April 2, 2019
Australian marketing landscape
The Australian marketing industry is currently experiencing an unprecedented rate of change — and it’s all thanks to a surge in creative output, according to a recent study conducted by PwC and Google. The study, titled “Joining the Dots”, comprised interviews with Australia’s top marketing experts, who provided invaluable insights into the factors driving this trend.
According to the interviewees, advances to innovation, data, and technology were equally responsible for this shift in creativity. And this transformation has shaped the way Australian marketers are now doing business as they gain a richer understanding of what their customers really want and how their customer journeys should look like. Here are some highlights from this study:
Data is originating from a greater number of sources
Australian marketers aren’t just relying on one single data source; they’re getting their insights from a mix of first- and third-party data sources. Nick Garrett, CEO of Clemenger BBDO believes this is a good thing: “Data leads to [better strategies]; it allows us to put forward more compelling ideas because we’ve moved from ‘I think’ to ‘I know’.”
Marketers are increasingly using third-party data sources like airline loyalty programs to gather behavioral data such as browsing and purchase activity, and using social media platforms (e.g. Facebook custom audiences) to get audience data such as demographics and interests.
Similarly, marketers are spoilt for choice when it comes to first-party data sources today. CRM systems, inventory, customer support logs, and website/apps are just a few examples of first-party data sources that marketers are taking advantage of. Smart marketers are also taking advantage of marketing automation software like Autopilot to sort and stitch data from those various sources together, surfacing them to extract valuable insights that feed creativity.
A best-of-breed marketing automation solution goes one step further by allowing marketers to integrate their favorite apps so they can then use all this surfaced data to automate the entire customer journey. For example, this is an Autopilot customer journey that a sales team may use to assign qualified leads from Intercom chat conversations to a CRM such as Pipedrive, followed by an automated outreach process.
Technological advances have resulted in an increase in marketing channels
The growth in channels on which to express a brand’s personality has provided marketers with more opportunities to reach out. In the past, audio marketing was just restricted to radio advertising; today, we have podcasting, voice-activated smart speakers, and music streaming services. These new channels present more opportunities for marketers to be more creative — and they also take into account changes in user behavior as a result of the newer channels.
Unfortunately, campaigns that are built for one medium often get piled into another. This is a mistake because what works for one medium may not be the best solution for another. According to Russel Howcroft, COO of PwC Australia: “Every medium has its own strength and the best [brands] have always tailored their advertising to the medium they are using.”
Our tip? Foster greater collaboration between marketers and other teams including sales, design, and product. A work culture that encourages collaboration ensures that the ideas put forward will leverage the best attributes of all the selected channels. Facilitate this culture by establishing regular meeting patterns and implementing tools that foster collaboration, such as Autopilot’s Annotate and Collaborate feature which can be accessed in real-time by all members of your team.
Customers expect ads to be more relevant to their needs
Due to declining customer attention spans, it’s never been more important for marketers to ensure their messages are very relevant so that they resonate with customers. Improved relevance arises from really knowing your target audience — not just basic demographic information but also where they’re at in the customer journey.
Virgin Australia Airlines got this down-pat with their “The Billion Point Giveaway” campaign in 2017. This award-winning campaign, designed to promote its awards program, demonstrated how they used customer journey data to increase ad relevance and create a better creative experience for users. The campaign comprised a series of 30-second videos telling the story of a bumbling intern who accidentally sends a promotional email to customers, offering a billion points instead of a million. The humorous videos were drip-fed sequentially so that users were always delivered the next episode in the series depending on where they were in their customer journey. Here’s the first video in the 11-part series:
Australia and beyond
By connecting creativity, data, and technology, Australian marketers will be in a strong position to uncover new business growth opportunities and embrace the global economy’s data-driven future. At the same time, the best marketers will be seizing opportunities to find more data sources, discover new channels, and maintain relevance so they can meet the challenges of a changing Australian marketing landscape.