Rocket Agency co-founder, James Lawrence (main photo), argues businesses should never solely rely on a single tech giant for their marketing…
Many business owners, and plenty of marketers, had sleepless nights when it looked like Google and Facebook might take their bat and ball and go home. In this guest post, co-founder of Sydney digital marketing agency Rocket, James Lawrence explains why skimping on channels is never a good idea.
Circa late February, I noticed clients were becoming far more receptive to my arguments against relying on one or two channels to market their business.
Suddenly, the usual protestations about limited time and resources and “if it ain’t broke, don’t fix it!” exhortations were replaced with nervous claims that it was impossible the 800-pound tech gorillas would abandon Australia to stop politicians in North America, Europe and Asia getting any wrong-headed ideas.
At the time of writing, Mark Zuckerberg, Sundar Pichai, Rupert Murdoch and Scott Morrison appear to have established a modus vivendi. The temptation for some businesses and marketers will be to continue with their simple (one or two channel) way of doing things.
There are two reasons that temptation should be resisted
- The tech giants can’t be relied on
Recent events have demonstrated it’s possible Google or Facebook (or Instagram, Twitter, YouTube, Pinterest, TikTok and Clubhouse) could abruptly exit the Australian market. Yes, they’d take a financial hit. But they could easily absorb it and may decide a scorched-earth strategy down under is justified if it wards off heavier regulation and taxation elsewhere in the world.
Even if that doesn’t happen – and I accept it’s unlikely – these companies have form when it comes to the single-minded pursuit of their own agenda regardless of any collateral damage caused. Just ask any small business owner who’s allocated their entire marketing budget to SEO only to go broke due to an unexpected and unexplained algorithm update.
- Multiple channels are now required to cut through
For the sake of argument, let’s assume Australian businesses will always have the option of investing in tried-and-tested Facebook or Google ads.
It remains the case that in 2021, hardly anyone makes a purchasing decision as a result of only seeing something advertised on Google or Facebook. The average person now needs plenty of prompting before they will decide to act; the Online Marketing Institute says it takes 7-13 touchpoints to deliver a qualified sales lead.
Some of those touchpoints may be more impactful than others, but they all play some part in closing a sale. That can seem counter-intuitive, but I’ve seen it proven many times over. For instance, a business that embraces a multichannel approach will often observe that almost all their leads or sales appear to be coming from one or two channels. They will sometimes make the rookie mistake of culling the poorly performing channels to redirect resources to the channels generating conversions. The high-performance channels will almost always then stop performing so well, making it clear the ‘underperformers’ were crucial touchpoints in the buyer’s journey across a collection of channels.
The more the merrier
A business will usually get some ROI if it devotes resources to just paid search. Or paid social. Or email marketing. Or display advertising.
But, when working with Rocket clients, I’ve found that investing in at least three different channels typically generates the most impressive results. And it’s not only our clients who’ve benefited from the channel diversification I’m championing. Apple, Starbucks and Airbnb, as well as Mercedes-Benz, Heineken, Land Rover and Under Armour, have all enjoyed well-publicised successes by embracing a multichannel approach.
In marketing, whatever the question, a single channel is never the answer.
Advertising boss Sir Martin Sorrell is in the process of launching a $209 million venture capital fund aimed at early-stage ad-tech companies. It’s likely Sorrell is looking to capitalise on new start-ups entering the sector. As reported by The Sunday Times, Sorrell, chief executive of S4 Capital and former boss of advertising giant WPP, is […]
We did it, folks. ‘Baby Shark’, that syrupy, childish, yet oh-so-catchy jingle which first appeared on everyone’s feed back in 2016 has become the first video on YouTube to reach 10 billion views. The video—created by Korean children’s educational entertainment company, Pinkfong—achieved the milestone last week, 15 months after dethroning the previously most-watched YouTube sensation, […]
SafetyCulture’s first brand TVC, ‘Making grand plans a reality,’ features Adelaide International tennis champion Thanasi Kokkinakis and The Block’s Scott Cam (Pictured above). The TVC will debut during Channel 9’s Australian Open opening rounds and will air throughout the tournament. The 30-second spot will also run on social and digital media, at the Melbourne Park […]
The National Heavy Vehicle Regulator (NHVR) has launched a new major road safety awareness campaign titled, ‘Don’t #uck With A Truck’ targeting learners and P-platers. The campaign demonstrates how L and P licence holders can drive safely around trucks, including rules to follow when trucks are turning, stopping and how to overtake a truck. “The […]
The Kyle and Jackie O show returned today with a bang with Sandilands announcing on-air that he got engaged over the break. Sandilands is normally known for saying something shocking or rapping. It’s 2022, but who could forget his vax rap? However, Sandilands showed a softer side when he opened up about proposing to his personal […]
The latest AAMI campaign via Ogilvy Australia, Melbourne, taps into the universal insight of the tantalising lure of a bargain, only to reveal that going too cheap may end up costing you more in the long run. From popcorn exploding vacuums to rogue smoking Stairmasters, the 60-second launch film comically showcases the repercussions of going […]
A new online survey is seeking views on how Australians’ living in regional, rural or remote areas access news as part of a federal parliamentary inquiry into Australia’s regional newspapers. The House of Representatives Standing Committee on Communications and the Arts Chair Dr Anne Webster MP said: “Over the past 10 years news outlets in rural, regional and remote […]
NOVA Entertainment has today announced its appointment of Adam Johnson to the newly created role of chief growth officer. Johnson will now oversee NOVA Entertainment’s brand marketing and communications efforts, as well as lead the group’s growth in connected audiences through its digital product and content development while driving forward NOVA’s data and distribution strategy. […]
As Kia celebrates 21 years as a major partner of the Australian Open, the brand is upping the ante for attendees at this year’s event unveiling the ‘Kia Halo’. The ‘Kia Halo’, is a world-first immersive experience that will showcase the Kia EV6 for the first time in Australia and power elements of the activation. […]
Enero Group has appointed Abigail Dawson (main photo) as its group communications director. It follows Lu Borges move to Los Angeles to become MullenLowe US’ Head of brand and communications. In her new role, Dawson will be reporting in to Steve McArdle and Wai Kwok, CEOs of BMF and Orchard respectively. She will be responsible […]
Clemenger Group has announced Brent Kerby as the new CEO of Clemenger BBDO Sydney. It follows Pete Bosilkovski’s departure from the role back in October. Kerby joins the agency from BWM Isobar, where he held the position of managing director in Sydney and presided over a period of prolific business growth and enviable local and […]
Anytime Fitness has launched a campaign to promote the brand as the most welcoming and inclusive gym for all Australians – no matter their body type, fitness level, ability, or background. The “Any body, Any time” campaign challenges the stereotypical representation of gym-goers, showcasing a diverse range of people with different needs, highlighting the various […]
Dentsu has announced the appointment of David Halter (main photo) as chief strategy and growth officer and the departure of Brent Kirby who was this morning named Clems Sydney new CEO. Big changes are happening at dentsu with Kerby departing to pursue other opportunities and Halter arriving with over 20 years of experience. Kerby, of […]
Nine has unveiled the major partners and sponsors for the 2022 Australian Open broadcast, with Kia, Samsung, Uber Eats, ANZ, Visit Victoria, APT, AAMI, Chemist Warehouse, Peters and Stan all joining in Nine’s Summer of Tennis. This year has also seen Bondi Sands, Ralph Lauren, Chubb Insurance and Safety Culture take up Nine’s AO Extender […]
Entries are well and truly open for the 2022 TikTok Cannes Young Lions Competition Australia so we decided to sit down with winners from previous years and pick their brains. Today we’re with Lizzie Wood from The Monkeys, the 2021 winner of the Cannes Young Lions award in the film category alongside her creative partner […]
Queensland PR and personal branding agency, Yellowpanda, has added two headline clients to its stable with celebrity-backed seltzer brand, Hard FIZZ, and drone experts, Aviassist, joining the ‘Panda Den’. The new clients enjoying early success with Yellowpanda with Hard FIZZ and Aviassist both seeing extensive mainstream media mentions in their first month of representation. Hard […]