Perth Marketing Brekky Insights March 2017

Perth Marketing Brekky Club@Tarts Cafe

Invite List: Lotterywest, Bankwest, Ad Group, Barrett Communications, Australia's Coral Coast, Caravan Industry Association of WA, City of Armadale, Tourism WA, City of South Perth, Department of Water, Multiple Sclerosis Society of WA, Muzz Buzz, Price Waterhouse Coopers, SKG Radiology, Health Engine, Scitech, FPA Australia, Frugi, Ignia, Mrs Macs, NGIS, Psaros, Quantify Technology, rent.com.au, Wood & Grieve Engineers, MACH Digital.

Hi Everyone,

We just had our March Marketing Brekky in Perth, which was more of a smaller focus group style where we could deep dive and swap ideas...

This led us to the idea of the 'marketing exchange'. Why couldn't we spend the day with another marketing manager at a similar sized brand and see how they do things? 

I'd love to learn more about how you handle the pesky case of media attribution or those campaigns that have a bad case of conversion flu!

Wanna add your thoughts? Email me or feel free to share your thoughts on social or below...

A Snapchat Drone?

​Snap Inc. has been playing with drones! The New York Times recently reported that the company has worked on building its own drones.
Very little has been published on the topic, but rumours have been flying and the premise is intriguing — and not at all surprising for a company that defines itself as a "camera company" in its own mission statement. 
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In a world where Facebook is continuously copying its products and offering it to a larger user base, it seems like Snapchat is looking for more unique paths to take. 

Social Media Comes Face to Face with Facial Recognition Technology

Having a quick look at someone’s professional history on LinkedIn might be considered ‘OK’, but there’s a point at which everyone starts to feel a little squeamish at the accessibility of social media.
 
This leads us to Picci: an innovative new app using facial recognition technology to connect people through photos. The app was developed here in WA and launched late last December. This was just in time for its first adventure – Wonderland Music Festival – where a drone flew above festival-goers, snapping pics, and sending them to people who downloaded the app.
 
In the world of Picci, you don’t ask for someone’s phone number; you just take a selfie with them.

CommBank's latest ‘Can’ Campaign Reflects on Uncertain Times

​Commonwealth Bank is kicking off a new brand campaign to better understand the uncertainty many Australians are feeling about the future. Commonwealth Bank has evolved its ‘Can’ campaign to understand what is important to customers 'in an uncertain world'.
 
The campaign extension has been developed on ‘the back of research that found 66 percent of Australian adults admit to feeling uncertain about what the future holds, primarily surrounding cost of living.’
 
Stuart Tucker, General Manager of brand, sponsorship and marketing services at CommBank, said that the bank recognised that a new landscape required a new approach to address issues for customers. “It’s only natural that people feel uncertain – look at the events of 2016. We’re hearing this through our conversations with customers and through our market research.”

Google Brings Back Emojis in Search Results 

Google has confirmed with Search Engine Land that they have again enabled emojis to be displayed in the search results' listing page.
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In June 2015, Google removed emojis from showing up in the results after promising to disable them due to webmaster abuse.
Well, I guess Google had a change of heart and wants them to show up for queries related to emojis.
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A Google spokesperson told us they added it back when emojis are relevant. “We have added a feature to our snippets to feature emojis where relevant, useful and fun,” Google told us. “You’ll see them crop up across various snippets moving forward,” Google said.

Changes to Social Media Influencer Guidelines from the AANA

The Australian Association of National Advertisers (AANA) have released an update to their best practice guidelines with a significant focus on social media and social media influencers. The guidelines simply state that advertising must be recognisable by the audiences viewing the content. Moving forward, Influencers that have profited from a brand to advocate their products and services need to highlight this fact to their audiences.  
 
Anyone involved in advertising and marketing a product to an audience will need to abide by these changes. This includes brands, media, agencies and influencers choosing to represent brands.
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You now have a greater responsibility in ensuring your audience knows which content is sponsored and which is organic. If you have been engaged by a brand to contribute to a marketing strategy, you are obliged to tag the brand and include a hashtag indicating sponsorship (i.e. #ad, #sp or #sponsored).

What is Growth Driven Design?

Growth Driven Design (or 'GDD' for short) is an emerging and updated way of thinking about web design.
It focuses on tying in the web development process more closely to sales and marketing objectives, relying on iterations and insights from real data to determine actionable insights and deliver high value quickly. 

There are 3 core pillars to the GDD methodology:

1. Minimise the risk of website redesigns
2. Continuously learn and improve
3. Keep marketing and sales informed

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Image Source: Hubspot http://growthdrivendesign.com/

Digital Marketing - Online Courses & Training Resources

Digital marketing moves fast and keeping up to date can be challenging, especially in a city like Perth where the amount of offline events and official seminars are somewhat limited.

Thankfully, there are a number of excellent online resources available these days, mostly free, which can give great insight and help you stay ahead of the curve.

Some of the best examples include:

Hubspot Academy
Provider: Hubspot, Cost: Free, Certification: Yes​
Content / Level:
Hours of detailed, high quality video resources covering trending industry topics such as Inbound Marketing, Content Marketing, Growth Driven Design ('GDD') and more.

Udemy
Provider: Various, Cost: Varies (some are free), Certification: Varies
Content / Level:
An online education hub with courses on pretty much anything. Over 45000 courses and 15 million students.

Find more here

Successfully Targeting Millennials - So Close, Yet So Far

Many organisations still struggle to target a millennial audience. This is a generation that doesn't respond in a conventional way to traditional advertising methods, challenging the status quo and leaving many marketers scratching their heads.

Some attempts to target millennials have gone better than others. Some are painfully amusing and some are just... well... painful.

Which of these categories do think this latest video from the Department of Finance (entitled 'The Game Changers') falls into?

Quote of the Day

That's it for this Marketing Brekky- we look forward to seeing you all at the next event. Christina Marie Giuffré

Would you like to come along to the Marketing Brekky? Register here.