In the modern world, marketing is able to go beyond its previous confines to become truly global. The invention and uptake of the internet has removed geographic barriers, enabling brands and individuals to seamlessly connect with one another across the entire globe. This will continue to play a major part in all aspects of marketing in 2024.
Looking ahead to 2024, the world of marketing is poised for significant changes, and as the digital landscape continues to evolve, businesses must adapt to take full advantage of these new opportunities.
While geographic location is no longer a barrier to reaching the rest of the world, something that was once felt strongly in New Zealand, this access does come with its own set of challenges and opportunities.
Over the past few years, Pic’s, a Nelson-based peanut butter company, has worked hard to get its products into different markets, particularly now that travel is an option again following the pandemic.
Aimee McCammon, Pic’s CEO, says it has never been easier or cheaper to build a global brand.
“The world is so digitally connected and now that travel is opening up again it’s easier to get out there again and explore different markets,” she says. “We’ve loved getting back out to our markets in Australia and China this year, and I’m just back in Aotearoa New Zealand after a couple of months in the US. Nothing beats being on the ground talking to consumers and retailers. They’re so blown away by how great our natural peanut butter is, I’m still staggered that it takes the Kiwis to bring the Americans good peanut butter.”
While the internet and travel can connect people and brands all across the globe, Aimee says this does mean that brands are up against more competition that are all trying to be noticed.
“This is an attention economy but your whole business model needs to deliver differently behind that, using refined distribution channels and more convenient ways to get to consumers. Consumers expect it better and cheaper so you’ve got to be very clear about the value you’re delivering them.”
She says that while Kiwi companies deliver big value through export success, it can be tempting to try to do too much.
“There are so many opportunities and Kiwis are used to working broadly, but export requires a lot of focus and ruthless execution. Don’t bite off more than you can chew.”
Technological developments will also play a big part in how marketing will play out on the near future and Aimee lists AI as being one to watch, advising brands to figure out how they can use it creatively and impactfully as well as responsibly and ethically.
“It’s going to be one of the defining challenges of the modern world. Your company needs to have a policy on AI right now, it can evolve but we all need to think about how it is used for good.”
She adds companies would also do well to keep focused on the purpose of the business by asking how it is making the world a better place.
“Pic’s has always been peanut butter with a purpose – we’re all about building better communities and a better Aotearoa New Zealand with good food. So, for us it starts here and our export markets continue to serve that purpose for us. But if you’re not clear on that, it’s easy to get distracted by the demands of other markets.”
Senior Lecturer in Marketing at University of Auckland Business School, Drew Franklin, says in social science research, culture is thought of as the “ultimate moderator” where consumer attitudes and behaviours are unique to each market. However an exception is “online or digital interactions across cultural boundaries via the Internet or virtual reality (VR) technologies”.
“Thanks to the further development of hardware and interactive spaces online, these immersive brand experiences are offering consumers across geographic boundaries the opportunity to interact with each other and the brands they enjoy. Particularly with VR technology becoming more accessible, and the adoption curve of such technology flattening as consumers become more familiar with it, these digital spaces will become increasingly important to consider for marketers.
“These digital interaction realms have the benefit of inviting consumers into a unique and engaging world that includes personalised interactive experiences and can be a powerful medium to increase the emotional connection to the brand.”
Despite this, he says it is critical to understand that not everything about a brand will work well on the internet or in virtual reality and he urges marketers be careful and thoughtful when using these technologies.
“It’s important to recognise that there are elements of your brand experience that may not translate well to an Internet or VR-type experience, and so a measured approach to such activities is key. Furthermore, is there a congruence with your brand and the interactive channel and will your customers (present or future) resonate with such an interactive opportunity?
“Additionally, ensuring your content or digital interactive space is sensitive to cultural and geographic norms and sensitivities is critical. With these considerations in mind, a well-designed and deployed Internet or VR interactive space can have the benefit of developing a global brand community that exists successfully across geographic borders.”
The digital age has opened up a world of opportunities, and for brands seeking to succeed on the global stage, strategic thinking and adaptability will be pivotal to achieve the sort of success that goes beyond borders and cultural differences.
This article was first published in our December/January 2024 issue.
