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Resilience, adaptability and sustainability were the buzzwords of the market leaders this year. It is therefore not surprising that these themes can be found in the most popular stories everywhere GMO‘s website later this year.
From the resilience of the Qantas marketing team and our CMO50 # 1, Jo Boundy, to the behavioral changes being driven by social media, the acceleration of digital and e-commerce, the sustainability initiatives of our biggest brands, and the growing momentum for diversity and inclusion is this year’s top story list has it all. Not to mention the emergence of the next line of disruptive technologies like Metaverse, Web 3.0, and Advanced Analytics.
We say goodbye to the year 2021, GMO presents our 21 top stories of the year for CMO Australia based on audience engagement.
The 2021 CMO50 list
In its seventh year, the annual list of Australia’s Most Innovative and Effective Marketing Leaders doesn’t disappoint in terms of caliber.
Image credit: IDG Change, Challenge, Collaborate, Communicate are four Cs that summarize the Marketing Director’s path to business impact and characteristics of our CMO50, which are on display in spades. Each of this year’s submissions also demonstrated the breadth and depth of modern marketing responsibility as well as the incredible adaptability of the marketing teams that have weathered the crisis.
View the full CMO50 list, profiles, trends and more here.
Top 10 CX trends for 2021
As we moved into 2021, it was clear that brands need to go further than ever in their customer experience efforts to attract and retain customers and to incentivize loyalty.
Dealing with the new digital consumer while finding determination and empathy to connect with consumers looking for authentic brands are just some of the challenges. The search for tools to bridge offline and online will create new hurdles, while the increasing demands on data protection must weigh the advantages of personalization.
In this particular roundup, CMO surveyed a number of industry players about the customer experience trends marketers need to know as we head towards 2021.
Explainer: What is the Metaverse?
Facebook’s decision to rename the Metaverse to Meta as part of a wholesale game was arguably explosive for the mainstream discussion of this emerging hybrid-physical world phenomenon.
Gaming can often point to the future of new technologies before we even have them in our daily lives. With more powerful processors and memory, it drives innovation in computing, it can drive advances in image resolution and even the creation of virtual environments for multi-player collaboration. And so it is with the Metaverse, which drives gaming innovations and shows new areas for marketing and brands.
Check out CMO’s explanation of the Metaverse here.
The rapid expansion of e-commerce in Australia in 2020 signals that more is to come
There is no doubt that e-commerce has grown stronger across Australia due to the global COVID-19 pandemic and rapidly accelerating digitization in 2020.
And how GMO discovered three major industry reports released in early 2021 that showed how far it has come and what to expect this year.
Read more about Australia’s e-commerce boom here.
Predictions: 10 Technology Trends in Marketing for 2021
While 2020 may have been the year of accelerated digital transformation, marketers were faced with a host of other technologies in 2021.
From Artificial Intelligence (AI) and IoT to Mixed Reality (MR) and Robotic Process Automation was for the GMO Team said marketers were increasingly turning to technology to make informed, responsive decisions on tight budgets and changing consumer behavior.
“Consumer expectations have gone digital and there is no going back. Companies need to adopt digital solutions to keep customers happy and grow their business, â€said Subrah Iyar, CEO and co-founder of Moxtra and the former CEO, chairman and co-founder of WebEx. “This implies that customer loyalty experiences are shifting from a ‘push’ model to a ‘pull’ model – to do business where customers are able to get services on demand rather than companies to get their services on one Transfer customers. ”
In this feature, we highlighted 10 technologies that both power and deliver the toolkit for modern marketing engagement.
Woolworths to Acquire Controlling Stake in Quantium for $ 223 million
Woolworth’s decision to spend $ 223 million on a majority stake in data analytics firm Quantium and start a new advanced analytics practice certainly dominated the headlines in April.
The supermarket giant increased its stake in Quantium from 47 percent to 75 percent after it originally acquired a 50 percent stake for approximately $ 20 million in 2013 as part of a long-term partnership to improve its data insights and analytics skills. As part of the latest investment, Quantium became part of the Woolworths Group, but retained its leadership team including co-founder and CEO Adam Driussi.
In addition, the companies announced a new business unit, Q-Retail, that will bring together advanced analytics, retail and data science skills found in both the Quantium and Woolworths businesses.
Read more about the acquisition of Woolworths-Quantium here.
CMO50 # 1: Jo Boundy
This year’s number one CMO50 worthy winner was Qantas CMO, Jo Boundy. In addition to real-time insights to make business decisions and respond to changing customer needs, solid marketing skills, resilience and the balance between optimism and realism are vital in the tough times of 2020-2021, said the marketing director.
Image credit: Qantas “The rulebook was thrown away and the goalposts moved frequently – sometimes every hour. So problem-solving skills, thinking outside the box, and creativity have been invaluable, â€said Boundy GMO. “In addition to the ability, the ‘will’ was decisive. Have a “can-do†attitude. Roll up your sleeves, tackle the job and support one another. ”
You can find our full profile of Jo Boundy here.
The new rules of millennial marketing
If 2020 was the wake-up call for millennials shaken by the economic and social storm of the pandemic, 2021 would mean a shift in priorities.
Millennials are an important demographic for brands. However, the coronavirus pandemic has changed several assumptions about this generation’s priorities and the ways brands can interact with them. These affect the brand values ​​through to the choice of advertising material.
The other game changer, of course, is that these consumers are grown up. From buying a car, investing in real estate, starting a family, and finding ethical products, Millennials are making meaningful and impactful changes in the community and in their lives today.
In this feature, CMO examined what brands and marketers need to know in order to connect with this growing generation.
How Pizza Hut gave away 10,000 pizzas in 70 seconds
An overhaul of the digital transformation and the collaboration between CMO, CIO and Operations turned out to be crucial for an extremely successful 50th anniversary marketing activation for the Pizza Hut Australia team.
Chet Patel, Pizza Hut’s chief marketing officer, said GMO that in 2018, when the QSR’s new leadership team stepped in, the existing technology infrastructure was not scalable or future-proof enough to meet the ambitions. A partnership with AWS gave Pizza Hut the ability to build a scalable and resilient cloud platform and solution that would put it back into a competitive position and trigger more innovative, personalized experiences. These, in turn, would help turn a nostalgic emotional connection with the brand into a “love affair,” said Patel.
After the tech ducks were fixed, the infrastructure was really put to the test as Part 50that Anniversary celebrations in Australia and an incredible 10,000 pizza giveaway.
Read more about these efforts here.
Building best-in-class personalization: Tabcorp’s bold bet
Over $ 160 million in incremental revenue and a seamless connection between physical and digital customer loyalty are just some of the big wins for Tabcorp since launching its world-class personalization program.
Image credit: Tabcorp Tabcorp Executive General Manager of Marketing, Customer and Product, Luke Waldren said GMO The overarching goal was to create a capability that would enable the company to create brilliant omnichannel CX. Still, Tabcorp faced several unique challenges.
The biggest are very different operating environments depending on the channel. The betting business operates more than 4,400 locations nationwide, including cash-based racetracks, pubs, clubs and independent agencies. In addition, it operates a modern mobile app and web experience. All of this means that customers can interact digitally, physically, and very often, and do both at the same time. Linking physical, local and digital material was therefore a fundamental part of the work program.
Here we go into how Tabcorp builds its personalization game.
10 unusual examples of brand partnerships
One of the interesting things that could emerge from the unprecedented market conditions in 2020 was a rethink in terms of external partnerships and collaborations between local and global brands.
In fact, partnerships were so prominent that Deloitte highlighted brands that interact with other organizations as one of its top seven trends during Covid-19. According to the consulting giant’s C-Suite Research, 80 percent of those surveyed who introduced new partnerships during the crisis also see them as key to doing business after the pandemic.
In this summary CMO highlighted some of the more unusual, unlikely brand pairs we saw in 2020 and why they were researched by the organizations involved.
Next up: Our top 10 top CMO stories for 2021
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