Four marketing wishes on New Zealand advertisers' list

With Christmas fast approaching and 2015 coming to an end, the Association of New Zealand Advertisers (ANZA) came up with a wish list on the future of marketing.

1. A return to brand-building and ideas

ANZA emphasises on how the process, or art, of brand building is compromised by the pursuit of immediacy, on how modern marketers might be putting too much emphasis on technology-driven innovation, rather than needs or vision.

They would like to see content and creativity return to the fore of marketing thinking to balance out all the technology, data and analytics that have dominated the marketing conversation.

2. Some rational public discourse about kids and media

Sensationalism and dogma are obstacles when discussing the issue of food marketing to kids. Young people today are more media literate than ever and advertisers have already made significant changes to their go-to-market strategies.

This being said, ANZA hopes that food advertisers would be identified with how they market today, and not ten years ago; also reminding parents that they still have a responsibility in guiding their children in a commercial world.

3. The time to be planning bold steps for cross-platform audience measurement is now

It is no longer good enough to be looking at media consumption in siloed buckets, according to ANZA. In a 24/7 non-linear digital environment, the need to total up audiences is already here. Transitioning to that state is not simple, but the capability exists. There is a need for cross-industry commitment to match.

4. Fewer "magpies"

Amid the lure of emerging technology and channels, ANZA urges marketers to remind themselves not to race ahead of consumer trends. TV is not yet dead. There is a need to balance the shiny baubles with what is proven and still relevant.

For more information, contact ANZA.