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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

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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

Facebook’s ANZ head of marketing on five years of change and engaging in real and mobile ways

Marketing speaks with Alex Sloane, Facebook’s head of marketing, Australia and New Zealand, about Millennials and Generation Z and the three areas on...

BY Marketing

10 November 2017 2 min read

OPINION shares

Which mobile messaging interface should your business use?

In the second part of her ‘Building a Blueprint for Mobile Messaging’ series, Angie Bell outlines the uses and benefits of the four main mobile...

BY Marketing

8 November 2017 2 min read

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History says department stores will struggle in the future

Once proud, department stores are just a shell of their former selves. By Matthew Bailey, lecturer, retail history at Macquarie University. Explanations for...

BY Marketing

30 October 2017 3 min read

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New TV, new opportunities for marketers

Audiences are switching off and advertisers have good reason to be sceptical about TV, but new technologies and platforms, says Bryan Hall, offer valuable...

BY Marketing

25 October 2017 2 min read

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Friction versus seamlessness: brand choices, automation and memory

Brands focusing on frictionless CX risk undermining the reason for their success. Sérgio Brodsky on brands transcending product and path-to-purchase. This...

BY Sérgio Brodsky

19 October 2017 3 min read

FEATURE shares

How will Amazon navigate Australia’s taxation system?

With Amazon expected to open its doors in Australia this year, questions are being asked about how this US giant with a reputation for tax avoidance in the...

BY Marketing

11 October 2017 2 min read

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Why going back to basics is the best way to build customer trust

Customers have little trust in businesses and brands. Katja Forbes says we need to get back to basics and keep it personal or lose them altogether....

BY Marketing

28 September 2017 2 min read

FEATURE shares

A provocation: do you really know your audience?

Celia Pavelieff shares her reflections on the findings of the ‘National Arts Participation Survey,’ and asks whether we truly know our audiences...

BY Marketing

25 September 2017 1 min read

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Helping brands take the initiative in culture

Cultural debate has become a day-to-day reality for members of the Australian population and brands alike. Sérgio Brodsky suggests ways for brands to impact...

BY Sérgio Brodsky

12 September 2017 4 min read

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The future trends hidden in the ‘State of Marketing’ report

Mark Cameron analyses Salesforce’s ‘State of Marketing’ report, outlining trends in disruption, AI, belief alignment and...

BY Mark Cameron

11 September 2017 3 min read

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The new Chinese traveller – changing tourism trends

The days of taking in the sights from a tour bus are coming to an end. Ed Steiner discusses the merging travel behaviours and preferences of Chinese people,...

BY Marketing

1 September 2017 3 min read

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