NZ Marketing Issue 73 2022

If 2022 marked the start of a new customer-centric era, then 2023 is only going to see this trend grow. Marketers are more than ever placing immense effort and investment in data-driven solutions for accessing enough intel to acquire, retain and grow customers. As new measurement standards, technologies and tools come to market across a variety of touchpoints – from outdoor media and in-home streaming to on-the-go web analytics – customer-related metrics and their impact on the way we market is only going to continue to evolve. We’ve seen this play out in a big way in the Out of Home space, with standardised systems having infancy in 2022, with the promise of more to come in the short-term (see page 80). As audiences continue to fragment across digital channels,…

Donna Gurney Senior Director of Ad Sales, Warner Bros. Discovery ANZ speaks to the developments at ThreeNow. Emma Campbell Chief Marketing Officer at Tourism Fiji talks travel marketing trends as borders open. Susan Coghill Chief Marketing Officer at Tourism Australia on Australia’s new global campaign. Brodie Reid General Manager of Marketing at Tourism NZ discusses the new era of travel marketing. Rob Leach General Manager at Kargo APAC shares his thoughts on the challenge brands face with ad fatigue. Louise Levesque General Manager at The Travel Corporation speaks on youth travel trends via Contiki. Drew Franklin Senior Lecturer of Marketing at AUT speaks on marcomms trends to watch for 2023. Courtney Devereux Senior Account Manager for a global design agency in London offers a look into current European ad-land. Lisa…

Featured story Rewarding customer loyalty with fractional shares As first-party data becomes increasingly valuable, companies are looking for new creative ways to learn more about their customers and reward loyalty. We chat to Incentive Solutions, New Zealand’s oldest loyalty marketing and data-driven marketing agency, about an alternative way to harness customer loyalty that results in a win-win situation for all. Scan the QR code to read more: NZ Marketing wins Best Trade Magazine In October, Magazine Publishers Association presented 22 awards at the Webstar Magazine Media Awards 2022, including top honours for NZ Marketing magazine in its category. Of the finalists and winners, the MPA Board noted the depth and diversity of this year’s entries, saying that exciting things are happening across all magazine channels. NZ Marketing magazine took home…

Around 100 retail and marketing professionals braved an early morning start at Auckland’s War Memorial Museum to hear industry thought-leaders share insights on ‘the new face of retail and CX’. Organised by RX Group (formally known as RetailX), NZ Marketing magazine joined other sponsors for the first RX Breakfast Briefing event since Covid, and what a morning it turned out to be – jammed pack with exciting insights and innovation from both the local and international retail industry. Setting the scene, Juanita Neville-Te Rito, Managing Director and Founder of RX took the almost-packed auditorium on a journey of what the key drivers of this ‘new retail face,’ are, and what this means for businesses in New Zealand. Specifically, she spoke to what retailers need to consider strategically about how this will…

At a time when the media environment is everchanging and access to trusted, quality news is of more importance than ever, The New Zealand Herald has unleashed a distinctive new brand campaign, highlighting its promise to provide its audience with the ‘news worth knowing’. “We know from our research that, more than ever, Kiwis want quality, trustworthy journalism. Our new brand campaign emphasises the depth of the Herald’s editorial content and the fact New Zealanders can rely on us to deliver ‘news worth knowing’,” says NZME Managing Editor Shayne Currie. “We’re focused on providing news that NZME’s audience of 3.6 million people can trust. Earlier this year, we refreshed our editorial Code of Conduct and Ethics to support a focus on quality and trust in our newsroom – it’s our…

With more marketing channels available today than ever before, you’d think getting your message out to prospective buyers would be a breeze. Not so, says Struan Abernethy, CEO of REACH. He says there’s too much clutter in advertising and it’s only on the rise. “It’s tough to get in front of the right people, and then get them to care, to pay attention, let alone buy. Especially given the average consumer gets confronted with around 4,000 advertising messages each day. “We joke at REACH about the digital ‘scrolling zombies’, too many brands, too many messages and these are becoming our modern-day consumers.” Academic studies show an increase in consumer apathy and encourage businesses to think hard about where to put their marketing messages. “We paid a lot of attention to…