Is technology making marketing better? Definitely more precise, more efficient, even smarter. Then why is there still so much bad marketing out there? Brands are competing with culture for people’s time and attention, and what’s happening in culture is usually way more interesting.
Marketing is not just a job and it’s not just science. Marketing is a craft. And yes, technology has forever changed every facet of the marketing craft, but great marketing is a very human effort requiring intuition, guts and heart. And no machine can do that.
This is the most exciting time in the history of brand building. Every industry around the globe has been completely disrupted by technology. Established brands are losing market share to upstarts that become part of our cultural fabric. Billions of dollars are being made and lost virtually overnight.
Emerging from this revolutionary environment are passion brands. Passion brands dominate the competition. They don’t simply have customers. They have an army of evangelists who proselytize in bars, restaurants, around the campfire and, most importantly, on their social channels.
Because these evangelists carry brand messages better than any paid advertising technique, passion brands absolutely dominate the competition from a bottom-line financial standpoint.
These passion brands are built by removing friction. Friction is anything that gets in the way of what people want to accomplish in life. It’s anything that gets in the way of their hopes, dreams, aspirations or even mundane day-to-day goals. It’s the big things that prevent us from being who we want to be. It’s the little things that prevent us from doing what we want to do.
In this engaging presentation, Jeff Rosenblum -- author of Friction, director of The Naked Brand and co-founder of Questus -- shows how to build a passion brand by fighting friction. He shows how passion brands shift from rational customer relationships to emotional customer relationships. Jeff will use neuroscience research, case studies and engaging stories to show how to build win brand evangelists and unleash unprecedented growth.
A deep-dive into the interactive industry in New Zealand examining where online ad dollars are currently being spent across digital platforms and channels and highlighting the opportunities and challenges facing the industry today.
Auckland is changing rapidly. The city is growing by more than 700 people every single week and 40% of Aucklanders were born overseas. It’s the powerhouse of New Zealand contributing $93.5 billion to the economy every year.
We wanted to understand what’s unique about Auckland and what underpins the city and its people. With support from Ogilvy and Mediaworks we embarked on an extensive, multi-faceted research study to get under the skin of Aucklanders. The research included in-home interviews and a survey with 1,000 Aucklanders and 1,000 rest of New Zealand.
Key questions we explored:
- How Aucklander’s lives and attitudes differ from the rest of the country?
- What are some of the challenges facing businesses in Auckland?
- How can brands best connect with the “new Auckland”?
We will share the findings of this new and fascinating research to challenge and inspire marketers and business owners to think differently about Auckland and how to engage with its diverse and vibrant population.
Brendon Skipper, Chief Executive of realestate.co.nz will discuss how they invested in data which has delivered a deep understanding of their users. This helps realestate.co.nz to more effectively engage their users, inform the real estate industry and open a world of opportunity to marketers both on and off their platform.
This session will provide a step-by-step guide on how to engage and brief your agency when developing and implementing a data-driven strategy (creating a business case, vendor selection process, RFP process, and implementation) to debunk any misconceptions of the process. It will address questions and issues such as: What's the agency's role? How to brief your agency? Who owns the data? How to resource this? - from the vendor, agency, and client perspectives via a fireside chat format with the Jo Gaines and the team from FCB Media, Emily Isle and Qassem Naim.
A real world case study on the power of automation and personalised customer journeys. Vince will take you through a very practical session on their experimental approach to social media lead generation. See how the journey from ‘old world’ to ‘marketing automation’ unlocked a scalable lead source and produced a 500% return.
This discussion will be led by our Creative Director and will include the CTO & Founder of Rush and IBM Analytics Principal. Together they will unpick the coming revolution that will be driven by AI and all things associated to it. They will focus on the relevance for the ad industry and what this reality might look like in the years to come.
Artificial intelligence, augmented reality, machine learning, big data, data science, the internet of things.
We’ve heard plenty on these topics over the last few years.
But this is a discussion on what comes next. The technology that seems too fantastical to believe but will shape our lives and change the course of the future. Where is military-grade tech going and how will it be commercialised for the purposes of marketing?
Come and see what’s around the corner. It will astonish you.
From its inception Eat My Lunch has been about increasing good, not just making money. Eat My Lunch has gone from a small business run out of a family home to a social enterprise that has captured public imagination on how business can drive social change.
Lisa talks about how by having a social purpose at the heart of the business, it has created a model that not only makes a difference to the lives of thousands of Kiwi kids, but is key to building a commercially successful enterprise. Eat My Lunch has shown that doing good and making money can co-exist and is a way forward for businesses.
The ever-changing programmatic landscape is growing faster than ever. More technology companies are appearing across the board, congesting an already crowded digital market space. What does the future hold? Fragmentation, consolidation or chaos? How can agencies & brands stay ahead?
In this session you will learn how cutting edge brands are producing and distributing a thousand videos per year to create deeper levels of engagement and higher conversions to sales. Now is the era of ‘constant video’.
Transparency isn't a "buzzword". It's not something that is 'so hot right now', or a nagging plea from marketing professionals, although in some circles that's exactly how it's viewed. It should be the standard, and we should be focussing our energy on efficacy and impact.
I'll be talking about particular challenges in the current advertising climate and what the agency relationship of the future will look like. We'll be:
- Arming you with what you need to drive true performance from your agency
- Debunking certain digital metrics which can act as a distraction and in some cases be outright misleading
- Exploring what the agency relationship of the future looks like in a fully transparent and educated world
- Showing case studies on the what happens when you demand better digital
Let's un-f*&k the industry together.
The promise and intent of programmatic media is to create open and efficient marketplaces to connect media buyers with media sellers. Imbued with 3 rd party data, programmatic platforms enable sophisticated audience targeting and create a level playing field. Do we really want a level playing field? How can organisations create competitive advantage when the same inventory and data have been so thoroughly commoditized and democratized? This Ad:tech Uni session will explore how many of the fundamentals of media planning remain relevant in an automated media landscape and can be utilized as sources of better insights, better campaign management and better results.
Cross-screen experiences are now ubiquitous with the customer journey, especially in APAC markets, where smartphone adoption rates are the highest in the world. This has led to a paradigm shift in how marketers reach their audience. More than 90% of internet users switch between devices during a typical purchase path. As marketers are now just starting to adopt media attribution modelling to accurately record channel performance, the difficulties in building an accurate cross-device customer journey results in mobile touchpoints being undervalued in the purchase path.
Join Datalicious Country Manager for NZ Christian Sykes and Facebook's Measurement Lead Andy Ford as they present the results of a research study on the impact of Facebook's Atlas People ID capabilities in identifying users across multiple devices in the purchase path.
The Chinese market is an opportunity for every New Zealand business, even if you have no intention of ever being an exporter. With over 300,000 holiday visitors who spend over $1.2 billion, the Chinese market is important for all of us. But while there’s ample talk about WeChat, Weibo, Youku, and other Chinese social media and marketing channels, you need practical tools to actually grow your business in this important market.
In this presentation, Ken will introduce you to the practical tools at the finger-tips of New Zealand marketers which will help you tap into this market, both here and in China, and grow your business today.
Looking back on even the past ten years, the pace at which technology has changed consumer behavior is mind-blowing. A huge area of technology that changes our lives on a daily basis, even though we do not often consider it, is Advertising.
So, as marketers and brands, how do keep up in this brave new world?
We need to move faster!
**Get personal ** - with an ever-smaller window of time to make a connection, you need to make everything you do, personal
**Get attention quickly**- by “capturing attention” with short videos on feed that are measured in thoughts and milliseconds, not minutes
**Embrace change** - you need to embrace and build for today's habits, but remember that habits are changing fast, and plan for it