Marketing Magazine

OPINION shares

Your contact centre’s impact on customer experience

The challenges for the contact centre can be opportunities for the marketing team as customer experience becomes the competitive differentiator, writes Adam...

BY  Marketing

28 October 2015 4 min read

OPINION shares

Australian direct mailers spend $17 million on advertising to the deceased

Glenn Harrison discusses the issues around ‘dead letter’ campaigns. Is your marketing team generating some of the unwanted 9.5 million pieces of direct mail...

BY  Marketing

27 October 2015 1 min read

OPINION shares

PR disasters and powder-puff apologies

St Kilda Football Club’s generic response to its latest scandal is just another in a long line of unconvincing apologies from organisations involved in PR...

BY  Marketing

23 October 2015 2 min read

OPINION shares

The flaws of NPS: helpful or a failed system?

NPS has been singled out for harsh criticism by many, writes Ebenezer Banful. Is it justified or just misunderstood? Why the vicious attack on NPS and not...

BY  Marketing

21 October 2015 2 min read

INTERVIEW shares

Tourism Australia CMO on showcasing the coast, tackling conversion and achieving digital greatness

Tourism Australia recently announced it is working on a major campaign to be launched next year showcasing the aquatic and coastal regions of Australia....

BY  Michelle Herbison

20 October 2015 7 min read

OPINION shares

Just do it, digitally: Branding in the digital age

In the race to tick ‘website’ on the list of required channels, many brands are still forgetting that the principles of branding still apply to delivering a...

BY  Marketing

19 October 2015 5 min read

OPINION shares

Rugby World Cup 2015: How brands are faring to date

Liam Walsh reveals which brands are making impressions on Rugby World Cup fans, and which are missing out on taking full advantage of the opportunity.  With...

BY  Marketing

14 October 2015 3 min read

OPINION shares

An open letter to CMOS: why you shouldn’t trust net promoter scores

Marketers should be suspicious of anyone claiming to solve a complex problem with a simple solution, write Dr Dave Stewart and Prof Steve Worthington, and...

BY  Marketing

7 October 2015 4 min read

INFOGRAPHIC shares

The world’s most valuable brands – infographic

This infographic by Alex Tyers uses research results from Milward Brown to look at the world’s most valuable brands. It appeared in the...

BY  Marketing

6 October 2015 2 min read

INTERVIEW shares

Coca-Cola historian Ted Ryan on the contour bottle, global strategy and health concerns

This year marks the 100th anniversary of the iconic Coca-Cola contour bottle. Michelle Herbison took the opportunity to go back in time through some of the...

BY  Michelle Herbison

6 October 2015 9 min read

OPINION shares

Why existing brands should not try to compete with disruptive startups

Brand sexiness is no longer a secret, writes Rob Morrison, you just need to earn yourself a newbie swagger. Before you evolve your established brand into a...

BY  Rob Morrison

6 October 2015 2 min read

OPINION shares

Vanguardians: Brands with a purpose to make the world a better place

Jacqueline Bourke looks at the ‘vanguardians’ trend of brands with a purpose to foster positive, global change. Last year Twitter’s Biz Stone stated “in the...

BY  Marketing

1 October 2015 2 min read

INTERVIEW shares

Nestle explains why it’s crowdsourcing ideas for KitKat, Allen’s lollies and Lifesavers

Nestle is the latest big brand using a crowdsourcing platform to collect fresh ideas around new product development, packaging and communication strategies....

BY  Michelle Herbison

22 September 2015 5 min read

CASE STUDY shares

Barcelona’s positioning journey

This is the story of Barcelona City Council’s journey of repositioning its city’s brand to reflect the vibrant character of the city and its people....

BY  Marketing

13 September 2015 4 min read

OPINION shares

Switch aisles: disruption in a cluttered shopper environment

Will Feutrill takes us down three aisles to revamp our shopper marketing strategies beyond a continual promotional or discounting cycle. In the marketing...

BY  Marketing

11 September 2015 3 min read

OPINION shares

Pop-up culture – how brands are staying nimble and finding new audiences with temporary architecture

Pop-up stores, the home to artisans and makers, have fast become a solution for both brands and buildings, writes Marcus Piper in this cross-posting from...

BY  Marketing

10 September 2015 5 min read

NEWS shares

Qantas announces Hugh Jackman as new brand ambassador

Qantas has announced award-winning Australian actor Hugh Jackman as its newest official global brand ambassador. Jackman is the latest in a long line-up of...

BY  Michelle Herbison

8 September 2015 2 min read

INTERVIEW shares

Baskin-Robbins’ business turnaround: transforming the brand for franchisees and customers

The local branch of global ice-cream store brand Baskin-Robbins has had a tough couple of years since its Australian franchisor Allied Brands went into...

BY  Michelle Herbison

7 September 2015 10 min read

OPINION shares

Don’t let the loyalty naysayers get you down

Loyalty and monogamy are not one and the same thing, writes Alex Horner. The death of loyalty schemes. A topic wheeled out every few years, typically at...

BY  Marketing

7 September 2015 2 min read

INTERVIEW shares

The Audi snow drive experience: playing catch-up in the luxury car race

It’s the luxury car brand creeping on its competitors, eyeing to knock BMW off its position as number two in Australia by building local capacity and...

BY  Michelle Herbison

4 September 2015 6 min read

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