In this guest post, Andrew Birmingham, editor of Which-50.com, and Vaughan Chandler, executive manager of Red Planet and loyalty services at Qantas Loyalty, examine recent research into australia’s advertising and marketing industries and the people (that’s you) who work in them…
Today’s marketers and media professionals are increasingly savvy about using analytics to determine where customer’s interests lie and showing them the right ad at just the right moment online.
Data and analytics, it seems, are the new currency of the trade. But what do we find when we turn the magnifying glass back on our own trade? That’s exactly what we did this week by analysing what data from Red Planet’s pool of over 11 million Australian consumers tells us about professionals in the advertising, media and marketing segments.
In an industry where market segmentation can sometimes be mistaken as little more than stereotyping, it’s nice to see the data challenging some of the stereotypes associated with our industry professionals.
So who are we exactly? Professionals in the sector are typically younger than our index average, and made up of more females than males. Despite our relative youth, we are also well paid and are more likely than not to be earning over $50,000 a year.
Media folk also love the media. We have a very favourable view of the media compared to the general population, which opinion polls routinely show (and reporters love reporting) trust journalists less than car salesmen and politicians.
In keeping with the changes which have spread wildly through our sector in the last two decades, Australia’s marketing and media professionals are favourably predisposed to new technologies and typically consume media across all platforms.
And, while the industry that sustains us is still figuring out how to make a buck in the years ahead, the participants themselves are consistent in our attitude that online communication is the way of the future.
When it comes to online behaviour, a couple of things stand out. There are hints of environmental consciousness when you realise that the strongest result — and one which is massively above the index — is our interest in hybrid cars.
But on the opposite end of the spectrum, one vice stands out: gambling. Also, while Australia’s media professionals are also very interested in sport, we have little time for property and vehicle insurance.
Women’s interests rate highly with this cohort — as does reality TV, which we are likely to watch while sipping on a glass of wine. But keep the tequila in the bottle for now, as we are not as interested in spirits.
And for an industry that makes its money telling everyone else what to buy, how do media professionals spend our own loot? Wisely, it seems. We are much more likely that the average punter to shop at discount grocery stores — when eating in, though, we are more than happy to treat ourselves to quality ingredients for some healthy, home cooking.
We also like a little luxury when we get behind the wheel, and are more likely to be seen driving a Lexus (or at least an Alfa Romeo) than a Mitsubishi. And almost a quarter are likely to have stumped up for a new car with cash.
While we spend little time investigating car or home insurance, we take a different attitude when it comes to our own health. Nine out of ten have purchased health insurance.
Segmentation let’s us get closer to the mind of the buyer. Demographic segmentation, however, risks missing some key insights. Behavioural segmentation not only fills in the blanks but — used wisely — can identify the gold in the seam that might otherwise be lost.
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]