A ‘Coming Of Age’ Year For The Marketing Sphere

In this opinion piece, Campaign Monitor chief marketing officer Andrea Wildt explores her predictions for Australia’s MarTech sphere in 2017.
Last year was a year of huge leaps in marketing technology that defined trends within the industry. Developments like Adobe’s Cross-Device Cooperative and Oracle’s partnership with Drawbridge made it possible for marketers to see when a consumer is associated with multiple linked devices.
On the flip side, we saw that new insights create added responsibility for marketers, with the Deloitte Australian Privacy Index finding that consumers trust organisations that use their information reliably and respectfully. Forever connected and always-on, at the close of 2016, Australians were easier to reach but tougher to influence.
With this knowledge, 2017 will be a ‘coming of age’ year for the marketing sphere. Having gained an understanding of consumer behaviour and the real value of the data embedded in businesses and devices, marketers will now look to streamline offerings and take advantage of this new environment.
Email will become a trusted source of information for customers
In light of recent issues surrounding ‘fake news’, readers are becoming more aware, and sometimes skeptical, of the sources they digest. As such, content from trusted sources will become even more impactful, and email ensures a direct connection from source to reader, building this rapport.
Newsletters like The Skimm are proving that email has the potential to deliver personalised content in a humanised style and tone. In 2017, we expect to see more brands treating email as its own unique channel, especially with advanced features like integrated surveys and GIFs.
BuzzFeed is also taking up the trend of personalisation, sending email “challenges” to readers with new fitness activities, reminding them to change up their workouts every week.
Marketers will need new tools to make sense of customer data
In 2017, marketers will need to integrate behavioral data into their marketing strategies. The internet is available at all times in our lives – on the bus, at home, even while we’re flying at 40,000 feet in the air. Marketers are therefore privy to consumer behaviour, with insight on sites visited, apps downloaded, or games played.
Insight on this information allows marketers to segment and target their customers by their preferences, allowing use of tactics like personalisation and relevant content to deliver the right message at precisely the right time — on multiple devices. Beacons will play a large part in delivering such specific data to marketers and also providing information to consumers, with helpful, relevant content delivered in real-time. Taking advantage of such technologies will result in significantly increased consumer engagement for adept marketers.
Single-vendor marketing clouds will need to be flexible
2016 saw a significant rise in presence of small business marketing software companies, with solutions tailored to fit specific industries. Marketers are always looking for the best technology tools, that fit their team’s needs and result in the highest return on investment. To this end, a single-vendor marketing cloud might not always be the best fit.
In 2017, single-vendor marketing clouds will need to be flexible to survive — especially when it comes to integrations with specialist tools. Marketers want flexibility to use their favorite technology, without worrying about data being siloed on different platforms.
Throughout this year we will see a maturing marketing industry flex to fit the technology era. The change has already occurred and it is now time for marketers to realise the amazing opportunities that lie within.
Latest News

Creating Efficiencies in the Age of Consumer Privacy
In this opinion piece, Jess Miles, Country Manager ANZ of Integral Ad Science, reflects on the questions surrounding consumer data. The ability to collect consumer data online has revolutionised digital advertising by enabling customised targeting strategies and data collection. This reliance on data has been the cornerstone of many audience targeted strategies enabling marketers to […]

Jye Smith Named President Of Vibewire Board
After ten years of board leadership of the young entrepreneurial collective Vibewire, Founder & Co-CEO of Disruptors Co. Gavin Heaton is passing the torch to fellow strategy and creative leader Jye Smith, Founder and Director of branding and design studio DOUBLESTAR CO, who will now take over as Board President.

The Peers Project And Alibaba Group Launch Entrepreneur Podcast Series, ‘The Build Up’
There are now so many podcasts in the world that it would take the average person 98.9 years to find an interesting one.

AnalogFolk Promotes Two Senior Staff
AnalogFolk has promoted two senior staff, but not promoted enough to secure a spot in the downstairs carpark.

“Destroying The World!”: Confusion Reigns As Mr Potato Head Goes Gender Neutral
Mr Potato Head goes gender neutral. Barbie apparently happy she's no longer the most marginalised one in the toy aisle.

New Mercedes G-Class Campaign From Akkurat Studios Makes A “Pointe”
B&T arrived to work this morning in a chauffeured Mercedes-Benz. Well "chauffeur/government bus driver", same thing.

Kia Selects Cartelux To Spearhead Dealer Ad Technology
It's not one but four motoring articles today, dear readers. Call it coincidence as B&T really knows nothing about cars.

‘Woka-Cola’: Trump Supporters Boycott Coca-Cola Over Anti-Racism Seminar
Trump supporters are calling for a Coke ban in the US. However, it remains doubtful if that will grow their teeth back.

Dear God! Triple J Books Return Of OG Wiggles For Like A Version
It's all hot potato and big red cars in the B&T office this morning. Scottish staffer reconsiders visa application.

Thursday TV Wrap: MAFS Hands Nine The Win On A Quiet Night
Last night's TV numbers again appeared to confirm that after 15 years still nobody's watching Bondi Rescue.

Twenty-Seven Year Old Australian Margaret Zhang Appointed Editor Of Vogue China
Who doesn't love to see Aussies doing well on the world stage! Okay, maybe not Schapelle Corby or Mel Gibson.

VOZ Insights: “Television Is Now An Everywhere, Multi-Device Medium”
Only Jesus' second coming and the next Guns N Roses album officially taking longer than the arrival of VOZ.

Australian CDP Lexer Raises $33.5M In Funding
Lexer, the Customer Data Platform for brands and retailers, today announced it has raised AU$33.5 million in Series B funding, bringing its total funding to AU$43 million. The round was led by Blackbird Ventures and King River Capital, with Series A investor January Capital also participating. Blackbird’s Rick Baker will join the Lexer board. The […]

CHE Proximity Unveils Latest Work For eBay
These new eBay ads have an eerie sense of déjà vu. Worse, a not overly funny déjà vu either.

Thrive PR + Communications Makes Multiple Hires Across Sydney & Melbourne
Thrive PR has announced a string of new hires, none of whom chain smokes or swigs from a Stoli bottle.

Peroni’s Zero Alcohol Beer Partners With Aston Martin, Ahead Of Its Formula One Return
Problem with zero alcohol beers is it's all the urine but without the embarrassing one-night stands of full-strength.

Pepsi Brings Messi, Pogba And Sancho To Life In Bubbly New Campaign
B&T's shamelessly namedropping in this headline. Unless you've no idea who they are, then just move to the next article.

Chief Of Cherokee Nation Calls For Jeep To Retire Vehicle Name: “It’s Time”
Do you own a Jeep Cherokee? Well, watch it instantly devalue by a good 10 grand by simply reading this.

Women’s Lifestyle Media Company The Grace Tales Acquired By AllBright
Local women's lifestyle media company receives what all publishers are looking for - a large cheque in an acquisition.

Martech Myths: Why Most Organisations Waste Ninety-Five Per Cent Of Their Software Capabilities
This expert columnist is debunking martech myths. Including the one about Salesforce making you pregnant.

Net Profit Up 60% For Southern Cross Austereo On The Back Of Leaner Operating Model
Southern Cross Austereo's profits up 60%! Which certainly made interviewing Grant Blackley today a lot less awkward.

Cummins&Partners Welcomes PR Agency Romano Beck, Bringing Creative, Media and PR Under One Roof
Cummins&Partners has welcomed Romano Beck, who may sound like a swarthy Italian actor but is actually a PR agency.

CarsGuide Partners With Mitsubishi, Wavemaker To Create Virtual Road Trips
CarsGuide, Mitsubishi and Wavemaker create virtual road trips that includes virtual car sickness.

Petition To Ban Same-Sex Kiss In Cadbury Crème Egg Ad Garners 56,000 Signatures
Cadbury Crème Eggs join Durex condoms & Frankie Goes To Hollywood on list of things Christians find hard to swallow.

Future of TV Advertising Conference: Times Are Tough, But We’re All In This Together
B&T's reporting live from today's Future Of TV event. Not before mistakenly going to the dental hygienist conference.

TV Will Not Only Build Your Brand, It Will Get Your Cash Registers Ringing
There can be no denying TV's power as an advertising medium. Putting aside Holey Moley and Plate Of Origin, that is.

TikTok Continues To Fight COVID Misinformation
Current COVID misinformation includes the vaccine can make you pregnant while developing a Lionel Richie addiction.

Wednesday TV Wrap: 10’s The Cube Debuts To 567,000, Gives MAFS A Little Hickey
B&T's delivering all of last night's TV numbers, dipped in chocolate, rolled in coconut, with a tasty jam-filled centre.

As Bruce Springsteen Is Cleared Of Drunk Driving Charge, Jeep Resumes Use Of Super Bowl Ad
With the Springsteen saga dealt with, Jeep now turns its focus to Michelle Bridges as its next brand ambassador.

WPP AUNZ’s Unveils 32.6% Profit Drop For 2020, Revenues down 14.1%
WPP AUNZ's results out today made for some pretty sobering reading. That's why B&T read them with a couple of daiquiris.