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Marketing Magazine
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OPINION The unbearable lightness of being inessential
Christina Aventi considers the concept of essentialism during COVID-19 and what that term actually means for brands who sit on either side of the...
BY Marketing
OPINION The vital role of CX during a pandemic
Customer experience (CX) has become integral to the survival of businesses across the globe during COVID-19. Sreelesh Pillai shares his tips for how to...
BY Marketing
OPINION Did COVID-19 kill retail business or reinvent it?
Retailers will be faced with a changed consumer post COVID-19. Stella Gianotto writes about how businesses and marketers can use data and technology to...
BY Marketing
OPINION Academic perspective: implications of COVID-19 on marketing and leadership
In April, Deakin’s department of marketing conducted a Zoom conference with a group of senior marketers and academics to understand the implications...
BY Marketing
OPINION From the ‘COVID tango’ to ‘hyper-local’: lasting behaviours in a post-COVID world
Human behaviour is rapidly adapting in order to survive in global pandemic. Stewart Gurney examines which new behaviours will last in a post-COVID world and...
BY Marketing
OPINION Five practical ways your small business can fight The Amazon Effect
Faye Ferris offers strategies that small businesses can use to actively fight 'The Amazon Effect'.
BY Marketing
OPINION The shifting mindsets and behaviours of Australians in isolation
During this unique time, the mindsets and behaviours of Australian people are changing and, inevitably, so is how they spend. Fran Deighton shares emerging...
BY Marketing
CASE STUDY Case study: how to effectively use experiential marketing to create awareness
This case study demonstrates how travel brand Luxury Escapes partnered with Graffiti to create a unique marketing experience that successfully generated...
OPINION Digital marketers: don’t forget the Boomers
Colin Barnard encourages digital marketers to let go of any ageist stereotypes and learn how to better connect with older consumers.
BY Marketing
OPINION How brands can stretch to find ecommerce opportunities in moments of crisis
As COVID-19 continues to impact on retailers, Moensie Rossier explains how brands can find new avenues to service their customers.
BY Marketing
OPINION A tale of two brands
Andrew Kolb and Alison Tilling use a Brand Asset Valuator to analyse the successes and downfalls of two iconic Australian brands in a volatile business...
BY Marketing
NEWS Martin Lindstrom, pioneer in brand and culture transformation
Martin Lindstrom is one of the world’s premier brand experts, advising Fortune 100 companies on how to drive change through consumer insights,...
BY Marketing
OPINION Creativity will save the planet
In the midst of the climate crisis, Daye Moffitt believes that creativity and multilayered thinking from corporations could be the solution. Having only...
BY Marketing
OPINION Player profiles are the key to dominating Facebook ads in 2020
Using mobile games as an example, Brian Bowman explores consumer motivation, the idea of ‘horizontal segmentation’ and how a better...
BY Marketing
SPONSORED Want to make your brand more human? It’s not about laughter and emotion
A new study uncovers the attributes that make brands more ‘human’ in the eyes of the consumer. This article is sponsored by Braze to let readers know about...
BY Marketing
SPONSORED The shortcomings of your lead generation and content strategy
Marketing and sales departments aren’t working collaboratively enough on building personas and nurturing leads. Here’s what needs to happen. This article...
BY Marketing
OPINION It’s time to rethink your marketing to tech-savvy Boomers
Baby Boomers are a vast, growing and lucrative demographic but marketers and brands should be careful to make sure they’re sending the right message,...
BY Marketing
OPINION A fix for broken customer research – psychology, square pegs and bias
‘Want to know what customers think? Just ask them!’ is less effective than marketers have been led to believe. According to organisational...
BY Marketing
OPINION Must end soon (but not too soon)! The catch in time-limited sales tactics
Written just prior to the Christmas retail rush, Daniel Zizzo explains what his recent research on time-limited sales tells us about a stressed...
BY Marketing
