Marketing October - November 2019

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

2 min.
editor's note

Everything’s a little bit upside-down. As we industrialised, manufacturing and transport became more affordable and manageable. Big business grew; big business leaders grew complacent. Soon they were able to visualise items ordered, manufactured, shipped and sold as figures on a piece of paper, so it’s no surprise they started thinking about products and the people who bought them as numbers too. As making the numbers on the page look better became their job, they lost touch with the people and started getting a little risky. Cutting corners, slashing costs, losing that commitment to quality and reliability. Face-to-face service was replaced by hold music, long waits and customer dissatisfaction. The numbers began to look very nice indeed. But these heady days weren’t to last. The risk didn’t pay off. Challenger brands entered the…

11 min.
the inertia trap

No,” says Adam Ferrier, chief thinker at Thinkerbell, “I disagree with the premise”. Upon asking the question – ‘is marketing an inherently risky practice?’ – to marketers on both the agency and brand side, it became clear that every one had a different interpretation. According to Ferrier, marketing as a practice is at least not as risky as it used to be. “Marketing used to be a lot riskier than it is [now],” he says. “Back in the day, marketers used to look at agency people” and they would say “‘trust me’, and that was the end of the conversation.” In the past 10 to 15 years, however, marketing sciences began to “infiltrate”, arming the industry with demonstrable tactics, strategies and bullshit detectors. According to Ferrier, marketing’s enlightenment period took “some of…

1 min.
new money

NEOBANKS – UP AND COMERS NEW NEOBANKS ARE POPPING UP EVERY WEEK IN AUSTRALIA WITH DESIGN-LED, YOUTH-FOCUSED STRATEGIES. Neobank – a form of direct banking that relies entirely on digital technology; customers interact with neobanks solely via smartphones and personal computers. the big four banks pull $30 billion in annual profit Source: The Sydney Morning Herald WHO’S PLAYING? 86 400 the first to operate in Australia owned by Cuscal XINJA Australia’s first independent neobank plans to launch home loans in 2020 UP debit cards designed to be ‘Instagrammable’ users may enable all charges to be rounded up to the nearest dollar, with the excess automatically transferred into a savings account FACEBOOK IS SORT OF OF A BANK NOW... Libra currency planned to launch in mid 2020 backed by a pool of US$1 billion contributing corporate partners include Uber, Vodafone, Spotify and Lyft distribution and governance will be run by the…

5 min.
brain trust

MELANIE PORTELLI While an in-house advertising team will generally stay clear of all things risk, tip my hat to the gang at Koala mattresses. Since at least 2017 its ‘Aussie battler’ tone of voice has stayed true, and it has been upping the ante on the provocation meter. This year it launched its ’How good are sickies’, campaign which caught my ear during a well-timed morning radio slot. From my perspective, the concept shines in its simplicity: “Koala mattresses are so comfy you will want to take a sickie, and that’s OK.” The film feels like a Meat and Livestock Aussie tribute with a dusting of Vegemite and I would say does a decent enough job in execution. Koala is almost normalising the sickie as evidenced with lines including “The sickie is…

6 min.
five ways to overcome your fear of risk

On a recent long haul flight, I was scrolling through movie options to find something to help me sleep. I ended up choosing a documentary. Unfortunately, as the movie progressed, it felt more likely that I’d never sleep again. The movie was Free Solo , which chronicles Alex Honnold’s 2017 attempt to climb the El Capitan peak in Yosemite National Park with no ropes, harnesses or protective equipment. My palms were clammy for more than an hour as I watched Honnold scale the 915- metre vertical granite rock face, where the tiniest slip would result in certain death. I couldn’t get my head around Honnold’s unnatural tolerance for risk. Deaths in the free climbing community are common, yet still these climbers search for greater challenges and riskier climbs. To me, it…

5 min.
facebook and the grand challenge of digital ethics

As I ramp up an effort to refresh our report on top technology trends to watch, one of the things I find most interesting is how technologies build upon and accelerate each other. For one thing, we have to wrestle as a society with a number of moral dilemmas that I consider part of digital ethics. Facebook Inc (inclusive of the Facebook app, Messenger, Instagram, WhatsApp, Facebook’s Audience Network, and its other apps, services and hardware) is the best example. It has become a new world superpower, but instead of nukes, it combines technologies in order to accelerate disruption and expand its influence at a scale we simply can’t grasp. This is forcing us to pay attention to digital ethics and wonder what the new reality that Facebook is helping…