It's not real!

In this episode of The Marketing Lab at Deakin we talk to Dr Ali Tamaddoni from Deakin's Marketing Department about how we can use models and machine learning to understand why people change brands and also how religiosity influences online reviews. 
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The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.

We often think that marketers simply have to sell stuff to consumers, but marketing also requires an awareness of the context in which the business operates.

The Australian Competition and Consumer Commission promotes competition and fair trade in markets to benefit consumers, businesses, and the community and also regulates national infrastructure services. Their primary responsibility is to ensure that individuals and businesses comply with Australian competition, fair trading, and consumer protection laws - in particular the Competition and Consumer Act 2010.

In this episode of The Marketing Lab, we take a deep dive into how the ACCC works, how they make decisions, and their role in the marketing and consumer landscape in Australia, with the General Manager of their Economic Group, Baethan Mullen. 
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The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.

This week (4 - 11 July) is NAIDOC week in Australia. NAIDOC is a celebration of the history,  culture and achievements of Aboriginal and Torres Strait Islander peoples. It’s an opportunity for all Australians, not just the Indigenous community, to come together and celebrate and participate in a range of activities that support your local community. 

So, for this episode of The Marketing Lab, we celebrate NAIDOC by having a yarn with guests, Professor Mark Rose (Gunditjmara), Tom Molyneux (Gunditjmara) and Cassandra Seery (raised and living on Wurundjeri Country), about how we can think more about First Nations people when we undertake business, marketing and research.
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This year's NAIDOC poster - Care for Country is by Maggie-Jean Douglas - a Gubbi Gubbi artist from South East Queensland.

The 21-year-old artist said her first thoughts on hearing the 2021 NAIDOC theme ‘Heal Country’ was about how country has cared for and healed First Nations people in all senses of the meaning for so long.
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The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.

Marketers are often portrayed in an unsophisticated way - that they are evil manipulators that are trying to get us to buy things we don’t want. But there are areas of marketing, like macro marketing and social marketing, where marketers are attempting to use marketing… for want of a better phrase… for good. 

Social marketing uses the tools of marketing to lead to better societal outcomes, in things like health behaviour change programs. Their tools tend to be predominantly in the field of promotion - so this is why you often hear on the public health field people talking about health promotion, but more sophisticated social marketing considers all aspects of the marketing mix, including designing campaigns around segments, around the barriers to the good behaviour, and around how we move people through different stages to achieve the positive outcome. 

That said, social marketing campaigns can also harm and become quite anti-social. In this episode of the marketing lab, we continued our exploration of food marketing and ethics with Alice Zaslavsky (Alice in Frames), and Deakin Alumnus, Moreen Kamau and Michaela Jackson and examined what happens when social marketing might miss the mark or a campaign goes wrong. We also explored how you can make the ordinary strange and the existential angst that comes with waiting for your Deliveroo or Uber order to arrive. 

The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.

In this episode of the marketing lab, we talk food marketing and wellbeing with Alice Zaslavsky (Alice in Frames), and Deakin Alumnus, Moreen Kamau (Deliveroo) and Dr Michaela Jackson (RMIT). Food is such a critical part of culture, wellbeing and a good life, yet in the field of marketing we expend a lot of research energy focusing on denial.  

So, how do we reframe the discussion to make food and eating a more reflective, joyful and positive experience? 

The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.

In this episode of The Marketing Lab, we explore the arcane world of universities, university departments, and research. 

Paul and Gini talk with Professor Andre Bonfrer, Head of Department at Deakin Business School's Department of Marketing about all things marketing technology and wellbeing, while grappling with how specialisation offers an opportunity for research to see what's coming over the horizon. 

The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.

In this episode we explored the murky world of loyalty, stakeholder relation and engagement. 

I was joined by Alexandra Crow, the Head of Corporate and Stakeholder Engagement at the Richmond Football Club, Tanya Gallina, the General Manager of Club Services and History at the Melbourne Cricket Club, and Jimmy Buck, the chief advancement officer at Deakin University, where he is responsible for alumni relations and development. 

The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.

In our reimagined podcast, The Lab at Deakin, Paul and Gini (Virginia) Weber interrogate the power of language, how butter is made, and whether you really are politically correct or just being some ill-defined misanthrope.

The Marketing Lab is recorded and produced on the lands of the Wurundjeri people of the Kulin nation. We pay our respects to elders past, present, and emerging. We acknowledge Aboriginal and Torres Strait Islander peoples as the First Australians and Traditional Custodians of the land where we live, work, and learn.

Stuff we talked about...

Sapir-Whorf Hypothesis: https://www.sciencedirect.com/topics/psychology/sapir-whorf-hypothesis  

Self-Face Activates the Dopamine Reward Pathway without Awareness: https://academic.oup.com/cercor/advance-article/doi/10.1093/cercor/bhab096/6227018  

Witness by Louise Milligan: https://thestellaprize.com.au/prize/2021-prize/witness/ 

Saudade: https://www.youtube.com/watch?v=yUuJrpP0Mak 

No Activity: https://www.theguardian.com/tv-and-radio/2018/sep/09/no-activity-review-nothing-happens-but-thats-the-point-of-this-hilarious-cop-comedy

Children of Time: https://www.panmacmillan.com/authors/adrian-tchaikovsky/children-of-time/9781447273301

Distant benefciaries: https://academic.oup.com/jcr/article/47/6/878/5936532

Research on absolute (north/east/south/west) versus relative (left/right) directions in language and how it influences time perception within Indigenous Australian communities: https://www.jstor.org/stable/41062425

Language and gender prejudice across languages: https://psycnet.apa.org/doiLanding?doi=10.1037%2Fpspa0000188

Living is hard, but in the end are you totally responsible for your wellbeing, or should governments and businesses also care.

In this episode of Listen to this, Paul and Gini tackle the conundrums of accidental subjectification in social marketing campaigns, the muddling of the role between the citizen, business and government, and how to overcome the existential angst of an uncertain future. 

Easy?

Not really, but it's a fun ride. 

In this episode of The Lab at Deakin, we take a deep dive into the scientific method. What it is, why it's important, and how we need to embrace it if we are going to progress. On the journey we talk about Star Wars and the Sith, Brett Sutton, Covid-19, and the provisional nature of knowledge.