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.
Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]
Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]
National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]
Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator – LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]
CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]
Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]
Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]