Multi-platform strategies that use all touchpoints are a challenge for New Zealand publishers. Graham Medcalf surveys the local landscape.
While much of the world is still under the grips of the pandemic, New Zealand is opening up for business – but with a difference. With our borders largely closed to the outside world, and in a country reliant on selling Brand NZ to foreign markets, Graham Medcalf asks how marketers have pivoted and repositioned their brands to appeal to Kiwis.
Companies closing, staff being made redundant, employees taking pay cuts, this is the Covid-19 landscape. Graham Medcalf takes a look into what an economic downturn means for the marketing industry and what marketers need to do to adjust to the new reality.
In the era of fake news and a tsunami of content, it is more important than ever to have third-party endorsement, but paid content is having the effect of making some more educated consumers less trusting of media and more wary of what is real news. Graham Medcalf takes a look.