Marketing Magazine

OPINION shares

What would a four-year-old do? The four great consumer motivators

Rob Morrison says we should consider the four great motivators: fear, guilt, greed and ego when focussing on innovation. It wasn’t exactly front-page news...

BY  Rob Morrison

5 August 2016 2 min read

OPINION shares

Why attention is the world’s most valuable resource

After attending the 2016 Cannes Lions, Paul MacGregor discusses the attention economy, and ponders how brands can attract, convert and measure attention....

BY  Marketing

29 July 2016 2 min read

FEATURE shares

Open arms win open minds

Diversity in marketing communications has come a long way in some respects, and yet… not. Susi Banks attended Ad:tech Australia recently to seek the...

BY  Susi Banks

26 July 2016 5 min read

SPONSORED shares

The five most important attributes of digital experience

Veronika Birnkammer outlines the five most important attributes of digital experience, and how they can unlock valuable customer data. Sponsored: This...

BY  Partner

25 July 2016 2 min read

OPINION shares

Keeping the pace

The results of the ‘B2B Marketing Outlook 2016’ are in, giving a comprehensive assessment of the shape of Australia’s business- to-business (B2B) marketers,...

BY  Ben Ice

18 July 2016 5 min read

OPINION shares

Ritson on brand: I’m not lovin’ it

Mark Ritson’s had enough of brands trying to be loveable. This article first appeared in The Love Issue, our June/July 2016 edition...

BY  Mark Ritson

8 July 2016 3 min read

SPONSORED shares

89% of mobile sharing happens via ‘dark’ social: report

Sponsored content: This article was commissioned by RadiumOne to let readers know they can download a free copy of the report ‘The Dark Side of Mobile...

BY  Partner

30 June 2016 2 min read

OPINION shares

Three best-practice tips for using surveys in a market-sizing study

Eli Schwartz explains the importance of differentiating between addressable market and true target market size, and how to use surveys to determine true...

BY  Marketing

23 June 2016 2 min read

OPINION shares

It’s time to rewrite the marketing rules on age and generation

Laura Demasi outlines why marketers need to rewrite the rulebook for how they understand consumers based on age and generation. The ‘script’ of how we live...

BY  Marketing

20 June 2016 3 min read

OPINION shares

Averages are for assholes: five ways to learn what your customers are really thinking

Peter Zafiris outlines five ways to leverage customer feedback to improve your brand. Have you ever wondered why a product or service has proven to be...

BY  Peter Zafiris

17 June 2016 5 min read

OPINION shares

What happens when we treat customers as friends – or foes

Patrick D’souza discusses the animal kingdom, and how whether we think of people – including customers – as friend or foe, affects our interactions...

BY  Patrick D'souza

17 June 2016 3 min read

OPINION shares

Neuromarketing: saviour or destroyer?

Craig Hunter asks whether neuromarketing is the tip of a dangerous iceberg or dawn of a new era in communications. The saviour Bill Bernbach once said that...

BY  Marketing

6 June 2016 4 min read

FEATURE shares

Redesigning research to tackle one of Australia’s most pressing social problems

A multidisciplinary collaboration between the University of Sydney, the Aboriginal Drug and Alcohol Council and digital agency Nest is building an iPad app...

BY  Peter Roper

27 May 2016 8 min read

SPONSORED shares

Survey says… what Australia knows and thinks about collaborative consumption

Marketing and its survey partner SSI polled 1000 Australians to ask about their awareness of and attitudes to participating in collaborative consumption,...

BY  Marketing

13 May 2016 2 min read

OPINION shares

Why Gen Y is a crock

Welcome to Throwback Thursday, in which we dig into the Marketing archives to find the most intriguing pieces of content. The purpose here is not to poke...

BY  Marketing

21 April 2016 11 min read

OPINION shares

How to use survey data to nurture innovations to maturity

Success of a new product or solution is not guaranteed by its function alone, Eli Schwartz tells us the importance of data in execution and adoption. Read...

BY  Marketing

19 April 2016 5 min read

SPONSORED shares

Survey says… most people say they choose ‘leading’ brands

To compliment our feature on first-mover advantage, Marketing and its survey partner SSI polled 1000 Australians in December 2015 to ask about their views...

BY  Marketing

4 April 2016 4 min read

OPINION shares

Timeshare or tupperware parties: what disruptive sales model will replace subscription services?

Online capabilities have seen subscription services become a popular and feasible consumption model. For Tym Yee, we’ve reached our limit of how many...

BY  Marketing

23 March 2016 3 min read

OPINION shares

The fear economy – how will you adapt to survive?

The future looks bleak for Dr. Peter Steidl and Carl MacInnes, who believe that as we face security threats and economic uncertainty, we will enter into a...

BY  Marketing

23 March 2016 3 min read

INTERVIEW shares

Don Peppers interview: Why the customer is the biggest disruptor of all

Don Peppers, author and founding partner of the customer-centric consultancy Peppers and Rogers, spoke at the SAP Hybris Commerce Masterclass in Melbourne...

BY  Ben Ice

23 March 2016 8 min read

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