Your guide to essential marketing, advertising and media matters in New Zealand.
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The start of 2023 has been anything but ordinary, or to turn a phrase, business as usual. From devastating natural disasters, a Prime Minister resignation and uncertainty brought on by economic hardships, anyone expecting to ease into the year after a particularly challenging past few years has been mistaken.
And if predictions are anything to go on, turbulence, unease and uncertainty is going to continue to trend as we head into the impending downward cycle.
For business owners and their c-suite teams, including those of you who are marketing decision makers, this makes for a tricky climate to navigate. Marketers in particular are going to have to be well-versed in the pain points of their customers and be savvy with spend and resources when communicating with them.
For support on navigating through these tricky times, marketers are going to be leaning a lot more on their agency partners across a range of strategic and creative initiatives. To get a better understanding of the conversations they’re having with their agency partners we surveyed 42 senior marketers in our Agency
Perceptions Survey, and the results are certainly interesting.
Speaking of data, managing first-party data in a cookie-less world is becoming increasingly important for marketers, in this issue we chat to the experts in this space who offer up some helpful hacks.
Also in the issue we speak sports sponsorship in what’s expected to be a big year for global sport, open the lid on ChatGPT and the future of AI in marketing, and as always feature those marketing individuals and organisations doing great things in the industry. Because 2023 is certainly the year brands need to pull out all the stops to be exceptional. Enjoy!
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