With NZ Marketing's 2018 Media issue out in the hands of our readers, it's time to get stuck into the 2018 Marketing issue. The issue will focus on some of the tremendous complexities facing today’s marketers, providing thought-leadership, expert opinion and insights into latest trends across the industry. Take a look at some of the areas our writers will cover:
TVNZ-NZ Marketing Awards 2018
Full coverage of all 2018 winners (announced on Awards night, 13th September). A chance to celebrate marketing excellence and share the stories of creativity, energy, tenacity and results that have made a difference. A look at how our best and brightest have stretched boundaries and taken marketing forward to new places in new ways.
The TVNZ-NZ Marketing Awards, now in their 27th year, are an annual celebration of the best in the marketing, advertising and media business and a great opportunity for premium brands to target an affluent audience. A sponsorship offers brands the opportunity to activate on the night in front of over 700 people – maybe you could display a new car near the red carpet, welcome guests with a special cocktail or run a clever competition – as well as media space across ICG Media business titles NZ Marketing/StopPress, Idealog and NZ Retail/The Register, which, when combined, reach an audience of over 120,000 per month online.
A look inside In-housing
Over the past year, our conversations with the marcomms industry have brought to light a trend of marketing teams taking what was once the work of an agency, in-house. The Warehouse Group, and Warehouse Stationery, Xero, Les Mills, Farmers and Air New Zealand have all moved down this path. So, in this issue, we take a look at what’s driving it, what it means for agency-land and where do management consultancies fit in?
Is there an attraction for agency talent to cross over to client side to work in-house? And if there is, where does this leave agencies? What do the recruiters say?
Technology rising – how do in-house marketing teams get their heads around marketing automation, programmatic, trading desks, data analysis, research and insights – what help do they need and who’s offering?
What about creative support – in-house ECD or creative agency?
Are media agencies under threat – from internal resources or AI or both?
Are marketers smartening up about where their $$ are going and consequently who are the middlemen(people) being cut out?
In smaller companies, marketers are often sent out into the world to see what their business needs to know about; to scan the landscape and see what’s coming. In larger companies, marketers are often involved in their companies’ digital transformation projects (often alongside management consultancies). According to Accenture, by 2020, the size of the digital transformation market
is predicted to reach US$369 billion, but 70 percent of programmes will have failed. So what do marketers need to know about this? Can marketers stop them from failing? And what are the management consultancies in this market actually offering?
Hey, Big Spender
According to some estimates, CMOs are now spending more on technology than many CIOs. They’re making decisions on CRM software, marketing automation, digital ad spend and analytics software, UX enhancements, customer service programmes and potentially bringing in programmatic trading desks. The job of the marketer is increasingly complicated. So how do you know you’re making the right decision when it comes to tech?
With such a rapid pace of change in the media, marketing and advertising industry, it’s important those within it keep up to date with the latest innovations or risk being left behind. In this issue, we’re inviting you to tell us about your newest shiny thing. Be it a new product or service, we want to know how you are keeping your clients ahead of the game.
Tapping into the Chinese Market
Last year New Zealand saw its largest group of net migrants arriving from China, with 9,300 arriving in the country according to Stats NZ. Similarly, by 2023, China is expected to be the largest tourist market in terms of arrivals and spend, according to the Ministry of Business, Education and Employment. It currently sits behind Australia as the largest contributor to spend. Given the scale of the market, we’ll be looking into the value of the Chinese community as an audience for brands and how brands can best engage them.
A 2013 Nielsen survey found Asia Pacific consumers to be the most influenced by advertising – how do brands get the message right? We’ll look at the values of the Chinese community, their media consumption habits and preferences, and the range of locally-produced Chinese media companies attracting their eyes. What considerations need to be given? For example, does New Zealand’s clean, green image resonate with Chinese consumers?
Expanding the scope beyond our shores, we’ll also take a look at how New Zealand brands can engage consumers in China.
We take a look at the rapidly changing dynamics of regional New Zealand, providing some insights for brands, creatives and media looking to make a move beyond the big smoke. Our journalists will investigate regional ad spend, look at the brands (who are they and what are they spending?) and some of the agencies and media companies serving them. We’ll profile some agencies, media owners, and marketers, and ask about challenges they face, opportunities and the work/lifestyle balance. We’ll look at media consumption in each region, what media, when and how, and the best ways for media owners to target specific sectors. For instance, consumers living in Auckland tend to engage with SVOD, online video and music streaming while South Islanders are more likely to engage with linear TV and radio. So where should advertisers be spending their money?
NZ Marketing's 'How To' Guide
We have an opportunity for one only company to promote its area of expertise in a ‘How To’ section’. This gives the sponsoring advertiser an opportunity to share advice or o er a step-by-step guide to show off its knowledge in a particular field.
- To get a copy of NZ Marketing magazine, click here.