Archive for July, 2012

Fairfax New Zealand Dishes on Data

David Jordine, Sales Executive, Digital Marketing Suite, Adobe ANZ – LinkedIn

Nigel Tutt, General Manager – Digital Media, Fairfax New Zealand

Nigel Tutt, General Manager – Digital Media, Fairfax New Zealand

It’s no surprise that as the digital marketing industry evolves, the data that proves marketing results is becoming just as important as smart marketing ideas themselves. With this thought in mind, I was excited to attend yesterday’s ad:tech Digital Data Summit in Sydney, an event dedicated to encouraging Australian publishers, marketers and agencies to turn data into actionable insights to optimise campaign performance.

The event offered two tracks for attendees to choose from: one focusing on data and how marketers use it; and the second track providing insights into the digital advertising scene. A mix of some very lively panel discussions and individual presentations gave attendees the chance to hear from some of Australia’s top practitioners.

A highlight of the day for me, was the announcement by our customer, Nigel Tutt, who’s Fairfax New Zealand’s General Manager, Digital Media, that his organization has become the first in Asia Pacific to implement Adobe’s AudienceManager tool as its new data management platform.

The move to work with AudienceManager means that Fairfax NZ, the publisher of some of New Zealand’s most popular online news and information sites (stuff.co.nz, Computerworld, Rugby Heaven and more) will now be able to identify more specific audience sets among their broad and varied traffic. In turn, this is going to enable them to create packages and opportunities offering far more targeted offerings to advertisers across industries.

I’m going to be watching how Fairfax NZ uses this new platform with great interest. I’m also looking forward to seeing the impact this has on the smart advertisers who want to make sure their digital marketing campaigns are highly targeted and performing to maximum impact.

 

mUmBRELLA 360 2012: Media Battles and Marketing Success

By Anne Russell, Digital Marketing Manager, Adobe Australia – LinkedIn, @arussellmktg

ExactTarget’s Eric Prugh presenting at mUmBRELLA 360 2012

An entertaining battle of the media took place at the recent second annual Mumbrella360 conference, where over 700 attendees met over 2 days to discuss Australia’s media and marketing landscape. Across different presentation tracks, interviews and discussion panels, conference attendees were encouraged to settle a long-standing industry debate: Which medium is preferred these days:  Radio advertising, film advertising, magazines, outdoor or digital?

The first day saw battles between outdoor versus newspapers, TV versus magazines, and online versus cinema. That morning, we saw some interesting arguments, with each presenter strongly defending their medium. It was argued that movies reign supreme – reaching over 100 million Australians each year — the humble radio’s air waves still reach audiences throughout the day, at any given time. Some argued against newspaper advertising, making the case that even the most widely read dailies still compete with dozens of other direct messages, decreasing potential impact.

During his interview with mUmBRELLA’s editor, Tim Burrowes, Commonwealth Bank Chief Marketing and Online Officer, Andy Lark, told the conference that marketers can benefit from using multiple media sources to communicate with their audiences. Commbank has been using multiple platforms, including newspapers and TV as well as online to promote its new engagement campaign, “CAN”, around Australia.

My take on this is that whatever your strategy, it needs to be relevant, personal and measurable. Measurement is key to gauge return on investment and the most indisputably effective ways to achieve that are in the digital space. Why? Because, as Adobe’s Mark Phibbs and ExactTarget’s Eric Prugh shared in their “Intimate Insights into Digital Marketing” presentation on day 1, digital marketing works!

Today’s customers can be targeted by experience using over 30 different marketing tactics at any given time. Search, landing pages, blogs, social networks, online display advertising to email, online videos and webinars all play a role in the mix.  The challenge marketers have is budget limitations and the need to quantitatively demonstrate impact. Digital marketing is revolutionary because for the first time, we can see how successful our campaigns are as data and analytics let us measure many touch points. By using all the data you accrue about your customers, you can create a more seamless, individualised and engaging experience for your audience. .

So even if TV, newspaper, radio and outdoor ad placements are still part of the marketing mix, I believe digital is going to play a more  prominent part in marketing campaigns, and at the same time this shift is happening, it’s time for  marketers to take the steps to capture and analyse their data to aim for measureable results.