Marketing Australia – February-March 2019

@marketingmagunique consumer insights and a

differentiated channel strategy

before sharing and reapplying

learnings globally.

In emerging countries, simplicity

done right, fi rst time and at scale

can have a massive impact. In these

markets, however, beer brands are

regularly faced with a consumer

insight that’s fundamentally different

to those of more developed markets,

or a global insight that doesn’t

apply. In these markets, we often

need to move fast to implement a

tailored approach or commission

comprehensive consumer research

to generate deeper insights. A more

successful and pragmatic strategy

can be partnering with one market

where a local consumer insight is

strong, and there is clear potential

for broader application.

TRACY HALL

The digital world gives on-demand

access to research and data

to learn more about your customers,

but no amount of online resources

can replace actual human interaction

and conversation.

It’s these personal exchanges that

we will be looking to have more

of throughout 2019, in order to

develop a deeper understanding of

current and prospective GoDaddy

customers. Without discounting the

valuable assistance online resources

can provide in understanding

more about customer demographics

and behaviour, it can be easy

for companies to fall into the

trap of relying too heavily on this

information.

Making the time to have face to

face conversations with not

only your customers, but also with

other people in your network can

go a long way to understanding the

ins and outs of consumer behaviour.

For me, it’s talking to everyone

• from small business owners in
  my neighbourhood to the start-up
  entrepreneurs at WeWork and
  even Uber drivers who have
  multiple side hustles – that can
  offer some of the best insight into
  our customers. What never fails
  to surprise me is the amount of
  insight I can collect from just a few
  conversations with business owners,

discussing in-depth their challenges,

drivers and what they may need

from a brand like GoDaddy to help

them succeed.

Conversations with customers

that may have their products with

a competitor can also offer a fresh

perspective. It gives understanding

into what draws customers to

another brand and their motivations

for staying there. Speaking with

the everyday Aussies who interact

with small businesses in their

day-to-day lives – for things like

beauty, home maintenance, food

and pharmacy needs – can also

offer interesting insight.

Building relationships with

your company’s community can

be a door to a deeper understanding

of how and why customers use

your product. It can help you to

better understand their expectations

of your offering and assist you

in developing a set of experiences

better suited to them. This can

not only help to instil trust between

your company and customers,

but also help build you a loyal

customer base.

Louisa Thraves

Head of media

and connections,

Johnson & Johnson

William Papesch

Global marketing

manager, Heineken

Tracy Hall

Marketing Director,

GoDaddy

THE TRUTH ISSUE