Freelance writer. Marketing, media, technology, entertainment, arts & culture. White papers, case studies, executive briefings: big data, business intelligence, omni-channel, integrated marketing.
If change is the sea we all swim in, then advertisers are the sharks who must keep swimming or die, says Lynda Brendish. But the last few years have thrown enough change at us to challenge even the best swimmers in the ad biz: YouTube, social media, Big Data, millennials, smartphones, the global financial crisis, the sharing economy, the freelance economy, #RedPeak ... So what’s the lay of agency-land? And is there a right model for These Difficult Times?
In the hIghest stakes marketing game around, the US Presidential election, two rising stars emerged from the 2012 campaign, neither of them candidates. the first was Nate Silver, the man who made statistics relatable. His spot-on modelling accurately called the election’s state- by-state results, right down to Florida’s blue-by-a- hair’s-breadth outcome. the other was Big Data, the power behind Obama’s continued hold on the throne. Both achievements—Silver’s accuracy and Obama’s re-election—were watershed moments for the mainstreaming of Big Data, demonstrating unequivocally the potential it has not only to predict behaviour, but to influence it.
...There’s been a sea change in design. Some call it renaissance, others a revolution. However dramatic it ultimately proves to be, it has been ushered in by a process called design thinking, and it’s being realised in the vision of experience design.
Pundits have been peddling the myth of the death of mass media since, well, the dawn of mass media. The rhetoric is familiar: talkies will kill theatre, radio will kill newspapers, video the radio star and on it goes. The difference in the internet era is that the pundits are louder and more numerous, the pace of industry change is seemingly accelerated, and the anachronistic myths are easily mistaken for prophecy.
Content marketing, native advertising, custom content, branded publishing, whatever you want to call it, everyone seems to want to get in on the action, says Lynda Brendish. So how can brands—and those employed to create their content—use it to their commercial advantage?
Apologies to any drought-stricken rural folk, but for townie New Zealand this summer’s been a corker, with record sunlight hours and maximum beach time. It’s meant kiwis have been heading outdoors in droves to soak up the sun and, along the way, helped spearhead a return to form for an outdoor advertising industry experiencing a Rugby World Cup-sized hangover.
New Zealand is particularly well-served overall when it comes to radio. We have a high proliferation of stations, and the networked nature of the industry means even those outside the main centres have the benefit of local talent and content backed by syndicated formats and programming.
While there was a hefty helping of self-congratulation for the New Zealand Herald’s recent makeover, it was accompanied by a fair amount of navel-gazing for the newspaper industry as a whole. Long criticised for the ‘original sin’ of switching to a digital model that saw newspapers giving content away, the global industry is still struggling to perfect the art of monetising an audience without alienating it. In this light, the Herald’s bold rebrand looks like it was calculated as much to trumpet the strength of the medium as it was to fit into commuter lifestyles.
To paraphrase Mark Twain, reports of the death of print have been greatly exaggerated. Well, insofar as you can apply print as the main definer of a magazine these days, which is arguable. But for the moment, let’s go with Twain, because unlike many print news organisations, many sectors of the magazine industry have shown remarkable—and some would say surprising—resilience. And that resilience may very well have something to do with the medium’s relatively new-found ability to shrug off the bounds of print, while still embracing its very real tangible appeal.