NZ Marketing Leaders' Summit 2019

Marketing redefined - Bringing ethics and sustainability into strategy

9 - 10 Sep 2019Crowne Plaza, Auckland
Event Details

Speaker insights
 

Mariela Ure

Chief Marketing Officer

Universal Studios Hollywood (USA)



What will be the greatest influence on marketing in the next 24 months?

The combination of data, technology and a the increasingly wider range of media options will continue to influence marketing practices in the future. For example, we’ve started to see the use of data to inform creative strategy. There is no longer a one-size-fits-all model for marketers to develop content. And, the proliferation of digital platforms and data available to understand consumer behaviors, gives marketers ample opportunity to elevate content and distribution by channel with the broader customer experience in mind. As a result, we will continue to see more brands evolve to use a more complex mix of media options, from display to native, video, and mobile advertising. Also quickly emerging is the use of hyper-personalized content and experiences from augmented reality, interactive storytelling to live content across platforms.

 

How do you see marketing teams evolving to meet changing business needs?

The way consumers make decisions and purchase is vastly more complex now as a result of digitization. Consequently, marketing teams will need to reflect the changing trends, the knowledge about technological advancements and latest trends in both attitude and platform to drive results for a company. Highly agile teams will become increasingly important to marketing success. Teams will continue to be focused on analyzing vast quantities of data to be constantly redefining strategy and executing established plans. But, with the proliferation of new technologies and advances in data sciences, teams will execute more based on real time marketing strategies vs the traditional model where they execute tactics established in an annual marketing plan.
 

Fiona Cresswel

GM - Marketing Operations

Fisher & Paykel Healthcare



What will be the greatest influence on marketing in the next 24 months?

I believe a maturing view on data alongside more stringent regulations around data privacy will elevate the value of customer data. Customers are moving to the driver’s seat about who knows what about them and this will drive the need for companies to be more respectful and strategic about what they do with the data they have; to earn the right to get more of it, keep it and use it to gain deeper customer insights and more effectively personalise customer experiences.

 

How do you see marketing teams evolving to meet changing business needs?

Marketing teams are having to include technologists and analysts. Delivering personalised and meaningful content that gets cut-through in today’s world of over-crowded communications is a necessity. For this reason it’s becoming more important to have skill-sets on the team that understand the different digital channels, which ones are working for your business, which ones aren’t and what the true insights are about all that data you’re collecting about your prospect’s behaviour. Only then can you provide true marketing value.

Grace Brebner

Product Manager – Marketing Automation & CRM

Tourism Holdings Limited


What will be the greatest influence on marketing in the next 24 months?

I see tools that enable marketing to be personal and relevant at scale as becoming more and more influential in the NZ market – as they start to become more affordable and the need to personalise at scale becomes more pressing, they’re becoming increasingly necessary parts of a marketing team’s arsenal. Think AI, machine learning, predictive capabilities, etc.
 

 

How do you see marketing teams evolving to meet changing business needs?

With marketing now an increasingly digital dominant field, team structures have had to shift to gain those skills and be able to compete in the market. Marketing teams of specialists seem to have become the standard in many larger businesses, and I see acknowledgement of the importance of those skills starting to trickle down to smaller teams/businesses in NZ – but the ability find (and hold) the talent to meet those needs is a major challenge.


 

Holly Jones

Head of Marketing

Movio



What will be the greatest influence on marketing in the next 24 months?

Overall, I think Artificial Intelligence, which has already permeated consumers lives in many ways. I think the level of intelligent personalisation we expect from products and services now is higher than ever and AI has a strong role to play in this expectation. For marketers I think this means even more of focus on a true personalised omni-channel strategy and tailored content to connect with their consumers.

 

How do you see marketing teams evolving to meet changing business needs?

I think modern marketing teams need to evolve to become more outcome-oriented teams. Successful software teams often measure effectiveness not by how much they deliver but by how much value they create, and I think the same can be said for marketing teams. Thinking about how much value does this marketing strategy deliver to the business or how much value does this strategy bring to our customer? I think proving your value internally and externally is becoming even more important.

Jill Brinsdon

Director

Tricky



What will be the greatest influence on marketing in the next 24 months?

The consumer’s growing disregard for any form of standard advertising. The focus will pivot dramatically to enhancing and personalising the customer experience, then marketing will have true stories to tell and experiences to share. Less 'buy me' more 'come with me'.

 

How do you see marketing teams evolving to meet changing business needs?

I’m noticing smart businesses are already dismantling the walls between customer experience and marketing. That is going to happen more. The need for constantly changing - and inherently disposable - content will keep growing. Marketing people will expand their talents to stay on top of this wave. Digital proficiency will need to match their ability to respond to the data; a lot of simple content creation will be pulled in house. The penny will drop for more businesses that brand isn’t a marketing responsibility; there’ll need to be way more collaboration between departments and disciplines.

Dave Hockly

Analytics and Strategy Specialist

Data Story Ltd



What will be the greatest influence on marketing in the next 24 months?

Consider how people always go for the path of least resistance. So, any tech that removes admin for people. The tech will change, but people's needs won't. With that in mind, what will be the greatest influence on marketing in the next 24 months? I'm hoping voice and virtual assistants will dramatically improve, forcing marketers to focus on more conversational and virtual assistant friendly processes. 

 

How do you see marketing teams evolving to meet changing business needs?

Marketing is evolving to be less siloed through better data and the rise in CX, UX and agile processes (hopefully!)

Andy Bowie

Country Manager

Uber Eats



What will be the greatest influence on marketing in the next 24 months?

Media buying process shake up. It currently feels too cumbersome and people heavy. It needs to change to meet the real-time, fast moving asks of businesses and marketing teams.

 

How do you see marketing teams evolving to meet changing business needs?

Not so much the teams changing, but the way we operate. We need to build in capacity to flex and pivot in real time to take advantage of relevant, pop culture opportunities. With such a fast-moving society, staying relevant is harder than ever.

 

 

Chris Vanderkolk

Head of Marketing

Figured



What will be the greatest influence on marketing in the next 24 months?

Increasingly, I see marketing functions and marketing leaders looking for ways to measure consumer-level advocacy. I think consumers will continue to tune out of transactional advertising and will increasingly tire of ‘influencers’. Brands measure NPS as an insight into how willing customers are to advocate for them, but that relies on customers sharing their thoughts. I think more effort will be put into creating customer experiences which drive advocacy.

 

How do you see marketing teams evolving to meet changing business needs?

It depends on the business I guess, and it's probably a mistake to think that there is a formula for how a marketing team should be structured for all businesses. I think increasingly customer teams will become more focussed on a common customer journey, where product, marketing, sales and customer service teams (and whatever other functions have a customer impact) all focus on a common set of customer needs, this relies on shared understanding of each other's part in delivering value to the customer. For marketers, this means a greater awareness of how sales teams operate, how customer service teams work and what impact the product has on the customer (and how it's built) Generally, I think it means marketers adding a broader skillset to understand how they create customer value and less focus on just one specific marketing role.
 

Alexandra Tidy

Global Project Manager

Drake International



What will be the greatest influence on marketing in the next 24 months?

The millennial revolution! With Millennials making up 35% of the workforce by 2020, and baby boomers retiring at a speed of 10,000 per day, the conversations being had are changing. Known as the ‘giving generation’, they are inspired by giving back to their community and environment, and also themselves in terms of finding balance. Companies that can identify and adapt to these changing demographic shifts will likely be more sustainable, in the long term.

 

How do you see marketing teams evolving to meet changing business needs?

  • Some of the top talent management trends in 2019 and beyond are focused around the digital space – personalisation, self-directed learning, optimising the engagement experience, automation and AI.
  • We know that marketing is shifting to a more digital footprint, but what is an interesting trend is the personalisation and optimisation of the customer experience. Consumers want the power of digital, with a personal touch. So marketers have to be the story tellers, as well as relationship builders (to some degree), lead generators, and data interpreters – how many clicks, how many leads, driving results! This is a lot of hats to wear, so we need to build more versatile teams who are adaptable and have the skill base to manage these shifts.
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