Long before Online Republic was the Kiwi success story sold to Australia-based Webjet for $85 million, Sim Ahmed wrote a cover story for NZ Marketing in 2013 telling the story of how the company's founder Mike Ballantyne discovered success by moving away from ego-stroking digital campaigns and focusing on the unsexy—but increasingly important—realm of search engine marketing. Today, we revisit this tale. (Please note: this story features previously published content).
Marketing, advertising & media intelligence
Got a story? Email firstname.lastname@example.org
From the sea to your plate: new Tiaki brand aims high, employs technology to let fish lovers see where dinner was caught
The Tiaki fishing approach, which includes innovative nets and a mobile app, is being trialled in a bid to enable consumers around the world to see where their fish came from and how it was caught.
The traditional perception of golf usually evokes images of diamond-patterned shirts, cheese cutters, pastel sweaters, loafers and affluent white men. This long-standing reputation is so entrenched that it even led to the urban myth that the word golf was in fact an acronym for 'gentleman only, ladies forbidden'. This, of course, isn't true, but the stereotype has long prevailed in golfing, leading to it being seen as a rich man's sport or a hobby for retirees. But NZ Golf is on a mission to change this.
From the page to the screen and everywhere inbetween: how magazines are morphing into many-tentacled consumer brands
The Great StopPress 'Year in the Rear': our take on 2016—and the final week to vote for your favourites
A shotgun for your influence: magazine brands, social media stars and the battle for paid #authenticity
360-degree video, which has been described as the next big thing in tech for 2016, is slowly gaining traction in New Zealand as brands begin experimenting with it in creative ways. Here’s a rundown of how a few of them have been using it so far. PLUS: a first-hand account of Augusto’s experience with the technology.
Top websites for December: Facebook slips below Microsoft as Nielsen includes Skype in the numbers--UPDATED
Microsoft’s combined offerings topped Facebook in last month’s website rankings, which are based on a Nielsen report that tracks unique audience across all web browser usage, but does not include the use of mobile apps. Unsurprisingly, Google came out on top, while Stuff retained its lead over the Herald further down the list.
To paywall or not to paywall? That is the question bouncing around many-a-publisher’s head. Of course, if it works, extra revenue is brought in, great. But, what if the audience doesn't go for it? And the product ends up in a worse state financially than pre-paywall, with dwindling advertisers to boot. Surf forecast website Surf2Surf has decided to take the risk, and though it’s very early days yet, results so far are promising.
The upcoming New Year's resolutions may be easier to achieve thanks to athletic polar bears, vibrating belts, smart socks and maybe even wearable bananas.
Facebook appears to be steadily eating the internet and, in August this year, it took over from Google as the biggest driver of web traffic to news sites. It’s a bit of a love/hate relationship, however, with many publishers relying on the network for traffic, ad revenue and validation/stimulation, but also fearing that they are vulnerable to a tweak of the algorithm or demands for more money to reach its audience. Earlier this year, Facebook announced the arrival of Instant Articles, which let selected media brands publish content directly to Facebook and display it in newsfeeds without requiring users to leave. And, as part of a regional deal with Fairfax, stuff.co.nz will be the first local brand that gets to play with it in New Zealand.
Mimi Gilmour’s restaurant chains Burger Burger and the newly opened Fish Fish have adopted the no-reservations policy increasingly used overseas. But as queues form, she is planning technology to take the agro out of waiting for a table.
We welcome our new tastemaking robot overlords: IBM launches artificially intelligent product prediction app
Here’s a psychic skeptics will struggle to debunk: IBM has developed an app that trawls customer conversations on the internet to help retailers and shoppers to understand which products will be popular. And it has already picked which items will be hot commodities for Christmas 2015.
'Snackable content' seems to be the buzzword of the moment and while some believe this trend may lead to obesity of the mind, Air New Zealand has joined the feast, releasing nine clips showcasing various Auckland activities in an effort to get Australians to come over and support their NRL team during next year’s NRL Auckland Nines event. PLUS: ATEED calls on Robyn Malcolm to get the locals to experience some lesser-known Auckland attractions.
From the club to the couch: how one Kiwi company is changing the way we think about, play and watch sport
As Michael Lewis' book Moneyball shows, the clever use of data and technology can mean the difference between winning and losing in sport and, with massive broadcasting rights being signed here and around the world and a range of brands hitching their wagons to professional athletes, there's plenty at stake. And VX Sport, a Kiwi tech company, is quietly revolutionising the way sport is played—and, maybe, how it's watched.
The outdoor industry is in the middle of a golden run in New Zealand, with 11 consecutive quarters of growth and a compound annual growth rate of ten percent since Jan 2013 making it second only to online as the fastest growing media channel. Digital screens are driving most of that growth. And things are changing rapidly as all the big players invest heavily to try and get a piece of the pie, so here’s a rundown on what they’re all up to.
As festive biscuit buying season approaches, Griffin's and Assignment ask Kiwis to create a guide to 'biscuitiquette'
While it's tough to top Whittaker's when it comes to socially savvy FMCG brands, Griffin's has also had a fair bit of success in that field, with its Choco-ade campaign from a few years back the stand out. And to capitalise on the festive I-need-to-get-them-a-generic-gift-but-it-can't-be-too-expensive biscuit rush (which is closely related to the chocolate gift giving Cadbury has been promoting for a few years), Griffin's and its agency Assignment Group are asking Kiwis to provide some rules around appropriate summer Sampler consumption.
Burgers seem to be the new connoisseur item and weirder and more wonderful offerings at popular events like Wellington on a Plate's 'Burger Wellington' competition have shown the levels of experimentation burger eaters are willing to indulge. These gentrified consumer tastes have given rise to the 'better burger' movement, a niche occupied by establishments like Burger Fuel, Burger Wisconsin and, in Auckland, Burger Burger. Even that bastion of standardised beef and cheese, McDonald's, has announced moves to posh up their burgers by allowing customers to customise their own. But 'bourgeois burgery' has now moved to the humble Kiwi BBQ, if the entries to Tip Top’s 'Build a Better Burger Challenge' are anything to go by.