How Aussie CMOs Can Navigate The Next Digital Wave (And Combat Amazon)

How Aussie CMOs Can Navigate The Next Digital Wave (And Combat Amazon)
SHARE
THIS



In this opinion piece, Camila Lima (pictured below), head of production marketing at Invigor Group discusses the importance of CMOs using data-driven, customer-centric strategies to keep local brands competitive against the rise of digital giants such as Amazon.

Camila Lima

As the definition of customer centricity is evolving over time, it is imperative that Australian brands consider how they can navigate the next wave of digital with customer-centric solutions.

With the technology readily available, customer expectations upon brands have increased and the pressure to outperform competitors getting more intense. The connected consumer has expectations like never before, and this presents a unique challenge to brands to be immediately responsive and omnipresent to their customers’ needs across multiple platforms.

Customers now have an expectation they will not be addressed in mass communication, but rather with an assumption that their individual needs, buying habits and inclinations are going to be addressed. Equally, so has the approach to meeting them through utilising data which helps shape the marketing campaigns for beloved Australian brands. When we watch Beerenberg launch new look labels, or Allen’s bring back Green Frogs, there is a case to be made that every pivot is based on data assessed about their customers. For many retailers, this honed-in approach may seemingly be reserved for brands with huge marketing budget, but the reality is far more accessible.

It is time to re-educate Australian retailers that the opportunity to adopt the technologies and practices that players like Amazon use are available. Particularly with bricks and mortar retailers, the focus on aggregating data-driven strategies will be not only the way to sustain operations, but to compete effectively.

Brands need to be ready to embrace solutions that allow more insightful decision-making, and integrate the frameworks that make this possible. Tools that are based on accurate, real-time data which provides actionable insights derived from multiple data types and sources. It is also time that brands utilise machine learning algorithms for real-time insights and predictions over time to allow for improved operations, increase of profitability and scalability.

These are not just mission statements for a strategic direction report, but brands need to understand what the difference is between digital transformation, data consolidation and analysis. Big data has been around for years now and many retailers still haven’t solved that puzzle. We know that having huge amounts of data sets can be valuable, combining data sets even more so, then applying prediction, machine learning, and of course, human analysis and opinion to the data now gives it a three-dimensional feel and practical application.

We need to ask how Amazon is doing it, and why can’t every Australian retailer do it?

Retailers should be seeking to partner with those who can help them fully understand their customers. For CMOs entering this space, such a commitment to data can be daunting, but like any relationship, once finding a suitable data partner (which there may be many fine suitors), it’s a two-way street. The technology is now at the level where it is functionally robust enough to work across industry and now cheap enough that anyone can use it. The issue this can create is where to start, with who and how?

What expectations should CMOs have on themselves? What plans are they putting in place to utilise the mass of data they have available to them? And how can they deploy predictive marketing and stay ahead of the competition? It should be more than managing a social media strategy or working out your cost per acquisition. It must be about having a full grasp of who your customers are, and what each journey with them could look like.

Ultimately, customer centricity is about storytelling, which can only be done effectively when based on the data that is collected about the customer. Fully comprehending where the customer is in their journey and the emotions that surround a purchase is vital to achieving the tailored one-on-one interactions that customers are seeking. Understanding and creating language to put around the data helps to create a picture of who the customer is and what their underlying wants, needs and desires are.

As CMOs start to navigate a customer-centric solution and utilise this necessary data correctly, they have the potential to increase customer engagement, profitability and most importantly, keep Australian brands competitive.

Latest News

Y&R’s Julian Bell To Return To Clems Melbourne
  • Advertising

Y&R’s Julian Bell To Return To Clems Melbourne

After 11 years, Y&R Melbourne’s managing partner, Julian Bell, has departed the agency, having lined up a new role at Clemenger BBDO Melbourne. In a statement to B&T, Y&R’s chief executive for Australia and New Zealand, Pete Bosilkovski, said: “Julian has been instrumental in nurturing and growing the account management team, and I want to […]

Roseanne Set To Be Killed Off, As Plans For Spin-Off ‘The Connors’ Revealed
  • Media

Roseanne Set To Be Killed Off, As Plans For Spin-Off ‘The Connors’ Revealed

It appears a Roseanne-free version of Roseanne is set to get the go ahead with producers in the US green lighting plans for a spin-off show to be called The Connors. Roseanne – a revival of the long-running sitcom which ran from 1988 to 1997 – was swiftly axed following a racist tweet by the show’s star, […]

by B&T Magazine

B&T Magazine
Coke Turns Into Fanta In New Campaign To Fight Homophobic Slurs
  • Campaigns

Coke Turns Into Fanta In New Campaign To Fight Homophobic Slurs

As any gay man will tell you, when it comes to insults they’ve probably heard them all- Pillow biter, fairy or sword swallower to name just a few inappropriate ones. However, Coca-Cola in Brazil has turned a common local insult into a strong anti-homophobia campaign. Apparently, “this Coke’s a Fanta” is a common insult to describe gay men […]

by B&T Magazine

B&T Magazine
Ikon Communications Appoints Melissa Roberts As Melbourne Agency Director
  • Marketing

Ikon Communications Appoints Melissa Roberts As Melbourne Agency Director

Ikon Communications has appointed Melissa Roberts as agency director, Ikon Melbourne. Roberts will report directly to CEO Lesley Edwards and will take a key position on Ikon’s national leadership team. Edwards said she was delighted Roberts has decided to re-join the Ikon family to lead its burgeoning Melbourne office, as the agency embarks on an […]

HT&E Chairman Tenders Resignation Following Adshel Sale
  • Media

HT&E Chairman Tenders Resignation Following Adshel Sale

Here, There & Everywhere (HT&E) has announced that Peter Cosgrove has tendered his notice to retire as chairman and a director of the company. Cosgrove has been on HT&E’s board for 14 years and chairman of the company for five of those years. The resignation of Cosgrove comes just after oOh!media acquired HT&E’s outdoor media […]

by B&T Magazine

B&T Magazine
Cut out letters on keyboard
  • Advertising

Advertisers Should Enrich Australian Culture, Not Fake News Merchants

Australian News Channel CEO, Angelos Frangopoulos, has urged Australian advertisers to carefully consider how their media investments impact Australian society. Applauding the ACCC’s digital platforms inquiry, Frangopoulos said its outcome would be “absolutely critical”, not just for Australian media companies, but for Australian culture. “This is about Australian stories being told by Australians,” he said, […]

LinkedIn Launches Local Iteration Of Global #InItTogether Brand Campaign Via Edelman
  • Advertising
  • Campaigns
  • Marketing

LinkedIn Launches Local Iteration Of Global #InItTogether Brand Campaign Via Edelman

Professional networking platform LinkedIn has unveiled a consumer-targeted social campaign featuring Aussie members expressing their own takes on success. The campaign, titled ‘In It Together’, is based on the insight that the traditional notions of success have changed and is no longer defined by securing a corner office or a promotion. A survey conducted by […]

Weight Watchers Launches First Global  Marketing Campaign
  • Campaigns

Weight Watchers Launches First Global Marketing Campaign

Weight Watchers International has launched its first global marketing campaign that celebrates the liveability of the WW Your Way+TM program and how it’s possible to enjoy the foods, behaviours and occasions tied to the season, while continuing to develop healthy habits. The campaign is part of the company’s “Season of Impact” and marks two firsts […]

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations
  • Media

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations

The Daylight Agency’s significant growth has continued with the appointment of Shelley Hammond as Director of Agency Operations. Shelley is a leader in the global communications industry and brings vast experience following senior roles in major corporates as well as the agency environment. Shelley will be responsible for the commercial running of Daylight including client retention and […]

Instagram Launches Long-Form Video
  • Technology

Instagram Launches Long-Form Video

Instagram unveils new eye-catching feature. Slicing onions while reading this will also make it eye-watering.

Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.