Marketing的February - March 2019目录

Before getting into my usual rant – this time about truth – a few announcements for 2019. Marketing’s print schedule will be switching from the previous five issues per year to a quarterly format. It’s our way of spreading the love more evenly throughout the year. It also frees up resources and time, which we’re investing in a number of new initiatives that mean you can enjoy more Marketing, more often, in more ways. First and most exciting, is the release of MarCast, our new podcast series. It’s a growing collection of one-on-one interviews with Australia’s sharpest marketing minds. In recent months we have spoken with CMOs and senior brand leaders from a wide range of categories. Each shared their approaches to marketing, brand building and culture, offering unique insight…

LOUISA THRAVES The first area would be around the data that we’re collecting and the insights that we can get from it. It’s a big opportunity for us going into next year. As a business, J&J doesn’t own a lot of first party data. We don’t own the end sale and the transaction – the retailers own that. So we’re starting to map out all of the different data sources we do have available to us. It may not be our sales data directly, but data we get through media interactions, owned channels and second-party data partnerships. In order to help us in this area we’ve brought in a new role: audience and insights analyst. This role focuses on piecing together that data and building insights from it so that…

This year Green Hat returns with its diagnosis of the Australian B2B marketing landscape, taking stock of how marketers are doing with their objectives from 2018, examining their greatest challenges in the year ahead and observing shifting preferences and advancements in technology, social media and strategy. The ninth edition, ‘B2B Marketing Research Report 2019: The B2B Jungle’, surveyed 478 participants – a record response for the annual report. Proving marketing impact and ROI remained the industry’s greatest challenge in 2018 (listed as a challenge by 49 percent of participants), followed by the struggle to optimise customer experience (46 percent) and implement marketing technology (43 percent). The top objective for B2B in 2019 will be generating and managing leads (68 percent), closely followed by proving marketing impact and ROI (67 percent).…

This is a controversial umbrella term for psychotherapy techniques believed to create false memories. 1994: Gary Ramona won $500,000 in a suit against his daughter’s therapist for implanting memories through RMT. Source: Has Time Rewritten Every Line?: Recovered-Memory Therapy and the Potential Expansion of Psychotherapist Liability RMT techniques include: hypnosis, guided imagery, free associations, age regression, body memory interpretation and dream interpretations. Source: Canadian Psychological Association…

Bringing together over 200 of the countries leading CMOs, Heads of Customer Experience and Digital leaders this event will offer you the opportunity to network with like minded peers and learn from both local and international experts through a series of keynote sessions, workshops, panel discussions, roundtables, 1-1 private business meetings and interview sessions.…

In late 2017, CBS, the most watched free-to-air network in the US, acquired Network Ten, signalling the start of a new, stable era for the network. With this new owner and a new lease of life, 10 was ready to change things up. The most visible change would be a whole-of-company rebrand, the first in 27 years. For a task of this nature, 10 needed help and branding design agency Principals was called on to assist with the process. Wayde Bull, founder and planning director at Principals, says, “The opening conversation was around the pace of change. How do you run a proper process to define the way forward, but get to it reasonably swiftly?” While a rebrand was important to signpost this fresh new era, it was also important…

For the past three years, I’ve been honoured to write this piece and it turns out that I’ve been pretty accurate thus far. In order to come up with these trends, I research and genuinely immerse myself in all things digital, all year. Gathering stats, case studies, facts and figures, I’ve identified the hot ticket items that 2019 will bring. 1 STAYING VERTICAL Pinterest started it, Snapchat took it mainstream, Stories and IGTV have firmly cemented it. Consumers are wedded to it, but marketers still lag behind the rise of vertical video. Vertical is the only kind of content worth viewing, according to Instagram’s own research, which shows 70 percent of Millennials don’t and won’t rotate the screen. It makes sense when smartphone viewing is the default. YouTube has recognised…

In a world contaminated by fake news, metastasised with leadership lies and bleeding with runaway corruption, searching for the ‘truth’ may feel hopeless and irrelevant… unless you are in a strategy or research function in your organisation. In that case, there is some light at the end of a narrow, stinky and very dark tunnel. This light is called ‘insight’. When facts have lost value and anything can be manufactured, the validity of an insight is the truth worth fighting for in marketing these days. As with most things, a good definition is arguably the best way to avoid unintended fallacies. As such, let’s quickly establish what insights are – and, perhaps more importantly, what they are not. Data is not insight Data can take many forms, but we have…

Over the past two decades, Forrester has surveyed millions of consumers in 20 countries and we have tracked the most important changes in consumer technology adoption and use. The data makes it clear that while companies have spent the last two decades building their tech stack to run their businesses, consumers, too, have been building their own consumer tech stacks. Where companies’ tech stacks can seem shaky, consumers’ tech stacks are firmly grounded and rising higher each day. This is the marketer’s dilemma: you have to build your tech stack fast enough, sure enough, to serve today’s consumers through the powerful tools and services in which they are confident. Most importantly, it’s not just about understanding how many people have a smartphone, a wearable or a smart device in their…

People hold back the truth for various reasons. It may not matter to them, they don’t want to disappoint or they may want to believe what they say is true. To get to the truth is to understand how consumers communicate and to establish the underlying motivations for lying or providing half-truths. This is where genuine insight emerges. Have we uncovered a secret? Are we intruding on highly sensitive territory, or have we just caught the respondent in a lie told through nervousness, as a cover-up or because they genuinely want to help the study? Populist books like Daniel Kahneman’s Thinking Fast and Slow called into question the value of focus groups, especially when it comes to expressing consumer intentions and future purchase behaviours. This, however, is more about choosing…

Myriam Conrié is reimagining the museum experience. As the head of marketing and communications for the Museum of Contemporary Art Australia (MCA) in Sydney, she is responsible for the museum’s cross-channel marketing and PR activities, corporate partnerships, revenue growth and overall reputation. A member of the Marketing Academy Alumni, her passion for creativity is combined with a high level of attention to service and detail – resulting in a new frontier for how visitors experience the iconic museum on Sydney’s stunning Circular Quay. With 18 years’ experience in marketing and communications, Conrié’s career has crossed back and forth between her native France and Australia. What at first seems like unconnected career moves – between luxury hotels like Le Royal Monceau and Four Seasons Hotels and Resorts, to Cognacs Hennessy at…

You’ve heard it before, there’s no need to repeat it. Content’s place in the marketing aristocracy has been all but proven over and over. It’s one of those funny things, a little bit of a science and a little bit of art – to most, that is. Grant Munro, senior vice president of Shutterstock Custom (formerly known as Flashstock), tells Marketing about his methodical approach to breaking down content into its core elements and how his custom content business got picked up by one of the biggest stock photography companies in the world. Marketing: How did Shutterstock Custom come to be? Grant Munro: One of the constants was content. When you were doing a TV commercial and a few print pieces, everything was pretty straightforward and everything was…

While the refresh of 10’s master brand was widely embraced, the renaming of multi-channels Eleven and One met with a different reaction. Despite 10 explaining that the channels, which became 10 Peach and 10 Boss respectively, were named based on a feeling or an attitude, there was criticism the identities were inappropriately gendered. However, 10 would face a larger issue with the Boss channel when Nine instigated legal action on the basis it was impinging on the copyright of its own newly acquired BOSS brand. Industry speculation suggests Nine has plans to extend the BOSS brand beyond the pages of The Australian Financial Review and the monthly inserted magazine. In early December, 10 made the call to change 10 Boss to 10 Bold. A statement from…

The truth is many of our creative agencies don’t understand the future customer and are on autopilot, with unconscious bias threaded through their creative work. Brands are risking long-term damage by trusting agencies blindly. Campaign activity, furthermore, is at the forefront of society and, done poorly, perpetuates flawed concepts through our culture. Worse still, marketers are not taking responsibility for it. A look at the creative work in the media is all the proof we need that something is up with our industry’s understanding of our customers. It is hard to imagine in a day and age with so much customer research that much of the work would still end up perpetuating lies about our customer, therefore representing missed strategic opportunities and limited brand performance. Having been on the client…

In marketing, the concept of truth has typically been relegated to the category of irrelevance. Perception has ruled as brands seek to shape how consumers ‘feel’ about their offerings, building emotional connections as a priority to rational claims. I’m calling time, however, on this psychologically-driven and now relatively generic series of platitudes. In a world where the word ‘fake’ has taken on new prominence, it is hard to believe customers are still accepting of marketing messages where the disconnection between distant promise and immediate reality can be so tangible. Relying on consumers to connect emotionally when the world is fast becoming one big hyper-reality show is dangerous. The growth of emotional marketing was well-suited to the last few decades where rapid change created a dissonance in consumers who sought a…

1. BRAND: BP MOMENT OF TRUTH: DEEPWATER HORIZON RIG (2010) After spending more than $200 million on marketing to improve its brand image, BP was dealt a catastrophic blow in 2010 when one of its rigs exploded. The disaster at the Deepwater Horizon rig in the Gulf of Mexico killed 11 workers and saw more than three million barrels of crude oil released into the ocean, killing wildlife and ruining nearby tourism and fishing industries. The impact to the company was immediate, with chief executive Bob Dudley calling it a “near death experience” and share prices falling 55 percent in a year. BP was seen as a laughing stock in the industry, with Greenpeace even launching a contest for people to design BP’s new logo. Five years after the spill,…

“The brands that do get into the home are the ones that will win.” Andrew Burt, a chief privacy officer at data management platform provider Immuta, refers to them as the silent failures. That’s how the legal engineer by trade describes what he sees as the biggest issue facing a world where increasingly more people are reliant on the use of algorithms to make critical decisions. Asked earlier this year whether he believed algorithms could be trusted, Burt claimed that as people began to rely more on complex algorithms, their makers’ ability to explain their inner workings will get progressively harder. This isn’t simply because these models are hard to interpret, rather because the networks they’re being connected to are becoming more convoluted. While researchers have long documented the many…

“I don’t think you’re going to stress your customers out for two years before you sell them the product.” Neuromarketing is the practice of tracking activity in the human brain, observing activity, thought patterns and more to hopefully understand customers on a deeper level. EEG (electroencephalogram), magnetic resonance imaging (MRI) and a never-ending, hyper-sophisticated toolkit are used to understand and explain how we react to ads, experiences and products. Experts in the field garner attention from marketers the world over and neuromarketing theories and practice have – guilty as charged – even appeared in the pages of Marketing throughout the years. Here, Marketing meets with Harvard neuroscientist Jared Cooney Horvath for an expert’s take, putting the tools and tropes promoted by neuromarketers to the test. Spoiler alert: it’s not looking…

2015 – PRESENT Head of marketing and communications, Museum of Contemporary Art Australia 2012 – 2014 Director communications and marketing, Le Royal Monceau – Raffles Paris (Fairmont ACCOR Hotels) 2011 – 2012 PR manager, Opera Australia 2008 – 2009 PR account director, PPR Australia 2007 – 2008 PR account director, Spin Communications 2004 – 2006 Account director, Ketchum Public Relations, Paris 2002 – 2004 International PR executive – Cognacs Hennessy, Louis Vuitton Moët Hennessy, Paris 2001 PR assistant, Four Seasons Hotels and Resorts, Paris…

If you’ve ever met someone from Finland you’d know that we are generally pretty direct and honest. Telling the truth is one of the core values we are brought up with. I reckon it’s to do with the weather, because who’s got time for BS when it’s -20 Celsius and it hurts just to open your mouth? So 20 years ago, when I first moved to the UK, it took me a while to understand that telling the truth wasn’t always acceptable. I remember new friends being shocked when they asked me how I was and I actually answered honestly, with details, about whatever it was that was keeping me up at night. I’ve since learned the art of the casual response ‘Oh I’m fine thanks, what about you?’ We…

The truth, as humans perceive it, is in a constant state of flux. It used to be true that the sun went around the earth... until around 500 years ago. The telescope, new technology at the time, reframed what we knew to be true. Even after Copernicus, people such as Giordano Bruno were burned at the stake for promoting what was then regarded as cultural heresy. It was heresy because it unsettled the existing system, and those in power generally don’t like change. Our truth is shaped not just by new discoveries, ideas and possibilities, but also mostly by our perception and what we deem to be acceptable to believe in. Technology makes new things possible that were once not just impossible, but indistinguishable from magic. When I’m asked what…