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The Millennial stereotype – more pointless than ever

Millennials have been portrayed as a latté-sipping, inner-city-dwelling caricatures for too long. According to Joel Vincent, the mischaracterisation is now...

BY Marketing

2 October 2019 2 min read

INTERVIEW shares

Climate protests and shifting behaviour – will they work?

On Friday afternoon workers and students left their posts to fight for something they felt more important. Do demonstrations such as the Global Climate...

BY Josh Loh

23 September 2019 3 min read

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Why attending a climate strike can change minds (most importantly your own)

In anticipation of the Global Climate Strike being held tomorrow (which Marketing urges you to attend), here’s academics Belinda Xie and Ben...

BY Marketing

19 September 2019 3 min read

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Extreme disruption in auto: CASE, new partnerships and government

CASE: Connected cars, autonomous vehicles, ridesharing and electric vehicles are poised to form the future of mobility. Francis Farrelly explores the macro...

BY Marketing

16 September 2019 8 min read

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From the bottom up – the new pester power for good

Researcher Rebekah Yock is seeing a new type of pester power which presents a huge opportunity for brands. Unlike the pester power we’ve known before,...

BY Marketing

2 September 2019 3 min read

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Extreme disruption in the automotive industry: a look at the road ahead

Despite our familiarity with the disruption concept, there’s little to compare with the extreme disruption hitting the automotive industry. RMIT...

BY Marketing

21 August 2019 5 min read

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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

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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

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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

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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

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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

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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

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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

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