The Fetch Blog

Curated reads and events for professionals

Event Review: 2013 Marketing Trends — December 4, 2012

Event Review: 2013 Marketing Trends

What: Networx Marketers Meeting
Topic: 2013 Marketing Trends
Where: Fringe Bar, Sydney
When: 27 November 2012

With the year almost over, now is a good time to review what’s happened in 2012 and make plans for the next year. What trends will be leading the charge in 2013? What platforms should we be using? What can we really expect? Solange Francois went along to Networx to find out.

The panel at Networx: 2013 Marketing Trends

The panel at the final Networx event for the year was a energetic one: Carl Moggridge, Communications Director at Naked Communications; John Batistich, Director of Marketing at Westfield Group; Shani Langi, MD at Play Communications and Alex Hayes, Editor of B&T.

They discussed insights around marketing, experiential, digital and advertising in front of an audience who were scrambling to take notes during the session, and ask questions at the end.

How can we source information on new marketing trends?

  • Look to what’s happening in Tokyo, Europe, Silicon Valley and other parts of the US for insights and trends that can be developed in Australia.
  • Keep an eye on what’s going on but also remember to not just chase trends. Ensure that you really look at who your customer and how they can be reached.
  • Look at industries and markets outside of your own to gain new perspectives and the ability to innovate.

Where is digital and social media heading?

  • Mobile is crucial. Ensure that every customer experience is optimised for mobile.
  • Social will become more embedded in businesses rather than just in campaigns. It’s growing up!
  • The biggest populations of the world are: 1) China 2) India 3) Facebook 4) USA. Social isn’t going anywhere – it’s enormous.
  • MySpace has been doing a lot behind the scenes. It has the potential to become a big player in 2013.
  • Nike is a good example of a company that has created a digitally enabled community. It has essentially become a technology company that sells products.
  • Retail is going social, vibrant and engaging. A good example is www.thefancy.com

How is traditional marketing changing?

  • Influencers are now advertisers, too. Bloggers, mums, dads and regular people have influence on how your product and service is seen. Consumers trust their peers.
  • Marketing is not just about inspiring or conveying a message, but also about providing tools and ways to do things to make lives easier.
  • Consumer-generated content like Instagram is becoming more relevant.
  • We can look to successful campaigns of 2012, such as Virgin Mobile’s ‘Fair Go Bro’, Coke’s ‘Share a Coke’ and Metro Trains ‘Dumb Ways to Die’ to see that brands that entertain are memorable.
  • We need to personalise messages and add value – too many emails are sent to customers and they’re opening them less.

How do we build a long-term strategy and adapt?

  • Look beyond your target market and see who is actually making purchasing decisions. For example, women influence two-thirds of shopping for men’s’ apparel.
  • Understand that digital natives use technology differently, for example, while older users search with keyword terms, natives often search in whole sentences.
  • We need to create profiles about our customers and use big data to gain insights.
  • Know how to measure effectively. Views and likes don’t mean that the message reached the consumer.
  • Spend time with your customers outside of a focus group. Experience living like them in order to truly understand them.

Alex Hayes summed it up for me with one of his comments: “We can talk about knowing what will happen in 2013, but who really knows?” It’s true. With the environment changing as fast as it is, we can be sure of one trend: it’ll continue to evolve. We must be adaptable in order to achieve our marketing goals and stay ahead.

About our Ambassador // This article was contributed by Community Ambassador Solange Francois. She is a marketer and lover of travel with a passion for psychology and lifelong learning. You can connect with Solange through her blog or on Twitter @solangefrancois

Interview: Sydney local Louise Alley — September 2, 2012

Interview: Sydney local Louise Alley

This interview is brought to you by Doug Millen from our Fetch Community Ambassador team in Sydney.

This week I interviewed the radiant Louise Alley, BBC communications extraordinaire and lover of Sydney’s inner west community. Her time with the BBC had me interested as to how she’s managed to stay there so long – and then she revealed a little about what it’s like on the inside. In the true style of a professional on maternity leave, here are some wise thoughts she shared before she ran off to plan a little one’s birthday party.

louise alley head and shoulders standing smiling with trees and park behind
Louise near her home in Sydney’s inner west

Name: Louise Alley
Works: Head of Communications, BBC Worldwide Australia

Tell me about the most important thing in your life.

He’s 77cm long, weighs 9.9 kg and is called Benjamin. His Dad’s not too bad either.

Wonderful! Has that always been the case? How have things changed?

Well, it’s not as easy these days to get the backpack on and head off on an adventure – I guess before I had a baby travel was something I prioritised. Career-wise, I realise I spent my twenties worrying too much about climbing the ladder and comparing myself to my peers.

If a graduate asked my advice now I’d tell them not to care that their friends might be managers at 25. Find something you love and offer to make the coffee.

You’ve told me that you started your career at the BBC – how did you find yourself there?

I was 23 and had a temp job in London at BBC Worldwide’s magazines division. I was only supposed to be there for four days, but I heard on the grapevine about a job working for the Director of Communications and got that. I then worked in corporate communications and in publicity for BBC Books. I spent my last three years in London as a press officer in the international TV team, promoting titles like The Office and Absolutely Fabulous to the BBC’s global audiences.

When you were starting out, how did you find your feet?

I had very patient managers! There’s quite a collegiate sense in the company with a good deal of knowledge-sharing. And clearly a good deal of very forgiving people, given how many of them I still work with. London was an incredibly upbeat, optimistic place in the late 1990s (at the risk of sounding about 200). It was also really uplifting to work on programmes and with people I’d grown up watching in New Zealand.

A lot of people shift jobs and even careers every few years, but you’ve stayed with the one organisation for quite some time now. Why is that?

It’s a company that has given me a great breadth of experience across comms, and in two countries. I’ve had roles in corporate and internal communications, public affairs, and brand publicity and my role now incorporates all of those.

Some colleagues have carved out their entire careers from the BBC – it’s a hard place to leave.

In London, in particular, you could easily do twenty different BBC jobs within your career span, but things are currently pretty tough in the UK and more and more of our colleagues are looking longingly towards the Sydney office. We had to hold onto our hats when we advertised my maternity cover!

Your work covers a lot of ground. How do you keep your mind and life organised?

Someone wise once told me that if you turn up to your job every day feeling 100% confident that you can handle it, that there’s nothing you can’t deal with, then you’re probably bored.

I’m reassured by a bit of professional uncertainty sometimes. And, um, yoga.

You’ve worked on some big projects with the BBC. Can you share with me a major lesson you’ve learnt, and how that came about?

In London, it felt really easy to tell territories how to promote ‘our’ brands and titles. Moving to Sydney and working in-market was a huge lesson. I’m better at taking into account the realities of individual markets, as well as the cultural nuances that shape our partners’ audience outreach. But there’s still sometimes a squeeze between company expectation and client priority.

How do you stay connected with what’s going on in your professional world? 

Well, the media has always loved reporting on itself so since I’ve been on leave it’s never been hard to find the news. Social media-wise, I think LinkedIn is responding more intuitively with relevant content, but it still seems that most people are using about a tenth of its potential.

I don’t miss spending my evenings on the phone to London, or dealing with emails that start flooding in at 6pm, but luckily my favourite part of my job is something I can still do from the sofa. It’s fantastic just enjoying the telly, and not worrying about ratings. Well, not too much.

What’s your favourite thing about Sydney?

It’s big enough for there to be something for everyone, small enough that you can still run into people.

Unlike a lot of places you have heaps of options once you leave the CBD. There’s so much life in neighbourhoods like Glebe, Potts Point and Leichhardt. I moved to Newtown because it reminded me of Camden in London (fewer junkies though) and I love the mix of high-density with green spaces. And there’s a club at the top of our street doing Star Wars Burlesque at the moment. What’s not to love?

About our Ambassador // This article and photography were contributed by Community Ambassador Doug Millen. You can connect with Doug through his site dougmillen.org or on Twitter @dougsky.

%d bloggers like this: