Let’s start thinking about our consumer

Let’s start thinking about our consumer
SHARE
THIS



Digital is a mature medium, a thing of the past.

Now we have agency leaders who have never worked a day in their life planning OOH or buying TV.  And in 2013 we finally saw online advertising surpass free-to-air television advertising revenue. 

So now that digital is an old medium, what’s next?

Consumers are becoming smarter and savvier, and in response brands are creating great environments through social and digital channels that are providing the customer true value. 

It’s time to figure out what the customer wants, and give it to them.

Data will fuel the opportunity to interact with our customers in the coming year. We have mobile, social, and video which are experiencing rapid growth and present an opportunity to provide engaging and interactive content. These mediums are underpinned by data which presents a strong advantage over print and TV.

This growth in digital presents a great opportunity to give the customer what they want, when they want it.

So why are brands spending money on what they ‘think’ their customer needs? Rather than what the insights are telling us?

As the Millenniums become older, Gen Z is breaking the 18-24 demographic. Some brands are going to have to adapt their communications to an audience that is more technologically advanced than ever before. They understand what technology can offer them, and how they can take advantage of what’s at their fingertips. These new consumers will also have expectations from brands, and how they want to be interacted with.

Consumers will be demanding GREAT content, not content you think is great. It does not require a Hollywood budget to create content, as long as it’s quality. For years, Red Bull has done a great job developing good content and experiences for their customers. Its content is never produced for a marketing platform, but its content influences great marketing. There is a strong difference between the two.

Consumers will also be happy to engage with brands providing them with utilities. Our new consumers are time poor and are comfortable with new technology. Curated content as a utility does not require producing content, but rather provides value for the consumer by gathering information for ease of use. LinkedIn has recently acquired news aggregator Pulse, it will be interesting to see how it monetises this product for advertisers. Considering LinkedIn’s core values always have the consumer UX above that of a paid advertiser, you can expect the product to provide a strong benefit for the consumer. And these are the products that will prosper in 2014.

A buzz word most of us have already heard too much of is ‘Native Advertising’, which allows advertisers to provide content within a user experience.  These placements have the look and feel of organic content but can be accompanied by video, thought leadership articles or even social communications. This is a great example of how you can use your GREAT consumer content in environments that they are more susceptible of consuming.

Many agencies and advertisers will be focusing their efforts in 2014 on programmatic buying, trading desks and other vehicles to gain efficiencies, but it’s important to not forget about who the consumer is and what they want. If we think about our consumer first and deliver them a real opportunity to engage with our brands in a valuable way, we are going to provide a better experience for both brand and consumer.

Let’s not spam our consumer now that we have their attention, let’s give them back something of value. After all, our customers are people too. Allow data to help you understand who they really are and what they want.

Curtis Tracey is an account director at neo@Ogilvy.

Please login with linkedin to comment

Latest News

News.Com.Au Remains The Best Read News Site, As The ABC Eyes Number One
  • Media

News.Com.Au Remains The Best Read News Site, As The ABC Eyes Number One

December 2017 digital news rankings released today by Nielsen revealed that news.com.au (5.6 million) remained the top news entity and grew seven per cent when compared with the same time last year year. In second place was ABC News Websites (4.5 million, up eight per cent), who moved up from third when compared to December 2016, switching places with […]

by B&T Magazine

B&T Magazine
Amazon Opens Its First Checkout-Free Grocery StoreThat’s Set To Revolutionise Retail
  • Marketing

Amazon Opens Its First Checkout-Free Grocery StoreThat’s Set To Revolutionise Retail

After years of planning and testing, perennial disrupter Amazon has finally opened its first “checkout-free” grocery store in the US that many say will change the face of bricks and mortar retail forever. The store opens in Seattle today and is called Amazon Go and uses an app and cameras so shoppers are charged when they remove […]

by B&T Magazine

B&T Magazine
PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

Pete Galmes Joins We Are Social As Creative Director
  • Advertising
  • Marketing

Pete Galmes Joins We Are Social As Creative Director

Specialist agency We Are Social has announced the appointment of Pete Galmes as its creative director in Sydney. Galmes joins We Are Social having previously completed stints at a number of agencies such as DDB Sydney, where he was a creative partner; Whybin/TBWA, where he was creative director; and Saatchi & Saatchi, where he was […]

Nielsen: Aussie Retailers Enjoy Cracker Online Christmas Season
  • Marketing
  • Technology

Nielsen: Aussie Retailers Enjoy Cracker Online Christmas Season

More adult Australians than ever took to online retailers and department stores for their Christmas shopping in December 2017 (14.4 million), growing the number of people who visited the online mass-merchandise sub-category by 6.3 per cent when compared with December 2016. Almost nine million (8.8 million) adult Australians spent an average of 56 minutes online during […]

LYNX Unveils New Approach In Witty Spot Via Emotive
  • Campaigns

LYNX Unveils New Approach In Witty Spot Via Emotive

LYNX has today launched the campaign for its newest fragrance, LYNX Australia, with a light-hearted creative which reignites the friendly rivalry between Australia and New Zealand, fuelled on by the inclusion of one of New Zealand’s national treasures. Developed by content agency Emotive, the lead film stars New Zealand’s acclaimed Julian Dennison (of Hunt for […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Study: 52% Of Gen Xers & Baby Boomers Have A ‘Nemesis’ Brand
  • Marketing

Study: 52% Of Gen Xers & Baby Boomers Have A ‘Nemesis’ Brand

Older consumers are more likely to be loyal to a brand for a long period of time, but they are also more likely to boycott a brand for the poor customer service they received, new research has revealed. Cloud mobile and online business messaging solutions provider LivePerson has released the results of its consumer research […]

Craig McLachlan Says He Will Sue Fairfax & The ABC Over Harassment Claims
  • Media

Craig McLachlan Says He Will Sue Fairfax & The ABC Over Harassment Claims

Embattled actor Craig McLachlan, currently the centre of some unsavoury sexual assault allegations, has said he will sue both Fairfax Media and the ABC. The two media bodies combined in a joint investigation to expose allegations that McLachlan sexually harassed three women – actresses Christie Whelan Browne, Angela Scundi and Erika Heynatz – during a 2014 production of The Rocky […]

by B&T Magazine

B&T Magazine
Former Adland Duo’s New Start-Up Attempts To Redefine The Future Of Freelancing
  • Marketing
  • Technology

Former Adland Duo’s New Start-Up Attempts To Redefine The Future Of Freelancing

The former MD of digital agency MullenLowe Profero, Dave Bentley, has partnered with ex-Razorfish’s Senior Tech Manager, Nick Stevens, to launch a new company designed to revolutionise freelancing in the creative and digital industries by streamlining the way organisations and freelancers find each other and work together. Cavalry Freelancing is an online marketplace that intelligently matches projects with industry freelancers in minutes based on expertise, skills, availability, rates and reputation.

Channel Nine’s Today Busted Nicking A BBC Promo “Word For Word”
  • Media

Channel Nine’s Today Busted Nicking A BBC Promo “Word For Word”

It’s been a rather ignominious debut for Nine’s Today show for 2018 amid accusations a promotion for its hosting line-up, featuring the newly-installed Georgie Gardner, is a direct rip-off of an ad that aired for a UK breakfast show back in 2016. B&T has contacted Nine for comment on the allegations, however, it declined our offer to do […]

by B&T Magazine

B&T Magazine
Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]