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Marketing Magazine
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INTERVIEW Online tailor InStitchu on satisfying market demand for bricks-and-mortar
In late September, Australian menswear tailor InStitchu announced the opening of a new retail store in Melbourne, the second physical store for the business...
BY Ben Ice
OPINION How our customers’ values define them and their choices
Graham Plant investigates to what extent the values that define people actually influence their shopping behaviour. Values – as marketers they sit at the...
BY Graham Plant
OPINION How cognitive neuroscience can affect consumer decision-making
Nir Wegrzyn shares three tips to successfully apply cognitive neuroscience to branding. Cognitive neuroscience is the study of how we, as human beings,...
BY Marketing
INTERVIEW To erm is human: contradictions in consumer value types
Marketing editor Peter Roper gets philosophical on consumer behaviour with GfK Australia’s Andrew Therkelsen about values-based analysis of consumer...
BY Peter Roper
SPONSORED How poor digital experiences are damaging your bottom line
This is a sponsored post written on behalf of SAP to promote its Australian Digital Experience Report, which is available to download here. Some of...
BY Marketing
OPINION Why you should brief 58-to-69-year-olds in your next campaign
Rebecca Wilson argues for more attention from marketers for the older generation. In the TV-centric world of media, the brief for the 25-to-54-year-old is...
OPINION Capturing the Baby Boomer market in the digital revolution
Njonjo Githuka explores the Baby Boomers’ spending power and how it relates to the importance of inclusive, accessible web design. For Generation Y and the...
BY Marketing
OPINION The evolution of value
Value is an elusive notion, writes Karl Treacher, and probably the business world’s most misrepresented concept. In 1991 I borrowed $2000 from my parents...
OPINION The user journey map: understanding your customers’ needs, behaviours and motivators
Cade Witnish takes us through the user journey map, asking what are the opportunities or pain points to address in understanding needs, behaviours and...
BY Cade Witnish
OPINION Genderblend: the new visual language of gender marketing
Jacqueline Bourke describes one of the latest trends in gender marketing that Getty Images is titling ‘Genderblend’. Expectations about gender roles are...
BY Marketing
OPINION The value revolution: riding the four waves of understanding value
Examining the four waves through which our understanding of value has gone makes marketers better surfers, writes Bernardo Figueiredo. We are undergoing a...
BY Marketing
OPINION Using affordable online tools to help formulate buyer personas
Kylie Jane Wakefield writes that creating buyer personas these days needs to be a combination of behavioural data and good old fashioned asking. As a...
BY Marketing
INTERVIEW The key lessons for retail brands from IBM’s latest consumer study
We chat with Ian Wong about what retailers need to know about the results of IBM’s survey of 30,000 consumers. The ‘2015 IBM Smarter Consumer...
BY Marketing
OPINION 12 things you didn’t know about the older generations online
Rebecca Wilson, founder and CEO of Starts at 60, a publisher targeting over-60s, reveals some key facts about the older generations, and importantly, their...
OPINION Social media: freedom at last for communication professionals?
Planning to integrate social media into your marketing strategy can be a daunting experience. Craig Pearce talks about the good and the ugly that social...
BY Craig Pearce
OPINION ‘Prosumers’, not consumers are the future
Consumers are no longer passive, but rather active ‘prosumers’, professional consumers who not only interact with, but can also advocate for or...
BY Marketing
INTERVIEW Banking sector challenges: fintech disruption and falling customer experience ratings
Customer experience among banking customers is on the decline, according to the latest World Retail Banking Report from global consulting firm Capgemini....
OPINION In B2B, ROI means ‘Risk of Ignoring’ Google
Jaci Burns shares new findings into B2B purchase decisions, from the Business Marketing Association’s annual conference in Chicago. In 2014, Google...
OPINION The most accurate analysis of political marketing comes from running the gauntlet
Nic Atkinson writes of his experience on state election day, adding his writing talent to his regular weekly cartoon spot. I’m a creative writer. I’ve spent...
BY Nic Atkinson
