What Marketers Should Be Prioritising In FY2021/22

It’s the start of July, which means tax time and the start of a new financial year. For businesses, this will often coincide with strategic shifts and new goals. We spoke to some senior business leaders to find out what marketers should be prioritising this financial year.
Dean Vocisano, Country Manager for Australia at ShopFully:
“Every industry has been undergoing a transformative shift for some time, though COVID-19 accelerated the digital transformation plans of many companies overnight. Over the past 12-months, marketers in the retail industry, in particular, had to move traditional trade tactics like flyers and print catalogues to digital communications. This was driven by more and more consumers using their mobile phones as a remote control for every day, leisurely shopping—be it planning their next shop online to save time in store, or researching information like opening hours and product information. Consumers also formed new behaviours and forged brand loyalty as a response to stay at home orders and social distancing rules, trying new brands and stores, trialling new shopping times and changing the frequency of visits to avoid crowds or simply, change up their regular routines.
“With these factors in mind, as we welcome the new financial year, it is important for marketers and brands to re-evaluate their digital experiences. Consumers will continue to look for simplified shopping experiences that save money and time, creating massive opportunities for brands to innovate and get cut-through. In addition, savvy marketers who consider all stages of the path to purchase will be one step ahead, prioritising not only the digitisation of channels but also not over-looking the value of in-store experiences to customers. The combination of online and in-store hyperlocal marketing via digital platforms is the key to success in delivering memorable experiences for customers but also to your bottom line.”
Vanessa Cremona, Head of Communications & Brand Asia-Pacific/Japan at Rackspace Technology:
“We’ve all seen how the pandemic has accelerated businesses’ plans towards digital-first or offering their products and services via online platforms. However, as many are finding out, pivoting is not that simple. Further, as budgets collapse, the past year has demonstrated the basic need for agility in B2B communication and brand engagement.
“Ultimately, the quality of content is what provides businesses with the ability to close opportunities. In this new financial year, marketing and communication leaders should look to enhance their marketing platforms to meet evolving client expectations. By moving the needle, businesses can place themselves on the cutting edge of content, from offering a niche look at topics to more commonplace troubleshooting issues. That’s exactly how we’ve found success.”
Jaime Nelson, Managing Director of Hotwire Australia:
“What has become clear in the most recent financial year is that already stretched budgets have become even tighter, and as much as marketing and PR is seen as activities only to be undertaken in good times, cutting these is a significant business mistake. There has been Covid content saturation over the last year and people are seeking hope and a way forward from brands.
“As marketing and communication leaders we absolutely need to be proving the value of what we do with targeted, measured campaigns with provable ROI, and also offering integrated campaigns for human connection to better influence the customer journey further down the funnel. This needs to go beyond PR.
“In an age where clients and customers have dedicated content channels available to them, the need to adapt our offering is clear. This new financial year is a fresh opportunity for marketing and communication leaders to step beyond traditional roots of PR and communications, to continue to evolve and really double down on helping brands with the human value they create coming out of Covid.
“For us, that means doubling-down on content strategy using paid, earned and owned channels, and marketing and branding to better harness the customer journey. Leaders need to present clients with a more cohesive experience and access to new skills and services, including end-to-end branding, content strategy, and marketing to build brand reputation, strengthen stakeholder relationships and deliver revenue growth, igniting the entire marketing ecosystem and supporting CMOs in growing their businesses.”
Nick Flude, Chief Marketing Officer at Secure Code Warrior
“The challenge for B2B marketers is to get back to driving growth and demand from a cohort of customers who are worn down by the pandemic, want to get back to business as normal but are a little apprehensive of the impact of another outbreak and lockdown.
“There have been so many unsolicited, unapproved and random opinions thrust at customers over the last year and a half, that there’s a significant opportunity for brands to get back to the basics of authenticity, purpose and mission—and the recognition of not only the needs for, but the delivery of, value for the customer.
“As we move through the pandemic and budgets become even tighter, it’s more important than ever to be providing value that meets the shift in customer expectations.”
Please login with linkedin to comment
HotwireLatest News

Why Advertisers Cannot Overlook The Benefits Of Generative AI
Are you a little late to the generative AI party? Well, pull your popper & toot your whistle to this essential read.

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Reddit Recap Reveals That Aussies Went Nuts For The Tillies, Eurovision And, Erm, Finance
Reddit’s annual Recap report has revealed the issues and moments that captured Australia’s collective mind over 2023 with, naturally, the Matildas featuring high on the list. The inaugural Australia-hosted Women’s World Cup saw Aussies glued to the footy (or, indeed soccer) with one enterprising user capturing the moment that Cortnee Vine scored the winner against […]

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Spikes Asia Announces Its 2024 Jury Line-Up
Spikes Asia, APAC’s most prestigious and sought-after Award for creativity and marketing effectiveness, has revealed its 2024 Jury line-up today. The 93 industry experts from across 18 markets represent APAC’s leading talent from a diverse range of disciplines. 2024 sees the highest representation from brands, including Budweiser, Procter & Gamble, Unilever and, for the first […]

Assembled Media Inks TikTok Creator Campaign for BIC
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Wednesday TV Ratings: Aussies Sign Up For Taronga Zoo
With animals proving a ratings winner for the networks yet again, we're expecting odd marsupial cooking mash-ups soon.

If You Can’t Beat The System, Cheat The System: Hardhat Launches ‘Cheat Codes For Challenger Brands’.
Independent creative and CX agency Hardhat has launched an Australian-first suite of growth accelerators; ‘Cheat Codes for Challenger Brands’.

Melinda Petrunoff: Pinterest Predicts Is A “Cheat Sheet” For 2024
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

VOZ Enters Final Phase Of Total TV Viewing
This headline can be made so much more appealing by reading it with a Darth Vader-like inflection.

Selfies! Swipes! Scrolling! It’s The Best Of The Best Social Media Directors, Presented By Finecast, Part Of GroupM Nexus
Social media's far more than faffing about with videos of the office dog, as these digital maestros attest.

Thinkerbell Unveils Pringles “Shoot From The Chip” After Winning Competitive Pitch
Other than heroin, nicotine and Sex In The City re-runs, is there anything more addictive than the Pringle chip?

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]

“He Cannot Die Without People Knowing What He’s Done”: Alan Jones Accused Of Indecently Assaulting Young Men
As sad as it is to say about these unsavoury allegations, why does it not come as any real surprise?

B&T TV – Jasmin Bedir On Why Trade Media Needs To “Drop The Shade”
Much like the arrival of tequila shots, you know you're in for a rollicking good time when Jasmin Bedir gets involved.

Kmart Does Christmas Via Dentsu Creative
Kmart is always B&T's one-stop shop at Christmas. Particularly for people we don't overly like.

Wavemaker Promotes James Boardman To Chief Strategy Officer
James Boardman amps up his Dungeons & Dragons creds as he's named Wavemaker's chief strategy officer.

When It Doesn’t Feel So Good Being Bad – It’s 2023’s Top Banned Ads
Other than a Cannes Lion, there's arguably no greater honour in advertising than getting your ad banned by a watchdog.

Taylor Swift Named Time’s Person Of The Year, Beating Out Putin, King Charles & Barbie!
Did you spend 172 hours staring at your computer screen & still didn't get Taylor Swift tickets? Stare some more here.

Petbarn & Greencross Vets Create Live Parasite Tracking Tool Via Howatson+Company
Could your incessant itch & dark urine actually be a sign of parasite infestation? Mark this as a must read.

Imogen Hewitt Promoted To Publicis’ Chief Media Officer ANZ
Imogen Hewitt's ascendancy at Publicis continues apace. Not that she's to be known as Dame Imogen Hewitt.

Icon Agency Nabs Michael Knox From Think HQ
We're still three weeks off the 31st, but already it's a "new year, new me" for Michael Knox as he joins Icon Agency.

James Warburton Resigns From Seven
James Warburton calls time on his Seven career. Also refusing all calls from Rugby Australia.

DBC2 Appoints Jason Fisher To Newly Created Role Of CEO
Following a period of significant client growth, leading auto marketing agency, DBC2 has appointed Jason Fisher (lead image) to the newly created role of CEO. The appointment is part of DBC2’s long term growth strategy ahead of the agency announcing a brand refresh and expanded proposition in early-2024. As a new shareholder of the business, […]

ACCC To Crackdown On Influencers & Businesses For Misleading Advertising & Dodgy Reviews
ACCC announces crackdown on dodgy influencers and online reviews. Which, it must be said, is their job.

Alastair Baker Promoted To Havas’ National Head Of Planning
Havas' Alastair Baker has a spring in his step and a song in his heart today following work promotion.

Three New Hires At Amplify
Extra pressure on Amplify's Nescafé Blend 43 catering tin today with the arrival of three new recruits.

Troye Sivan Named GQ’s Man Of The Year
Shannon Noll once again savagely cruelled by the GQ judges as KFC work goes unrecognised at Man Of The Year awards.

Indy Clinton, The Matildas & Fitzroy Garage Party Honoured At 2023 TikTok Awards
B&T a lucky attendee at last night's TikTok Awards. Disappointed not to see any cats playing piano, however.

Digital Advertising Excellence: A Blueprint For Maximum Engagement & Sustainability
Much like the importance of daily flossing, this is a gentle reminder of the damage crap creative can do.

What Are You Waiting For?! Enter TikTok Young Lions Now!
We're certainly not young, talented and trendy but you likely are, so enter the TikTok Young Lions comp!

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps
Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]

Mister Cartoon & Turtle Wax Partnership Launches In Australia & New Zealand Via DIJGTAL
DIJGTAL launches ‘The Art of Car Care’, an exciting partnership between renowned LA street artist and icon, Mister Cartoon and Turtle Wax in Australia and New Zealand.

GTA VI Trailer Smashes YouTube Viewership Records
This trailer marks great news for spotty teenagers and socially awkward people around the world.