15 Big Themes For The 2019 NZ Marketing Whiteboard

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  1. We really do need to save the planet now – with genuine alternatives like electric vehicles and without old habits like single-use plastic.
  2. Digital transformation marches on– but in many organisations, it can be a bumpy journey with conceptual disconnects and slow-to-adapt people and systems
  3. Mainstreaming of technology building blocks – marketing automation, AI, bots, voice assistants, VR/AR…
  4. A newly minted government – it used to be ‘justify why you need to spend’, and now it is more a case of ‘what are you investing in to do the job?’
  5. Big tactics, skinny strategy – lots of short-term initiatives in the marketplace, with less attention to long-term strategy (I recommend you read ‘Why aren’t we doing this? care of the Commercial Communications Council)
  6. Swelling in-house teams– with DIY e-commerce, marketing automation, social media and design. But as with home DIY it does vary in quality.
  7. The digital deluge – if you thought traditional media advertising created discontent, the digital world has taken interruption to a new high/low.
  8. Losing Facebook – the giant has slipped in terms of trust and confidence, with young people especially departing in large numbers.
  9. Influencers are the names with the numbers – social media stars with lots of followers are becoming go-to media options.
  10. Shopping events – Black Friday is now a bigger shopping event than Boxing Day and Singles’ Day is the world’s biggest at USD 30 billion.
  11. Authenticity – the antidote to fake news and marketing hyperbole and a must-have for Gen Z. Reviews have replaced ads as the selection driver in many categories.
  12. Personalisation – tools like marketing automation and AI are enabling the next level of direct marketing.
  13. Privacy – the flipside of personalisation -an increasing issue for modern marketing practices.
  14. New ways to pay – we’re seeing a rash of new payment platforms emerging, most of them channelled through our mobiles.
  15. Gen Z – move over Millennials, there are new kids entering the workforce.

What others would you add?

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