Marketing Magazine

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After attention comes memory: the best campaigns last until the point of purchase

If grabbing consumers’ attention is the first step in the quest for brand growth, memory encoding is the second. Of all the channels, research shows...

BY  Marketing

17 June 2019 3 min read

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Want to engage Millennials and Gen Z? Press play on melding cultures, politics and emotion

The streaming generation – Millennials and Gen Z – wants your brand to promote progressive values and understand its struggles, a new Spotify report...

BY  Marketing

14 June 2019 1 min read

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Why all growth plans should start with attention

Attention is the very currency marketers deal in, and in the digital age it’s only becoming more fickle and scarce. Today’s research shows it’s all in the...

BY  Marketing

5 June 2019 2 min read

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The Ikea effect: how we value the fruits of our labour over instant gratification

The Ikea effect says ‘that labour alone can be sufficient to induce greater liking for the fruits of one’s labour’. Louise Grimmer of the University of...

BY  Marketing

29 April 2019 5 min read

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Digital Darwinism pits marketers in battle for CX survival

Today, brands must understand their evolving customers in real time not only to deliver adequate CX now, but also to anticipate future demands. This article...

BY  Marketing

1 April 2019 4 min read

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Brain trust: how are you developing a deeper understanding of customers this year?

Brand leaders at Johnson & Johnson, Heineken and GoDaddy share how they’re enriching their understanding of customers even further in 2019. This...

BY  Marketing

25 March 2019 5 min read

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The social hangover: consumers get it, but you can’t afford to

Far from being a time for marketers to switch off, Winter offers ample engagement opportunities for marketers who can build inspirational experiences that...

BY  Marketing

18 March 2019 1 min read

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Unconventional Wisdom Four: why your approach to innovation is probably all wrong

Have we been looking at innovation all wrong? Dane Smith certainly thinks so. Here are a few simple rules to taking an unorthodox approach to driving change...

BY  Marketing

6 March 2019 4 min read

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It’s all in how you say it – how the decoy effect directs preference and choice

We’ve heard of overchoice and choice paralysis – but can selection be instead used to direct preferences? Marketing and consumer choice professor Gary...

BY  Marketing

28 February 2019 4 min read

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Ni hao ma? Teaching your brand to speak Chinese is more vital than you think

Have you taught your brand to speak Chinese? Maybe you should, argues Jack Watts, with the local and tourist Chinese markets already so substantial and...

BY  Marketing

22 February 2019 3 min read

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Neurotrash! Sifting through the science and nonsense of neuromarketing

Harvard neuroscientist Jared Cooney Horvath has a thing or two to say about neuromarketing. Is it useful? Is it pseudoscience? Is it all made up for a quick...

BY  Ben Ice

20 February 2019 7 min read

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Building better surveys – a comprehensive guide to getting the truth

Data is valuable. It’s intel, it’s knowledge, it’s power. But the willingness of the public to tell the truth in surveys is increasingly...

BY  Marketing

18 February 2019 4 min read

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Talking ’bout the generations, again – how to really reach Gen Z and those to come soon after

The chatter has been all but deafening on how marketers should be approaching the arriving generations. In fact, Mark Randall is stunned to hear that some...

BY  Marketing

13 February 2019 3 min read

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Focus groups, insights and the truth: piecing it all together

Focus groups are the best way to get to know consumers – their fears, concerns, needs and motivations – firsthand. Ellen Baron shares how truth and genuine...

BY  Marketing

11 February 2019 5 min read

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Stand out but fit in – finding the balance your customers want in products and design

Customers want products that make them feel autonomous yet connected. Dr Janneke Blijlevens explores how brands can find the balance. It’s all about...

BY  Marketing

6 February 2019 4 min read

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These are the top three barriers to exceptional CX – new report

A new report uncovers and explores how technology, loyalty and ‘shiny new thing syndrome’ are making and breaking CX for Australian marketers...

BY  Marketing

1 February 2019 1 min read

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Gen Z – marketing to an evolving generation

They’re going to comprise 32% of the global population next year and 40% of all consumers within the next two years, so why aren’t brands paying more...

BY  Marketing

7 December 2018 3 min read

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Spotify outlines three considerations for unlocking the streaming opportunity

Marketers can optimise audio campaigns with a focus on personalisation, stimulation and creativity, says a new white paper from Spotify. This article was...

BY  Marketing

9 November 2018 4 min read

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Happy accidents – using VR to deliver breakthrough consumer insights

A New Zealand researcher has come up with a novel way to address the requirements of his PhD thesis while at the same time finding a new frontier of...

BY  Marketing

7 November 2018 6 min read

INTERVIEW shares

A stab in the dark – how sleep influences memory and why marketers should care

Marketing speaks with University of Melbourne neuroscientist Artemio Soto-Breceda about the strong links between dreams, sleep and our understanding of...

BY  Ben Ice

5 November 2018 6 min read

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