Rich consumer trend insights, API integrations with Salesforce Marketing Cloud to match data and advertising options that stretch across the funnel have led Flight Centre to up its investment into paid activity on Pinterest by 1,000 per cent. The platform is delivering “very competitive” ROAS as both reach-first and targeted audience plays pay off, says retail advertising leader for campaigns, Rachael Green. Even so, Hello Social head of data and insight, Daniel Hill says Pinterest isn’t commonly on the media buying plan for brands until they’ve exhausted other channels, hindered by a lack of awareness, bespoke creative and misperceptions of how attention works against other social channels. In fact, it’s a distinctly different option to social media, both insist, thanks to the search-based nature of how consumers engage with content in the platform.
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Making Mini bigger: Mini ANZ top marketer on shifting ‘small car’ perceptions with larger SUV; balancing brand distinctiveness-EV sustainability conundrum
With three new electric vehicles is its latest car line-up, the largest Countryman SUV ever offered, and a fresh product brand to educate consumers about, the job for the Mini marketing team just got a lot more complicated as the target audience and competitive set opens up. But for local marketing lead, Nikesh Gohil, building brand awareness still has to hold firm to what makes Mini unique first, and everything else comes second.
Bendigo Bank forecasts RBA rate cuts in mid 2025, as probability of another hike rises
David Robertson, Chief Economist at Bendigo Bank, has maintained his long-held view that the Reserve Bank of Australia (RBA) cash rate will remain unchanged throughout the year in his his July Economic Update.
Former NRMA, Virgin, Wotif marketer Michael Betteridge travels onto c-suite, becoming chief commercial and operations officer for Travel the World
Former NRMA, Virgin marketer and travel and tourism executive, Michael Betteridge, has become the new chief commercial and operations officer for travel services provider, Travel the World Group.
Booktopia enters voluntary administration, explores sale and recapitalisation options
Booktopia Group and its subsidiaries have entered voluntary administration two weeks after calling a trading halt at the ASX-listed online retailer and amidst concerns for its financial future.
Connected TV ad frequency up, screen strategies favour dOOH and digital video bundling, IAB report finds
Digital video advertising investment across all screens (mobile, desktop and CTV) is now a significant or regular part of marketing activity for 92% of advertisers, according to IAB Australia’s new Video Advertising State of the Nation Report.
Mi3 launches FY25 Marketing Customer Benchmarks: 105 companies, $3bn spend, three-speed marketing emerges
Australia is experiencing a three-speed marketing economy as KPIs are upended and priorities exponentially diversify for marketing leaders in the midst of the dour economic climate and changing business needs.
Mi3 launches FY2025 Marketing & Customer Benchmarks – 105 companies, $3bn in marketing spend: Three-speed marketing emerges; customer KPIs surge, c-suite cred rises, what next for agencies and AI’s early use cases
A deep, senior marketer study and report by Mi3, The Australian Marketing Institute (AMI), Qualtrics and Tumbleturn finds hard evidence across 105 top marketers responsible for $3bn-plus of budgets of an emergent three-speed marketing economy and upended KPIs and priorities.There are big question marks in key sectors such as retail around the effectiveness of personalisation efforts: Just 15 per cent think their CX is performing, though telcos are confident they’re smashing it. There’s also a major swing to performance media as CMOs seek instant results. The good news is that after decades of being perceived as the colouring-in department, 83 per cent of marketers say that has now shifted, with boards and CEOs perceiving marketing as a critical growth driver – though B2B marketers are far less certain.Problem is, marketer remits are exploding and the FY 25 Marketing & Customer Benchmarks report, polling top marketers across all B2C and B2B sectors, finds the majority feeling ill-equipped to tackle what’s rapidly coming at them. Plus they now have heightened responsibility for customer – with customer lifetime value or CLV eclipsing all other KPIs across the sample as a future indicator – thrust upon them.But CMOs, customer chiefs and marketing directors across the piste are trying to offload duties to free-up bandwidth. Getting lead agencies to manage the partner roster – with an average of 10 agencies per brand across the survey – alongside consolidation is a rising trend, as is hybrid in-housing. Large brands meanwhile forecast project work will eclipse retainer arrangements, with even small brands suggesting it will be at least half of their requirements.Then there’s the question of AI and just how marketers are using it. Content creation and productivity – which comes with positive and negative connotations for headcount – top the pile.AMI’s Bronwyn Heys, Tumbleturn’s Jen Davidson, Qualtrics’ Ivana Sekanic and Akcelo’s Aden Hepburn unpack the findings and implications for marketers, agencies and the broader supply chain heading into FY25 and beyond. Download the report – here – to accompany the nuanced expert view.
Fully chalked. Survey says ‘No more cringe slang’ in comms. What’evs girlfriend. Mic drop
Hello fellow kids, Exclaimer, the email signature management platform, dropped a survey looking at how different generations feel about formality in email marketing. Turns out, brands might need to rethink their email game, ’cause a big chunk of consumers of all ages are vibing with formal language.
7 in 10 Aussies use Chinese marketplaces, Temu tops the list
Chinese marketplaces are gaining popularity among Australian consumers with 7 in 10 of us shopping in these ecommerce spaces over the last year, according to a recent survey by Omnisend.