Marketing Lessons From The Mayweather-Pacquiao Fight

Marketing Lessons From The Mayweather-Pacquiao Fight
SHARE
THIS



While the Mayweather-Pacquiao clash may have been dubbed the fight of the century, a former sports marketer and now CMO Council bigwig reckons many marketers have a bigger stoush in front of them if they’re to survive.

Speaking to B&T prior to the release of new research from Adobe and the CMO Council yesterday, Liz Miller said that marketers had to fight the rest of the c-suite and train them “to refrain from asking questions like should we sponsor a golf tournament?”

Miller, senior vice president, marketing CMO Council, says marketing has a legacy of being seen as “the colouring in department”, while it ought to be the leader of strategy and generating a customer-centric approach to business.

Chieftains-LizMiller[1]

She says of her own experience, which spans 22 years and started in sports marketing most notably professional boxing. “I learnt about customer experience before customer experience was cool,” she said.

Miller believes when you’re charging someone $1000 for a ringside seat at a fight, if you’re not thinking about the full customer experience, “then they will; think you’re just skinning them for $1000”.

That means you might need to think “my customers like cool music so I’m going to make sure there’s a great jazz band playing”, or you might need to think “my customers like pretty girls in bikinis”, so I’m going to make sure there’s plenty of cheerleaders at the fight, explains Miller.

Miller now oversees all marketing, research and program operations at the CMO Council, serving as the lead analyst for all research initiatives and reports.

The APAC Digital Directions report, a deep-dive into strategies, mandates and challenges and a companion piece to the CMO Council and Adobe’s ongoing Digital Marketing Performance Dashboard, reveals findings based on data collected from 648 respondents in Australia, South Korea, China, Hong Kong, Singapore and India.

Some of the key findings included:

• Digital is critical. Ninety-three per cent of marketers surveyed believe that digital engagements will drive competitive advantage for their brands.

• Management is embracing digital. Sixty per cent say they have strong senior management support, including a receptivity to piloting and testing more digital engagements.

• Data, insights and analytics are becoming core competencies for leaders. Three out of four marketers are currently using some form of analytics and reporting technologies while 70 per cent are actively measuring outcomes and performance.

• Data is not an advantage…yet. Only seven per cent of marketers see data as a competitive advantage for their brands. The majority — 37 per cent — are only using data as a way to report on past performance instead of looking forward.

• The skills gap is not closing quickly enough. Marketers are questioning whether they have the right skills in place, both in-house and with their agency partners.

• Marketers have questions…management has doubts: For the first year, the 2014 dashboard showed a slight dip in marketing mindset, the score that tallies marketing’s belief that digital is a more effective engagement channel driven by customer desire and its ability to deliver a competitive advantage. Marketers are questioning digital’s ability to reach and engage customers just as a crisis in measuring value to the business heightens. Even in regions like Australia, only 32 per cent believe that their ability to report on digital’s value to the business and actual engagement with customers is excellent. In lagging markets like China, only nine per cent give themselves top marks in making a business case.

 

Please login with linkedin to comment

Latest News

App Annie Announces New Managing Director For APAC
  • Technology

App Annie Announces New Managing Director For APAC

App market data and analytics company App Annie has announced the appointment of Cindy Deng as its new managing director for the Asia-Pacific (APAC) region. Deng joins App Annie with more than 18 years’ experience in enterprise IT, digital advertising, data analytics, and data management. In her most recent role at Turn, she was responsible […]

New Editor For GQ Australia
  • Media

New Editor For GQ Australia

Unfortunately, it's no more Lowes or Roger David for Michael Christensen after being named fashion organ's top tamale.

QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]