Marketing Magazine

OPINION shares

Will an unlimited budget model work for your brand?

Simon Gellibrand has five things your board needs to take into account when considering an unlimited marketing budget model. A growing number of Australia’s...

BY  Marketing

13 April 2017 1 min read

OPINION shares

The ROI black hole: are you training consumers to cherry-pick?

Marketers using ROI as a planning metric for decision making will not see as much as they’re hoping for, writes Rob Pardini. One of the most vexing...

BY  Marketing

7 April 2017 3 min read

OPINION shares

Boom or bust: the four main challenges of digital video and how providers must overcome them

There are four main challenges facing players in the disruptive environment of digital video. Scott Dinsdale shows how they offer the opportunity to rise...

BY  Marketing

9 February 2017 3 min read

SPONSORED shares

How to use SOSTAC to write a digital marketing plan

A sound digital marketing plan requires detailed understanding of a brand’s own situation and demographic, the best way to engage and delight them,...

BY  Partner

30 January 2017 3 min read

OPINION shares

Australian CEOs don’t think CMOs can drive disruptive growth – here’s how to change their mind

Most CEOs in Australia don’t consider CMOs among the best-placed C-suite leaders to drive disruptive business growth. It’s time for CMOs to make...

BY  Marketing

17 January 2017 5 min read

OPINION shares

Five technology trends impacting the Australian market in 2017

frog’s Kevin Rogers writes that healthcare, aquaculture and architecture will be major influences on the business landscape in 2017. The trends...

BY  Kevin Rogers

21 December 2016 3 min read

OPINION shares

The experience economy: the five stages of customer-focused change

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...

BY  Mark Cameron

12 December 2016 3 min read

OPINION shares

The experience economy: grabbing the ‘creative destruction’ opportunity

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...

BY  Mark Cameron

5 December 2016 2 min read

INTERVIEW shares

How Cure Brain Cancer Foundation became the 25th most innovative organisation in Australia

Marketing speaks with Julia Shaefer, head of marketing at Cure Brain Cancer, about the Foundation’s revolutionary approach to trialling – and building...

BY  Peter Roper

26 October 2016 12 min read

OPINION shares

The five pillars of a mature voice-of-the-customer program

Chris Breslin has five steps for fine-tuning your voice of the customer program to ensure it drives business value and keeps your key stakeholders on board....

BY  Marketing

25 October 2016 3 min read

OPINION shares

Speed, agility and openness: the new rules of product innovation

There’s no longer an excuse for marketers who uncover a high potential opportunity only to see a competitor exploit it first, writes Nikki Davey. The...

BY  Marketing

21 October 2016 3 min read

INTERVIEW shares

The story behind the NAB and Telstra backed online marketplace where small businesses can swap services

Proquo, a new digital marketplace backed by NAB and Telstra, aims to be a hub for small businesses to trade services and form relationships. Co-founders and...

BY  Peter Roper

28 September 2016 13 min read

OPINION shares

The challenge of remaining competitive amid ongoing globalisation

In an increasingly globalised market it is difficult to remain competitive, but there is an edge to be gained, writes Armine Winsley. All businesses large...

BY  Marketing

24 August 2016 3 min read

OPINION shares

What Microsoft’s LinkedIn acquisition means for both brands

Alan Smith asks whether Microsoft’s LinkedIn acquisition will be a case of A New Hope, or The Empire Strikes Back. Microsoft’s $26.2 billion cash...

BY  Marketing

28 June 2016 4 min read

OPINION shares

The four key challenges of digital transformation and how to tackle them

Mark Cameron outlines four key challenges that need to be addressed to drive successful digital transformation. New problems are rarely fixed by applying...

BY  Mark Cameron

14 June 2016 4 min read

OPINION shares

The evolving transformation discussion

Mark Henley discusses the hot topic of transformation, and how to end up like Uber, not Kodak. Does anyone remember web 2.0? It wasn’t all that long ago,...

BY  Marketing

10 June 2016 3 min read

OPINION shares

How to avoid your customer experience becoming commoditised

Paul Taylor runs through three ways to avoid your customer experience being lost in a sea of sameness. Customer experience is the big marketing race of our...

BY  Marketing

8 June 2016 4 min read

OPINION shares

Election 2016: the $100 million battle has started positively (mostly)

Political marketing expert David Waller looks at the election advertising campaigns of the major political parties as the campaigns for the 2016 Federal...

BY  Marketing

24 May 2016 3 min read

OPINION shares

B2B marketing and innovation – seven ways to turn a great idea into reality

Peter Zafiris runs though seven ways to turn great ideas into reality in the B2B marketing innovation space. We often limit the number of creative...

BY  Peter Zafiris

23 May 2016 4 min read

INTERVIEW shares

Carlos Hidalgo: B2B change management and the danger of ‘shiny new toys’ in marketing tech

Marketing speaks with Carlos Hidalgo, CEO and principal of Annuitas, about demand generation and change management in the B2B marketing and sales space, and...

BY  Peter Roper

12 May 2016 5 min read

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