ADMA CEO: You May Not Like It, But Native Advertising Is Here To Stay

ADMA CEO: You May Not Like It, But Native Advertising Is Here To Stay
SHARE
THIS



Native advertising is here to stay, content marketing will increase and the tech space will become hugely cluttered next year, says Jodie Sangster, CEO of the Association for Data-Driven Marketing.

In 2015, the marketing, media and advertising industry will continue to evolve at a cracking pace. Customer experience remains paramount for the year and to deliver on that, there will be more emphasis on technology, data, creativity and content.

The more we move into an automated world, the more technology will need to be balanced with an authentic human touch. More companies will develop right-time marketing messages to individuals to make consumers feel like an authentic connection has been made. Watch for more ‘human’ speak in videos, communications, etc.

Telstra has already done this with their Thanks loyalty program where the CEO and other staff personally telephoned one million people across the country to simply thank them for being customers. More companies will follow Telstra’s successful initiatives.

Bankwest has also lead the way in human-to-human communications with their social media program where team members engage with customers and prospects in real time in a truly engaging fashion.

If you want some guidance around human-to-human communications, I recommend you read Bryan Kramer’s book, There is no B2B or B2C. Human to Human.#H2H.

The rise of the Chief Customer Officer in Australia

In 2015, we will see more chief customer officers (often called chief experience officers in the USA) hired in Australia. In the US, more than 10% of Fortune 500 companies have already hired CCOs. Australian businesses will follow suit.

The rise of the CCO role sends a message that the consumer is now empowered, is seeking a human connection, and will go elsewhere if their needs are not met.

Content marketing…and measurement

Australian marketers clearly understand the value of content marketing and the discipline will continue to flourish, but it will be more strategic in 2015. This is the year that more marketers put a documented content marketing strategy in place after realising this is the piece of the puzzle that’s missing.

Brands will also focus more on using social media to distribute their content and will increase spend on paid social media advertising, particularly on Facebook ads, LinkedIn and Twitter.

Marketers will also increasingly focus on the measurability of their content marketing in 2015. People will learn that it’s not enough to focus on website traffic; other tools need to be put in place to ensure content is truly resonating with consumers.

A final word about content and this won’t appeal to everyone, but native advertising is here to stay. But for native to have credibility it has to be legitimised. The only way this can happen is for the industry to set benchmarks and develop self-regulatory standards for companies to abide by and to ensure enlightened consumers.

Marketing tech environment will be cluttered

On the technology side, the landscape will be increasingly cluttered with the tools and technologies that will underpin marketing, media and advertising. Clients and agencies need to understand how these tools and technologies fit together and work in the new landscape. Marketers and agencies can’t afford to be left behind because clients will be looking for advice on suitable technology and the agencies will have to play this role. ADMA is looking to create a new event around technology in 2015 to address these issues, so watch this space.

Skills shortage in analytics will continue/promotion from within

The increasing demand for analytics across more business units and industries in Australia has boosted demand for analytics professionals, but talent will remain hard to find in 2015.

A recent survey conducted by the Institute of Analytics Professionals of Australia (IAPA) suggests that the majority of managers are still having trouble finding analysts to fill key roles.

As a result, more companies will invest in training individuals within the business to have those data skill sets, encouraging those who come from other backgrounds, but have a penchant for data and numbers, to be upskilled in the discipline.

Please login with linkedin to comment

Latest News

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]