Marketing - August - September 2016
THECONTENTISSUEISSUE PARTNERNZ 14.95AU 12.959771447245019AUG/SEP 2016
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FEATURES2414FEATUREVirtual reality:the empathy machineCASE STUDIES66Dumb Ways to Die:the full story22INFOGRAPHICHow we content2870CSIRO comes out swinging36SPECIALSixty years of commercialTV in Australia48BRANDKarma Cola: transparencyand disruptive design1474Ambulance Victoria’sunsung heroesISSUE PARTNERMEDIUM RARE78Intergrain’s visualisertechnology industry first6624INTERVIEWColes on customer-driven content3628OPINIONNicole Sheffield on thethree types of content7834INTERVIEWSally Wright on advertising-fundedcontent46OPINIONKarla Courtney on buildinga kick-ass content appAugust/September 2016THE CONTENT ISSUE
COLUMNS548288STEVE SAMMARTINOVisibility is key to content90JAC PHILLIPSPublishing is the new marketing94SÉRGIO BRODSKYAttention culture vultures628496MARK RITSONClutter comes of age98CON STAVROSWay outCONTENT PARTNERSBEST OF THE WEB8832MELTWATERBuilding a content strategyusing media intelligence54FORRESTERContent marketing must supportcustomer experience82MOST READSocial media crisis playbook84EDITOR’S CHOICEHow Kmart ate Target961SSIWhich brands have the mostOlympic cred?62UNLTDThe pros and cons ofconfronting contentContents86MOST SHAREDFive NZ start-ups to watch
ContributorsPublisherPAUL LIDGERWOODEditorPETER ROPERpeter.roper@niche.com.auAssistant editorBEN ICEben.ice@niche.com.auSub editorMADELEINE SWAINArt directorKEELY ATKINSProduction coordinatorALICIA PINNOCKalicia.pinnock@niche.com.auDesign & Digital pre-pressMONIQUE BLAIRAdvertising enquiriesNational advertising managerLUKE HATTYTel: 613 9948 4978luke.hatty@niche.com.auSubscription enquiriesTel: 1800 804 auMarketing is a publication ofNiche Media Pty LtdABN 13 064 613 529.1 Queens Road,Melbourne, VIC 3004Tel 613 9948 4900Fax 613 9948 4999AlBen IcePage 24, 48Con StavrosPage 98Jac PhillipsPage 90Jaci BurnsPage 36Julia RosenthalPage 86Berry4Karla CouPage 46LeegeGary MortimePage 84Mb ra Cruz,a er*e 2ChairmanNICHOLAS DOWERManaging directorPAUL LIDGERWOODCommercial directorJOANNE DAVIESContent directorCHRIS RENNIEFinancial controllerSONIA JURISTAagyMarkPagenPrintingGRAPHIC IMPRESSIONSMarketing ISSN 1441–7863 2016 Niche Media Pty Ltd. All rights reserved. No part ofthis publication may be reproduced, stored in a retrieval system or transmitted in any formor by any means, electronic, mechanical, photocopying, recording, internet, or otherwise,without the prior written permission of the publishers. While every effort has been madeto ensure the accuracy of the information in this publication, the publishers accept noresponsibility or liability for any errors, omissions or resultant consequences including anyloss or damage arising from reliance on information in this publication. The views expressed inthis publication are not necessarily endorsed by the editor, publisher or Niche Media Pty Ltd.Niche Media Privacy Policy This issue of Marketing may contain offers, competitions,surveys, subscription offers and premiums that, if you choose to participate, require youto provide information about yourself. If you provide information about yourself to NICHEMEDIA, NICHE MEDIA will use the information to provide you with the products or servicesyou have requested (such as subscriptions). We may also provide this information tocontractors who provide the products and services on our behalf (such as mail houses andsuppliers of subscriber premiums and promotional prizes). We do not sell your information tothird parties under any circumstances, however the suppliers of some of these products andservices may retain the information we provide for future activities of their own, includingdirect marketing. NICHE MEDIA will also retain your information and use it to inform you ofother NICHE MEDIA promotions and publications from time to time. If you would like to knowwhat information NICHE MEDIA holds about you please contact The Privacy Officer, NICHEMEDIA PTY LTD, 1 Queens Road MELBOURNE VIC 3004.tT PARTNER: a Maris an organisation wioartnership to collat(see page numbers listernefits for Members of.com.au/pro for mornf.n
Publisher’s NotechNicole SheffieldPage 28lPRobin LeonardPage 82R becca Darley,nLtd*Page 62rSt e Sgr9lrotltaoioeraRyan Skirea4mcr8er,onembers of itsallidance, includingaal (c r), Caroline Ruddick, Erika onchey, Trisca Scott-Branagan,eron WsPeter Little.BditrWe love content.Developing great content inevery form, for every medium,across our own and our clients'platforms is what we live to do.We bring passion, skill,experience and hard work totelling stories and to informing anaudience.But don’t take my word for it,I’m biased. Read what our newestclient says about working withNiche on page 21.Our mantra is to build greatrelationships every day. We do thisby connecting with an audience, aclient, a colleague, a sponsor andour partners across our supplychannels. Every day.Connect with us and we willtell your story as well as it can betold.Cheers,Paul LidgerwoodNiche Managing DirectorMarketing Publisher
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Editor'snotePeter RoperEditor, Marketing.@marketingmagWelcome to The ContentIssue. A theme we’reexploring now becausewe’re discontent with how it’s beenexplored previously. With this issueof Marketing I really wanted toaddress something that bugs meabout some of the biggest and mostimportant trends in marketing: thetendency for the conversation togravitate towards the high-levelconceptual stuff or to the veryopposite end, the nitty gritty detail.Content marketing has beenone of the issues to suffer from this,stemming from the use of a phraselike ‘content marketing’ in the firstplace. Sadly, I don’t have a betterword for it so, in this situation, thenext best thing than one word is lotsof words. In various formats andlevels of depth.This is a little content marketinglesson in itself, for business-to-business marketers in particular.There is a very useful spectrum offormats to explore when developingcontent plans. Yes, blog postsachieve your brand’s thoughtleadership goals. And white papersget into the extremely important,minute details. But what of theground in between those two? Thereare only so many new ideas. Whatmakes people groan is another 500words of high-level waffle designedto keep your name out there.Because one of those not-new ideasis that quality trumps quantity.Every. Time.And, again, format is important.Being able to tackle an issue andits related topics from a varietyof angles in a variety of formatsand lengths is one of my favouritethings about being a magazineeditor. Curation is one of the mostpowerful ways to approach content.THE CONTENT ISSUE(Repurposing and distribution aretwo other things that the best know,love and invest in.)What I’m happy to bet myreputation on is that the combinedpower of every piece of content inthis magazine will teach more peoplemore new things than a white papertwice as long.As a teaser, don’t miss our nextissue, The Identity Issue. Yes, we’retalking branding, but on top of thatwe dig into an issue that definesthe very identity of a discipline:governance. My hypothesis is thatthe heretofore neglect of marketinggovernance at a professionlevel – independent of individualorganisations – is what’s behindmarketing’s identity crisis and thekey barrier to credibility.Peter RoperEditor
– What goes on behindthe scenes of the biggestcontent play in Australia?We chat with two of thebrains at Coles. Page 24.“For marketers toaccelerate theirjourney towarda successfulcustomer-ledcontent plan,they shouldprioritise contentthat drivesincrementalbrand value.”– Ryan Skinner writes thatcontent marketing’s roleis so crucial to customerexperience that it must beapproached strategically.Page 54.“The idea of content never beingquite complete is quite interestingwhen you engage people that areinterested in your story. They startmaking a contribution and it grows.”– Karma Cola’s Simon Coley on a brand that celebratestransparency and disruptive design. Page 48.Content /kԥn ޖ t ܭ nt/AdjectiveIn a state of peaceful happiness:‘He seemed more content, less bitter.’/ ޖ k ܥ nt ܭ nt/NounThe things that are held or included in something:‘She unscrewed the top of the flask and drank the contents.’ The amount of a particular constituent occurring in asubstance. A list of the chapters or sections given at the front of abook or periodical. The material dealt with in a speech, literary work, etc.as distinct from its form or style. Information made available by a website or otherelectronic medium.Source: Oxford Dictionaries“We’ve established aninternational reputation andthat’s an exceptional thing fora country of our size.”“Attention, culturevultures: stop thecontent scavengingand get on somediscovering.”– Natalie Apostolou in our special feature celebrating 60 yearsof commercial television in Australia. Page 36.– Sérgio Brodsky arguesfor discovery. Page 94.MARKETING AUGUST SEPTEMBER 2016marketingmag.com.au“The worst thingyou can do is createcontent for content’ssake.”
“I believepublishingis the newmarketing.Thinkinglike a mediacompanyfirst (not abank), ourtactics havehad to changesomewhat.”@marketingmag– Jac Phillips on creatingcompelling stories peoplewant to engage with.Page 90.“A broaderawareness ofthe disciplineof marketingwould helpcontent marketersunderstand thenature of clutterand the fallacy thatit can be somehowavoided.”“Making agreat apponly getsyou halfwaythere. Onceyour app isout, the trulyhard part isgetting peopleto find it anddownload it.”– Mark Ritson writes thatawareness of marketingfundamentals wouldserve content marketingpractitioners well. Page 96.– Karla Courtney writesthat a content app is notfor everyone – but if it is,this is how you do it.Page 46.“If you’re going to invest in content,you have to deliver your contentgoals. If you’re going to dilute thatwith third-party advertising, wewould recommend you not do it.”– Medium Rare’s Sally Wright on using advertising to subsidisebrand publishing. Page 34.“Guilt generatestransactions but nottrue connections.”– We can overcome the authenticity issues that exist in today’sNFP sector through positive communications that tell storiesof transformation, writes Rebecca Darley. Page 62.THE CONTENT ISSUE“Premiumcontentcreation isvery attractiveto largeAustralianbrandswishing tofuture-prooftheir customercontentchannels.”– Nicole Sheffield breaksdown three key types ofcontent marketing.Page 28.
14 FEATURETheempathymachineEveryone in the digital space isexcited – and with good reason.Virtual reality (VR) is as big asthat time the internet came totown and smartphones becamegrafted to our palms – andthe training wheels haven’teven come off yet. Julie Berryexplores why this disruptivetechnology will impact our livesin a way even the most techsavvy among us will struggle toconceive.ntil you put a headset on for the first time, it ishard to comprehend the VR concept and howit will fit in to everyday life. The better qualityheadset you can get your hands on, thebetter idea you will have. So, how are someof Australia’s largest companies such as Google, Samsung andGetty Images staying ahead in this fast-paced, democratisedenvironment, and what tips do they have for brands considering a sortie into this new channel for the masses?The technologyCompanies like Samsung have been looking at VR for morethan a decade in diferent guises. Think 3D TV. SamsungElectronics Australia's corporate vice president and CMO,Philip Newton, says 3D TV was the first foray into trying tocreate some sort of VR type solution.“But that obviously didn’t provide the kind of necessaryimmersion that the headset does, so sometime later whenthe computing power that you can get in a handset grew – acouple of years now – we realised that we could do everythingwe wanted to originally do, in the one area, in the one device.Currently, you’re talking about two separate devices – thehandset and the headset – and longer-term, who knows? Itcould just be incorporated into one device. It’s yet to be seen.”Newton suggests, from an R&D perspective, everyscenario is being looked at, including potential for a GoogleGlass type development. For now though, Gear VR, releasedMARKETING AUGUST SEPTEMBER 2016
15 FEATURElast November, has been well-received with some calling itthe best on the market in terms of usability and price point.This makes up for trailing Rift and HTC Vive in graphics,with those technologies coming with a larger price tag andrestrictive tethering requirements.Things change quickly and, although Newton acknowledges that Samsung wasn’t and still isn’t across thisdisruptive tech, Gear VR was originally built with themass market consumer in mind – a consumer device thateveryone can use. “Was there discussion around verticals?Absolutely. What we didn’t understand was, I guess, thedepth and breadth of possibility, and that’s really shownitself in the last 18 months.“VR was an unmet need that was just waiting to happen,and when we launched our developer products 18 months orso ago, that was the realisation. Since then we’ve just goneon to provide more and more quality and technology andprocessing power that consumers are telling us they needed,and that will continue for as long as consumers are using theproduct and wanting the product.”Major progress over this 18-month period is a commontheme. Although Getty Images has been collecting 360degree images for the past five years, it was essentiallydirected by technology.Stuart Hannagan, Getty Images Australia’s VP of editorial imagery, explains the challenges faced. “It wasn’t aneasy thing to do five years ago, as a photographer, to go out,cover an event, do what they needed to do from an editorialperspective, capture great pictures, get the moment and thenthink about a 360-camera, which was a big clunky thingTHETHECONTENTLOVE ISSUEISSUE
16 FEATUREEducation andjournalismthey had to pull out of a bag and put up a tripod. It was reallyhard work.” Hannagan admits that back then they weren’teven sure how they would be using the imagery.The potential of 360 became clearer when in 2014 thehardware began to evolve. “360 cameras became incredibly easy to handle, to use, and all of a sudden, especiallyin the last 18 months, the cameras came out that didn’t needstitching,” Hannagan says.The process evolved from taking a 360 picture on a veryexpensive camera and sending it of to be stitched, takingtwo or three days “if you were lucky”, to today where GettyImages is able to upload images immediately.Getty Images’ head of global integrated marketing,Monica Bloom, says the company has visual anthropologistson staf to identify trends now and over the next five years.“We’re looking at virtual reality as a much bigger area forus, so in the creation of the Virtual Reality Group it’s reallyabout how we create immersive images for our customers.”It is achieving this through technology such as 360 andGigapixel, the latter so incredibly detailed you can zoom into see a spectator’s lapel pin at the Australian Open.“It makes you feel like you’re there, and I think that’s themost important thing about this idea of virtual reality orimmersive content,” Bloom adds. “All of our photographersare now doing this, so that is news, sports, entertainment.If you want to make sure your audience has kind of thefront row at the Oscars in LA, we can actually give that toyou, which is pretty astounding. We actually can transportpeople there that would never, ever have that opportunity.We give them that access.”Access is also enabled by partnerships, with which the VRindustry is teeming. It appears this is the best way to keep upwith the frontrunners in this tech. Bloom reflects, “What wasinteresting was Oculus Rift was our first partnership and weImportant distinctions360-PHOTO: similar to a panoramic image that hasan extended left and right, these photos extend in alldirections creating a 360-degree (or near-360-degree)sphere in which the viewer sits and can direct theirview.360-VIDEO: as above, but with a video. The viewercan direct the gaze, but has no control over the positionor movement of the camera. By definition, assuming nopausing, the viewer will never see 100% of the action.‘TRUE’ VIRTUAL REALITY: a computer-generatedenvironment – a video game – in which the player is freeto direct the gaze, move the camera and even interactwith the environment. Before long, expect gloves andother clothing that can produce tactile feedback for theuser.AUGMENTED REALITY (AR): computergenerated graphics over, commonly, what a device’scamera is currently seeing. Think Pokemon Go or thelenses in Snapchat that manipulate a user’s face.MARKETING AUGUST SEPTEMBER 2016marketingmag.com.au“If you are at the centrepiece of a verymoving story – I’m hoping that peoplewill get a better understanding of thatexperience and develop that empathyfor the situation. With Cardboardand Google Expeditions, Google hashad more than a million studentsexperience faraway places that justdon’t come alive through a textbook.”– Bart Jenniches, Google Australia.
“The good thing about VR is because it’s a fullyimmersive environment, you’ve got 100% of thatperson’s attention. There aren’t the distractions ofeverything else going on around you, which could be anasset for a brand, but again, there has to be some valuethat’s delivered to that consumer.”– Bart Jenniches, Google Australia@marketingmagfelt really honoured and grateful to work with them, becausethey were the technology leader. And that is not exclusive; weare working with a number of diferent partners.“Right now we’re working with Google and their expeditions program, which is actually about bringing thisexperience into classrooms, so this is a wonderful application of this technology, and it’s really about: how do youteach kids about the world by actually immersing them init? And so we’re really proud to be a partner with them onthat and we are working with a number of diferent companies and outlets on some other interesting things, aboutwhich we’ll have more announcements later on in the year,but we’re expanding that out into diferent areas.”One of those areas is VR video, which Bloom definesas a “very diferent animal you have to think about howpeople are experiencing that and moving through that area,just from a physicality standpoint, but also how do youtell the story in an efective way, because the story changesdepending on what you’re looking at.“I think there’s going to be a lot of new announcementsin the next coming year that will influence that, and thebeauty of having a VR group is reallyabout being a part of that conversation,” she adds.It’s fair to assume Facebook’s 2 billion acquisition ofOculus in 2014 gave fair insight to the future potential of themarket. Subsequent releases of Oculus’ Rift and SamsungGear VR has paved the way in low to mid-range headsets,where earlier this year, over one million people worldwideused Gear VR in just one month.It’s a win-win for Oculus with Samsung using theirsoftware platform as well, “simply because they have thestrongest platform available out there,” says Newton. “Theysee eye to eye in terms of our direction, and they have theinside running in terms of where the social platforms aretaking it – the likes of Facebook. And there is a significant amount of desire from the Facebook team to drive VRinto their social platforms as well, which i
alicia.pinnock@niche.com.au Design & Digital pre-press MONIQUE BLAIR Advertising enquiries National advertising manager LUKE HATTY Tel: 613 9948 4978 luke.hatty@niche.com.au Subscription enquiries Tel: 1800 804 160 subscriptions@niche.com.au www.marketingmag.com.au Marketingis a publication of Niche Media Pty Ltd ABN 13 064 613 529. 1 Queens Road,
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UNIT: - I BASIC CONCEPTS IN MARKETING MANAGEMENT STRUCTURE 1.0 Introduction to Marketing 1.1 Definition of Marketing 1.2 Evolution of Marketing 1.3 Marketing Concept 1.4 Role of Marketing 1.5 Strategic Marketing Planning 1.6 Scope of Marketing 1.7 Approaches of Marketing 1.8
May 05, 2011 · 3022 Broadway . Uris Hall, Room 604 . New York, NY 10027 . dn75@columbia.edu . May 5, 2011 . Abstract . We review accounting principles related to the reporting of marketing activities and evaluate their implications for marketing research and practice. Based on our review, we argue thatFile Size: 393KBPage Count: 50Explore further(PDF) Strategic Marketing and Marketing Strategy: Domain .www.researchgate.net(PDF) Marketing Management - ResearchGatewww.researchgate.net5 Marketing Management Orientationscommercemates.com5 Marketing Concepts: Marketing Management Philosophieswww.iedunote.comBasic Marketing Principles - Mercer Universityfaculty.mercer.eduRecommended to you b
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Apr 20, 2021 · Marketing: The activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large. (Marketing Management 15e, Kotler and Keller, 2016) Marketing Management is the art and science of choosing target markets and building profitable .File Size: 720KBPage Count: 30Explore further(PDF) Marketing Mix of 4P'S for Competitive Advantage .www.academia.eduMarketing Mix of 4P’S for Competitive Advantageiosrjournals.org(PDF) The Evaluation of Marketing Mix Elements: A Case Studywww.researchgate.netMARKETING MIX THEORETICAL ASPECTSgranthaalayah.comTHE 4 P’S OF MARKETING MIXwww.angle180.comRecommended to you b
