Blog

Many organisations in New Zealand are experiencing the "performance plateau," where digital performance marketing, once highly effective, is now delivering diminishing returns. The key to overcoming this stagnation is a balanced strategy—combining brand-building efforts with performance marketing to drive both short-term sales and long-term growth. At D3, we advocate for a data-informed approach that moves beyond last-click attribution, incorporating traditional media and sophisticated measurement frameworks to create sustainable brand success.

Alex Radford reflects on D3's growth, challenges in NZ media, and the future of independent agencies in this NZ Herald interview.

By partnering with D3 and leveraging XPON’s Wondaris platform, UP Education saw impressive results: a 64% increase in online leads, a 28% reduction in Cost Per Lead, and a 24% rise in Click-Through Rate. This transformation enabled UP Education to deliver highly personalised ads, optimise audience targeting, and enhance campaign attribution—dramatically improving marketing efficiency across its network of schools.

As we near 2025, Google's dominance in search is being challenged by the rise of platforms like Amazon, TikTok, and AI-driven tools like ChatGPT. Amazon is capturing product search traffic, while TikTok is favoured by Gen Z for lifestyle content. AI assistants are reshaping search with direct answers, reducing reliance on traditional search engines. In response, Google has integrated AI with Project Gemini, though efforts to monetise it with ads have faced backlash. The search landscape is becoming more fragmented, requiring businesses to adopt multi-platform strategies to stay visible.

Balancing relevance between younger and older demographics is crucial for brands. By crafting adaptable strategies, using varied channels, and focusing on values like authenticity and community, brands can engage younger audiences without alienating their core customers. Success lies in maintaining a consistent brand voice while using creative, meaningful content across platforms.

Discover how Kiwi brands can achieve success by balancing brand and acquisition media in their digital marketing strategies. Learn from expert insights and practical tips to create a sustainable marketing approach that drives both long-term brand loyalty and short-term sales in New Zealand's unique market landscape.