Rich media, social media

Once upon a time (well, actually just about ten years ago), YouTube was the go-to home for rich media, and it largely consisted of video, Java, audio, and vector graphics. The phrase ‘rich media’ was not yet widely known or used, but its potential had already begun to catch the eye of marketers and advertisers.

Fast forward to today and rich media as we know it – like Pokémon – has evolved. It is travelling all over the nooks and crannies of the interwebs in a quest for bigger and better things. Like selfies, rich media has found a comfortable new home on social media and it is there that is screaming for attention to all who are willing to listen.

Listen up Australia! Language matters.

The MultiConnexions team recently unearthed an insightful article that was published in WeForum.org titled, ‘These are the most powerful languages in the world’ written by Kai Chan, Distinguished Fellow, INSEAD Innovation and Policy Initiative.

In my role as Creative Writing/Language Lead, I get to experience the power of languages every day. Language matters. It breaks barriers, creates meaningful conversations and forges powerful connections that help companies and their customers understand one another better.

And a little piece of your money on Mid-Autumn’s Day!

Mid-autumn day is the second most important Chinese festival after the Lunar New Year. It is a time for family and friends to get together. It is also a time when people do a lot of shopping!

Today I will share with you a story of how a white collar Chinese guy seized the opportunity and made 10,000 AUD on mid autumn’s day. Did I mention that he did this just through WeChat?

Media Digitization – The World of Programmatic Buying

Programmatic media buying is a term thrown around a lot among digital and other media agencies. It is referred to as the future of online advertising; primarily because it will digitalize all media advertisement buying processes in the near future. A demand for automation of the buying, booking and tracking process for ad placements led to Programmatic Buying (PB) becoming a reality. PB automates the complete buying process and displays ads to users in less than a 100 milliseconds.

For example, Kellogg’s, in the US, was able to improve efficiency of its marketing spend and make sure that they delivered the right message to the right people. This resulted in an increase in the viewability of their ads from 56% to upwards of 70% during the year. Kellogg’s agreed that PB is an efficient and effective way to engage with their consumers. L’Oreal had a similar experience. PB helped L’Oreal double their revenue, achieving over 2,200% return on ad spend and increased web traffic. These case studies showcase the importance of PB for the future of media digitization.

Is there Still a Place for Experiential Marketing in a Digital World?

No doubt, in the past year you’ve heard at least one person make the grand statement “We’re living in a digital world now!” As far as we can see, they’re not wrong.

In our daily work here at MCX we have certainly observed and experienced the shift in behaviour of multicultural audiences from physical to digital. Chinese Smartphone owners are spending over 3 hours a day online via their mobile device. Chinese social media platform of choice WeChat has over 697 million users in China and over 1.5 million in Australia. In India, the forecasted mobile phone internet user penetration in 2018 is over 44%, and Facebook is simply a way of life – all day, every day.

Chinese and South Asian audiences in Australia reflect the behaviour of their counterparts in their country of origin. Many of them are now migrating to Australia and further driving this rapid digital growth in the local market. So, if these audiences are living in a virtual world ruled mostly by their mobile device of choice, does the need for Experiential Marketing still exist?

New Year — New Strategies? New Audience buzz… Adland caught napping while bosses search for new revenue strategies!

This article was featured in B&T on 1 December, 2014. To read the full article, visit: http://www.bandt.com.au/marketing/customer-disruption-game-changers

First came the ‘digital disruption’ and now the ‘customer disruption’ – and it will short fuse those companies who are not willing to adapt their strategies to the changing market’s mood.

Multiculturalism is not just a passing fancy

The camels have been shampooed, the taxi is waiting, and lights on the Sydney Harbour Bridge has been turned on, but “Where the bloody hell are you?” Does this ring a bell?

The 2006 Australia tourism campaign; after being on air for about 2 years, the advertisement was finally laid to rest; albeit in the receptacle of advertising history.

I am a 1.5er and I love K POP!

Who am I?  I am ethnic, yet not ethnic enough! I am Australian, yet not Australian enough! I am becoming Australian, yet so different! I am a very complex individual, I am a 1.5er!

‘1.5’ generation refers to immigrants who have come in with their parents either as children or at most as teenagers. They bring with them faint memories of their home countries and spend their formative years in Australia.   

“…(These) are people who belong to more than one world, speak more than one language (literally and metaphorically), inhabit more than one identity, have more than one home, who have learned to negotiate and translate between two cultures” – Stuart Hall- Cultural Theorist/Sociologist.

The ‘in-between’ generation are able to immerse into their new country, unlike their parents. They attend local schools, mingle with Australian peers, learn to speak the local language and grow up with an intimate knowledge of their new country’s culture. However, at the same time, they also grow up with the values and traditions of their birth country. In the family home, their parents and grandparents try to retain their origin culture and a sense of stability amidst an environment of change.

So while they might be comfortable negotiating their academic and career paths outside their homes, once inside their homes they revert to the family’s customs, traditions and expectations. They lead a unique hyphenated identity quite unlike the ‘regular’ youth who can trace their ancestry back to 3 or more generations in Australia.

So you see, our identities are much more complex than defined by simple demographics or language usage. So while we may act like the other ‘Aussie’ youth, speak English without an accent, there are still vast differences. Differences that are deeply rooted to our respective country of origin culture. The difference is in the value systems passed down from our parents and origin  culture, traits like a strong belief in family first, frugality, education and community.

The spend patterns of 1.5ers are very much reflective of this dichotomy. Cultural patterns dominate the purchase decisions…be it financial, wealth or health! Or else why would a 1.5 generation immigrant youth barely 25 years old think of saving to buy a property investment, now that THEY HAVE A FULL TIME JOB!

Marketers would do well to know that a sizeable number of 1.5 Gens are now getting married and growing up. Where we used to think nothing of spending $200 on a pair of jeans, our priorities will change as life turns to investments and wealth creation fuelled by our parents ambitions. Our entertainment continues to be deep rooted to our origin. We delve into our community publications to access latest country of origin news and for entertainment! Marketers may do well to be present at Sydney Olympic Park at the K-Pop (Korean Pop) festival happening on the 12th of November! See you there!

By Raji Kumar

The Great Mooncake Exchange

Over the past two weeks, our agency has definitely been marked by a spirited enthusiasm as we approach one of the busiest periods in the business calendar – Autumn Moon.

One thing that noticeably stands out is the constant ring of the doorbell. More often than not, it is representative of another delivery of rectangular or round pastries measuring about 10cm in diameter, filled with a thick lotus seed paste and surrounded by a thin crust containing yolks from salted duck eggs.  These traditional Chinese pastries are commonly known as ‘Mooncakes’.

Regardless of how many years I have now witnessed this gifting practice, it continues to be a most interesting phenomenon. To give you a bit of background – the Autumn Moon festival originated in China and is also a celebrated festival in Taiwan, Hong Kong, Korea and Vietnam. The Mid-Autumn Festival is an important holiday in the Chinese calendar, second only to Chinese New Year. Traditionally on this day, Chinese family members will gather together to enjoy the full moon, celebrate the harvest season and eat moon cake together. Of all the celebrated Chinese festivals, the Autumn Moon it seems holds special significance due to its capacity to unify friends and family. Highly concentrated Asian suburbs all seem to be alive and abuzz with many frequenting entertainment hot spots and restaurants.

Chinese bakeries are also working round the clock, trying to keep up with the incessant demand for mooncakes. These traditional pastries are purchased and gifted in the thousands. Companies to clients, families to friends, neighbour to neighbour; for a fortnight the beautiful boxes circulate freely, ending up in office boardrooms and family homes right across the country.

Now, the funny thing is, as far as I have ascertained, most people rarely eat more than half a mooncake at one go. Rather, they are seen as a small, rich bite, symbolic of a time to share in one another’s health and happiness. 

In addition, these days it seems they serve as legal tender of the ‘Face Market’ more so than a yummy treat. Failing to give and receive the appropriate amount and value of mooncakes before the Autumn Moon is akin to a social loss of face “But they gave us such a huge box, and it was from XYZ. We MUST send a better box in return”, are the type of remarks commonly heard in social circles. Everybody knows the price of the major brands, so this “face currency” is as reliable as a diamond from Tiffany. The culmination of all this is that most families end up with a surplus of Mooncakes. This is not in itself a bad thing; however, when you commit to a serious plan to shed a few kilos before the season of sun, sand and surf, it could drastically nullify all weight loss efforts.

The whole season, therefore, turns into a furious race to gift their mooncakes before the Autumn Moon is gone and they lose all their social value. I like to call it ‘The Great Mooncake Exchange’ – a wonderful period of social gift-giving in an effort to win the affection of and show gratitude to family, friends and business associates alike.

Like I said – it’s a phenomenon that never ceases to amaze me and is as intriguing as it is peculiar. For when that doorbell rings, you never quite know just what kind of mooncake is going to be waiting for you – from green tea and red bean to sesame.

Drop by our offices in the next two weeks and you’ll be sure to indulge in this wonderful experience. As a matter of fact, I think I hear the doorbell now.

By Daniel Assaf

Image source: http://www.socwall.com/images/wallpapers/34537-2560×1600.jpg

Redefining Multiculturalism – Learning from US Census 2010

A new multiculturalism is evolving and will change the face of advertising as it has started doing so in the US, a country marked and characterised by migration and multiculturalism. Multiculturalism has always pointed a finger at the minority. In the advertising industry it is treated as something not necessarily equal to but different from the majority.

The latest release of US Census 2010 information, revealed that Asian Americans with a
population of only 15 million have a total buying power larger than the GDP of countries such as
Egypt (Population 82 million), South Africa (population 49 million) or Columbia (population 45 million).
Asians in America have the highest average income among all racial or ethnic groups including white Americans.

The very definition of being an American is going through a profound change says Tim Wise author of the book White Like Me.

US experts such as David Burgos and Ola Mobolade in their recently launched book `Marketing to a New Majority’ warn of consequences of ignoring this market. The book states that “the business implications of this new normal are enormous. To stay relevant to consumers now and in the near future, brands need to re-think the way they do business. Ethnic consumers have become an integral part of the so called general market or mainstream, and are truly reshaping it. Brands must make ethnic segments an integral part of their overall business strategies if they want to remain viable and grow”.

The good news is that the US marketers are much more aware of the significant opportunity that the varying demographic groups present and realise that they can no longer afford to neglect the combined buying power of ethnic Americans who, according to estimates, make up US$1.3 trillion of all U.S. buying (source: www.americanmulticultural.com). So, to appeal to these highly lucrative and diverse audiences, many marketers are abandoning traditional mass-marketing practices in favour of tightly-focused, multicultural marketing efforts.

Wells Fargo is one of the pioneers in Multicultural Marketing in the US. Wells has worked on product development, channel strategies and communication strategies for multicultural audiences and the rest of the US banks and other marketers are fast catching up.

The ethnic diversity in the U.S. is reflective of a global landscape. It is important for Australian marketers to fully understand cultural differences, language treatments and purchase-drivers and to integrate those variations into their everyday marketing strategies and tactics. Tapping on direct translations from a lone office member who knows the language is not enough. It needs to follow the processes and systems as one would do for the mainstream audiences. Perhaps Census 2011 will shed more light on Multicultural Australians and invite marketers to think outside the square of converting multicultural audiences to a mass of faceless data.

By Sheba Nandkeolyar