Marketers are now doing more with less, paying close attention to the tone of their creative and the media brands they choose. Consumers emerging from this crisis are cautious and wary, looking for reassurance, which is why building trust is so important.
The media channel or placement impacts the way an advertisement is received and perceived. Choosing the wrong media placement can result in brands falling foul of consumers who, under stress, are cynical of opportunists and false empathy.
The isolation of CV-19 may be coming to an end, but the trials aren’t over for marketers. With this immense challenge comes the opportunity to focus on what works and lay the foundations for more effective marketing well into the future.
Deep Dives
Meat and Livestock Australia’s Nathan Low on the underlying disciplines of marketing and inheriting that iconic lamb campaign.
Deep Dives / Retail
Sales are up but ad spend is down. Are FMCG brands leaving themselves vulnerable in the wake of COVID?
Deep Dives / Finance
As Australia emerges from the pandemic, the need to advertise is paramount. But when, where, what and, most importantly, how can you be certain your investment will work?
Deep Dives / Finance
Discover the changing marketing & media rules for finance marketers in 2021, amid ongoing changing consumer behaviour.
Deep Dives
How do Australian marketers connect with audiences effectively to drive positive business outcomes and, ultimately, growth?
Deep Dives / Retail
How the e-comm phenom has turned TV into the new retail shopfront
Deep Dives / Retail
Why TV is the new retail shopfront and how to put it to work for your business.
Deep Dives / Effectiveness
2020 brought a lot of uncertainty. Bushfires, a pandemic, and then a recession. As marketers we do the best we can with the information we have available, making choices to […]
Deep Dives
Throughout CV-19, Australia’s commercial broadcasters have kept audiences entertained with a plethora of locally produced content and they’re just getting started. Find out what’s yet to come in 2020.
Deep Dives
Analysis of marketing spend in difficult economic times shows brands that maintain or increase advertising, relative to competitors, gain market share compared to those who reduce or stop advertising.