Marketing Magazine

OPINION shares

Personalisation and the fine line between value and breach of privacy

Antoinette Ienco discusses how retailers can maintain customer trust while utilising the personalised retail experience. When it comes to personalisation,...

BY  Marketing

11 January 2016 2 min read

OPINION shares

A guide to making meaningful connections with millennials

Millennials cannot be approached as one homogenous group, writes Dion Appel, yet there are fundamental and significant differences between the millennials...

BY  Marketing

16 December 2015 7 min read

OPINION shares

Five ways to tap into women’s online sharing habits – and how they differ from men’s

Dr Peter Steidl examines how the biological factors that make women different from men impact the way they interact online. Here’s his advice on how to...

BY  Marketing

15 December 2015 3 min read

OPINION shares

Mobile shopping and the silly season of opportunity

The Christmas season poses immense opportunity for retailers who effectively engage with consumers via the mobile and social space. Jay Revels discusses the...

BY  Marketing

4 December 2015 1 min read

FEATURE shares

Six lessons from the front line of marketing research

Market research is a vital tool in the marketing kit box and in constant flux. Rob Grant examines the drivers of innovation in research and six implications...

BY  Rob Grant

2 December 2015 11 min read

OPINION shares

Understanding Australian customers

Australians are a unique bunch, writes Tony Ward, from our approach to brand loyalty to how we interact on social media. One size doesn’t fit all when it...

BY  Marketing

25 November 2015 2 min read

OPINION shares

Smartphone separation anxiety: how real is nomophobia?

Smartphone attachment has become an ever-present facet of life in Australian life. Sérgio Brodsky explores the ritualistic and compulsive behaviours that...

BY  Sérgio Brodsky

5 November 2015 5 min read

OPINION shares

Beyond demography in a fragmented digital world

Demographics were the best we had, writes Steve Sammartino. It’s time to move on. If you entered the marketing game any time before the past 10 years then...

BY  Steve Sammartino

5 November 2015 4 min read

INTERVIEW shares

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

15 October 2015 5 min read

OPINION shares

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

1 October 2015 2 min read

OPINION shares

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

28 September 2015 4 min read

INTERVIEW shares

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

28 September 2015 6 min read

SPONSORED shares

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

17 September 2015 1 min read

OPINION shares

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...

BY  Rebecca Wilson

17 September 2015 2 min read

OPINION shares

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

13 September 2015 7 min read

OPINION shares

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...

BY  Karl Treacher

27 August 2015 2 min read

OPINION shares

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

27 August 2015 2 min read

OPINION shares

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

27 August 2015 1 min read

OPINION shares

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

21 August 2015 5 min read

OPINION shares

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

17 July 2015 3 min read

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