How to get personal in an increasingly private world
Successful social strategies connect with customers on a deeper level – but how do you get close without being creepy? Mel Moss talks personalising social media campaigns while respecting privacy.
Where behavioural science gets personal
Why is personalisation so effective? Strategist Nicola Henshaw shares some great examples she’s experienced in action and discusses the psychology behind them.
The right career path
After an accidental segue into marketing while studying a Bachelor of Commerce at the University of Auckland, Alex Williams’ career has led to her becoming Digital Marketing Manager at Fonterra.
Permission to personalise: Safeguarding your social media strategy
Targeting individuals through social media is a strategy marketers are increasingly good at – and one that pays off. But with privacy concerns and the need to remain relevant in a crowded market ever present, content producers can’t simply rest on the data. So, we engage social media experts to ask what makes for a winning strategy and discover insights from brands realising the results.
When the spark goes out
The next leg of our Making Business Personal Relay is covered by Anthony Baxter, who shares his experience of burnout as a young entrepreneur and his strategies for avoiding it as an individual and part of a team.
Getting creative with PR
Mollie Edwards chats to professionals at agencies that have recently bolstered their media integration, hears from those who’ve been in the PR game for many years and looks at what this change means for the industry.
A toast to 40 and customer-led retail marketing
Not many brands reach 40 years old, particularly within the liquor category. However, last September, Liquorland celebrates four decades of retail, which it says wouldn’t be possible without always putting the customer first.
Brand AID
Helping marketers win their budget battles in times of uncertainty, Paul Head talks up the power of brand advertising..
Behind the scenes of ‘Life Needs More Sky’
Having under-invested in the Sky brand for some time, and with brand health declining, the entertainment company teamed up with DDB Aotearoa to reignite a latent love for Sky, which meant enlisting an adorable cast.
The limits of loyalty
Perceptive’s Oliver Allen says there’s a pervading theory that customer loyalty is a myth – that if it ever existed, it’s gone the way of the Blockbuster. But maybe it’s just not for everyone or forever.