The best marketing campaigns have very defined customers and tactics to reach those customers. Even campaigns aimed at the mass market are broken down into segments to create more focused marketing approaches. Niche marketing therefore ...
The upswing of optimism recorded among marketers in Asia Pacific last month was short lived. In November, pessimism has returned, according to Warc’s Global Marketing Index (GMI), with budgets slashed across the region. The GMI’s ...
Mi9 has partnered with marketing analytics firm Experian Marketing Services to enable advertisers to target Australians online using the same rich demographic and socio-economic profiles used in offline targeting. The deal will see Mi9 fuse ...
There has been a bit of fuss recently over David Jones launching its online site, so it’s a good opportunity to size up whether DJs or Myer is hitting the mark from a shopper behaviour ...
I was fortunate enough to last night attend the Account Planning Group’s event with Mark Earls in Melbourne, where the ‘recovering account planner’, speaker and author (HERD, I’ll Have What She’s Having) spoke on his ...
Brand Australia continues to decline on the world stage, slipping five places below its world-beating peak to sixth in 2012’s rankings of the world’s top country brands. FutureBrand’s ‘2012-13 Country Brand Index’ (CBI), shows brand ...
First, a confession: mine was not a marketing degree and I have never been responsible for a marketing campaign. Instead, in my time as a product manager I worked alongside marketers within a marketing function ...
Marketing budgets are on the rise in Asia Pacific, according to Warc’s latest Global Marketing Index (GMI). The reading for October shows budgets on an index of 51 for the region, indicating that they’re on ...
Speaking at The Growth Faculty’s Global Leadership Series in Sydney, Sir Martin Sorrell elaborated on the opportunities of ‘fast-growing’ markets as the corporate gaze shifts from West to East. In his first ever official presentation ...
Companies are grappling with an ‘experience-led business transformation’ as technology, real-time control and the blurring of online and offline experiences means brands are now defined by the collective experience of their touchpoints, both global and ...
Marcomms agency MercerBell has moved to differentiate itself from the market by establishing a standalone data planning and analytics consultancy called ngage. The new arm of the business is understood to be working with Toyota, ...
In-store digital experiences have been flagged as a crucial tool for traditional retailers by a new report, which warns many are executing poorly, a sin that can be worse than not executing at all. SapientNitro’s ...
