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.
In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]
A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.
Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.
Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts. With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]
In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]
Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]
Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]
Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]