Media Mayhem: Nikki Clarkson – ‘I’m more excited than ever about the future’
These are interesting times, and the challenges faced by Australian marketing and media are frequently diabolical. There is always opportunity in a crisis, but rarely a single solution that is easy to see. Many are worried, searching for answers, and seeking guidance from our best thinkers. At Mumbrella, we want to interview industry leaders to understand their insights and learn how they handle the challenges and structure for the future. We hope this can help inspire our industry to trade through the storms and deliver the best work on the global stage.
In this week’s Media Mayhem, we chat to former Southern Cross Austereo chief marketing officer, Nikki Clarkson.
What changes are you seeing in consumer behaviour and preferences?
Australians continue to engage with a wide range of media throughout the day, with consumption habits remaining strong from morning to night. The just-released Deloitte Media & Entertainment Consumer Insights 2024 study shows that while overall media consumption has dipped slightly, Aussies are increasingly using multiple platforms, blending domestic and global content options. Unsurprisingly, Boomers are starting their day with radio, while younger audiences, particularly Gen Z and Millennials, are tuning into social media in the morning.
Audio is a great example of how consumption has shifted. Thanks to the rise of digital audio – encompassing music streaming, radio and podcasts – consumers now enjoy the flexibility of accessing audio anytime, anywhere. And, with every demographic doing so during their commute and while working, it’s no wonder this channel is thriving.
Consumer behaviour and media consumption is evolving fast, and while the pace of change can be challenging, the key for businesses and brands is to use data and insights to stay agile, invest in retention strategies, and ensure brands remain top of mind.
