Sydney, Australia, 21 September 2017 – In a continued display of leadership in the performance marketing space, Rakuten Marketing recently hosted over 300 of its partners and clients at the 5th annual Symposium Sydney. Symposium, the largest performance marketing event in Australia, marks an annual opportunity for marketers, including retailers and publishers, to network, learn about industry trends and leave with actionable takeaways to improve their business practices. Utilising an array of industry experts who have worked closely with Rakuten Marketing, Symposium saw discussion around the psychology of buying, predicted trends to come in 2018, challenges and highlights in the utilisation of data, and the effectiveness of affiliate marketing.
A key discussion looked at how marketers are presented with a challenge in needing to understand an individual’s psychology in order to target consumers appropriately. According to Symposium keynote speaker Matt Newell, Executive Strategy Director at The General Store, each person operates with a different mind – whether analytical or emotional – and it’s important for marketers to understand these nuances. By delving into consumer purchasing and decision-making processes, marketers can evolve with changing purchasing patterns, particularly as technology comes into play.
With the changing retail space the focus on understanding consumer purchasing can be seen in insights from Danny Kourianos, SVP of Marketing at Rakuten Marketing, on combatting the ‘Amazon Effect’. According to Kourianos this lies in reaching new unique audiences through second party data. It is also important for brands to remain true to themselves in the market and use attribution for a holistic view on performance, which speakers throughout Symposium Sydney also noted.
By consistently staying on the pulse of marketing trends Rakuten Marketing continues bringing its clients new and powerful ways to reach their customers and grow their businesses. Speaking at Symposium, Cameron Lawson, Group Head of Digital Marketing for Cotton On, notes how Rakuten Marketing has been instrumental in driving the brand and wielding fantastic results. Between 31 July and 31 December 2016, the global affiliate sales of Cotton On grew 260% over a 6-month period. The success of the program resulted in affiliate programs being established for the Supre and Factorie brands, which both rest under the umbrella of The Cotton On Group.
Other brands have been working with Rakuten Marketing to navigate their brand growth and challenges of data utilisation. The different speakers at Symposium Sydney discussed how they can better utilise data for performance enhancement. This does not come without its challenges and these brands acknowledged that by using data they can fuel stronger marketing and consumer engagement.
Each year Symposium Sydney is able to bring further insights to the marketing industry, which can then be leveraged through the end of the year and into 2018. Recapping on Symposium Sydney and what’s next for the performance marketing industry, Anthony Capano, Managing Director for Rakuten Marketing Asia-Pacific, said, “Rakuten Marketing host these events globally and we love bringing Symposium to Sydney each year. For us, Symposium Sydney is about bringing advertisers, publishers and agencies together in a room to talk about the industry and provide an update on our business. Most importantly the event is to network and build on existing relationships, as well as create new ones. We will continue to host events that drive the industry forward through knowledge sharing and by providing educational insights to our clients and partners. ”
About Rakuten Marketing
Rakuten Marketing industry leading solutions empower marketers to thrive in their in their evolved role and achieve the full potential of digital marketing, efficiently and effectively, with data-informed insights that create consistent, engaging and influential experiences across screen. Offering an integrated solution, along with unique insights and consultative partnerships, Rakuten Marketing delivers the tools that marketers need to increase efficiency, productivity and performance.
Operating as a division of Rakuten, Inc. (4755: TOKYO), one of the world’s leading Internet service companies, Rakuten Marketing is headquartered in San Mateo, California, with additional offices in Australia, Brazil, Japan, Singapore, the United Kingdom, and throughout the United States. Follow us on Twitter or learn more at https://rakutenmarketing.com/en-au/.
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