Category Archives: content marketing

Interruption Marketing is Dead

interruption-marketing-is-dead

Interruption marketing is dead — though too many advertisers (and media owners) still haven’t noticed.

Consumers have had enough. They’ve been bombarded by mass media marketing since birth, and they just won’t put up with it any more.

Consumers are avoiding ads altogether wherever they can.

  • They’re fast forwarding through TV ads thanks to their MySky devices.
  • They’re subscribing to Netflix and other adfree subscription television services in record numbers.
  • They’re paying every month for Spotify, to enjoy their favourite music without endless commercials.
  • Their mailboxes are plastered with “No Junk Mail” signs.
  • Their computers are protected by ad blocking software.
  • And even six seconds seems too long to wait to skip ads on YouTube.

If they want to find out something about a product or service category, they ask Google. Or Siri. Or their friends. Or informed non-experts (via social media). They’ve learned from bitter experience that if they ask a marketer (or a sales-person), they can’t expect an objective answer.

Here’s where consumers now turn for product information:

trusted-sources

You really can’t blame Kiwi consumers. After all, we’re them, too. We’d rather gather our own information than be harassed by a sales-person with KPIs to meet.

So how do consumers find out about your products and services, if they’re avoiding and ignoring your advertising?

Alas, as Seth Godin put it (nearly twenty years ago), “finding new ways, more clever ways to interrupt people, doesn’t work“.

Short answer: you need to identify the sorts of things that consumers want to know about your product or service category — and provide that information to them, objectively, in formats that they like to consume, and in as neutral an environment as possible (without necessarily demanding contact details in exchange).

What you are doing is:

  • meeting consumers’ information needs
  • building trust and credibility (by being objective)
  • paving the way for a future relationship, so that when consumers are ready to buy you’re already within their consideration set

Marketers call this Content Marketing (PR professionals call it “Digital Storytelling“). Whatever the name, it’s been identified as one of the most important trends in communications today.

importance-of-content-marketing

According to the Content Marketing Institute, content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. It’s particularly relevant to B2B marketers, but it’s become increasingly more and more important for B2C as well.

That’s why we’re now releasing our Content Marketing online training course, a nine-part course designed to show you how, when, where and why to use Content Marketing to provide relevant, useful resources to your prospective customers, in accordance with their wants and needs.

The Content Marketing course covers:

Lesson One: Customers & Convergence

In this lesson, we discuss the importance of content marketing and show you how the whole Customer Buying Journey has evolved. We point out how effective content creation can provide massive Search Engine Optimisation (SEO) benefits and — provided that your content is designed properly around appropriate keywords — content marketing can help you more easily get found in search engines.

We also discuss:

  • The power of organic search (rather than paid search)
  • How Google has become the kingmaker
  • Why you must avoid at all costs being an invisible brand (online)

Lesson Two: Micro-Moments

These days, more Internet searches are made via mobile devices than by desktop. That change, which happened in 2016, has significant implications in terms of the types of content that consumers are now looking for online.

In most instances, shorter is better — and images and videos are more important than ever.

In this lesson, we discuss what Google calls “micro-moments” — occasions when consumers are looking for immediate gratification — and what sorts of content is most appropriate to fulfil those needs.

We also discuss:

  • The search implications of “near me” queries
  • why consumers buy local (and how you can shape your content accordingly)
  • the times when appearing in Google’s Featured Snippets is a good idea (and when it isn’t)
  • if/why size matters
  • ideal durations of content
  • most appropriate headlines

Lesson Three: Search Intent

As IgniteRock observes, your audience has a specific intention when they search online and it is up to you to meet that intent with your content.

When you are coming up with a content idea, put yourself in the mind of your audience and think about what they really want to see on your site. Then give them what they want.

In this lesson, we discuss how to identify exactly what audiences want (which varies, of course, depending on exactly where they are in their Customer Buying Journey).

We also discuss the ways that search intent varies between devices, especially if searches are generated using voice search (which tends to be much more conversational in nature) and how you can cater to those different needs.

Lesson Four: Overcoming Content Shock

As more and more marketers crowd into the content marketing space, eager to re-connect with their prospects, they’ve started flooding cyberspace with (often trivial and salesy) information, overloading their unfortunate recipients. This information overload has been dubbed “Content Shock”, and it’s a real problem for marketers trying to get noticed with real, valuable, relevant content.

In Lesson Four, we discuss how to navigate around content shock, and how to gain a better understanding of your audience in order to do so.

We also discuss:

  • why people share
  • the 22 types of content most likely to be shared
  • the power of personalisation to cut through the clutter

Lesson Five: Visual & Video Content

Lesson Five is devoted to pictures, both moving and otherwise. In this lesson, we explore why visual content matters (especially to younger audiences) and share statistics that indicate that pictures are worth rather more than that legendary 1000 words.

We also discuss the dramatic increase in online video usage — driven by improved technology, unlimited Internet data plans and deliberate encouragement from the likes of Google and Facebook — and exactly what that means for the content you create.

Along the way, we talk about:

  • style predictions
  • making memories
  • time spent with online video

Lesson Six: Mobile First

New Zealand has gone mobile with a vengeance — NZ smartphone penetration is nearly universal for the under 50s — and so has most of the rest of the world.

Google is in the process of switching its search index to mobile first: the search giant plans to reorder its rankings to evaluate websites based on how they load and look on mobile devices. From a content perspective, that means you need to consider how your content looks and feels on mobile devices.

We explore what that means in this lesson, including whether or not you should opt for accelerated mobile pages or even mobile apps.

Lesson Seven: Artificial Intelligence

Artificial intelligence is now more pervasive than ever. Google now uses a suite of algorithmic AI routines (known collectively as RankBrain) to deliver most search results.

And AI-driven content is now nearly commonplace, with AI creating news and sports stories (based on templates) fed by results from sporting and other events (eg election results).

And then there are “chatbots” — steadily increasing numbers of automated programs that respond to common consumer queries with answers drawn from standard databases.

In this lesson we review the types of commonly available AI that can streamline your content marketing efforts, and examine the key attributes of effective AI.

Lesson Eight: Content Optimisation

The top priority of any content that you might create is that it is relevant to, and interesting for, your prospective audience.

The second priority, however, is that the content is optimised for the search engines (whilst not sacrificing any readability amongst human consumers).

In this lesson, we discuss what Google and Bing are looking for when they examine your content, and how that differs across text, images and video.

Lesson Nine: Accountability

Finally, as always, it comes down to money. Is the time and effort that you devote to content marketing delivering a decent return on your investment?

How do you track that? What metrics should you be measuring? We look at your options.

Then we consider what makes a successful content marketer.

And we close by reviewing content marketing trends for the near and slightly more distant futures.

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WHO WILL BENEFIT FROM THIS COURSE?
Every Kiwi business wanting to promote and sell products or services online. If you want your customers to trust you, and buy products or services from you, you need to demonstrate your credentials by providing relevant, objective information first.

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WHAT CUSTOMERS ARE SAYING ABOUT OUR COURSES

Here’s a sampling of the feedback we’ve received from those who’ve taken our courses:

  • Thanks for an informative and interesting [Facebook Accelerator] course. Your presentation held a good balance of theoretical and practical information and was clear and simple enough for a non IT Facebook novice like me to follow. There are many ideas that I have gained that I will attempt to incorporate in the overall marketing plan my team is currently developing for our brand. Facebook can offer so much more than I thought as a medium for communicating with our current and prospective customers. Julie D
  • I found this course fantastic, i started off knowing very little about facebook (just how to run my own personal page) to now having a thorough understanding of ALL the things you can (and there is a lot). The course format was great and allowed knowledge to be built up over time. Course length was great and this will definetly be something i come back to constantly as we develop our facebook pages more within my company. Aleisha H
  • I have really enjoyed the course and the way it was structured. It was informative and interesting – liked the way you incorporated slide-shows, video, statistics and different forms of media to provide information. Lisa C

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ABOUT US

This course has been created and is tutored by Michael Carney, the principal of Netmarketing Services Limited.

Michael is a veteran marketer with an insatiable passion for whatever’s new, different, exciting or interesting in the world of communications (and especially in the digital space). Michael has been in the marketing game since 1971, online since 1987 —  and can be variously described as a digital marketing trainer, adman, media director, strategist, researcher, copywriter, consultant, playwright and dad.

He is probably best known for his many years as Media Director of a number of leading NZ advertising agencies, including MDA Mackay King (now Saatchi & Saatchi) and HKM Rialto (since merged with Colenso BBDO). More recently he worked in strategic roles with MediaCom New Zealand and Grey Worldwide and was Strategic Planning Director for the Media Counsel before setting up Netmarketing Services Limited.

Michael is also the author of “Trade Me Success Secrets: How To Buy and Sell Effectively on NZ’s Favourite Auction Site”, now in its second edition.

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TIMING

This course begins on Monday 04 December, 2017.

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INVESTMENT

This nine-part online training course is available for $597 +GST. However we offer an EARLY BIRD DISCOUNT of $100 +GST — pay just $497+GST for bookings received by the end of  Monday 27 November, 2017.

 

Bookings are confirmed on receipt of payment, which can be by bank deposit or credit card. We can raise an invoice in advance if you need it.

To reserve your place in this course, please pay by credit card through PayPal by clicking here:

sign up now

If you would prefer to pay by bank deposit, or require an invoice, please send an email to [email protected] with your requirements.

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password, along with an Enrolment Key for the Content Marketing online training course.

If you have any questions, or would like more information, please email us at [email protected]

The Unfortunate Case of the Small Business Owner

unfortunate-small-business-owner

We were talking yesterday to a small business owner who made a chilling observation: “I decided that I was tired of paying for Google Adwords, so I simply stopped advertising. All of my enquiries and all my sales instantly stopped. Nothing.”

We asked the obvious question, “What about natural search results? Didn’t you get some traffic from that?”

Her reply: “I couldn’t even find myself on Google. I was somewhere about page four on the results.”

Needless to say, she quickly restarted her search advertising campaign and business went back to normal.

If there was ever a clear case for content marketing, combined with Search Engine Optimisation, this was it.

If you don’t feature interesting and (above all) relevant-to-your-customers’-pain-points content on your website, why would Google suggest your website to people looking to solutions for their problems?

Once you have suitable content on your website, it’s so much easier to optimise your website for search engines.

As we note in our just-published Content Marketing presentation:

Search Engine Optimisation (SEO) and Content Marketing have always been two sides of the same coin. According to the BrightEdge Future of Content Report (June 2017), 97% of marketers believe that SEO and Content Marketing are converging or have already converged.

If a consumer is using Google or Bing to search for something, the search engines will always be looking for content that meets those specific search parameters. If you are writing content, you will only be effective — i.e. be found — if you use keywords and phrases that consumers are looking for.

Then you need to optimise your content — ensure that it’s in a format suitable for both search engines and human visitors.

Unfortunately, SEO is not a task that you can perform just once and then you’re sorted.

It would be wonderful if every prospective customer used the exact same words and phrases to refer to your products and services.

Yeah, nice dream, not gonna happen.

Then there’s the evolution of phraseology. Nowadays, consumers using voice search on mobile devices are far more conversational in their choices of search keywords. They tend to be less structured in their searching, confident that Google Assistant, Amazon Alexa, Siri and Microsoft’s Cortana (and Samsung’s new Bixby) are smart enough to understand what searchers actually mean.

In turn, marketers need to ensure that their content includes both formal and conversational keywords and phrases, to cater to the differing searches conducted across both desktop and mobile devices.

Oh yeah — and you also need to be aware that more and more of Google’s searches are being powered by RankBrain machine learning software, so you need to ask yourself “what would an artificial intelligence make of this sentence?” Do try to avoid the types of linguistic contortions that would trouble non-native speakers. No pressure.

If you want to avoid the unfortunate fate of that small business owner, we recommend that you check out our Content Marketing presentation (available now) and our Search Marketing presentation (due to be published at the end of this month).

Here’s what’s included in the Content Marketing presentation:

The presentation looks ahead at what marketers should expect and plan for in 2017 and 2018 — based on local and global trends you may not yet have had the opportunity to examine — turning those forecasts into a comprehensive report & slide deck in PowerPoint format (with accompanying notes) – information that you can easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand Marketing Insights as we accelerate through what remains of 2017. All presentations are unbranded, so you can add your own branding and comments.

All of our presentations in this Marketing Insights series consist of at least 150 slides, dealing with as many key insights.

INSIDE “CONTENT MARKETING 2017”

Here’s a little taste of what the presentation covers:

  • The three types of content regarded as most important for effective content optimisation in 2017
  • The convergence of SEO and Content Marketing and what that means for marketing and communications professionals
  • Search intents across mobile and desktop, how and why they are different and the implications
  • The surprising new importance of voice search (and what marketers are doing about it)
  • What marketers think about artificial intelligence and its importance for the future of content marketing

And:

Content Marketing as Defensive Mechanism
So many people are talking — not always positively — about brands and companies online, and organisations don’t always get the chance to present their own point of view as part of that conversation. As a result, many are turning to Content Marketing as a means to get their message out there.

Talking to Your Own
Content marketing has also seen itself become an internal PR tool, used to communicate in a planned and more effective manner with staff, dealers and suppliers. How are you ensuring that your own people know what they should about your organisation?

Overcoming “Content Shock”
Even when marketers do invest in Content Marketing, there are challenges. One of the biggest challenge: getting heard out there, amongst the ever-increasing cacophony of social media posts, blogs, video and all. It’s been dubbed “Content Shock” — and we look at how to deal with it.

Content Will Get useful or Get Ignored
Smart marketers will begin to invest in bigger content projects such as creating free and robust online tools, writing the go-to books in their industries, and creating environments where their customers can build a community to share knowledge

Accountability
content marketers will be held accountable not just for how much content they create, but what it does for the business (much like demand generation teams).

Other topics that feature in this presentation include:

  • Personalisation
  • Engagement
  • Data-driven Insights
  • Interactive Experiences
  • Face-to-face Opportunities & Live Events
  • challenges of developing engaging visual content
  • the talent shortage
  • Algorithm-driven content distribution
  • Live video
  • compelling content experiences
  • the emergence of AI journalism
  • Immersive Content Formats
  • Science-based content marketing
  • The rise of the Content Librarian
  • The continuing rise of paid promotion and the decline of organic reach

 

Each Marketing Insights presentation is available to purchase and reuse, for $597 plus GST (with volume discounts available for purchases of multiple presentations).

To purchase the Content Marketing presentation by credit card via PayPal, please click here.

BILLING OPTIONS
If you would prefer to pay by bank deposit or require an invoice before making payment, please send an email to [email protected] with details of your request. (The service provider will be shown as Netmarketing Services Limited in your transaction and on your credit card statement).

WHAT HAPPENS NEXT
Your purchase will be confirmed by email and download instructions will be provided to you, usually within a few hours.

And here are details of the Search Marketing presentation, to be published on July 31:

In this presentation, we’ll wax lyrical about a wide ranging collection of topics, including:

Mobile Really Must Be First
In May 2015, Google reported that mobile searches had surpassed desktop searches on its search engine. Since then, the company has taken many steps which signal that mobile, not desktop, should be considered as the default user experience. Google is moving towards giving priority to mobile-centric indexing, which means that your website must as well.

Three Seconds is the New Fast
According to a study Google presented in late 2016, website that gain priority in search results will be expected to load in three seconds or less. That’s simply a recognition by Google of the impatience of mobile-wielding web surfers. As you might imagine, that has direct implications for your website structure — and whether or not you opt for accelerated mobile pages (AMP) or Progressive Web Apps (PWA), which allow a website to work as if it were an app.

How Machine Learning is Revolutionising Google Search
Google CEO Sundar Pichai laid out the corporate mindset: “Machine learning is a core, transformative way by which we’re rethinking how we’re doing everything. We are thoughtfully applying it across all our products, be it search, ads, YouTube, or Play. And we’re in early days, but you will see us — in a systematic way — apply machine learning in all these areas.”

Perils of the Google Answer Box
In 2017/18, brands will need to place value on optimizing their digital content based on intent rather than specific keywords. As you have no doubt noticed, Google has become more and more likely to offer up specific answers rather than simply links to search results.

Google Shopping Now in NZ
Google Shopping has arrived in New Zealand and is likely to play a larger and larger role in commerce-based search queries. We look at the players so far and examine the possibilities.

Big Data + Search = Attribution Challenges
Today’s conversion paths are extremely complex and as a result, micro-moments matter more than ever. Engaging with customers’ days, weeks, and even months before they’re ready to convert is going to be the new norm.

Reconsider Bing
Bing is a big player amongst the new breed of digital assistants. It’s fueling the search of Apple’s Siri and Amazon’s Alexa, apart from being the default search engine of Microsoft’s Cortana. Ignore it at your peril.

The Move to Natural Language Queries
Why does Google have this irresistible interest in natural language? Sure, on an ideal level, it’s because Google wants “to provide the better answer to users’ needs,” and to do that, Google must:

  • Understand what each web document is about (semantics);
  • Understand what users are actually searching for, now that more and more using their voice to search

Voice Search
Already 20% of mobile queries are Voice Search (and will be 50% in 2020, according to Microsoft). Voice Search is going above and beyond voice recognition and evolving into voice understanding. This involves several changes with respect to:

  • previous searches
  • location-based context
  • context based on frequently used apps
  • personalised information
  • keyword research based on spoken queries

How should marketers modify their content to cope with those new search parameters?

The Search Marketing presentation also looks at:

  • the big challenges of cross-channel marketing
  • getting to know Google RankBrain
  • image recognition searches
  • Key SEO Stats
  • Google’s top 3 ranking signals
  • User Experience Optimisation
  • Content Marketing That Impacts SEO
  • and, of course, a whole lot more

The Search Marketing presentation is also available for $597+GST. You can pre-order your copy of thta presentation by clicking here to pay by credit card via PayPal.

BILLING OPTIONS
Again, if you would prefer to pay by bank deposit or require an invoice before making payment, please send an email to [email protected] with details of your request. (The service provider will be shown as Netmarketing Services Limited in your transaction and on your credit card statement).

Alternatively, you can purchase BOTH the Content Marketing and Search Marketing presentations together for just $1094+GST (and save yourself $100). Click here to pay for the two presentations by credit card via PayPal.

The Content Marketing presentation will be provided to you right away, as soon as we process your purchase. The Search Marketing presentation will be  provided at the end of July.

5 Reasons Why Content is So Important for Marketers in 2017

Marketers consider that Content Marketing is one of the two most important trends impacting the future of marketing, according to a 2017 study by the University of Southern California’s Annenberg Centre for Public Relations. That’s the case in the US, but it’s also equally true down our way.

importance-of-content-marketing

So why is Content Marketing so important?

There are plenty of reasons why, but here are five of the most significant:

1 More and More Ads Are Being Blocked

Thanks to decades of interruption marketing, of mad men standing up and shouting at consumers, advertisers have well and truly worn out their welcome. As a result, consumers have retreated inside their shells. Their mailboxes are plastered with “no junk mail” signs, they MySky their way quickly through seemingly-endless TV commercial breaks, they loudly tweet their displeasure at Hyundai ads placed between hakas and live rugby and they hand out fake email addresses and erect filter fortresses to protect their real email inboxes.

Oh, and then there’s banner blindness, where consumers don’t even notice most online display advertising.

Now, AdBlocking is becoming a fact of life. Even Google is getting in on the act, adding an ad blocker to its Chrome browser in early 2018. The Independent notes:

“It’s far too common that people encounter annoying, intrusive ads on the web – like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page,” wrote Sridhar Ramaswamy, Google’s senior vice president of ads and commerce, in a blog post.

“These frustrating experiences can lead some people to block all ads – taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation.”

Google’s answer is to provide adblocking technology to screen out the unworthy ads.

Our answer is even simpler: content marketing. As Business2Community notes:

People want to block ads because most digital ads are useless, annoying or both. The promise of content marketing is to create helpful, audience-focused content that your audience actually wants to consume.

Content marketing is such a clear antidote to this battle between branded customer. Rather than continuing to give your customers something they’ve quite clearly stated they don’t want, give them something they do want. Help them. Extend the olive branch.

Create and distribute great content and you’ll never have to worry about ad blockers ever again.

 

2 SEO and Content Marketing are Converging

The truth is, SEO and Content Marketing have always been two sides of the same coin. If you’re using Google or Bing to search for something, the search engines will always be looking for content that meets those search parameters. If you are writing content, you will only be effective — i.e. be found — if you use keywords and phrases that consumers are looking for.

What has changed, or rather has evolved, is the phraseology. Nowadays, consumers using voice search on mobile devices are far more conversational in their choices of search keywords. They tend to be less structured in their searching, confident that Google Assistant and Siri and Cortana (and Samsung’s new Bixby) are smart enough to understand what they actually mean.

In turn, marketers need to ensure that their content includes both formal and conversational keywords and phrases, to cater to the differing searches conducted across both desktop and mobile devices.

Oh yeah — and you also need to be aware that more and more of Google’s searches are being powered by RankBrain machine learning software, so you need to ask yourself “what would an artificial intelligence make of this sentence?” Do try to avoid the types of linguistic contortions that would trouble non-native speakers. No pressure.

3 Catering to Micro-Moments

The ubiquitous smart phone continue to change the game. Where once longform content was king, now snackable snippets — served up in answer to queries like “restaurant near me” — have become the new currency.

As you may have heard, today’s consumers have an even lower attention span than that of a goldfish. At least some of that can be attributed to the endless flow of data that we all must wade through in these difficult times. 140-character limitations on previous generation text messaging and Twitter can take their share of the blame, along with 6-second blipverts on YouTube and a constantly refreshing newsfeed on Facebook.

Whatever the cause, we now have to deal with the consequences. Can you sum up the essence of your content in one single sentence (or image)? That may be all to which your prospective audience is exposed, before they swipe their way to their next fix.

 

4 Whoever Rules Google Becomes the Authority

The traditional method of gaining pre-eminence in your industry tended to involve acquiring external qualifications, sitting on industry bodies and generally gaining acknowledgement through your peers.

So twentieth century! Nowadays, you can have as much authority as Google says you have. Provide content that meets the needs of prospects and customers as they proceed through the buying journey and Google will anoint you accordingly.

 

5 If You Can’t Be Seen, You Won’t Be Heard

How do people know you exist?

No, it’s not a metaphysical question but rather a commercial one. If you operate a retail business, with a desirable storefront location, then you will at least be visible to those who walk past.

Otherwise, your existence depends on your visibility to prospective and actual customers. They might hear of you through radio, television, magazine or newspaper advertising — but, more and more (as consumers spend around half their media time online) your visibility depends upon your online presence.

That, in turn, derives from the content you post to the Web, whether on your own website, on your social media channels, through other peoples’ websites or through online advertising.

By the way, if the content you are creating is irrelevant to prospective customers’ needs, either they will ignore you or Google will.

So are you creating content worth talking about?

IF YOU NEED ASSISTANCE WITH YOUR CONTENT MARKETING

(A) We can help (we handle content marketing on behalf of a select group of clients). Email michael (at) netmarketingservices.co.nz or phone 021 1493 403.

(B) We can review your content marketing needs, develop a content marketing programme and even train you and/or your team. Again, email michael (at) netmarketingservices.co.nz or phone 021 1493 403.

(C) To upskill yourself, grab our Content Marketing Trends presentation (details below)

 

SPECIAL CONTENT MARKETING PRESENTATION FOR KIWI BUSINESSES

To meet the demand for information about Content Marketing, we have just released the presentation NZ Content Marketing 2017. This is the newest presentation in our New Zealand Marketing Insights series, which began in May with our NZ Consumer Trends 2017 presentation.

We just wanted to let you know a little more about it.

The presentation looks ahead at what marketers should expect and plan for in 2017 and 2018 — based on local and global trends you may not yet have had the opportunity to examine — turning those forecasts into a comprehensive report & slide deck in PowerPoint format (with accompanying notes) – information that you can easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand Marketing Insights as we accelerate through what remains of 2017. All presentations are unbranded, so you can add your own branding and comments.

All of our presentations in this Marketing Insights series consist of at least 150 slides, dealing with as many key insights.

INSIDE “CONTENT MARKETING 2017”

Here’s a little taste of what the presentation covers:

  • The three types of content regarded as most important for effective content optimisation in 2017
  • The convergence of SEO and Content Marketing and what that means for marketing and communications professionals
  • Search intents across mobile and desktop, how and why they are different and the implications
  • The surprising new importance of voice search (and what marketers are doing about it)
  • What marketers think about artificial intelligence and its importance for the future of content marketing

And:

Content Marketing as Defensive Mechanism
So many people are talking — not always positively — about brands and companies online, and organisations don’t always get the chance to present their own point of view as part of that conversation. As a result, many are turning to Content Marketing as a means to get their message out there.

Talking to Your Own
Content marketing has also seen itself become an internal PR tool, used to communicate in a planned and more effective manner with staff, dealers and suppliers. How are you ensuring that your own people know what they should about your organisation?

Overcoming “Content Shock”
Even when marketers do invest in Content Marketing, there are challenges. One of the biggest challenge: getting heard out there, amongst the ever-increasing cacophony of social media posts, blogs, video and all. It’s been dubbed “Content Shock” — and we look at how to deal with it.

Content Will Get useful or Get Ignored
Smart marketers will begin to invest in bigger content projects such as creating free and robust online tools, writing the go-to books in their industries, and creating environments where their customers can build a community to share knowledge

Accountability
content marketers will be held accountable not just for how much content they create, but what it does for the business (much like demand generation teams).

Other topics that will feature in this presentation include:

  • Personalisation
  • Engagement
  • Data-driven Insights
  • Interactive Experiences
  • Face-to-face Opportunities & Live Events
  • challenges of developing engaging visual content
  • the talent shortage
  • Algorithm-driven content distribution
  • Live video
  • compelling content experiences
  • the emergence of AI journalism
  • Immersive Content Formats
  • Science-based content marketing
  • The rise of the Content Librarian
  • The continuing rise of paid promotion and the decline of organic reach

 

Each Marketing Insights presentation is available to purchase and reuse, for $597 plus GST (with volume discounts available for purchases of multiple presentations).

To purchase by credit card via PayPal, please click here:

sign up now

BILLING OPTIONS
If you would prefer to pay by bank deposit or require an invoice before making payment, please send an email to [email protected] with details of your request. (The service provider will be shown as Netmarketing Services Limited in your transaction and on your credit card statement).

WHAT HAPPENS NEXT
Your purchase will be confirmed by email and download instructions will be provided to you, usually within a few hours.

Marketing Insights NZ 2017 Presentation series

Following on from the success of our Marketing Insights for 2017 trends presentation (which is still available here), we’ve just launched a new monthly Marketing Insights NZ 2017 Presentation Series which focusses in on some of the hottest and most important NZ marketing topics and trends for 2017, 2018 and beyond.

marketing-insights-2017-nz-presentation-series

These presentations look ahead at what marketers should expect and plan for in 2017 and 2018 — based on local and global trends you may not yet have had the opportunity to examine — turning those forecasts into a comprehensive report & slide deck in PowerPoint format (with accompanying notes) – information that you can easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand Marketing Insights as we accelerate through 2017. All presentations are unbranded, so you can add your own branding and comments.

Each presentation consists of at least 150 slides, dealing with as many key insights.

We’ve settled on six of the most important topics of the year ahead, starting with a comprehensive look at the New Zealand consumer:

1 NZ Consumer Trends 2017 (available NOW)

consumer-trends-nz-2017

This presentation starts with a helicopter-level overview of the New Zealand consumer, drawing on local research to get an understanding of current Kiwi demographics, interests and behaviours.

Then, based on McKinsey research, we explore the dynamics (and the marketing implications) of five prevailing forces that are likely to have a lasting impact on Kiwis over the next few years — and which you need to factor into your marketing plans:

  • the changing face of the consumer
  • evolving geopolitical dynamics
  • new patterns of personal consumption
  • technological advancements
  • structural industry shifts

From there, we turn our attention to some of the specific trends influencing NZ consumer behaviour today. Here are just a few of the key issues covered in this Consumer Trends presentation:

The Longevity Economy
We’ve been warned about it for what seems like a very long time. Now it’s here: the baby boomer age wave has finally arrived, bringing with it all sorts of changes, not just for that generation but also for their children and grandchildren (and, needless to say, for marketers as well).

Kids in Charge
At the other end of the spectrum, we see younger children having a much greater influence on the household and its purchasing behaviours. What are the implications for your carefully crafted brand persuasion campaigns?

If They Don’t Know You By Now
One of the unintended consequences of the carefully curated, infinitely personalised Internet experience is that, as MINTEL notes, “many consumers find themselves in a perpetual cycle of being exposed only to ideas, beliefs, opinions and services with which they already identify“. When search results, social media posts and video suggestions are all tailored “just for you”, you’re unlikely to be served serendipitous content that doesn’t reflect your worldview. That’s true of brands and marketing messages as well. So how do you break through and get noticed?

Right Here, Right Now
Kiwi consumers, in common with their peers in other parts of the world, have moved to an expectation of instant gratification. With their trusty smart phones in their pockets or purses, they head out into the world confident that whenever they need food, fuel or shopping satisfaction, such delights are merely a swipe or a tap away. It’s a significant challenge for marketers, to rearrange their data geolocationally to meet consumer needs — and to make sure that the information is available in formats that our digital intermediaries Google, Microsoft, Apple, Facebook and Amazon (and their voice-activated minions Alexa, Google Assistant & Home, M, Siri and Cortana) can understand.

Shopping Glocal
As the Internet caught on down under, Kiwi online shopping was quick to go global, especially for those products unavailable in New Zealand (or too expensive to source locally, for a variety of reasons). Even so, the perceived complexity of global shopping limited its adoption amongst the tech-timid.

Times have changed, particularly because leading US retailers have come to recognise the potential revenues to be gained from global audiences. Over the last few years, famous brands such as Macy’s and Neiman Marcus have been welcoming Kiwi visitors to their websites with the news that they are:

  • now shipping to New Zealand
  • displaying prices in Kiwi dollars
  • offering low international shipping rates
  • calculating duties and taxes at checkout
  • providing guaranteed landing costs

All in all, it’s an attractive mix — but it is now becoming even more so, as global retailers move into the neighbourhood. Already, many of the biggest sellers on Trade Me are now international operators. H&M, Top Shop, David Jones and Zara have begun colonisation of local shopping precincts. And Amazon is about to open distribution centres across the Tasman, reducing shipping costs even further.

“Glocal” (Global+Local) is a horrible neologism — and an even worse reality for Kiwi retailers. We examine the trend, its implications and possible solutions.

Other Shopping trends we review include:

  • Fashion for “Real bodies” — clothing tailored for real people, not just supermodels
  • Healthwear — clothing that monitors (and sometimes helps with) health conditions
  • Fashion’s fast lane — leading fashion designers are slashing the timelag between runway shows and getting products instore

What other topics do we cover in this NZ Consumer Trends presentation?

Try these:

  • Authenticity and its importance in a world of fake news, overblown hype and unsubstantiated promises
  • The expectations (and the perils) of Personalisation
  • Subscription Everything — curation meets recurring revenue
  • Fitness on display — “look at me” sportwear
  • Experiential Digital — what Pokemon Go taught us about blending real and virtual
  • Gone Incognito — hiding in plain sight, consumers rebel against the death of privacy
  • The Ethical Consumer — we won’t pay more but we expect brands to behave
  • Addiction in your pocket or purse — the smartphone breeds subservience
  • Always On, unlimited — the connected majority
  • Streaming Video changes us all — bingewatching, your programmes whenever and wherever
  • Adblocking goes mainstream — display ads are under threat as adblocking gets built into browser software
  • AI everywhere — Skynet takes over, one “OK Google” at a time
  • Voice input ascendant — voice recognition software is now faster and more efficient than keyboard entry
  • Biometric ID — your face, your eye or your fingerprint is now your password (and much easier to remember)
  • The Sharing Economy — cars, bikes, accommodation: what else can we share?
  • P2P Financing — why should the banks make all the money?
  • Maori Cuisine — coming to a restaurant near you
  • Back to Traditional Products & Tastes — a return to authentic values
  • V Power — plant-focused formulations wow the mainstream
  • Night Foods — food ingredients designed to help us sleep

All that and plenty more (many of which we’re keeping under our hats for now), in the NZ Consumer Trends 2017 report and slide presentation, to be published in May 2017. To order this presentation, see the available packages below.

3 Content Marketing 2018 (to be published June 2017)

content-marketing-nz-2018

Content Marketing continues to blossom, especially in New Zealand, as more and more brands realise that consumers are doing their own homework online rather than seeking advice from salespeople (who may — how can we put this delicately? — not be entirely objective).

One of the solutions: provide helpful, relevant content online so that when consumers do their homework, you’re able to shape their thinking accordingly.

That’s why Content Marketing has earned its place as one of the topics we cover in this year’s Marketing Insights Presentation Series.

Here are some of the issues we feature:

The power of Nearby and Micro-Moment Marketing
The ubiquitous smart phone continue to change the game. Where once longform content was king, now snackable snippets — served up in answer to queries like “restaurant near me” — have become the new currency. We explore the trend and its implications.

Content Marketing as Defensive Mechanism
So many people are talking — not always positively — about brands and companies online, and organisations don’t always get the chance to present their own point of view as part of that conversation. As a result, many are turning to Content Marketing as a means to get their message out there.

Talking to Your Own
Content marketing has also seen itself become an internal PR tool, used to communicate in a planned and more effective manner with staff, dealers and suppliers. How are you ensuring that your own people know what they should about your organisation?

Overcoming “Content Shock”
Even when marketers do invest in Content Marketing, there are challenges. One of the biggest challenge: getting heard out there, amongst the ever-increasing cacophony of social media posts, blogs, video and all. It’s been dubbed “Content Shock” — and we look at how to deal with it.

Content Will Get useful or Get Ignored
Smart marketers will begin to invest in bigger content projects such as creating free and robust online tools, writing the go-to books in their industries, and creating environments where their customers can build a community to share knowledge

Accountability
content marketers will be held accountable not just for how much content they create, but what it does for the business (much like demand generation teams).

Other topics that will feature in this presentation include:

  • Personalisation
  • Engagement
  • Data-driven Insights
  • Interactive Experiences
  • Face-to-face Opportunities & Live Events
  • challenges of developing engaging visual content
  • the talent shortage
  • Algorithm-driven content distribution
  • Live video
  • compelling content experiences
  • the emergence of AI journalism
  • Immersive Content Formats
  • Science-based content marketing
  • The rise of the Content Librarian
  • The continuing rise of paid promotion and the decline of organic reach

Scroll down to order.

4 Search Marketing 2018 (to be published July 2017)

search-marketing-nz-2018

Next: an examination of Search Marketing Trends as we head towards 2018.

In this presentation, we’ll wax lyrical about a wide ranging collection of topics, including:

Mobile Really Must Be First
In May 2015, Google reported that mobile searches had surpassed desktop searches on its search engine. Since then, the company has taken many steps which signal that mobile, not desktop, should be considered as the default user experience. Google is moving towards giving priority to mobile-centric indexing, which means that your website must as well.

Three Seconds is the New Fast
According to a study Google presented in late 2016, website that gain priority in search results will be expected to load in three seconds or less. That’s simply a recognition by Google of the impatience of mobile-wielding web surfers. As you might imagine, that has direct implications for your website structure — and whether or not you opt for accelerated mobile pages (AMP) or Progressive Web Apps (PWA), which allow a website to work as if it were an app.

How Machine Learning is Revolutionising Google Search
Google CEO Sundar Pichai laid out the corporate mindset: “Machine learning is a core, transformative way by which we’re rethinking how we’re doing everything. We are thoughtfully applying it across all our products, be it search, ads, YouTube, or Play. And we’re in early days, but you will see us — in a systematic way — apply machine learning in all these areas.”

Perils of the Google Answer Box
In 2017/18, brands will need to place value on optimizing their digital content based on intent rather than specific keywords. As you have no doubt noticed, Google has become more and more likely to offer up specific answers rather than simply links to search results.

For example, here’s Google’s answer to the query “what is the height of mt egmont”:

google-height

So how do you get chosen to be the answer to such a query? We explore the options.

Google Shopping Now in NZ
Google Shopping has arrived in New Zealand and is likely to play a larger and larger role in commerce-based search queries. We look at the players so far and examine the possibilities.

Big Data + Search = Attribution Challenges
Today’s conversion paths are extremely complex and as a result, micro-moments matter more than ever. Engaging with customers’ days, weeks, and even months before they’re ready to convert is going to be the new norm.

Reconsider Bing
Bing is a big player amongst the new breed of digital assistants. It’s fueling the search of Apple’s Siri and Amazon’s Alexa, apart from being the default search engine of Microsoft’s Cortana. Ignore it at your peril.

The Move to Natural Language Queries
Why does Google have this irresistible interest in natural language? Sure, on an ideal level, it’s because Google wants “to provide the better answer to users’ needs,” and to do that, Google must:

  • Understand what each web document is about (semantics);
  • Understand what users are actually searching for, now that more and more using their voice to search

Voice Search
Already 20% of mobile queries are Voice Search (and will be 50% in 2020, according to Microsoft). Voice Search is going above and beyond voice recognition and evolving into voice understanding. This involves several changes with respect to:

  • previous searches
  • location-based context
  • context based on frequently used apps
  • personalised information
  • keyword research based on spoken queries

How should marketers modify their content to cope with those new search parameters?

The Search Marketing presentation also looks at:

  • the big challenges of cross-channel marketing
  • getting to know Google RankBrain
  • image recognition searches
  • Key SEO Stats
  • Google’s top 3 ranking signals
  • User Experience Optimisation
  • Content Marketing That Impacts SEO
  • and, of course, a whole lot more

4 Influencer Marketing 2017 (to be published August 2017)

influencer-marketing-nz-2017

Our next special report/presentation deals with the fast-growing topic of Influencer Marketing.

If you’re not sure exactly what Influencer Marketing is, allow TapInfluence to explain:

Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay Influencers to get out the word for you.

Influencer Marketing has evolved from humble origins to end up as the preferred buzzword to describe the current iteration of a well-established and familiar marketing tool: using “celebrities” to promote your products.

There’s a bit more to Influencer Marketing than just plunking a few celebrities into a TV commercial, however. Today’s definition of “celebrities” (Influencers) has broadened to encompass those who are, in the words of Andy Warhol, “famous for 15 minutes”.

At the same time, the number of celebrity followers that an Influencer might attract has shrunk from hundreds of thousands to, sometimes mere hundreds (whose celebrity leaders have been accordingly dubbed micro-influencers).

The Internet in general, and social media in particular, has brought us thousands of influencers and micro-influencers, whose hustling on behalf of a product can encourage many of their followers to actually purchase said product.

Why? Because, according to a report by Nielsen, 92% of people trust recommendations from individuals over brands. And, let’s face it, many brands have brought that fate upon themselves by their own less-than-trustworthy behaviour.

Anyway, here’s how Google Trends depicts Influencer Marketing’s growth in search popularity over the last few years:

im-trends

How hot is Influencer Marketing, really?

Here’s one indicator: 84% of US marketers are planning to use Influencer Marketing this year (according to Acorn Influence).

So, to bring you up to speed with Influencer Marketing, we’re producing this special presentation, whose topics include:

The Seven Most Effective Influencer Marketing Strategies
As it turns out, there’s a bit more to Influencer Marketing than simply tracking down people who seem to have a lot of followers in social media. We share proven strategies which will help lessen potential heartache.

How to Choose the Influencers Who are Right for You
Not all Influencers are created equal (and there are more than a few pretenders to the throne out there). We discuss what to look for (and what to avoid) — and why you should proceed slowly as you assemble your Influencer team.

Best Practices on Connecting with Influencers
Once you’ve determined the most appropriate Influencers for your brand, it’s time to reach out and connect. If you’re not careful though, and haven’t thought through the right approach, you might be turned down — or end up paying too much. We share lessons from others that will help ease the way.

Where and How to Find Kiwi Influencers
There are surprising numbers of influential New Zealanders who have attracted a wide following through their efforts on YouTube, Pinterest, Facebook, Instagram, Snapchat and elsewhere. We show you how to find them — and also sound a few cautionary notes.

In the Influencer Marketing NZ Presentation, we also examine:

  • the top Power Words to use
  • creative ways to incentivize influencers
  • Influencer Marketing measurement, KPIs & ROI
  • the four Rs of effective Influencer Marketing
  • how to run successful Influencer Marketing campaigns
  • what Google’s purchase of Famebit tells us about the future of Influencer Marketing
  • why major players are now buying Influencers
  • Influencer Case Studies
  • Influencer Marketing Tools
  • why Influencer campaigns fail
  • the fastest way to destroy your Influencer Marketing efforts
  • twenty trends that will shape Influencer Marketing in the next year

All that and of course much more, in the Influencer Marketing NZ 2017 report and slide presentation, coming out in August. Again, to order this presentation, see the available packages below.

 

5 Online Video Marketing 2017 (to be published September 2017)

online-video-nz-2017

Online Video is no longer an “up-and-coming” marketing tactic — it’s here, and it’s a powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects.

And the statistics show that it’s working its socks off, especially with younger audiences:

video-by-device

The 2016 Nielsen New Zealand Multi-Screen Report, covering trends of Kiwi video viewing, reveals that around a quarter (26%) of New Zealanders watch TV content through other devices (not a TV set) in an average week. Besides the TV set, the most popular devices for watching video content across a week are desktops/laptops (39%), smartphones (27%) and tablets (18%).

We offer a training course covering Online Video Marketing, but the topic has become so important that we’re also creating this special report/presentation to bring you up to speed with the latest developments in Online Video.

In the presentation, we cover:

Google Loves Video
It’s not always evident down our way, but Google gives priority in search results to those that include videos. Which spells opportunity: add videos to your pages, optimised for relevant keywords, and feel the Google love.

Customers Now Expect Moving Pictures
When you realize that 25% of consumers will lose interest in your brand if you don’t have a video explaining your product or service, you’ll quickly decide the videos are really important for your brand as well.

The Transformative Nature of Live Video
Facebook and YouTube have gone all-in on live video, giving live content pride of place on their respective networks. If you can create relevant, entertaining live video for your brand, this just could be the most effective weapon in your marketing arsenal.

One Size No Longer Fits All
Gone are the days when you could make one video on Youtube and share it all over social media. Nowadays, it’s vital to create content that’s relevant to each platform.

Vertical Videos Are A Thing
The near-universal adoption of smartphones, as both capture and viewing mechanism, means that Vertical Video is now a valid — and desirable — format. But you do need to develop content that’s optimised for that format.

More Videos Will Be Designed to Play Without Sound
According to Digiday, 85 percent of Facebook video is watched without sound. Suddenly, that stark statistic underlines the necessity of providing effective captions for your videos. In this section we reveal a surprisingly easy way to create captions for Facebook.

Other topics featured in this presentation include:

  • the steady growth of VR and 360 degree videos
  • how brands have already started integrating videos into their website design
  • the unexpected value of video voicemail
  • skyrocketing Video Advertising budgets
  • the accelerated growth of Video Retargeting
  • Increase in A/B Video Testing
  • Crisis Management and Video
  • the viral ingredients of successful videos

All that and the latest breaking news and trends, in the Online Video Marketing NZ 2017 report and slide presentation, coming out in September. Again, to order see the available packages below.

 

6 Messaging Apps 2017 (to be published October 2017)

messaging-nz-2017

According to Evan Wray, Co-Founder and VP of Swyft Media:

Messaging today is very similar to where traditional social media was in 2007/08. Brands know that there are hundreds of millions/billions of highly engaged users, but these same brands are also still trying to figure out exactly how to engage these users effectively. This is a massive opportunity for first movers in the messaging space, just like there was in 2007/08 for those brands that took advantage of social.”

Well, we’ve been there done that in the social media space, so we know an opportunity when we see it — and we’re more than happy to share it with you through this Messaging NZ 2017 presentation.

The presentation covers:

Users Getting Older
In the early days of messaging, early adopters were largely drawn from younger generations. Now, as they usually do, the grown-ups are getting into the act. By mid-2016, 29% of those aged 30-49 used messaging apps compared with 42% of 18-29s (US data).

Chatbots becoming useful
Chatbots have been around a whole lot longer than you think (since 1994, according to Wikipedia, when they were first described as chatterbots). But they’ve only really gone mainstream in the last couple of years, thanks to messaging apps in general — and Facebook Messenger particular. At the Facebook f8 developer conference in April 2017, Facebook announced that Messenger has grown to support 100,000 developers who have made 100,000 bots. Most don’t do much — but the technology has now moved from novelty to utility, especially in terms of enhanced customer service and truly personalised results thanks to machine learning.

The Top 5 Chatbot Capabilities
According to a study by the US interactive advertising bureau, these are the top five capabilities that chatbots make possible:

  • personal connection
  • discovery
  • curation
  • utility
  • online to off-line connection

What Else Might Messaging Apps Do?
To peek into the future of messaging apps, turn our attention to China’s own WeChat.
WeChat provides what several different apps would normally provide – text messaging, voice messaging, group messaging, video conferencing, video games, content sharing, location sharing, payment options and more. You can perform almost any task within the WeChat app – buy a mortgage, trade a stock and even grocery shop. Most recently, WeChat announced that users will be able to pay for Starbucks via the app’s payments.

Brands Will Embrace A2P (application-to-person) Messaging
Received a text message with an appointment reminder or an authentication code whilst banking online? That’s A2P, and is a great opportunity for brands to enhance their offerings and communicate more effectively, one-to-one, with customers.

Minimum Effort
Many of the development opportunities within messaging and machine learning are embodied in the notion of “minimum effort”. In a nutshell, when communicating with a company, consumers want their interactions to be made easier because the company already “knows” certain things about them (such as their clothing and shoes sizes, for example, or their preferred pizza flavours). Such knowledge is not typically available to front desk staff in the real world — but should be available in the virtual world once the customer identifies himself or herself.

Effective Enterprise Messaging
The majority of workers today prefer and expect to communicate with colleagues and receive company-related content on their mobiles.

Other topics that this presentation will cover include:

  • Chat-based commerce and payments
  • Security issues and opportunities
  • and the latest developments in messaging trends when the presentation is released

This presentation is due to be published in October 2017. Scroll down for ordering details.

 

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Are You a NZ Marketing Thought Leader?

An Invitation to New Zealand’s Leading Marketers

Join us in this sponsored thought leadership project, featuring insights from many of NZ’s leading marketers and communications professionals. It’s an opportunity to reinforce your position as a thought-leader in your category.

Marketing Insights 2016

MARKETING INSIGHTS
from New Zealand’s Leading Marketers

As the title suggests, MARKETING INSIGHTS is a new book collecting advice and opinion from leading NZ marketing professionals, enabling them to demonstrate Thought Leadership in their category. This is a content marketing project featuring sponsored contributions from many of New Zealand’s leading marketers.

The first edition will be published in late January 2016 and will be distributed free of charge in electronic form to a wide range of New Zealand marketing decision-makers, from small, medium and large organisations. The book will also be available to purchase in printed form a short time later.

Topics which marketers are invited to contribute include:

Marketing Trends, Challenges & Opportunities in 2016

Marketing Insight topics

 

CONTENT PARTICIPATION

This is a sponsored Content Marketing project. Marketers are invited to sponsor an article on one of the above topics and provide 500-1000 words on the agreed topic. All topic selection is subject to availability at time of booking. Relevant images are welcomed (high-resolution please).

A fee of $1295+GST applies for each sponsored contribution, due January 31 2016. However this fee reduces to $995+GST for payment in full received by December 31 2015.

All sponsored articles will include:

  • Author Credit
  • A sponsorship box at the end of the article, featuring the name & logo of your organisation, along with phone, email and website details.

The article can be written on your behalf, based on the topic you choose and featuring any key copy points that you wish to specify. Writing fees are $400+GST for 500 words, $750+GST for 1000 words.

Limited advertising may also be available in the publication.

Topics shown above are available on a first-come, first-served basis. Other topics may be proposed by sponsors and will be considered by the publishers.

Our booking deadline is December 21 (although you are advised to BOOK EARLY to secure your choice of topic) and our deadlines are December 31 (if you wish us to write the copy) or January 12 if you are providing complete copy.

DISTRIBUTION

This book will be distributed initially as an ebook, offered free of charge via email, to New Zealand marketing decision-makers on our 1600-strong marketing database, to 3000+ current and former participants in our online marketing courses, and also via marketing blogs and social media and through participating industry associations and trade media. It will also be made available to members of at least a dozen NZ LinkedIn business and marketing groups with a combined membership of more than 50,000 Kiwi business people.

The ebook will also, of course, be available for contributing sponsors to distribute freely to clients and prospects.

The book will also be available in printed form on an on-demand basis. The book will also be available for purchase via Amazon.com.

To participate, email us at michael (AT) netmarketingservices.co.nz