What will marketers focus on too much/ too little in 2016?
DAVE ELLIOTT, GENERAL MANAGER OF MARKETING AT MITRE 10
In 2016, retail brands clearly need to focus on relevance, effectiveness and reach as consumers transition across to a wider base of media types and activities associated with the act of engaging with these. Of course, this transition will vary in extent according to who the consumers actually are and how they influence profitable activation for a brand. It will also depend on the extent to which a brand already uses paid advertising to deliver its marketing communications.
For a multi-brand retailer like Mitre 10, much of its marketing communications is traditionally driven through paid media and this year has certainly seen big changes in how effectively the largest of those, free-to-air television, works in meritoriously accruing reach. By that I mean people viewing in return for money paid for that audience. Marketers need to go further than simply walking across to the pre-rolls offered by on-demand services to maintain the same levels of brand awareness. Certainly, a spot on pre-roll is good but it ain’t worth a spot on broadcast TV in our view. This means that there is a factoring in of frequency to be made.
I’ve long held that any customer abuse of marketing communications resulting in the customer seeing the same ad playing more than four times should result in the marketer involved being at least encouraged to go work for the competition. So what to do then?
Being present when and why your customers want you to be and doing that cost-effectively will require a degree of re-ordering of activities in 2016. Personally, I say be brave and always be prepared to be fired for doing the right thing.