Richard Thomp­son, chief ex­ec­u­tive of KPEX

Given the amount ad­ver­tis­ers are spend­ing on Google and Face­book, do lo­cal mar­keters ac­tu­ally care whether busi­nesses are lo­cal or in­ter­na­tional? Is this some­thing they should care about?

New Zealand Marketing - - Feature -

Yes, ab­so­lutely. There are a cou­ple of fac­tors to take into ac­count when con­sid­er­ing why they care that go beyond the ob­vi­ous and more emo­tive rea­sons.

Firstly, a re­cent Com­mu­ni­ca­tions Coun­cil NZ re­port has demon­strated that ad­ver­tis­ing con­trib­utes $6 bil­lion to the New Zealand econ­omy each year and helps em­ploy over 44,000 peo­ple. New Zealand’s ad­ver­tis­ing in­dus­try ranks fourth in the world for cre­ativ­ity and if mar­keters ex­pect to see such an out­stand­ing out­put and busi­ness re­sults into the fu­ture then we are all very in­cen­tivised to sup­port the New Zealand ad­ver­tis­ing ecosys­tem.

Se­condly, mar­keters care about the per­for­mance of their ac­tiv­ity and there’s plenty of ev­i­dence to demon­strate that lo­cal con­tent works harder from a brand per­spec­tive.

Why do we see so many New Zealand brands as­so­ci­ate them­selves with New Zealand’s cul­ture, sport­ing teams or events? The an­swer is sim­ply a more en­gaged and in­vested au­di­ence. New Zealan­ders care about, en­gage with and can re­late best to our Kiwi cul­ture. The same ap­plies to con­tent, it’s no sur­prise that the ma­jor­ity of the top rat­ing TV shows ev­ery year are New Zealand made. Of course there is value in New Zealand con­tent for brands and we should pro­tect this fer­vently.

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