Chug an honesty pill. Be as transparent as a ghost. Individualise the way you talk to your ‘targets’. Be able to overlay and understand performance data in real-time. And embrace evolving channels such as wearable tech. These are the fundamental ingredients for a brand to be successful in 2015, says Jackie Crossman from Crossman Communications.
David Chenu, general manager marketing services at Horticulture Australia, believes the next year or two will not be about technology change, although he says that will still occur, even faster than currently. It will be more about style, substance and the essence of what is communicated.
“Consumers relish integrity and purity of communication,”said Chenu. “The integrity and honesty of brand communication will be the answer to resonate through continuing, confusing clutter.”
Jono McCauley, director of creative strategy at Elevencom, is in total agreement. “In 2015 brands that ‘sell’ less and ‘do’ more will be the ones that pull ahead of the pack,” said McCauley.
“Consumer-controlled media filters out the sellers and takes notice of the doers. Doers are always innovating and solving real consumer problems in fresh and interesting ways. If the doing is clever enough, it sells itself.”
McCauley warns that marketers should never underestimate their customers. “Living this strategy involves being totally transparent and surprisingly honest.”
The customer as an evolving, increasingly savvy and “highly empowered individual” is a theme reiterated by Gunjan Allen, marketing development manager at Airtrain.
“Today’s consumer has access to a wealth of information from numerous channels and that makes them more connected, but also more fragmented,” Allen said. “A brand needs to connect in that consumer’s world to be taken notice of. Brands will be welcomed into their consumer’s life if they’re on the same page and share the same thoughts, needs and ideals.”
Lynne Ziehlke, the market development manager at the Australian Macadamia Society, is also nuts about the customer.
“It’s a case of back to the future with the customer at front and centre as the hero,” she said. “Social media has made everything so transparent that the best thing you can do is have a great product and credible narrative.”
But Gunjan Allen says marketers need to be highly informed about their customers if they’re to enjoy the necessary degree of intimacy.
“2015 will see marketers become a lot more sophisticated when mixing existing marketing tools with new emerging technologies,” she predicts, “taking data from traditional research and overlaying it with data from social media comments, customer service feedback and observed digital behaviour.”
Pete Davis, national advertising and media manager at Sanitarium Health Food Company, can see 2015 being a year focused on integrating online behavioural data, customer insights, communications activity and purchase activity into automated marketing tools.
“These tools will not replace thoughtful marketing strategy and programs, but they will inform choices, measure results and hold performance as the benchmark of success,” said Davis.
“The lines will continue to blur between planning, creativity, media, engagement and customer service; and performance data will amplify strength and brutally expose weakness in real time.”
Jessica Byrnes, the head of marketing and business development at check-in.com.au, agrees that optimising content performance will be crucial to ongoing success.
“With the continued rise in power of digital influencers, marketers will need to adapt their strategies to effectively identify, connect with and monitor and optimise content performance,” she reasons.
“Tracking social shares and engagement, industry pick-ups and referral sources will be key to monitoring the performance of marketing programs and influencer partnerships.”
Byrnes predicts a continued increase in the power of digital influencers.
“Digital influencers will become a more widely used and recognised resource for digital marketers. With influencers acting as an impetus to their audience, brands and marketers will learn to turn their efforts to specific individuals to connect with a new audience of potential buyers rather than their target market as a whole.”
Looking ahead, Gunjan Allen believes visual storytelling will take the concept of ‘storytelling’ to a whole new level.
“Technologies like Blippar will further enhance customer-brand interaction, creating videos and experiences to help achieve the cut-through that brands need,” she said.
“The clever marketers are also realising that media is now consumed on the go and the mobility of devices now allows brands to reach their consumers at the right time and at the right place – a trend that will continue to grow in 2015 and beyond.”
Andrea Paterson, group marketing manager atIntuit Australia, says the cool kid on the block in 2015 will most definitely be wearables, such as Google Glass and Apple’s iWatch. And, like Allen, she is excited about evolving tech being able to target customers at appropriate times wherever they are.
“The opportunities for businesses to interact with their target audience 24/7, geolocated, and eventually with sensors to determine the mood state of the wearer, are staggering and scary in equal portions,” she said.
“With wearables, mobile has therefore taken an interesting leap back into marketing top of mind. Without this innovation, I see only modest change from smartphones, tablets and the mobile web.”
But unfettered access comes with a warning – be original.
“The last three years have been dominated by booming media fragmentation led by innovative digital channels and, more recently, spectacular content marketing,” Chenu said.
“Some advertisers have got ahead of the curve, others have just followed and copied – and the consumer knows the difference.”
Paterson also craves innovation, advising marketers to constantly grow and, simply, be better.
“Social media could be a rollercoaster with Facebook’s growth stagnating in many markets and upstarts like Ello nibbling away at their user base. Facebook’s safe for now, but we all remember MySpace…”
Which brings us to Paterson’s final piece of advice, don’t flout your brand too flagrantly.
“Native advertising will likely continue virtually unabated, though this may also hasten its eventual demise if audiences lose patience with the extreme commercialisation of their news content.
“That said, with Outbrain’s growth curve still decidedly upwards, it is clear its algorithms are hitting the mark. Even if the ‘14 actors who you didn’t know were actually gay’ doesn’t interest you, stories just like it are luring clicks by the millions.”
Here are eight marketing trends you need to embrace for 2015:
- accept consumers are now empowered and increasingly savvy
- appreciate that honesty and purity of communication is vital
- understand that action, not rhetoric, will attract and help retain customers
- develop automated marketing tools as a crucial means of measuring performance and setting benchmarks…in real-time
- don’t over-commercialise your offering or content
- don’t treat your market as a whole, but use different influencers and channels to engage customers on an individual basis
- embrace evolving tech, particularly wearables, to connect with consumers on the go
- don’t copy…innovate
Jackie Crossman is the managing director of Crossman Communications
Wellbub, a trailblazer in promoting maternal well-being in Singapore, launched its groundbreaking campaign, ‘The Ruin I Need To Fix,’ on Tuesday, 27th February 2024. This transformative initiative aims to challenge societal norms surrounding postpartum bodies, fostering inclusivity and empowering new mothers to embrace the beauty of their journey. The Wellbub team, in collaboration with photographer […]
Australian Turf Club invites racing lovers across Australia to Expect It All with the launch of the latest creative campaign to highlight the racing on offer in Sydney at Rosehill Gardens and Royal Randwick. The campaign, which will officially launch ahead of this year’s Sydney Autumn Racing Carnival, highlights the wide range of incredible experiences […]
Avenue C has won the media account for kitchen appliance brand KitchenAid, B&T can reveal. The North Sydney-based agency snared the media planning and buying work away from Havas. M&C Saatchi-owned Bohemia and fellow indie agency This Is Flow are understood to have been involved in the pitch, too. KitchenAid had awarded its media planning […]
The ballet takes us away from the everyday – a feeling that inspired the theme for West Australian Ballet’s 2024 Season ‘The Discovery.’ In partnership with VML, West Australian Ballet worked with renowned photographer Jason Capobianco to bring the sensation of the 2024 theme to life. ‘The Discovery’ concept explores how ballet takes audiences someplace […]
Icon Agency’s Digital UX design team has partnered with Visual Communication Victoria (VCV) to provide an enriching presentation for secondary school students across Victoria. The session aimed to teach students UX design principles with a human-centred approach. Tailored for VCE Visual Communication Design students as part of their Unit 3 curriculum, the presentation focused on […]
Tracksuit has announced it has raised $20.5 million AUD in Series A funding, led by Silicon Valley-based firms Altos Ventures and Footwork. Lead Image: Matt Herbert & Connor Archbold The funding marks the company’s second external investment, reaching a staggering valuation of $142.9 million AUD and achieving $9.5 million ARR in just under three years. […]
She Creates has revealed its plans for 2024 with a new committee and revamped structure to support women in the creative industry. Lead image: Amy Lambert & Elise Rundell She Creates is a volunteer-run, not-for-profit organisation dedicated to inspiring, promoting and representing women in the creative communications industry of Adelaide. “As we start this new […]
Carlton FC had an epic run to the finals series but fell short just one game before the grand final, succumbing 63 points to the Brisbane Lions 79. As the 2024 season looms, the Blues are focused on taking it one step further. Welcome back to B&T’s Spotlight on Sponsors series, where we unpack all the major […]
Something insane swept to New Zealand as finals approached last year. “Wahs Mania” took hold, and hope was ignited in the hearts of Kiwis who mostly didn’t usually care about League. Sadly, the Warriors didn’t make it through to the grand final, but the clubs following saw a massive increase nonetheless. Welcome back to B&T’s Spotlight […]
Credit Union SA has partnered with a local South Australian integrated agency, kwpx, on a new brand campaign, ‘We CU SA,’ that highlights their love for the state. The recently launched large-scale brand campaign showcases Credit Union SA as one of the last remaining credit unions solely focused on South Australian members. The campaign captures […]
Atomic 212° has continued its 2023 winning streak into the new year with the announcement of three new clients: VetPartners, Adyen and UKG. Lead image: Claire Fenner VetPartners is Australasia’s leading veterinary practice management company, with a community of 4,500 people in more than 250 practices plus training centres, a vet nurse training school and […]
Cannes in Cairns revellers at the ready, we’ve got the low down on the MOOD x Mental Health First Aid Course taking place at this year’s Cannes in Cairns. The industry-first course will see attendees certified as mental health first aiders, to help colleagues manage their mental health. Chloe Hooper, the founder of Bare Feat […]
Avid Collective has officially announced the appointment of former Scout Publishing and Junkee Media executive Niki Jones (lead image) as its new head of enablement operations. In the newly created role, Jones will be responsible for overseeing operational activities across various arms of business with a focus on partner engagement. “Niki’s appointment comes at an […]