Marketers gather key insights at TFM Digital’s Trends event
TFM Digital’s Trends event delivered actionable insights on the evolving media landscape.
The announcement:
Brand takeaways for marketers were high on the agenda for TFM Digital’s Trends event this week (Wednesday 11th June), with the indie agency’s senior social and digital heads providing the latest insights, trends and best marketing practices.
Southern Cross Austereo (SCA) played host to a bevvy of industry leaders, hungry for compelling content, and all were treated to a splash of knowledgeable networking at the event that coincided with World Franchise Day.
The keynote introduction from the franchising agency CEO, Taylor Fielding, set the scene for guests, outlining how the agency has bolstered its service offering with TFM.Express/Nurture/Create, as well as the agency’s Sydney expansion, where Fielding has relocated, splitting his time with the Brisbane office.
TFM Digital’s CEO Taylor Fielding, opened the event: “We’ve never had more technology at our disposal and yet key actionable insights remain what marketers crave.
“The tech arms race for ever-greater personalisation has often overlooked the simplicity of delivering the right message, at the right time. Understanding the data for a brand’s audience and harnessing the appropriate strategy will continue to be where agencies can add value. Business models are changing, some for very necessary reasons, but the prized contribution of media experts to a brand’s arsenal will never waiver,” Fielding added.
Moving beyond the linear funnel was where Zaine Wilson-Hoyle advised marketers to go, highlighting the fragmented consumer decision making process across four key areas of streaming/scrolling/searching/shopping. TFM’s own data indicated that on average franchise leads can be achieved after 6 ad interactions. “Omnichannel campaigns are not new, but I believe programmatic remains an underutilised channel for many B2B franchise campaigns. From our data, over a three month period, a third of all website leads originated from programmatic as the initial advertising touchpoint.”
The latest SCA signature Mood Monitor data was presented by Chris Wong, commercial insights director – the data uncovered that the general sentiment across Australia is trending towards happiness with Gen Z’s and Y’s leading the way and other generations feeling content.
Wong explained: “There is a growing concern amongst Australians around AI and the impacts of Artificial Intelligence Adoption. This concern is on par with Global Warming. Gen X and Gen Y are looking to escape excess stimulation with Audio playing a larger part in consumption with so many visual forms of media.”
Social media specialist Elsie Mollison, implored brands to add value and not noise, given Aussies spending almost half of their spare daily screen time on social platforms. “Maintaining authenticity, and a human voice, in the deluge of AI-generated content is key,” Mollison reasoned. “By creating and nurturing a community, brands that lean into their own identity will win out”.
Google’s declining dominance in search, featured heavily in SEO Trends as TFM’s growth manager Michael Channell was the harbinger for search with “AI tools reducing traditional search use by 25% within 18 months. Yet SEO can still win for long term growth, offering fast results for short-term campaigns, while building website authority and rankings over time”.
A few months ago, the IMAA franchising agency released a report highlighting how to move Local Area Marketing away from the ‘Digital Skipbins’ created by Meta and Google. Warnings from marketers within the report, about the overreliance on AI and automation across these platforms, have only been stoked by the recent comments from Zuckerberg plotting the extinction of agencies from the process on Meta entirely. Rising costs per ad, along with CPMs now over 10% higher than two years ago, merely compounds the pinch for advertisers.
TFM Digital recently listed in the AFR’s Fast100, and also counts Price Attack, Poolwerx, Goodstart Early Learning, Retail Food Group and MS QLD among its client roster.
Source: Commswork
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Chris Wong
Elsie Mollison
Michael Channell
SCA
Southern Cross Austereo
Taylor Fielding
TFM Digital's Trends
Zaine Wilson-Hoyle
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