Mike CunningtonDeputy Commissioner

Information, Intelligence and Communications

The communications landscape continues to change

Digital media growing strongly, mostly at expense of newspapers

Much of our online time is now spent with social media

THE place to search “how to..”

News Media Audience and Revenue Growth, 2010-2011

17%

5%

1% 1% 1%

-4%

23%

-4%

-7%

9%

1%

-6%-7%

-1%

Online Network TV Local TV Cable TV Audio Magazine Newspaper

Audience GrowthRevenue Growth

Some statistics for 2014

35% of all search engine traffic from mobile Mobile search advertising to grow by 75% 77% prefer email for permission based

marketing 33% cite social networks as primary source

of brand choice information 78% CMOs think customer content is future

of marketing

News consumption is a case study in changing media habits

Source: Neilsen USA

Percentage Of Smartphone Users Who Use Their Phones While Watching TV

39%

61%

83%

Monthly Multiple Times a Week Daily

We are increasingly multi channel, using phones and tablets when watching TV. Channel planning needs to understand customer journeys to purchase.

4 rules to interacting with today’s mobile, connected, informed and impatient customer

Convenience

ExperienceTransparency

RelevanceWe used to spend time to save money. Now we spend money to save time. Saving time, effort, and providing simple solutions is key for a brand to remain relevant and valued.

We want to interact with the world around us. We look for brand experiences that engage and entertain. We are less interested in static, non-interactive content. Brands that engage and connect create affinity and remain top of mind.

We want to take the risk out of decision making. We want to assess products and services with relation to sources that we trust and make an informed, independent decision.

We value advice and solutions more when they are available at the right time or in the right place. Brands that deliver relevant and timely solutions, linked to a location or topics of interest hold greater potential for uptake.

But key principles endure

Now Confucius, he say… “Tell me and I’ll forget. Show me and I’ll remember. Involve me and I’ll

understand.”

People not consumers Engage not tell Talking with not at

“It’s no longer a case of how we can persuade people to drink our product but where can we go to meet them.” Mark Griffiths, Global Marketing Director, Guinness

Key principles of advertising endure

Be noticed

Be ascribed to the brand

Be remembered

To be relevant we must keep it simple

“Going forward we are focussed on aggressively managing our short term challenges and opportunities, and we remain committed to delivering our mid-term plan and serving our customers.” Major Automotive CEO

“You have to appreciate that the milestones we set in these swimlanes provide a roadmap for this flowchart, when we get to the tollgates we’ll asses where you sit in the waterfall.” Corporate project governance

“We provide variable entry solutions” Door company

Let’s speak English, not Powerpoint…

Be commercial

Understand how your organisation makes money

Concentrate on Marketing’s contribution to the organisation’s business goals

Continually demonstrate Marketing’s relevance to financial performance

Get out of the Marketing silo….

Your best resource is all around you – USE IT!