With an estimated $10 billion spent on media in Australia, digital advertising campaigns fall into one of two categories: those designed for mass awareness, and campaigns tailored to a niche audience. So who can consumers trust? Marin Software APAC MD Jay Revels talks us through it.
Fast Company’s Jasmine De Bruycker recently asked whether ‘de-branding’ was the solution.
De Bruycker writes, “What distinguishes brands is less important than what brings things and people together. The brand that screams the loudest no longer commands the most attention; the one that offers something genuinely useful does.”
While marketing proposes an opportunity to create narratives around brands that matter, the challenge for consumers isn’t knowing what products to buy—it’s deciding what brands to trust.
In the ROI-driven sector of marketing, the concept of being the sum of your usefulness, as opposed to relevance (created or otherwise) is an interesting one.
The Influence Of Value
As the media market expands, and, concurrently, as information about how a product is made, where it’s been sourced, and the people behind it becomes increasingly easy to find—consumers don’t need to wait for a brand to find them. They’re in control of the information they seek, and rightly so.
With the rise in popularity of perceived lesser-known brands, consumers have increased appetite for brands that can deliver value to them, as opposed to just desirability.
De Bruycker said, “We’ve reached the saturation point, we are unhappy—we are stuffocated. But just as consumption became a way of life, so too can non-consumption.”
With more choices than ever, consumers need to know that you have value to them. That you understand their online behaviours. That you can confidently communicate with them, in the right environment, with the right message, at the right time.
In It For The Long Haul
The true art form of marketing is not only building awareness, promoting scarcity, demonstrating relevance, and driving a need. Brands must also demonstrate their worth to the consumer to pique interest and develop long-term loyalty.
As a marketer, being creative is only one part of the equation. Being genuine about your message, communicating with customers (both potential, current, and future), where they are digitally (mobile, social, and sharing), and demonstrating your usefulness is how brands win hearts and minds.
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]
Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]
Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).
oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]