What will mar­keters fo­cus on too much/ too lit­tle in 2016?

DAVE EL­LIOTT, GEN­ERAL MAN­AGER OF MAR­KET­ING AT MITRE 10

New Zealand Marketing - - The Change Issue -

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.

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