Marketing April /May 2017

Every issue of Marketing looks at the story behind brands and the people that devote their blood, sweat and tears to them. From one-on-one interviews with Australia's top marketing executives, to valuable case studies and strategy-level opinion, every page is authoritative and insightful.

Niche Media Pty Ltd
USD 5.30

en este número

1 min.

Marketing would like to recognise and thank the members of its Editorial Advisory Board for their invaluable guidance, including but not limited to Dr Michael Valos (chair), Caroline Ruddick, Erik Zimmerman, Mike Harley, Shannon Peachey, Trisca Scott-Branagan, Skev Ioannou, Cameron Woods and Peter Little. * CONTENT PARTNER: a Marketing Content Partner is an organisation with which we’ve entered into a partnership to collaborate on content for the magazine (see page numbers listed for each) and/or exclusive benefits for Members of Marketing Pro. See more information.…

2 min.
editor's note

That new digital technologies improve exponentially is not debatable, and in future I might eat my words on this, but… there are a few things I don’t see machines learning any time soon. Empathy, emotional intelligence and irrational decision making: the most important things about relationships. For the foreseeable future (if that’s a sensible term to ever use) I think I’m safe in that claim. Huge investments of time, money and energy continue to be made into natural language processing and synthesis, but until the next iPhone comes out later this year, Siri – as with the rest of her kind – can barely listen properly, doesn’t learn, and can only deal with single-step input-output requests. Those things are going to get much better very quickly. Listening, adapting and ‘thought’ processes that involve…

1 min.

Noun The ability to acquire and apply knowledge and skills. The collection of information of military or political value. Origin Late Middle English via Old French from Latin intelligentia, from intelligere ‘understand’. Source: Oxford English Dictionary “Emotional intelligence is the most important predictive factor for any employee in any business.” (52) “The traditional view of loyalty has faded – there is no such thing as a customer for life. You have to win the customer every time.” (62) It’s not impossible to test for System 1 thoughts. Gamified testing techniques, for example, can circumvent the tendency for survey respondents to switch to System 2 thinking . (58) “You really don’t have to be too clever to generate great marketer intelligence – just humble, able and ready to listen.” (96) “I definitely recommend getting a job. Book learning and real…

12 min.
what artificial intelligence means for brands

“Brands are conscious of the line between letting consumers know they are conversing with a machine as opposed to a human.” I am distracted, worried I will lose track of time and be late to pick my kids up from school. I glance at my phone. “Hey, Siri,” I say. I hear the responsive beeps. “Set an alarm for 2.15.” “OK,” the robotic female voice responds, “your 14.15 alarm is on.” Done. Artificial intelligence, you rock. This is the epitome of what proponents of Artificial Intelligence (AI) are saying to people who fear robots taking over our jobs. The tech will make our lives easier. It will remove unwelcome and time consuming tasks ingrained in our lives and we can get on with more enjoyable work and have more time for pleasure…

1 min.
car race nps benchmarks: automotive

Marketing and SSI have teamed up to explore customer satisfaction in Australia and New Zealand. Throughout 2017 we’ll be surveying people to find out how they feel about the brands they use in industries from automotive, retail, travel and more. Each survey will sample 1000 people in Australia and 600 in New Zealand, adjusted to be representative of the age, gender and location make up of each country. Each issue, this page will contain top-level results, while a full report with more detail on each industry will be available at SSI is the trusted global leader in survey and research solutions for market research firms, B2B and B2C companies. Visit…

5 min.
brain trust

Mailee Creacy, country manager, Rocket Fuel The use of artificial intelligence (AI) has revolutionised our everyday lives and this impact is just as apparent in the world of marketing. In the next 10 years we can expect this progression to be even more prominent. By 2027 AI will have changed everything about the way marketers work. The sheer volume of data available and the capabilities of AI technologies allow for such an in-depth knowledge of a potential customers’ behaviour that marketers will have the power to predict consumers’ needs and desires, and deliver a brand message that is personalised for each individual. It’s not just the technology that will drive change: consumers are starting to demand more from the brands with which they interact. Digital experiences have evolved to such a sophisticated state…