After a Covid-enforced break, Mumbrella 360 came roaring back in 2022, with a packed house over two days discussing the latest in brand marketing and marketing tech in the harsh glare of a challenging consumer landscape
Group Marketing Director Priya Kanniappan and the GM – Media Growth & Innovation Stephen Kyefulumya were front and centre for carsales, tackling many of the big issues that brand marketers are currently facing.
These topics touched on the importance of trust, mindset-based marketing, first-class personalisation and the alignment of tech, people and processes, under the broad-ranging topic, ‘How Australian Innovators Can Break Mass Media’s Status Quo’.
The pair also gave the packed house a glimpse of the new carsales mediahouse strategic positioning.
“Mumbrella 360 covered a range of topics relating to some of the industry challenges, trends, and some of the new innovations that we’re seeing, particularly in the MarTech space,” said Priya of the event.
“And it was really important for us to have a presence this year because the audience at this conference is essentially the target audience of our new media strategy.”
Social change
The dominance of the Facebook/Google duopoly in the mass media market has created an intriguing rift for Australian brands and publishers to exploit… and it is all about going local for a purpose.
Stephen (above left) and Priya (above right) discussed how industry leaders can create value in the eyes of their customers through data integrity, operational integrity and entrepreneurial thinking.
“If you consider changes in cookies that are coming impending privacy legislation, that’s going to hit us at some point and time online,” said Stephen.
“We reference a lot to the fact that the auto buying journey has gone from 2.7 months to seven months. That’s a huge change in time online. So our positioning, when we talk about Australian innovators that can break mass media status quo, it’s in that context.”
No cookies for you
The pair also talked about customer mindset, and how it’s likely to change in the post-cookie era.
“Priya gave some very detailed examples of how we take that auto buying journey from pre-trigger to landscape and everything that emotionally somebody’s going through,” said Stephen. “And we actually tailor our marketing around those mindsets, and there’s a strong resonance of that.”
VIDEO: Stephen Kyefulumya discusses the Mubrella event
carsales Media House
Priya said that the Mumbrella 360 event was also the perfect platform to discuss a new project that will see the light of day later in 2022, carsales mediahouse.
“Repositioning our media business is one of our key company objectives,” said Priya. “And as a marketing team, we’ve had to think about how we take this to market in a really strong and compelling way. So we will be launching a new sub-brand called carsales mediahouse, which we’re really excited about.”
carsales comes on the journey
carsales’ 25-year history in Australia, along with the depth and breadth of first-party data, will be a key to the success of carsales mediahouse, according to Priya, who also added that the ability to stay with a consumer for longer is a key advantage.
“We get Australians as they move through life,” she said. “So again, it’s doubling down on our local market positioning and our understanding of our local customers as our competitive advantage, particularly for media buyers and planners.
“Not to mention the fact that we can talk to customers at every stage of their journey, because we do have that data and that capability in terms of personalisation.”
NOW READ
Gen Z’s low-key car plans as affordability concern growListen to Watts Under the Bonnet with greg Rust and Nadine Armstrong
