Mike Cunnington Deputy Commissioner Information Intelligence and Communications

Mike Cunnington Deputy Commissioner Information, Intelligence and Communications

The communications landscape continues to change Digital media growing strongly, mostly at expense of newspapers Much of our online time is now spent with social media THE place to search “how to. . ”

Some statistics for 2014 § 35% of all search engine traffic from mobile § Mobile search advertising to grow by 75% § 77% prefer email for permission based marketing § 33% cite social networks as primary source of brand choice information § 78% CMOs think customer content is future of marketing

News consumption is a case study in changing media habits We are increasingly multi channel, using phones and tablets when watching TV. Channel planning needs to understand customer journeys to purchase. Source: Neilsen USA

4 rules to interacting with today’s mobile, connected, informed and impatient customer Convenience We used to spend time to save money. Now we spend money to save time. Saving time, effort, and providing simple solutions is key for a brand to remain relevant and valued. Transparency We want to take the risk out of decision making. We want to assess products and services with relation to sources that we trust and make an informed, independent decision. Relevance We value advice and solutions more when they are available at the right time or in the right place. Brands that deliver relevant and timely solutions, linked to a location or topics of interest hold greater potential for uptake. Experience We want to interact with the world around us. We look for brand experiences that engage and entertain. We are less interested in static, non-interactive content. Brands that engage and connect create affinity and remain top of mind.

But key principles endure Now Confucius, he say… Ø “Tell me and I’ll forget. Ø Show me and I’ll remember. Ø Involve me and I’ll understand. ” Ø People not consumers Ø Engage not tell Ø Talking with not at Ø “It’s no longer a case of how we can persuade people to drink our product but where can we go to meet them. ” Mark Griffiths, Global Marketing Director, Guinness

Key principles of advertising endure § Be noticed § Be ascribed to the brand § Be remembered

To be relevant we must keep it simple § “Going forward we are focussed on aggressively managing our short term challenges and opportunities, and we remain committed to delivering our mid-term plan and serving our customers. ” Major Automotive CEO § “You have to appreciate that the milestones we set in these swimlanes provide a roadmap for this flowchart, when we get to the tollgates we’ll asses where you sit in the waterfall. ” Corporate project governance § “We provide variable entry solutions” Door company § Let’s speak English, not Powerpoint…

Be commercial § Understand how your organisation makes money § Concentrate on Marketing’s contribution to the organisation’s business goals § Continually demonstrate Marketing’s relevance to financial performance

Get out of the Marketing silo…. Your best resource is all around you – USE IT!