Author: Mark Cameron
Mark Cameron analyses Salesforce’s ‘State of Marketing’ report, outlining trends in disruption, AI, belief alignment and customer-centricity. How are brands going to develop a competitive advantage in a hyperconnected world where two or three technology ecosystems have most of the attention? I have been thinking about this question a lot recently – because that’s part […]
Mark Cameron’s analysis of the ‘Future of Advertising’ suggests marketers should be paying more attention to getting the ‘now’ right. The world of digital marketing and advertising has gone through unprecedented change over the last decade, and the pace of that change shows no sign of slowing down. Personalised, data driven communications have now become […]
Mark Cameron outlines what is required to lead the process of creating an exceptional customer experience in the third and final part of his series. In part one, Cameron outlines the importance of understanding customer wants and needs in the experience economy. In part two, he discusses how to make the most of the ‘creative […]
Businesses are always evolving, and if a business is not moving forward, then it must be moving backwards, writes Mark Cameron in part two of his series. In part one, Cameron outlines the importance of understanding customer wants and needs in the experience economy. In part three, he discusses the five stages of customer-focused change. […]
Customer experiences are their own distinct type of economic offering, says Mark Cameron. In part one of this series, he outlines the importance of understanding customer wants and needs. Check out part two of the series here » Check out part three of the series here » Over the last decade Australia really enhanced its reputation as […]
Many new data-driven, targeted marketing techniques are now possible, but recent evidence suggests that some may actually do more harm than good. Mark Cameron discusses behavioural targeting, and the damage it can cause to brand trust if used recklessly. Developing a simple and effective digital communications strategy isn’t easy. Getting it right requires the leadership of a business having […]
Mark Cameron outlines four key challenges that need to be addressed to drive successful digital transformation. New problems are rarely fixed by applying old thinking. In the last decade a ‘perfect storm’ of change has evolved that requires new thinking – thinking that takes advantage of the digital environment and transforms business as we know it. […]
This week the internet has exploded following the news that Google has reorganised itself under a new parent company called Alphabet. Google will now become a subsidiary of Alphabet and will have a new CEO. So why did Google founder Larry Page decide to set up the new parent company? There are some obvious benefits, […]
Mark Cameron dissects the value of advertising when it comes to creating great customer experiences. Life is not easy for marketers these days. The media landscape continues to be reinvented and fragmented and this is affecting the ability of marketers to capture the attention of their target audiences. The power of the mass media […]
The future of personal data will see people demand that their data to stop being just ‘numbers’ and start becoming ‘meaning’, an expectation that will extend to all aspects of people’s lives, writes Mark Cameron and co-author of this piece, Claudia Batten. Today’s business leaders are under enormous pressure. Beyond dealing with the day-to-day pressures […]
Data-driven marketing can often just mean very smart spam, a surefire way of undermining value in a brand, writes Mark Cameron. Don’t be that guy. The marketing industry has completely reinvented itself over the last few years. In fact, it is difficult to think of a discipline that has had to deal with so […]
Australian retailers are starting to fight back, writes Mark Cameron, who this year led AIMIA’s annual research into how Australia’s retail professionals see the changing landscape. It’s safe to say that the pace at which Australian consumers have adopted shopping online has taken some retailers by surprise. While many may have seen the writing on […]
With ecommerce now a central part of the growth plans for many businesses, Mark Cameron writes that 2014 will be seen as the year that Australian retailers stopped fighting digital disruption and started using technology to make their mark on the world. The way we shop has changed forever. Ecommerce sales continue to climb. […]
Many businesses would give their proverbial right arm to have the intensity of fan engagement and rich sources of content of sporting organisations. So why is it that many are struggling financially? It’s all about the fan experience, writes Mark Cameron. Sporting organisations, ranging from clubs to high profile teams and venues, are currently undergoing […]
