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Why media trends in New Zealand shouldn’t be ignored

  • News
  • June 1, 2017
  • Courtney Devereux
Why media trends in New Zealand shouldn’t be ignored

Nielsen’s 2016 Insight New Zealand Media Trends study shows that the use of digital platforms is steadily growing through the country. So how can businesses use these platforms to connect with their consumers?

A store can have the best fit-out, high-quality products, and great customer service - yet none of that matters if it's not using the right platforms to target the select demographic.

A step in the right direction is figuring out your target audience and the media platforms they respond too.

1)    Listen to what’s important to your audience: Using social media as a fashion assessment tool allows you to see what your customers are demanding. Nielsen states that 2.8 million New Zealanders visit social media per month. 88 percent of those are 15 or older. With Facebook and Youtube being the most popular platforms.

2)    Speak the language of your audience: Focus on your branding and how you want to use your specific ‘tone’ to target a select group. Simply using social media listening tools or manual monitoring of social media conversations can reveal your audience’s common dialect.

3)    Spread your message out through different platforms: Restricting yourself to just radio or just social media means restricting who you influence. 3.4 million Kiwi’s use the internet across a week. 88 percent aged 10 or older. While 2.8 million read a newspaper each week, with only six out of 10 reading them online.

4)    Make your websites mobile friendly: Nothing deters browsers more than a webpage that is hard to navigate as it isn’t tailored to be used on phones. Make sure your website suits both computer and phone layouts, or better, an app. 3.1 million people aged 10 + personally own a mobile device – with numbers still growing.

5)    Don’t disregard physical advertising: Although digital has expanded rapidly in New Zealand, only 13.5 percent more of Kiwi’s use the internet, compared to those who read advertisements in magazines. 79 percent of the population ages 10 + read at least one magazine in its issue period. Do not bypass physical advertising in favour of digital, as each still hold their own towards their respectable target audiences. 

All media platforms have value in reaching consumers with content and advertising. Media planning and spending must involve a mix, but that mix depends on the brand and the audience.

Instead of thinking about planning media around channels, marketers should be thinking about planning media around the consumer they are trying to reach.

Six out of 10 New Zealanders read news content online and it’s growing. Audiences spend almost three hours a day watching broadcast TV, those watching only online TV content is just 4 percent. The mix of media has never been more important.

Compelling content continues to work, and audiences will watch it using whatever the device, and this is true for advertising as well.

​ ​

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Restaurant Brands turns 22

  • News
  • March 26, 2019
  • Sarah Dunn
Restaurant Brands turns 22

As it prepares to celebrate its 22nd birthday, the listed corporate franchisor foresees a sunny future for the three – soon to be four - multi-site branded food retail chains it manages in New Zealand.

Read more
 
 

Linwood businesses struggle in mosque attack aftermath

  • News
  • March 26, 2019
  • Radio New Zealand
Linwood businesses struggle in mosque attack aftermath

A group of Christchurch businesses are struggling to get back on their feet after the attack on their neighbouring Linwood Mosque. Photo: RNZ / Katie Todd

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Farmers account awarded to Clemenger Group

  • News
  • March 26, 2019
  • StopPress Team
Farmers account awarded to Clemenger Group

99 and Colenso BBDO have won the creative and customer experience business for Farmers. The win, after a competitive pitch, sees the advertising account return to 99 after a six-year hiatus.

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Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
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Hemp products go beyond the specialty shelves

  • News
  • March 25, 2019
  • Sarah Dunn
Hemp products go beyond the specialty shelves

Since hemp seeds’ legalisation for growing, manufacture and sale in November 2018, supermarkets have quickly pivoted to include hemp products such as protein powder in their health food and specialty sections, but the trendy ingredient has already found its way into mainstream product categories.

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No longer just for hippies: Is hemp the next coconut oil?

  • News
  • March 25, 2019
  • Sarah Dunn
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The Naturally Good Expo, held over June 2 – 3 in Sydney, will bring retailers, brands and practitioners together to learn about all things healthy, organic and natural. Among the topics discussed by industry leaders at the expo is the recent legalisation of hemp – it’s popping up everywhere. We asked John Leith of supplier Hemp Oz and speaker Susan Tapper of Holistic Marketing Healthy Sales for more information about this exciting new product category.

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  • News
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  • The Register team
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