Marketing Magazine

OPINION shares

Ooshies – a cautionary toy story about cashing in on childhood innocence

With Woolworths’ Ooshies campaign in full swing, capitalising on the success of prior collectable-focused campaigns, academics Louise and Martin...

BY  Marketing

14 August 2019 3 min read

OPINION shares

Feels before facts: time for B2B marketers to shift focus

Dan Young says B2B marketers must shift from fact-based comms to audience-led comms. Here’s why. It’s time to stop talking about B2B marketing and...

BY  Marketing

7 August 2019 3 min read

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Shopping centre traffic is ramping up over the holiday season – are you?

No longer can retailers expect consumers to be bottlenecked into physical stores; 2019 has ushered in yet another mass conversion of digital natives who...

BY  Marketing

22 July 2019 3 min read

OPINION shares

People want messages that matter to them, not messages directed at them

The race to achieve personalisation seems to have replaced the search for relevancy as the perceived holy grail for effective marketing, says Joel Vincent....

BY  Marketing

8 July 2019 3 min read

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Front and centre – spring time opens consumers’ eyes to your brand

Spring: time to fold up the blankets, open up the windows, do some spring cleaning and enjoy the sunshine. Not to mention, get some shopping done. This...

BY  Marketing

21 June 2019 2 min read

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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

OPINION shares

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

OPINION shares

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

OPINION shares

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

OPINION shares

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

OPINION shares

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

FEATURE shares

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

OPINION shares

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

OPINION shares

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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