NZ Marketing Issue 74 2023

The start of 2023 has been anything but ordinary, or to turn a phrase, business as usual. From devastating natural disasters, a Prime Minister resignation and uncertainty brought on by economic hardships, anyone expecting to ease into the year after a particularly challenging past few years has been mistaken. And if predictions are anything to go on, turbulence, unease and uncertainty is going to continue to trend as we head into the impending downward cycle. For business owners and their c-suite teams, including those of you who are marketing decision makers, this makes for a tricky climate to navigate. Marketers in particular are going to have to be well-versed in the pain points of their customers and be savvy with spend and resources when communicating with them. For support on…

Melodie Robinson GM Sports and Events for TVNZ on the relationship between advertising and sports. Kellie Northwood CEO of The Real Media Collective on the power of print and how advertisers can get the most out of it. Richie Culph Head of Digital Audio at MediaWorks on harnessing the power of podcasts. Renata Bertram Vice President of Marketing for Salesforce looks at the state of the marketing industry in 2023. Struan Abernethy CEO of REACH on the re-birth of letterbox marketing in a digital age. Melanie Spencer CEO of Socialites NZ shares her social media expertise. Andy Bell Managing Director of Together Connect on a powerful combination that will define Together’s work. Jane Stanley CEO of Hearts & Science on how businesses can best utilise and understand their first-party data.…

Featured story Get ready to ride a shifting of the tides As we settle into 2023, there are more than just “trends” to take heed of this year. Outbrain’s Andrew Burke, Managing Director APAC and Growth Markets, offers his take on the key issues all marketers should be aware of. Scan the QR code to read more: The official home of the TVNZ-NZ Marketing Awards Have you entered the 2023 TVNZ-NZ Marketing Awards? Well, you’ve got until April 28 to get your entries in and put your exceptional marketing strategy and campaigns from the past year forward. Now in its 32nd year, the TVNZ-NZ Marketing Awards celebrate the collective excellence in strategic and creative thinking that goes into award-winning marketing. This is an annual opportunity to celebrate marketing. To find…

What follows is a creative pilgrim’s snapshot of brand work in New Zealand that leverages digital tools and platforms to build brand equity. TRADEME’S ‘IN WITH THE NEW’ I am completely smitten with Trade Me’s campaign. They had me as soon as I heard those opening bars from the unhappy flautist. The creative idea is wonderfully elastic – Trade Me in with the new. Combine this level of creativity and craft with powerful media technology and data, and Trade Me is one of the brands to watch. Best of all, they celebrate new homeowners. An excellent example of a brand feedback loop. ASB’S BEN AND AMY This campaign makes me feel good and it seems others agree. The campaign idea is extremely clever brand storytelling as this brand narrative can…

The fast-paced channel of influencer marketing has no plans on slowing down anytime soon. By 2025, researchers estimate that the channel will reach another all-time high with investments totalling $24 billion. And, according to HubSpot’s 2023 Marketing Strategy & Trends Report, 89 percent of marketers using influencer marketing will increase or maintain their investment next year. However, the way we look at influencer marketing is evolving, led by a change in how consumers want to experience the channel. And it seems influencers are starting to be replaced So, what is the difference between influencers and creators? Creators are talented individuals who have built a genuine, usually niche-based, audience based on authentic connection. Influencers are a half-assed celebrity endorsement mostly used by brands who can’t define their audience, so choose not…

You have been quoted as saying that VideoTaxi has looked at every single pain point in the content creation experience and replaced it with something that works better. What does that process involve? Our focus as a business is on removing friction from every step of the digital content creation process, providing clients with an efficient way to deliver high-volume, high-quality content every day. Clients purchase the subscription package that best fits their business needs, paying upfront or monthly. We partner them with a dedicated digital content producer, (we call a ‘cabby’) who becomes an integrated part of their team. Our cabbies are amazing Swiss-army knives of hybrid talent who cover the full creative process end to end. A client interacts with a single producer for the duration of their…