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.
BuzzFeed, Inc. today announced that Lighthouse, an offering for advertisers across its platforms that brings brands closer to its audience, is now available to clients internationally. Lighthouse leverages BuzzFeed’s tech-powered foundation and diverse array of content across BuzzFeed, Inc. – which includes BuzzFeed Entertainment, BuzzFeed News, Tasty, HuffPost and Complex Networks – to provide advertisers […]
News Corp Australia has today launched a six-week cost of living editorial series, Smart Savers, to help its audiences make informed decisions to navigate the rising cost of living. According to News Corp Australia research consumers are spending, on average, 60 per cent of their incomes on bare essentials including food, fuel, housing and insurance […]
oOh!media continues to expand its large format digital network in Western Australia, launching a full-motion dynamic broadcast screen at Claremont Quarter, a premium retail and lifestyle destination in one of Perth’s most exclusive suburbs. Located to the west of Perth’s CBD, Claremont Quarter is a prestigious luxury-focussed shopping environment comprising more than 120 high-end retailers […]
T Australia: The New York Times Style Magazine’s inaugural Culture issue released today, featuring a cover depicting Australian dancer and model Rhys Kosakowski in fashionable motion and Australian artist Harold David creating “Thigh High and Safety Net” in the background. The abstract expressionist artwork was painted live as photographer Levon Baird shot the cover, and was […]
Multicultural communications agency Ethnolink has developed a culturally and linguistically diverse (CALD) campaign for NSW State Emergency Service (SES) that delivers flood warning and safety messages for multicultural communities in Sydney’s north-west. The campaign, which will run across a range of channels, has been launched on the back of news that three people in NSW […]
Stratosphere and AJF have collaborated with Top Shelf International’s NED Australian Whisky brand for a campaign featuring a combination of TV sponsorship and out of home placement. The campaign features a range of 15 second TV commercials live in key AFL and NRL games on Thursday and Friday nights across regional markets. The sponsorships will […]
To celebrate the start of this year’s football season, which kicked off last weekend, Tiger Beer has unveiled its latest global campaign – ‘The Golden Son’ – starring official Tiger brand ambassador Son Heung-Min. ‘The Golden Son’ celebrates Son’s most recent triumph: in May, he became the first Asian player to win the Premier League’s […]