Deliver impact, with the latest tips, tricks, trends and innovations

Marketing is dramatically changing and it’s time-consuming to stay on top of the latest trends—and to predict which of them will lead to innovative, effective, marketing strategies.

This week, we look at Seven West Media’s and regional publication’s deals with Google and Facebook, consumers’ push for businesses to be more sustainable, how digital audio is gaining traction, and regulation within the influencer marketing space.

Seven finalises news agreements with Google and Facebook

Seven West Media has finalised a five-year deal with Google and is awaiting sign-off from Facebook for a three-year deal that will see both tech conglomerates pay to publish news from the media. The two agreements underpin the media company’s business sustainability and enable it to build its digital platform. Organisations such as The Guardian Australia and News Corp have already signed up for Google News Showcase with Nine yet to formalise deals.

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The growing need for sustainability: pledges, initiatives and more

With Australians re-emerging from COVID norms, there has been a shift in focus to an eco-friendlier lifestyle. A study from the BBC’s Global Minds panel found that 93 per cent of respondents believe it is important for brands to address sustainability reaching all-time highs. Moreover, nearly half of Australians (49 per cent) over the past 12 months say it is more important than ever for brands to demonstrate commitment to sustainability.

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Digital audio continues to climb, with podcast listening up 37 per cent

Digital audio is on the rise with people listening to more podcasts and radio using apps. Studies have found about 5.6 million Australians are tuning into a podcast every week, which is a 53 per cent increase over the 2020 study that was conducted before the pandemic lockdown.

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Country newspapers get green light to collectively bargain with Facebook, Google

Regional newspapers that are part of Country Press Australia (CPA) have been given the go-ahead by the Australian Competition and Consumer Commission (ACCC) to collectively negotiate with Facebook and Google for payments under the news media bargaining code. The ACCC says that the code is likely to assist in the sustainability of regional news production across 160 newspapers.

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Influencer crack-down: It’s time to disclose #ads

Influencer marketing continues to grow in popularity, becoming an ingrained part of consumer engagement strategies. However, transparency around sponsored posts and ads continues to be a pain point for the industry as regulating the influencer marketing space becomes more complex.

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