Marketing Magazine

OPINION shares

The pros and cons of confronting content

Rebecca Darley says we can overcome the authenticity issues that exist in today’s not-for-profit sector through positive communications and...

BY  Marketing

12 October 2016 4 min read

OPINION shares

Marketing to millennials: you’re doing it wrong

It’s time for marketers to realise that the maturing millennial generation needs to be understood beyond pigeon-holing into categories and...

BY  Marketing

6 October 2016 2 min read

OPINION shares

The top four reasons customers leave online stores before buying

Chris Brinkworth runs through the top four reasons customers abandon carts and look elsewhere. Are you often hesitating, confused or indecisive about...

BY  Marketing

29 September 2016 3 min read

OPINION shares

Toward ‘forward pathing’ as a means for customer experience to become a competitive advantage

Vishal Kawatra discusses the modern online marketplace, where consumers are distracted by an overload of content, and how the concept of ‘forward...

BY  Marketing

28 September 2016 3 min read

SPONSORED shares

Streamline your CX to secure customer loyalty

79% of Australians list a fast and responsive customer experience and ease of searching for products as the main factors influencing their loyalty to brands...

BY  Partner

28 September 2016 2 min read

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

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