Tag Archives: marketing magazine

Marketing April-May issue out now

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The April/May 2013 issue of Marketing is on newsstands right now!

But we haven’t just plonked it on the newsagency shelves! We’re far too tech savvy for that, so we’ve also made it available on most digital platforms via Zinio and for Android devices via Google Play. You’re welcome.

To ensure you have the latest industry analysis, case studies and fascinating interviews be sure to subscribe to Marketing.

Some of the entrancing features in our latest addition include:

Marketing April May 2013 issueFROM FLOCK TO FROCK

When Australian Wool Innovation purchased the rights to the Woolmark in 2006, the brand had all but ceased to exist. Yet after 55 years it remains one of the most recognised brands in the world. We look at what makes this brand so special, and how it’s being given a new lease on life. This marks the return of Marketing mag’s brand profiles

THINK OF THE CHILDREN

In one of the most entertaining interviews we can remember, Jane Caro talks to Marketing about communicating with young people, how data is killing creativity (and legislation could too) and why marketers need to reconnect with their own humanity.

“We’re like a bunch of divorced men who want to go to a nightclub and pick up chicks, and we think the way to do it is to unbutton our shirt to our waist and get a comb-over…we look like a bunch of middle-aged arseholes.” 

 

WHEN 30 SECONDS IS NOT 30 SECONDS

Managing director of Showbrands, Michael Byers explores the role of product placement in Australia, focusing on the phenomenal success of Channel 10’s MasterChef. He discusses how to gain value from product placement, how to measure its impact and maximise leverage.

CAREER PROFILE: KEEPING TABS 

Tabcorp executive general marketing director, David Ginnane talks about the many hats he wears in his role, how he got there and how he has managed to unite the distinct TAB brands in Victoria and New South Wales.

And there’s plenty more where that came from:

  • Another of our famous Marketing mag infographics! This one features m-commerce in Australia investigating how consumers are shopping on their mobile devices.
  • Case studies on the Nike campaign ‘She Runs The Night’,
  • Steve Sammartino talks marketing manifesto in his guide to the future
  • We go myth busting, as Andrew Jacobs talks through 10 mobile marketing porkies
  • SBS director of marketing Helen Kellie asks: are we playing the mega TV brand game hard enough in Australia?

We hope you enjoy the mag.

 

Marketing February-March issue out now

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The February-March 2013 issue of Marketing is now on sale on newsstands, for most digital platforms via Zinio, and for Android via Google Play. And remember, to always get new issues of Marketing first (and cheaper): subscribe today.

 

 

This issue of Marketing features:

Marketing magazine FebMarch 20132013 SALARY GUIDE FOR MARKETING, COMMUNICATIONS AND SALES

How much should you be earning? How much could you be earning? How much is your boss earning? These are the pages in which to find out.

Industry by industry, role by role, city by city, find out the average salary of marketing, comms and sales professionals in Australia. Drawing on research from Hudson and contributions from Seek and Carrera Partners.

 

BRANDED CONTENT FEATURE: EARNING THE RIGHT TO SPEAK

Branded content, branded entertainment, ad-funded programming, brand journalism… whatever the name, the concept of creating something audiences want to consume in order to deliver a message is nothing new. Soap operas got their name in the 1930s when Procter & Gamble began producing dramatic radio broadcasts as a way to connect with its audience.

In this extended look into branded entertainment we talk to John Mescall from McCann, Kirsty Muddle from CumminsRoss, Greg Logan from Hatch, Michael Byers from branded entertainment measurement firm Showbrands, Marcus Stromm from the MEAA, Craig Hodges from King Content and Ben Goss from Schweppes, and discover that the most interesting thing about branded content is not that it’s suddenly resurgent, but what it’s poised to become.

 

THE STATE OF DIGITAL MARKETING AUSTRALIA 2013

Digital marketing may be coming of age but, in a climate of rapid change, are Australian marketers keeping up?

In the second such annual report run in conjunction with Econsultancy, we present the findings and trends in channel spends and usage, and ask the experts their take on the industry.

We’ve also scored a nice big discount on the full report for you, just for being a Marketing reader: get 25% off the 2013 ‘State of Digital Marketing in Australia’ report by heading to http://bit.ly/sodmk13 and using the code ECMM13.

 

THE MAIN EVENT: CAREER PROFILE OF TAMARA MENDELSOHN, MARKETING DIRECTOR FOR EVENTBRITE

Mendelsohn joined the online ticketing start-up as the web revolution was disrupting yet another sector, democratising ticketing through technology and social influence. Coming from a research background at Forrester, Mendelsohn’s fascination with online behaviour led her to study at MIT and, at the last minute, land a role with Eventbrite in Silicon Valley. She is now credited with taking the start-up to global success, and the story’s not finished yet.

 

Of course, that’s not all. Also in this issue:

  • Geoffrey Bowll Alienates
  • Joe Barber takes Brand In Hand
  • Mark Cameron continues his series on measuring social ROI
  • Nick Mercer writes An Open Letter To…
  • Case studies from Tourism Australia, Melbourne’s Arts Centre and Heritage Bank
  • the very best blogs from Marketingmag.com.au

 

We hope you enjoy the mag.


Thats all folks!

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What a year. We began listing off what had happened at Marketing, in the industry and generally throughout the year and realised perhaps such a list may be exhaustively exhausting.

From the bags under the eyes of everyone we’ve spoken to, had lunch with and shared a pint alongside over the last month, this industry has well and truly earned the break.

The Marketing magazine team will be recharging from Thursday 23 December until Monday 10 January.

Looking forward to 2011 (but not too soon),
The Marketing magazine team

Tis the season for silly photos

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We’re tucking a big 2009 in under the covers and looking fearfully, excitedly and giddily toward 2010.

We’re lucky enough to be out from 18 December to 4 January, 2010. We’re well and truly ready for 5 January, armed with a few surprises for the new decade.

If youve not yet filled out our readers survey, take a look!

From the entire Marketing team, have a very Merry Christmas, an aching New Year’s Day and a fantastic 2010.

Marketing magazine moves

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Niche Media, publisher of Marketing, is moving over the weekend.

Which will be a great opportunity for changing things up following the reader’s survey. But before we get on to the fun stuff, there’s the headaches, back aches and commotion involved in moving. Things should (famous last words) run smoothly, but:

  • Marketingmag.com.au will remain up and be unaffected by the move
  • We’ll lose phones for a few days, these have been redirected to our mobiles and the numbers will remain the same after the move,
  • Our mailserver will be down for a few hours, so emails sent over the weekend could get lost – save ‘em for Monday, and
  • Our new address is 142 Dorcas Street, South Melbourne, 3205.

Alright, too many people are wondering why I’m sitting down – back to it!

Site news: new bloggers!

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In celebration of Friday, I thought I’d pretend I had a spare moment and introduce some new bloggers to our Marketingmag.com.au cadre.

First down the red carpet we have Anthony Baker and Chris Fiteni of Nucleus Digital Strategy. They’ll be commenting primarily on – you guessed it – the world of digital strategy. Pot-stirrers of a special talent, they have a particular bone to pick with ad agencies that are run to feed a production line. Anthony has opened with a scathing look at digital agencies. Nucleus launched today, so good luck guys!

Stepping next into the blinding glare of camera flashes is Simon McEvoy. Simon is the managing director of Tangent One and has a particular interest and background in ecommerce. His posts will centre around getting the best for your business out of online and moving into ecommerce.
Simon debuted with a bang, telling us the four things marketers don’t need to know about tech.

Finally, sidling down the roped-off section, we have Brett Waters. He’ll debut next week with a post-a-day series explaining how to get the most out of your eDM campaigns. Brett is vice president, Asia Pacific, of RightNow. His passion is all things digital and he’ll be commenting on eDM, social media and online.

So our party got accidentally digital, but I guess that’s indicative of the larger shift eh? More to come…

Podcast: Interview with Peter Irvine

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Here we are with the eighth edition of The Marketing Manifest, Marketing magazines official podcast. In The Marketing Manifest we break beyond digital boundaries and tackle broader marketing issues. Of course we wont ignore digital, but well also be looking at a lot more!

This week, David Campbell chats with Peter Irvine, co-founder of Gloria Jeans, about how the heart of economics, pricing, affects our world of marketing, and why some products can demand such a premium.

Fill out our survey to reveal the masked maiden

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Want to improve Marketing magazine, Marketingmag.com.au and get a free Village movie ticket? Fill out our brand new reader’s survey! If you’re a subscriber and one of the first 200, you’ll score a free movie ticket – no strings, small print or appendices, simply our gift for your time.

On top of this, if 20 loyal readers fill out the survey in the next 24 hours our camera shy model will reveal herself!

Sound good? Click here.

Weekly podcast: Interview with Don Peppers

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Podcast

Welcome to the second edition of The Marketing Manifest – the official podcast of Marketing
magazine. Our new-look weekly podcast breaks beyond the digital
boundaries into broader marketing issues. Well still be discussing
digital from time to time, but well also be covering a lot more. 

This week our podcast host David Campbell interviews Don Peppers of Peppers & Rogers Group. Don will be in Australia in early-September for the iMedia Brand Summit. 

Launch of The Marketing Manifest with a look at market research

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Podcast

Welcome to the launch of The Marketing Manifest – the official podcast of Marketing magazine. Our new-look weekly podcast breaks beyond the digital boundaries into broader marketing issues. Well still be discussing digital from time to time, but well also be covering a lot more. 

This week our podcast host David Campbell goes deep into the minds of Jason Dunstone, managing director of Square Holes and Jeremy Ervine, general manager of FNUKY, asking the questions you want to know in regards to market research.

Want to learn more about market research? Well, 20 minutes is all you need.

Tackling your biggest challenge

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I couldn’t help but notice that a recent poll on Marketingmag.com.au showed that an overwhelming number of us (almost 50%) felt that our biggest challenges were measuring marketing ROI and securing internal support for budgets.  

These have always been among the top issues faced by marketers but I would have thought we’d started to get a handle on showing the value of our day-to-day activity by now. In fact, demonstrating the importance of our strategies and tactics is only going to become more paramount as companies pare back spending and watch budgets like hawks, thanks the recent downturn in the economy.

If justifying our budgets and measuring ROI are two of our most difficult challenges, how are we attempting to overcome this? This is a genuine question I’d like to put the industry and welcome any feedback in response to my blog. If we recognise these issues (among others) that must be dealt with, what tactics are we employing to show just how valuable our services and skills are?

Some might disagree but I actually believe it’s getting easier to justify marketing spend and how we’re contributing to the business bottom line through generating sales leads and much needed communication with customers and prospects. Never before has so much of our marketing been played out in the digital realm and therefore been so very easy to watch, measure and analyse.

Take a look at where you focus most of your marketing efforts. I’d suggest that a significant portion would include tactics such as blogs, emails, online advertising and social media channels. And while I’m certainly not saying that companies can forget offline mediums, I’m confident that most businesses would maximise their limited marketing resources by tapping into digital opportunities. The only problem is (it seems) we’re not tracking our efforts and translating these opportunities into measurable outcomes for the business. I’d suggest that’s where we’re losing executive confidence.

Imagine walking into a meeting with data and analysis that shows exactly how you and your marketing team have converted 35 high-end prospects into customers and generated 50 new leads through a strategic direct mail campaign targeting existing customers, over the last month. That’s the kind of data to back up your smarts with. Because you and I know we provide invaluable skills and knowledge to the business, we just need to know how prove it.

Niche Media celebrate 20 years

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Niche Media, the Melbourne-based publishing and events company, proudly celebrated 20 years in the industry last week.

Over 250 guests gathered to attend a special screening of Clint Eastwood’s latest masterpiece, Gran Torino, in Melbourne’s South Yarra. The event served to thank Niche’s clients and contributors for their support over the decades.

Niche Media publishes a range of mastheads across print and online, with notable titles including Architectural Review, Australian Macworld, Desktop, Marketing, Inside, Facility Management, Helinews and the luxury travel series Welcome to. The stable also includes a consumer-oriented discount coupon booklet, MoneySaver, which launched an online offering earlier this year. Niche hosts the annual event and awards evenings IDEA and CREATE.

Paul Lidgerwood, managing director, has been with Niche for eight years, and is excited about the upcoming projects for 2009:

“We are doing incredibly well in a challenging environment, which is testament to an intelligent, experienced and hard working team.

“We have a diverse range of publications that over the past 20 or so years have developed an affinity with their markets. In tough economic times advertisers tend to gravitate to media that offers either very little wastage or great ROI and Niche is well positioned to take advantage of that.

“Mid-year we will witness the highly-anticipated launch of Crystal – a custom magazine for Crown and the introduction of at least one expo. We will also launch another two websites and become more active in the custom communication space. It will be an active year for us, that’s for sure!”

For more information: www.niche.com.au