MarketingMarch - April 2020的目錄

Another year underway, another year of trying to burrow into the minds of our customers and our target markets. Nothing endures for long but it’s a case of the more things change, the more they stay the same. Driving behaviour and prompting interest, recall, transaction, loyalty and advocacy is still the whole point, no matter how unfamiliar the market and planet may look. There are bits and pieces in here about customer choices and there’s also quite a lot about marketer choices. About what we may do and what we may change in 2020 and beyond. A little bit of news from me: this is my last issue as editor of Marketing. I’d like to extend my thanks to all of you readers, who’ve made the last few years possible.…

Seamless CX is often highlighted as the key to delivering an organisation’s success. In today’s globalised marketplace, however, the issue of ‘trust’ plays a far more critical role. An erosion of trust creates a barrier preventing many organisations from delivering their full business potential. Businesses that incorporate trust at the core of their values and operations are today perceived more favourably by consumers. If a business also advocates for sustainable practice and environmental and human rights issues, further positive gains can be realised. The questions to consider are: ‘What is trust?’ and how does it translate to business growth? How, as a marketeer, can you ensure maximum possible traction from every campaign you develop? WHY CARE ABOUT TRUST? The legitimacy of an organisation – credibility, trust, reputation – is a…

There’s no better time to examine the past and future than when crossing the threshold of a new year and decade. During this time of thoughtful retrospection, it’s easy to exaggerate how dramatically the world has changed, thanks to cognitive bias. But certain changes are undeniable – after all, we entered 2010 at a time when nations were clambering out of the Great Recession, when smartphones were a reality for a mere third of global consumers, and when buying an HDTV signalled tech savviness. Here, I reflect on the past decade through the lens of data. Clarifying what has measurably changed and what consistencies are here to stay reveals five important consumer lessons to take away from the 2010s. LESSON ONE: TECHNOLOGY INTIMACY GROWS EVEN AS DEVICES COME AND GO…

If you are reading this, you have made a choice. It is undoubtedly a wise one, but understanding how you came to it is not as easy as first appears. The context is critical and the heuristic process that was used is especially important as it outlines the key decision criteria, including the motivation for attention and action. For brands (and authors) initiating this contact is increasingly challenging but is achievable with enough promotion and effort, and perhaps a skerrick of luck. After all, in a post-digital world where we are connected all the time, a click is a relatively simple investment. The true value for any brand (or Marketing columnist) is to keep people engaged, so the important question for me becomes ‘are you still reading?’ Of course you…

SIMON DAVENPORT Loyalty is only a by-product of importance, so if your brand loses importance to your customers, they’re as good as gone. Maybe not straight away, but think of them in the long term; why would they keep buying into what you offer and what will keep them on board? People buy into brands that mean something to them, not even necessarily emotionally (although this is certainly favoured). But brands that fill a real or perceived need are the ones that will continue to thrive in 2020 and beyond. Put yourself into the shoes of your customer, not just the part of their life where they buy your product, but really in their shoes and try to imagine what’s important to them. Is it value for money, is it…

Milk and sugar? Soy or almond milk? Lift or stairs? By the time we get to the office, we’ve often had to make several choices. Some choices in life are often done on autopilot, some may seem small but turn out to be significant and some are big and daunting. I’ve recently been fretting over a big decision, one of those life questions middle age randomly throws at you. It’s kept me up several nights, made me stressed and probably not a very nice person to be around. It wasn’t until I was asked to write this article that I realised what a spoilt princess I’ve been. The thing is, simply having a choice, even if difficult, is a luxury that many don’t have. “We spend around 80,000 hours at…

Campaign Future without change Client Monash University Agency VMLY&R Background: We all know what kind of world we want to see in years to come, but if we continue to merely adapt to pressing global challenges, rather than solve them, we won’t end up with the world for which we hoped. A future without change is no future at all. In April 2018, Monash University launched its brand campaign, ‘If you don’t like it, change it’ (or ‘Change it’ for short). This campaign was sector-defining, telling a genuine brand story that encapsulated Monash’s purpose, what it stood for and and laid out a call to action: come to Monash and create change – in yourself, and for the world. ‘Change it’ captured Monash’s can-do attitude, its willingness to get its…