exciting new mentorship programme designed to further develop the careers of new marketers in Aotearoa. The Up-&-Coming Marketer Mentorship Programme will pair established marketers with those who are relatively new to the industry via the Master of Advertising Effectiveness Significant six-week online figures programme, from the past run by quarter on Stop Press. James Hurman. The six-week programme is designed to equip marketing and advertising professionals with a complete understanding of the evidence-based principles of advertising effectiveness and how to apply them to make advertising that creates consistently better commercial results. First up will be the winner of the TVNZ-NZ Marketing Awards Up-&-Coming Marketer of the Year, Madeline Youngman. Following this, we have three more spots for up-&-coming marketers who’d like to be enrolled for…

It’s no secret that consumers want more personalised experiences. But putting this into practise for businesses is often easier said than done – especially across multiple channels and at scale. A recent international study commissioned by TRACK identified the challenges of personalisation. Here Rob Limb, TRACK CEO, explains its findings and explores whether the answers lie with MarTech. The study, conducted by Forrester Consulting, surveyed 459 executives from 11 countries in industries such as finance, FMCG, retail, IT, healthcare, travel and telecommunications. Consisting of interviews with the person in charge of personalisation at each participating business, the survey took a deep dive into how these organisations are faring with personalisation, who is succeeding and the challenges. The study found that while companies that are experienced in personalisation double their chances…

The 2022 Thales Cloud Security Report conducted by 451 Research, part of S&P Global Market Intelligence, found one in five New Zealand businesses now use over 100 software as a service (SaaS) applications, yet in the past 12 months, 38 percent of New Zealand businesses have experienced a cloud-based data breach or failed audit. Brian Grant, ANZ Director at Thales, says due to the pandemic, business leaders reacted quickly and leapt into cloud delivered digital services without properly examining how to secure these. “For many, this surge towards a ‘cloud-first’ approach meant security and safety became afterthoughts, and there’s no point being the fastest car on the racetrack if you crash on the first corner.” New Zealand IT professionals view encryption as a key component of security control. Most survey…

The latest Central Business Confidence Survey shows expectations of the New Zealand economy are at a net negative of -61.90 percent. One of the main reasons behind this is staff shortages, with 62 percent of respondents listing staffing as the main problem their businesses are facing. Simon Arcus, Chief Executive of Business Central and the Wellington Chamber of Commerce, who conducted the survey, says numbers are now in line with the height of the 2009 global financial crisis and the on-set of Covid-19. “Even those businesses that do report they are doing well feel that a lack of staff means a drag on their growth. That’s a handbrake on the prosperity that could be delivered back to New Zealand,” says Simon. The survey also found rising costs were a major…