What Should Have Happened in 2006

December 2006

By many accounts 2006 has been a good year for the marketing and advertising profession in New Zealand, but a summer’s break of reflection should be used to identify necessary improvements for the future, not resting on one’s laurels.

So this week, the final edition of Inside Marketing for 2006 is avoiding the ‘best of’ syndrome and is focusing on what should have happened that would have made 2006 better for all concerned. So in no particular order…

2006 would have been better if TVNZ and Canwest halved the quantity of advertisements being aired, and raised the ratecard to reflect the improved cut-through and effectiveness the TVCs being aired would enjoy. For advertisers, the increased ratecard would be offset by the increased impact of their commercials, and the migration of viewers to ad-free pay-TV would be reduced.
2006 would have been better if online advertising gained a larger share of the marketing dollar – consumers prefer customized, interactive and relevant marketing to flashing banners, but this preference won’t be proven until the marketers realize that ‘interactive’ means more than ‘click here’.
2006 would have been better if podcast and online listenership was integrated into radio ratings. For example, the National Programme has thousands of podcast downloads a week – which aren’t recorded in the current ratings system.
2006 would have been better if there were more entrants into the biannual Market Research Effectiveness Awards. These awards are intended to highlight and promote the large amount of excellent market research that is being conducted. With the majority of market researchers opting out of entering, they can only look in the mirror when lamenting clients’ lack of appreciation for their work and the industry as a whole.
2006 would have been better if the Qantas Media Awards made TVNZ and Canwest enter more than one example of their 6pm news programmes, thus ensuring the winner was the most consistent performer, not just the one that got lucky on a given night.
2006 would have been better if the government stopped spending taxpayers’ money agonizing over the links between fast-food advertising and obesity. Is it too obvious to connect the dots between the promotion of fatty food and the increase of fat people?
2006 would have been better if the government tendering process for advertising campaigns and market research projects alike started using the same procedures as used in the private sector. What’s so bad about making better decisions, and doing so through a faster and cheaper procedure?
2006 would have been better if your columnist ended the year on a more positive, constructive note - so I promise to be back on form in January!

Jonathan Dodd