What's Next? Claudia Macdonald

  • What's next?
  • January 8, 2015
  • StopPress Team
What's Next? Claudia Macdonald

We asked some stalwarts a simple question. Here’s what Claudia Macdonald, managing director at Mango, had to say.

Authenticity and craft will infiltrate marketing speak in 2015. We have already seen this trend in our domestic lives, from the explosion of the craft beer movement to the popularity of farmers' markets, artisan producers and the slow food movement.

Now we will witness it in our marketing as brands strive for an honest tone of voice that reflects our desire for a balanced view in a world littered with sponsored posts and native advertising. 

The growth of real, authentic, genuine can be seen in the increasing openness of our day to day existence. Today 18 year olds command audiences in their millions via quirky commentary on their day to day existence, filmed from their bedrooms. You can’t get more real and genuine than that.

Being able to see how others’ live is part of the attraction. Millennials want to hear from their peers, rather than from marketers. This means that unless the message is truly someone’s own thoughts and feelings, then it is viewed with distrust.

A desire for authenticity also appeals to the time and disposable-income rich baby boomers. For example, they have embraced Airbnb, the international home-stay accommodation site, because it provides real world experience with real people. And offers peer reviews that are sometimes brutally honest.

New Zealand is increasingly finding its own distinctive voice, one rooted in our origins but reflective of our modern experience.  While a few too many campaigns have milked the ‘she’ll be rightness’ of our ancestry in an attempt at authenticity, today our voice is generally more sophisticated and contemporary.

The challenge for marketers and the communications industry supporting them is to get the balance right. How do you access the YouTube entrepreneurs’ audience without destroying their authenticity? How can you create a strong brand tone of voice, when it’s someone else’s voice people are listening to?

Striving for balance is a strong part of the human psyche. As the internet makes everything accessible in real time, we may just see the advent of the slow marketing movement in counterpoint.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

features

A matter of trust: Patrick Gower on improving Newshub's political polling

Combining the best of the old with the rise of the new, Newshub has implemented a new methodology that hopes to get opinion polling right. ...

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit