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Simple versus wonderful – finding balance in the two speeds of marketing

In a clinical dissection of marketing psychology and the six second ad, Adam Ferrier asks ‘why not go shorter?’ With micro-spots moving into...

BY Marketing

21 June 2018 3 min read

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Why do we buy? Expert speaks on the psychology of impulse purchasing

How big is the section of your wardrobe that never gets worn? Or the collection of kitchen gadgets you haven’t once used? Shoppers and drug addicts...

BY Josh Loh

12 June 2018 4 min read

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How the rabbit-holes in your data can create black-holes in your ROI

As much as marketers might not like to think, people are unpredictable. Rob Morrison discovers the difference between response-driving personalisation and...

BY Rob Morrison

12 June 2018 2 min read

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Eight awesome metrics that every content marketer should be using

Content marketing is subjective and can’t be measured by tangible metrics, right? Not true, says Nate Vickery. Content marketing is as much about...

BY Marketing

21 May 2018 4 min read

FEATURE shares

Marketing to the elites – what the wealthy want and how to give it to them

High net worth individuals are a highly attractive and lucrative audience for any brand. So what traits define these individuals and what can marketers do...

BY Marketing

2 May 2018 7 min read

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Failure is the new flawless – drop the mask and cash in

Bad experiences stick in our memories for longer, according to behavioural experts. Sérgio Brodsky wants to know why more brands aren’t leveraging...

BY Sérgio Brodsky

26 April 2018 4 min read

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The Aussie experience – What marketers can learn from the regional travel industry

With 80% of Australians taking regional holidays, Ed Steiner says marketers of all industries could gain valuable insights from understanding why Aussies...

BY Marketing

16 April 2018 2 min read

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What happens when companies remove expiry dates on gift cards?

Gift card expiry dates in Australia are going through changes. Saurav Dutta, Curtin University and Nigar Sultana, Curtin University, discuss the...

BY Marketing

4 April 2018 2 min read

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How China is rebooting retail

Far from being dead, physical retail plays an integral role in the ‘new retail’ strategies of leading Chinese brands. By Michael Wade, IMD...

BY Marketing

20 March 2018 3 min read

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Think about your customer’s brand, not your own

Forget developing your brand, advises Steve Sammartino, focus instead on building experiences that help your customers enhance their own. This article...

BY Steve Sammartino

16 March 2018 3 min read

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Citizen consumers and useful experiences

Businesses that address the real wants and needs of citizens will unlock new ways to build powerful relationships with communities, writes Sérgio Brodsky....

BY Sérgio Brodsky

13 March 2018 4 min read

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Understanding customer need is not enough. Time to start making promises and keeping them.

Understanding customer need is vital but not remarkable, says Pip Stocks. That knowledge must be used to innovate, compete and create value in new ways. At...

BY Marketing

7 March 2018 2 min read

OPINION shares

The exponential economy: are you ready?

Set some ludicrously ambitious goals for yourself this year, says John Halpin, because the exponential economy cannot be stopped. Every few years it seems...

BY Marketing

19 February 2018 2 min read

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The Ikea effect: how Ingvar Kamprad’s company changed the way we shop

Ingvar Kamprad, who started Ikea as a teenager, has died at the age of 91. He started with stationery and stockings, but went on to build one of the world’s...

BY Marketing

1 February 2018 2 min read

INTERVIEW shares

Looking back: the top 10 interview articles of 2017

Marketing’s had the chance to chat with some great thinkers, marketers, leaders and disruptors in 2017. Here’s a selection of our most read...

BY Marketing

21 December 2017 3 min read

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The post-phone marketing revolution

Digital assistants, voice recognition capabilities and wearable tech means we’re entering a post-phone world, says Michael Buckley. Here’s his...

BY Marketing

13 December 2017 3 min read

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‘How does that make you feel?’ Harnessing the power of emotion-based design

Bruce McGregor introduces us to emotion-based design, the next step from customer-based design strategy. Every successful organisation understands the need...

BY Marketing

7 December 2017 2 min read

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With attention measured in milliseconds, how do you get your message across?

Handing control over to the the consumer, and a focus on earning – not capturing – their attention are just two ways to combat declining attention spans. By...

BY Marketing

4 December 2017 1 min read

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A disruption reality check from someone with 30 years’ experience watching it happen (or not happen)

Talk of disruption is everywhere, but it’s not a new phenomenon. Rob Morrison says we shouldn’t be fearful, and offers six disruption insights...

BY Rob Morrison

17 November 2017 2 min read

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Why Google, Amazon, Facebook and Apple – not disruptor brands – are your biggest threat

Trying to prepare for disruptors is a fool’s errand, says Jarther Taylor. Concentrate on understanding your customer more intimately to avoid being...

BY Marketing

14 November 2017 2 min read

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