Marketing Magazine

OPINION shares

The problem with marketing that targets generations

To be successful at niche marketing, businesses need to think beyond age and generation, and think more deeply about identity and connection, writes Jeremy...

BY  Marketing

27 September 2016 2 min read

OPINION shares

Realise the benefits of embracing true diversity

It’s time to think of diversity as an enabler and a powerful tool, and not merely an obligation, writes Jo Gaines. Today’s Australia is a lot more...

BY  Marketing

26 September 2016 3 min read

OPINION shares

Can we take gender out of the segmentation equation?

Gender definitions are being redefined beyond traditional and physical boundaries. Sarah Elsmore and Matt Lam ponder the risks of gender-segment based...

BY  Marketing

20 September 2016 3 min read

OPINION shares

The importance of authentic empathy when connecting with consumers

Gaia Grant and Andrew Grant write that the best ideas and solutions come from better emotional connections, in this excerpt adapted from their book The...

BY  Marketing

22 August 2016 5 min read

OPINION shares

The new reality: women have the economic power

Workplaces, brands and media that ignore the needs, financial prowess and buying power of women do so at their own peril, writes Bec Brideson. Much business...

BY  Marketing

19 August 2016 4 min read

OPINION shares

Three seconds is the new 30 seconds

Paul MacGregor discusses why brands would be better off using their three seconds of  audience attention to engage them in the brand’s longer form...

BY  Marketing

10 August 2016 2 min read

OPINION shares

Mission types: understanding shoppers beyond stereotypes

Lee Naylor reminds us that understanding our customer goes far beyond stereotypes based on data and market research, but must understand and satisfy the...

BY  Lee Naylor

9 August 2016 3 min read

OPINION shares

How storytelling can relieve the goldfish factor

Rob Shwetz says effective storytelling is the key to engaging audiences. The humble goldfish, famous for its short memory, now has a proven attention span...

BY  Marketing

8 August 2016 2 min read

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

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