Author: Chris Byrne
Optus’ Clever Buoy campaign scored big in New York City this week bringing home Grand Clios for M&C Saatchi Sydney and Fuel Communications. Chris Byrne reports from advertising’s night of nights. At the American Museum of Natural History in New York on Wednesday night, M&C Saatchi Sydney’s Optus ‘Clever Buoy’ campaign stood tall among an impressive array […]
The internet of things – the concept of a world where every object is online – is not just revolutionary from a product point of view, but from a customer service and a marketing perspective also. And it’s already here. By Chris Byrne. Half a century ago, co-founder of Intel, Gordon Moore, foresaw an […]
Like so many of marketing’s foundations, segmentation has been rocked by the data revolution, but it’s nothing without the art of good strategy, writes Chris Byrne. The concept of dividing a market into manageable, understandable and targetable chunks is one of the foundations of marketing and, like so many of marketing’s foundations, segmentation has […]
Augmented reality could be the answer to print advertising’s dwindling revenue and engagement rates, David Francis, head of interactive at Blue Star Group told attendees at Publish 2014 yesterday. Long trapped in the new-tech wilderness, AR advertising lets consumers overlay print and other offline media with interactive graphics, images or video using a mobile device. […]
Creative agencies must help clients innovate in the way they innovate, chairman of TBWA Worldwide Jean-Marie Dru told delegates at the AANA’s RESET conference in Sydney. Speaking to a crowd of senior marketers, Jean-Marie Dru, the disruption evangelist and author of five books on the topic, laid out a framework for agency-led innovation, urging brands […]
The threat of ‘showrooming’ to bricks-and-mortar retailers is overrated, according to a North American Westfield executive. Referencing research conducted by Vision Critical, Westfield’s retail design manager Cory Surovek questioned the threat posed by the trend of inspecting products in store before buying online, and pointed out that often the process happens in reverse. “You’d think […]
Relying too much on big data analytics can block brands from connecting with consumers, insights director for Netflix, Tim Donza, told last week’s ADMA Global Forum. Donza shared how his Hollywood-based team borrows from the film industry legend of the ‘golden gut’ to stay in touch with what consumers want. Even with sophisticated software […]
In a few years CMOs will succeed CEOs as the rightful leaders of organisations, Milosh Milisavljevic, partner at McKinsey & Company, predicted at last week’s ADMA Global Forum. Milisavljevic said CEO and CMO roles would merge as data creates more customer- and market-centric organisations, and increases the pervasiveness of marketing’s role. “Organisations need to […]
Brand is now as important to B2B marketers as B2C marketers, and should be focused on even more for the business market, global director of integrated marketing for Kimberly-Clark Professional Ethelbert Williams told the ADMA Global Forum. In Australia to speak at this week’s ADMA Global Forum, Williams revealed research showing almost half of […]
CEOs are looking to marketers to help business transformation to the digital age, chief insights officer at Forbes Bruce Rogers told the ADMA Global Forum, with more than half concerned their organisation lacks the skills required to adapt. Rogers shared research conducted among chief executive officers which found 93% of multinational companies are in some […]
Continuous validation, understanding the customer relationship, linking behavioural and attitudinal data, and leveraging operational data are the keys to successful database marketing. These are the core learnings gleaned from Wells Fargo’s database of 40 million customers by its senior vice president Gary Class, who addressed the ADMA Global Forum yesterday. “Even with lots of […]
Companies investing in strong digital properties are starting to pull clear of the pack, as the gap between good and average website conversion widens, according to research from Adobe. Analysis of the top 20% of Australian and New Zealand websites against overall web traffic shows an increase in the gap between leaders and the […]
