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Hotwire Headlines #30

Hotwire Global

Deliver impact with the latest trends in media and marketing

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.

In recent news, Sky News Australia and Southern Cross Austereo (SCA) launch a new regional news channel, consumer cynicism reaches new heights, and shoppable livestreams continue to break into the ecommerce scene.

Sky News Australia and SCA announce new regional free-to-air news channel

The Sky News Regional free-to-air news channel will launch on the 1st of August and will feature news, weather, national affairs and sport, and broadcast a range of political programs and popular evening programs. SCA CEO Grant Blackley says the channel is aimed at ensuring regional Australians have access to high calibre and diverse programming.

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Brand trust is on the decline as consumers enter ‘age of cynicism’

Consumers’ lack of trust in brands has continued to grow, according to Havas’ 12th Meaningful Brand Report. The survey of 395,000 consumers around the world finds cynicism is at an all-time high with only 39 per cent of Australian brands seen as trustworthy—versus 47 per cent globally—with 71 per cent saying they have little faith that brands will deliver on their promises. Moreover, it found three-quarters of consumers wouldn’t care if a brand disappeared. Now, more than ever, brands need to crystalise their value proposition for consumers to build meaningful relationships.

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Sydney Morning Herald and The Age launch major marketing campaign

Nine has launched a major brand and subscriber campaign for The Sydney Morning Herald (SMH) and The Age to showcase its journalism after seeing a boost in subscribers last year. The campaign highlights the role both mastheads play in public debate across Australia and features their award-winning journalism.

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Are shoppable livestreams the next wave of ecommerce innovation?

The pandemic accelerated the shift to online shopping, and with it has come innovative ways retailers and brands are connecting with consumers. As a result, livestreaming is quickly becoming a growing channel to engage consumers to make purchasing decisions and is changing the ecommerce game. Coined as ‘shopstreaming’, the new latest trend allows customers to make purchases in real-time whilst watching product livestreams.

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How customer insight is driving a new type of marketing at Kennards Hire

According to Manelle Merhi, Kennards Hire GM of Marketing and CX, data is most valuable when you’re using it to be more intimately connected to your customer and identifying pain points you can solve for them. This shift in customer thinking is causing many—including Merhi—to look at marketing in an entirely different way.

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