We asked some stalwarts a simple question. Here’s what Simon Tong, managing director at Fairfax Media, had to say.
For me, the acceleration of mobile combined with a similar acceleration in ethnic diversity – particularly in Auckland – is a huge shift already upon us.
It’s increasingly a mobile-first world. More people are spending more time on mobile, and marketing needs to switch thinking from mobile-aware to mobile-first. Don’t just plan for campaigns and content that scale down nicely to mobile – start with mobile, and plan to scale-up to other media channels.
By tapping into data insights, the opportunity to serve audiences better is immense. Companies that are able to capitalise on this opportunity are likely to produce tremendous new value.
There’s a real challenge to address digital customers on their new terms. There’s going to be an increasing focus on creating radically intimate relationships with customers based on 360-degree profiles of their anytime/anywhere behaviour. What is learned from these relationships will then drive multi-channel product development and integrated anytime/anywhere customer experiences.
With more data, there’s a growing need to pay attention to sensitivities around privacy. Privacy will continue to be a hot topic and we must be open and transparent with users about the data we collect and how we use it. Consumers’ willingness to allow companies to use their personal data is vital to create personalised and targeted marketing campaigns.