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Paddy Manning was wrong – in defence of advertorials
By Clare McCausland, University of Melbourne RMIT professor Sinclair Davidson has recently defended the actions of journalist Paddy Manning, who was dismissed...
by Marketing
Deciphering digital: choosing a technology
Recently I was asked to evaluate technologies for a particular execution of a campaign. The key objectives being: It must be easy to distribute based on...
by Kevin Brown
Shared value is the new growth equation for Australian brands
A company without customers is not a company at all. I was reminded of this simple business principle at Adtech recently by Ramon De Leon’s keynote address....
by Peter Harris
Mobile is changing the way we think about what we do
Gartner estimates that the market for mobile advertising will grow to $11.4 billion this year, driven by smartphone and tablet growth. Globally, that amount...
by Rohit Dadwal
The value of product placement part 3: leveraging your placement
In the final instalment in our series about measuring the true value of product placement in Australia, Michael Byers looks at how savvy marketers are...
by Michael Byers
Mobile analytics to refine multichannel retail marketing: a case study
Website analytics provide a wealth of information, and even the free Google Analytics is well supported by myriad graphs and charts dissecting website...
by Joe Barber
Honda’s low-budget social media innovation
As major brands expand their social media budgets their marketers’ sights are moving to the new and innovative uses which are offered by less well known...
by Mark Cameron
Making the consumer connection that Steve Jobs might have approved of
I’m often bemused at – and getting increasingly tired of – the inward-looking discussions in the research industry about why market research and...
by Peter Harris
Transition marketing: from ‘matching luggage’ to brand-led integration
One of the hottest topics in marketing today is how to make the best of all the communications channels now available. Brands face an incredibly complex...
by Martyn Thomas
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