MARKETING DIVIDENDS: AUSTRALIANSUPER MARKETER ON DIGITAL AND MILLENNIALS
The rise of digital is allowing AustralianSuper to act like a challenger, despite being the market leader says group executive marketing and corporate affairs for the brand, Georgina Williams.
Williams was speaking on the latest episode of the AANA’s Marketing Dividends, and she explained that the rise of the digital economy is seeing brands being able to adopt a lot of challenger behaviours.
“You learn from the digital environment about [things such as] AB testing and in the past being a leadership brand meant we wouldn’t be able to do that and now we have to. We use some of these kind of examples to inform what we do as a leader,” she said.
Williams was joined by CEO of MEC James Hier and Nadine Blayney, deputy business editor at Sky News Business, with the trio discussing how the brand reaches millennials and how the brands content shifts and their customers age.
“Millennials are one of the biggest researchers of superannuation, so we do a lot digitally to feed in to that – particularly on the stability of superannuation, and why you would choose AustralianSuper. But when you get to the 50 plus group, the content has to change to reflect where they are in their lives,” she said.
Hier and Williams also discussed academic Mark Ritson’s recent comments around marketers rush to digital with Williams saying: “Digital is a really interesting question for marketers.”
“It’s very different based on if you’re an FMCG or a company like AustralianSuper, where not only is digital an environment where you’re trying to provide an explanation of your brand, but it’s also a distribution channel and it’s a search channel,” Williams said.
“For us we measure return on investment in distribution manners, we might also look at engagement and we might look at it as a service channel as well.
“So what Mark Ritson said for us rang very true. Will I use social media to sell my brand? It would be very unlikely I’ll be able to engage with anyone to sell my brand on a social channel but will I use social to tell people that AustralianSuper just bought Ala Moana, the biggest shopping centre in Hawaii,” she added.