Christopher O'Keefe

🌟 Up in the clouds, literally and figuratively on Monday... I came across a stat in the latest Kia Ora magazine that resonated with me: "77% of consumers are more likely to buy from brands that share the same values as they do." Truth bombs. This reminder fuels my enthusiasm for bridging the gap between a brand and its consumers, ensuring that this connection is recognised and celebrated. It's why I love what I do, and why I believe so deeply in the power of genuine brand-consumer relationships. For all my fellow marketers out there, remember: our work in crafting these stories and aligning values is not just important, it's essential. Here's to creating meaningful engagements and memorable brands! 🚀 #BrandStorytelling #Marketing #ConsumerBehavior #BrandValues #Engagement

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💡 AI-powered search is going mainstream. Traditional search engines are evolving into advanced metasearch platforms. 🚀 Insight 4/8 from ‘The Future of Search in Travel’ series. Tomorrow, we’ll dive deeper with Google & TikTok at Mumbrella Travel Marketing Summit. ⚡ More insights coming soon. 👉 Download our white paper for full details: https://lnkd.in/gZwDkYt7 #AIsearch

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🏠 🏠 October 2024 Property Purchaser Intent Data 🏠 🏠 Quantitative snapshot of aggregated intent data across 70+ Social Garden property brand awareness and lead generation campaigns. ⏳ Timeframe To Purchase ⏳ Q = When are you looking to purchase? 0-3 months = 43% 3-6 months = 16% 6-12 months = 17% 12+ months = 24% 0-3 months remains steady after a large jump in Sep 24. 12+ months slight drop after a large jump in Sep 24. Mid-term buyers (3-12 months) have experienced the largest decline in the past quarter. 💰 Finance Status 💰 Q = What is your finance status? Finance approved = 37% Have deposit, not approved = 27% Seeking financial advice = 5% Still saving = 31% Finance approved leads have hit their largest % since Feb 22. Largest decline has been in leads with deposits (down from a high of 33% in Jun 24). Leads still saving has declined for the first time since Jan 24. 🪴 Land Status 🪴 Q = What is your land status? Titled = 31% Untitled = 7% I don't own land = 38% Not yet, I am still reviewing land options = 20% Not yet, but I am interested in a particular land option = 4% Titled land has experienced a steady MoM decline since a high of 44% in Jan 24. Leads without land rebounded from a drop to 34% in Sep 24. ❓ What Does It Mean ❓ From an overall intent perspective, we are definitely seeing early positive signs of active buyer numbers growing. The ongoing trend of cautious researchers continues (although they continue to enquire). Talks of potential interest rate cuts in Feb 25 could be the trigger that pushes these researchers into a more active purchase phase. Maintaining brand awareness (or nurturing prospects on your database) over the next quarter will be critical for making the most of this shift when it occurs.

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It's that time of the year again - the new financial year has arrived in Aus, where on earth has the calendar year gone?! 🇦🇺💰 Despite recent economic challenges and shrinking marketing budgets, it's inspiring to witness brands like Intrepid Travel, Koh and Airtasker leveraging the power of brand communications to drive growth and the bottom line. In a landscape saturated with clickbait and 'buy now' messages, consumers crave authentic connections. They're tired of being shouted at with a constant stream of sales spam. But investing in your brand, values, and narrative is crucial for long-term customer loyalty. What happens when performance ads stop? So do the customers if that's where you're investing all of your marketing budget. As highlighted by Leigh Barnes, Charli Walters, and Tim Fung in The Growth Agenda Editor Danielle Long's article in The Australian, the impact of this strategy is undeniable. Kudos to these industry leaders for championing brand-centric approaches amidst evolving market dynamics. #FinancialYear #BrandPower #MarketingStrategy 🚀📈

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THE WHEAT FROM THE CHAFF. If you are a brand or an advertiser, I believe one of the key things you should look for when employing a consultant or agency is ensure you are bringing in an understanding of the discipline first (i.e. Marketing). You are partnering with external talent who can do what you can't. Also those in an industry like marketing (especially media/adtech) have been exposed to so many new innovations, shiny things come and go, some of us have gotten good at tempering client expectations with reality. Or as this CEO said, separating said grains. Some kind words from a client I worked with for 18 months testament to Archmon and the work I try to support. I had never worked in the rural industry, but that mattered less than the Job to be Done : Kick Off > Audit > Strategy > Tools/Channels Review for finite budget > Activation Ideas and Coaching. Whether it be 90 days months or 18 months, we can help and drive effective results as your external/independent yet embedded marketing consultant.

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Today at TikTok’s Melbourne event, The Content CliQ was a hot topic 🔥 I don’t think we even realized just how many brands rely on us to fulfill their content requirements! If your ready to amp up your TikTok strategy, Email us at [email protected] 🤳 #tiktok #tiktokcontent #ugc #tiktokstrategy TikTok for Business

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Here are some highlights from Episode 6, 'THE RISE AND RISE OF RETAIL MEDIA - AND WHAT BRANDS NEED TO KNOW TO SUCCEED'. In our last episode for 2024, our speakers Lachlan Brahe and Leah Jackson examined with host Malcolm Auld walled gardens, the pros and cons of retail media, what categories and brands are currently benefiting, and how to make the most of retail media for your brand! This highlights reel barely scratches the surface of the discussion, so visit the link in the comments for the full episode! #bigmarketingshow #episode6 #marketing #talkshow #television #directmarketing #disruptor #business #digitalmarketing #branding #socialmedia #entrepreneur #marketingstrategy #programmatic #startup #marketers #episode #retailmedia #ontherise #walledgardens #retailmarketing

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Gen Z's are quickly (and quietly) shaping the future of advertising. Do you know about this trailblazing target market? Insights from a recent GWI report reveal Gen Z's unique preferences and behaviours are reshaping marketing strategies.   #GenZ #Clockwork #Insights

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This is something I encounter all the time. I call it the 'Sample of One Fallacy'. I catch myself doing it too — it's so hard to avoid. I was recently talking to a new marketer about a popular Kiwi brand. They explained the reason they stopped buying it. The brand had become boring and lost its appeal. The new marketer went on to explain how the brand could sponsor specific sports to recapture their attention and get that appeal back. (This was a real conversation, if you're reading this, please don't feel called out — this is genuinely something that comes up almost weekly. This is just the most recent example!) As marketers, our personal perspectives often don't matter. We have to learn to put them aside. We have to avoid overweighting any single individual's experience when strategising. While personal anecdotes are valuable, they don’t represent the entire audience. Next time you're tempted to say, "I feel this, so the brand should do that," take a step back. Marketing is about seeing the bigger picture, capturing the essence of what the broader audience values, and communicating it compellingly. Marketing starts with an understanding of the wants, needs, and desires of your audience. If you're not sure what they are, go and ask them! #MarketingTips #AudienceFirst #CustomerInsights #MarketingStrategy #ThinkBigger Photo by Billy Pasco on Unsplash

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A seismic shift is underway in the realm of digital marketing! 🏔️ SEO is no longer just about high rankings on search engine results pages - it’s about creating content that resonates with your audience, optimising for voice search and ensuring a seamless user experience across all digital channels 🕹️ As consumers continue to regain control of their own engagement direction, brands will be forced to adapt and evolve in line with the new consumer's needs. We truly believe that those who embrace this shift and prioritise genuine customer relationships will be well positioned to reach the right consumer, at the right time. And for more of our thoughts on the topic: https://lnkd.in/gqYmxnZb  📲 #ZibDigital #MarketingGrowth #SEO

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TRANSPARENCY I Thank you Mumbrella for sharing our Opinion Piece on Principal Media deals by Phillip Brook & Stephen Leeds, inspired by Stephen Wright's recent article which pointed out that marketers should rightly be concerned about transparency from their media agency partner. "Media agencies have driven the price of their offering down so much to win clients that if they rely upon their fees alone they are just not profitable. The chase to find other revenue sources has been a relentless game of Whac-A-Mole for years. The fact that principal media is pitched as the agency winning in higher revenue and the client winning through lower media costs suggests that the loser out of this equation is the media partner. The reality of this can be far different. The media partner will usually only enter into a principal media position with the media agency on the basis of incremental spend. It is much harder for clients to trust that the agency is media agnostic when it is selling its own inventory. The argument that the agency undertook the inventory deal in the first instance on the basis that it is best placed to deliver client outcomes rings hollow. Arming the agency planning and buying team with a ‘freedom to choose’ cannot exist in a principal media environment when the agency team are KPI'd on their ability to sell principal media to its clients." Should you wish to discuss our fully transparent client-agency model, please reach out. Stephen Leeds Jacquie Alley GAICD #mediareimagined #freedomtochoose #transparencyandtrust #clientpartnerships https://lnkd.in/gF9rerJk

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From chess champion to Chief Tinker, Adam Ferrier spills the tea on brand... and turning awkward into awesome. A couple of key take-outs in my words (not the only ones)… brand is connection between business strategy and consumer… everything in the middle is brand. We need to stop being consumer centric. No consumer needs your brand, they need the category… ie I don’t need an Audi, I need a car. Your brand needs to stand out in the category. The stronger your vision of brand is, the deeper the connection with consumer. In a market where multiple brands are trying to meet consumer needs and therefore doing the same thing, stop trying to be a car, be an Audi (you’re welcome, Audi 😊). Loved this Adam… made sense to a non-marketer marketer, if you know what I mean. #strategy #marketing #lovewhatyoudo Thinkerbell Lynda Pallone Margie Reid B&T Dan Krigstein

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You want to create, craft, help… And, hit business goals (especially that holiday in Fiji 🤤) Competitors have: Clever names. Great-looking logos, Sexy fonts and colour palettes. 3 billion, very vocal, social media followers. A website that makes sales to actual people. It leaves you thinking: How do I get customers? Why would they trust me? Should I use emojis in my branding? Does my business need a personality? Why would they want to shop with me? And, why are everyone's posts the same? Building a business into a brand isn’t quick. And a brand can’t be built by someone who’s not actively part of your business (don’t let anyone tell you they can build your brand!) Building a brand comes from within – it’s you and your team that do the heavy lifting. You are the one solving those daily questions. Attracting new customers and making their experience better. Not some mysterious external force. You could: Build your strategy. Identify your audience. Find a gap in the market. Embrace your passion and knowledge. Uncover your voice and plan the message. Cook up a brand that makes customers dribble. But, that’s an area of business you know nothing about. You need someone with a particular set of skills. Who solves problems. Works closely with you. Clarifies your brand strategy. Gets kicks out of understanding your audience. Fine-tunes your brand so you can stand out more. And, creates tools for managing the brand after they’re gone. You need me. My branding work leads to instant sales in EDMs, confidence in your abilities and clients count me as one of the most special people in the world. Let’s build a brand together. Send me a DM with 'info' to learn more.

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I got to share my thoughts on the latest social trends with Performance Marketing World. You can read the full piece here: https://lnkd.in/eCFf2RcF/ #demure #bratsummer #socialmedia

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Event in Sydney: 'The Misconceptions of Marketing and your brand's true value' Join us next Thursday 12 September for a discussion on brand with Irene Cassiotis. What does it take to make an ROI on marketing spend? Why do so many marketing agencies promise so much and deliver so little? Does your brand actually make a difference to your bottom line? Why can't we just have stable leads coming in? Join Irene and the BIO Members and guests in this presentation to discover: •⁠ ⁠What the marketing industry is really like and how to navigate it •⁠ ⁠How to choose the right agency •⁠ ⁠How to increase engagement, retention and loyalty •⁠ ⁠How to leverage your brand for a return See you there! Link with more info and where to buy tickets in comments #sydneynetworkingevents #businesseventssydney #brand #marketing

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What keeps marketers up at night? How much of a brand’s success is down to creativity? Why do brands hire creative agencies? This year we embarked on 🌷The Creative Study #2🌷, asking marketers and brand leaders working at startups, scale-ups and globally recognised brands to give us their honest, unfiltered thoughts on creativity and the agencies they work with. And there’s a few surprising answers in there…. Enjoy the full scroll HERE: https://lnkd.in/e_jur8rJ

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Discover the world of Australian advertising!🌏 During my time here, I've encountered interesting advertising mediums, such as the seamlessly integrated Out-Of-Home (OOH) ads at bus stops. What struck me most was how these ads blend with the environment.🌄 I like Australia's approach to advertising—minimalist yet effective, where ads complement rather than overpower their surroundings. It's a refreshing change that enhances the urban landscape.🏢 oOh! Toyota Motor Corporation #Australia #Adelaide #OOH #marketing #advertising

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