Companies find television critical in marketing strategy during COVID

Right now as lockdowns end and the economy reopens, retailers and companies are looking to maximise their opportunities. This week, Business Weekend spoke with some of Australia's biggest consumer companies to see how they're marketing in this environment. AAT Kings Chief Marketing Officer Bridie Commerford says television has become “really critical” for the company’s marketing strategy. "What we're going to be doing is actually telling that brand story in the future a lot more, through both TV and digital," Ms Commerford said. Cars24 Australia Chief Customer Officer Erin Williamson said for companies which have “quite a complex process" there needs to be both engagement and education which TV allows. Kogan Director of Strategy Ross Metherell said Kogan has also experienced a “significant shift” in its marketing strategy over the last 12 to 24 months as it wants to reach those entering the online market before its competitors. "And we've been able to do that by expanding beyond digital and into media such as TV," Mr Metherell said.