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Hotwire Headlines #59

Communications & Brand Strategy

Hotwire Australia

What happens when marketers don’t align brand experience with brand promise?

In recent news, research reveals Australians are jumping ship where brand experiences aren’t matching brand promises. Meanwhile, brands adopt a more realistic representation of dating this Valentine’s Day and the government extends its inquiry into social media safety.

More than half of Aussies have switched brands because the CX didn’t live up to the brand promise

Making sure the customer experience matches the consumer’s expectation of the brand will be key to retaining customers in 2022, according to new research released by Qualtrics.

More than half of the 1000 respondents to the Qualtrics study (54 per cent) in Australia and New Zealand said they have switched brands because the customer experience they received did not meet the brand promise. This suggests that despite their best intentions, many organisations are failing to live their brand values in the experiences they deliver.

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The brands advertising for Valentines Day in Australia

Over the past three years, there’s more diversity in dating-related digital ads with a move away from stereotypical couples to the inclusion of more ethnicities and couples of the same sex.

However, Valentine’s Day isn’t a prime time for dating-related brands to up their ad spend which actually dips around February 14. Instead, these brands up their ad spend around key holiday periods, particularly in December

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Skittles launches LGBTQIA+ initiative via Thinkerbell

Through February and March, SKITTLES will once again remove its signature rainbow design from packaging to recognise the LGBTQIA+ community.

Along with the packaging change, SKITTLES and charity partner Minus 18 and creative agency Thinkerbell to develop the World’s Biggest Rainbow, an AR rainbow that houses informative tips and content to help improve the lives of LGBTQIA+ communities.

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Government extends inquiry into social media & online safety

The House of Representatives today resolved to extend the reporting date for the Select Committee on Social Media and Online Safety.

Accordingly, the Committee has reopened submissions and is calling for interested parties to provide evidence by Tuesday, 8 March 2022.

The Committee is particularly interested in hearing from young people (aged 13-18) or their representatives on their experiences with social media and online safety, and their perspectives on how online harms might be addressed.

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Enero Group builds momentum with revenue growth of 15.1%

ASX-listed Enero Group Limited has today reported a trading update for the six months ended 31 December 2021, highlighting an FY22 H1 net revenue growth of 15.1%, to $93.2 million and operating EBITDA growth of 23.3% to $29.9 million.

Enero Group’s financial results highlight the benefits of the successful FY21 acquisition of B2B sales and marketing firm McDonald Butler and its integration into Hotwire UK.

In addition, it shows OBMedia’s ongoing benefit from a structural shift in consumer behaviour to digital channels, BMF’s growth from its exposure to the consumer and government sectors, and Orchard’s organic expansion from its healthcare client base.

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