Media Mayhem: Nikki Clarkson – ‘I’m more excited than ever about the future’
These are interesting times, and the challenges faced by Australian marketing and media are frequently diabolical. There is always opportunity in a crisis, but rarely a single solution that is easy to see. Many are worried, searching for answers, and seeking guidance from our best thinkers. At Mumbrella, we want to interview industry leaders to understand their insights and learn how they handle the challenges and structure for the future. We hope this can help inspire our industry to trade through the storms and deliver the best work on the global stage.
In this week’s Media Mayhem, we chat to former Southern Cross Austereo chief marketing officer, Nikki Clarkson.
What changes are you seeing in consumer behaviour and preferences?
Australians continue to engage with a wide range of media throughout the day, with consumption habits remaining strong from morning to night. The just-released Deloitte Media & Entertainment Consumer Insights 2024 study shows that while overall media consumption has dipped slightly, Aussies are increasingly using multiple platforms, blending domestic and global content options. Unsurprisingly, Boomers are starting their day with radio, while younger audiences, particularly Gen Z and Millennials, are tuning into social media in the morning.
Audio is a great example of how consumption has shifted. Thanks to the rise of digital audio – encompassing music streaming, radio and podcasts – consumers now enjoy the flexibility of accessing audio anytime, anywhere. And, with every demographic doing so during their commute and while working, it’s no wonder this channel is thriving.
Consumer behaviour and media consumption is evolving fast, and while the pace of change can be challenging, the key for businesses and brands is to use data and insights to stay agile, invest in retention strategies, and ensure brands remain top of mind.
How are you using technology to your advantage?
Embracing marketing technology and fostering collaboration across teams has been one of the most exciting drivers of growth in my experience. With aligned tech goals, companies can rapidly grow high-value customers, boost loyalty, and significantly reduce wastage.
When all teams speak the same ‘tech language’, communication gaps close, and the impact of marketing becomes more measurable. Embedding technology into your marketing strategy makes customer acquisition and retention efforts more efficient. But this requires a long-term commitment to the right tech tools, as well as a culture of continuous learning and adaptation. And with the accountability tech now provides, marketing teams can deliver more attributable results – something that’s invaluable at the board level.
How are you planning for the future of media and marketing?
The media, entertainment, and marketing industries are constantly evolving – an exciting but challenging reality. However, I see opportunity in the complexity. The key to success is understanding how consumers engage with products and services at every touchpoint.
A culture of testing and learning, leveraging AI for creative optimization for example, and seeking to understand how all channels work together will deliver results. In my experience, traditional media can drastically increase effectiveness and efficiency of digital media, by double digits.
Another key area of focus is brand building. Whether you’re launching a new brand or managing an established one, brand success hinges on creating an emotional connection with consumers. This connection influences consideration and drives loyalty. As new online brands like Temu flood the market, maintaining brand consideration is more challenging than ever, which makes consistent, strategic brand work even more important.
In today’s fast-paced world, consumers don’t spend much time thinking about brands, so it’s vital to keep your brand top of mind and relevant.
What opportunities do you see in the future post-SCA?
Reflecting on my time at SCA, I’m more excited than ever about the future of media and marketing. Despite economic pressures and intense competition, I firmly believe that a disciplined, innovative marketing strategy – paired with a talented, accountable team – will continue to drive long-term business success.
At the heart of this success will be the ability to adapt quickly, measure ROI, and invest in the right technologies and strategies. The future is challenging, but it’s also filled with immense potential for those willing to stay curious and agile.
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Neil Griffiths is the Managing Editor of Mumbrella. He joined the company in October 2023.
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