Friday 5 Marketing Observations – Joining The Dots: The Future Of Creativity In Australia
It’s Friday, they seem to roll around so quickly. I found heaps of interesting articles, so I’ve picked the best 5 which I believe can add value to your marketting.
Joining the Dots: The Future Of Creativity In Australia
Recently, as part of PwC’s partnership with Google, I conducted research on the future of creativity as it relates to marketers and creative agencies. We called this paper “Joining the Dots” because we found that connecting creativity, data, and technology illuminates new possibilities that can grow marketers’ businesses and future-proof agencies.
Interviewing some of the top innovators who are leading creative agencies and marketing teams in Australia gave us an invaluable cornerstone for our research. Here are a few of the major trends we found and some pearls of wisdom directly from the thought leaders.
- Smart marketers are owning the whole customer experience – So Marketers need to apply creativity at every touchpoint & use creativity to design new direct digital services…
- Ads must be relevant to resonate… Improved relevance arises from knowing more about the target audience – not just traditional demographic information but also where they are in the customer journey… Do you see the pattern through these articles The Customer Journey…
- Marketers and creatives have more insights available for building competitive advantage… Research shows that marketers who are more active in using consumer data reap higher financial returns. A recent US study by McKinsey demonstrated how CMOs who integrate data across all their marketing functions – from brand strategy and creative development to consumer experience, product and pricing…
Top 10 Trends In Digital Advertising In 2019
As we jump headlong into 2019, the digital advertising industry continues its exciting journey through new ad formats, breaking news, and shifting ad budgets. To dive deep into the state of the industry and anticipate what the New Year will bring, we dove into industry data and the Marin Advertising Index—which represents billions of dollars of annual ad spend on the Marin platform. These 10 trends in digital advertising indicate new possibilities, persistent challenges, and ongoing turf wars among major industry players…
- 1. Blurred Lines: Google, Facebook, and Amazon – The Opportunity: Marketers will need to work hard to connect the dots across all these different channels and seek out an independent view of the entire customer journey, especially as lines are blurring across publishers and devices…
- 3. The Chatbot and Messenger Brand Advantage
– .The Opportunity: Messenger apps present an opportunity for brands to move conversations forward in a way unlikeany other format. Brands can have asynchronous conversations—where they can pop in and out of the app—at various points along the customer journey ..
- 5. Data, Data, Everywhere –.The Opportunity: The smartest marketers will keep mining search and other types of data to stay competitive, whether it’s to improve the customer experience or inform product, services, and merchandising decisions…
‘The Biggest Battleground Is How We Understand Our Customers’ – Woolies Analytics Head On Customer Obsession
Prior to her appearance at ADMA Data Day, Rolee Satyam, head of analytics at Woolworths’ digital arm, tells Marketing why customer centricity leads every decision she makes, from personalisation to career development.
Putting the customer at the centre of every company decision is something many organisations like to spout, yet their actions reflect an entirely different story. Nobody appears more frustrated by this than Rolee Satyam, head of digital analytics at WooliesX (Woolworths’ digital arm).
Prior to WooliesX, Satyam was senior manager of customer proposition and analytics at US-based Walmart. And prior to that, Satyam worked in a variety of data roles for hungry, up-and-coming Silicon Valley firms.
- The customer must be at the forefront of every decision, whether it be in personalisation, data management, competition – always ‘customer-first’… Placing the customer at the heart of the business is a fundamental shift in attitude that allows a default guiding force throughout a business’
- Looking at Woolies Data they found… Each channel plays a different role for different customers. That’s why it’s important not to categorise the channels in a broad bucket, but rather understand what that channel means for a customer – which also connects back to the messaging….
- Put your customer first. Putting your customer at the core of the problem, that’s when change happens. Secondly, the more technical bit is creating that single customer view from a data perspective…
Study: 14M Aussies Have A Pay TV Subscription, As Netflix Passes The 11M Mark
Nearly 14 million Australians now have access to some form of pay TV/subscription TV, up 11.8 per cent on a year ago new research by Roy Morgan has found.
And it’s not just Netflix driving the increase with large year-over-year increases for several SVOD services including Netflix, Stan, YouTube Premium and Amazon Prime Video.
Over the last year Netflix has continued to lead the growth of Subscription Video on Demand (SVOD) services with over 11.2 million Australians in the three months to February 2019 now having a Netflix subscription in their household, up by 25.2 per cent on a year ago.
- It’s rare that my kids watch TV, They’re on their devices, Mobiles, Ipads, etc watching streaming shows on Netflix or YouTube… And who can blame them when served repeat after repeat all summer Since Christmas The Harry Potter Series doing its second round… I’m pretty sure most people have seen these… Bring on the Footy Go Swans…
- 10 years ago Netflix was a struggling company trying to launch their new streaming model, The even offer to sell a percentage to Blockbuster…It never happened Now the last Blockbuster is closing down in Australia & Netflix has 11.2 million subscribers…
- It’s not just Gen x & Y watch Video on Demand (SVOD) my dad & his rave about watching the amazing stories… Amazon, Netflix, & the SVOD services are spending a fortune writing & producing great content… Games of Thrones, Marco Polo, The Crown & if you love comedy
thanthat’s why SVOD’s are taking off.
17 Charts That Show Where Content Marketing Is Heading
We are at a point where you already know you need to leverage content marketing. But what areas of content marketing should you focus on?
How many blog posts do you need to write? What are the best ways to monetize your traffic?
How can you ensure that what you are doing will work in the future?
To shed some light on where content marketing is headed, I’ve gathered data from 183 companies who are all leveraging content marketing. Each company makes at least 5 million dollars in revenue a year and generates less than $1.9 billion a year.
SEO made up 51% of the blog’s traffic and to no surprise, social media was the 5th most popular channel.
But what was surprising is that referral traffic was in 3rd place at 11% and email was at 9%.
- SEO made up 51% of the blog’s traffic and to no surprise, social media was the 5th most popular channel… But what was surprising is that referral traffic was in 3rd place at 11% and email was at 9%.
- People searching for Answers, that’s why Google has continually shifted from ranking web pages to pushing up content over time. And it doesn’t look like that the trend is stopping anytime soon… Blogs are generating, on average, 60 to 62% of a site’s search traffic…
- They say that if you want to rank on page 1, you need to write content that is 1,890 words… Google wants to deliver answers to people question, they assume if you have more words then you go into more depth to provide a solution… Don’t stress not every article needs to Be War & Peace, so you need to mix up…
Go Read –Increasing, Your Brand Is It Reviews
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