15th August
Learning Lab
Hayden Ricketts, Line & Circle
Hayden Ricketts has more than 15 years’ experience in digital marketing with some leading corporate brands (including Air New Zealand and Goodman Fielder) and, since 2021, with his own business, Line & Circle.
This broad experience means that Hayden can present a global perspective at a local level – perfect for BNH members.
With a focus on providing “the fundamentals” for smaller businesses, Hayden’s workshop looked at how marketing has evolved since the introduction of digital, and the impacts of AI and social media.
He offered commonsense advice about adopting a data-driven approach to marketing activities, essential tips for building a strong brand strategy, and some fascinating insights about how the customer journey has been disrupted with its “messy middle”.
He also shared loads of useful stats, including:
- Over 80% of NZers use social media.
- 70% of NZers said they clicked on a digital ad in the past month.
- 27.2% of NZers say their main reason for using social media is “finding inspiration for things to do and buy”.
- 19.4% of NZers say their main reason for using social media is “finding products to purchase”.
To help determine what kind of content should go where, the stats were supported by descriptions of the main social media channels’ “purpose” (e.g., TikTok = “entertain me”) and an explanation of their algorithms.
Conventional marketing rules for monitoring and evaluation are just as relevant for digital marketing – perhaps now more than ever, with numerous options of where to deploy time, energy, and budget. So, Hayden reminded attendees of the importance of applying SMART goal-setting to a long-term plan for sustainable growth.
