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Marketing Magazine
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OPINION 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
OPINION 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
OPINION 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
INTERVIEW 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
OPINION 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
OPINION ‘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
OPINION 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
OPINION 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
OPINION 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
SPONSORED 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
OPINION 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
OPINION 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
OPINION 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
OPINION 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...
FEATURE 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
OPINION 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
FEATURE 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
OPINION 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...
OPINION 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
