Taylor Fielding.
Brand takeaways for marketers were high on the agenda for indie agency TFM Digital’s Trends event.
“We’ve never had more technology at our disposal and yet key actionable insights remain what marketers crave,” TFM Digital’s CEO Taylor Fielding todl brand marketers at the Sydney event held at SCA's office.
“The tech arms race for ever-greater personalisation has often overlooked the simplicity of delivering the right message, at the right time.
“Understanding the data for a brand’s audience and harnessing the appropriate strategy will continue to be where agencies can add value.
“Business models are changing, some for very necessary reasons, but the prized contribution of media experts to a brand’s arsenal will never waiver.”
Zaine Wilson-Hoyle, head of digital at TFM Digital, advised marketers to go beyond the linear funnel.
“Omnichannel campaigns are not new, but I believe programmatic remains an underutilised channel for many B2B franchise campaigns.
“From our data, over a three month period, a third of all website leads originated from programmatic as the initial advertising touchpoint.”
The latest SCA signature Mood Monitor data was presented by Chris Wong, commercial insights director.
The data uncovered that the general sentiment across Australia is trending to happiness with Gen Zs and Ys leading the way and other generations feeling content.
“There is a growing concern amongst Australians around AI and the impacts of artificial intelligence adoption,” said Wong.
“This concern is on par with global warming. Gen X and Gen Y are looking to escape excess stimulation with audio playing a larger part in consumption with so many visual forms of media.”
Social media specialist Elsie Mollison said brands should add value and not noise, given Australians spending almost half of their spare daily screen time on social platforms. “Maintaining authenticity, and a human voice, in the deluge of AI-generated content is key,” Mollison said.
“By creating and nurturing a community, brands that lean into their own identity will win out”.
TFM’s growth manager Michael Channell said AI tools will cut traditional search use by 25% within 18 months.
“Yet SEO can still win for long term growth, offering fast results for short-term campaigns, while building website authority and rankings over time,” said Channell.
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