This article first appeared in Marketing Magazine on 21 January 2016. The recently released Economist Intelligence Report surveyed 62 Australian CMO’s and had two predictions for the marketing function of the future: It will assume complete responsibility for end-to-end customer experiences, and Marketing’s role as a revenue driver...
We’ve all been there. Red face, blood boiling, raised voices, exasperated sighs, frightened children hiding behind the sofa and perhaps even a bit of collateral damage around the house. What situation would create such angst? Frustrating company experiences. That's what. It could be the 15th time you have been...
In a world where everything communicates (from a phone call, to a website, to a store entrance, to an ad tagline, to packaging, to sales language and beyond), modern day marketers must be given the keys to defining the entire customer journey, not just the...
Bounce rate is a phrase typically associated with the rate people arrive and very quickly leave a website/app/social media page but what if we applied the phrase to all our brand owned assets - both digital and physical? It would change the way we evaluate our...
Marketers everywhere, come in close and listen very carefully, there’s a little secret we want to tell you. We know. We know what you really stand for We know where you sit in our world We know when you really understand us We know when you try and trick us We...
Marketing guru Seth Godin advocates building your product offer around your customers' needs rather than finding customers for your product. UK supermarket TESCO embraced this thinking recently when they listened to customers asking for more fashion options in-store. TESCO are now trialing giving up some retail space...
According to PWC’s annual Entertainment and Media Outlook report, one in four Australian marketers are now investing between 20 and 30 per cent of their marketing budgets “building and maintaining their own channels”. The report’s editor, Megan Brownlow, said businesses are becoming advertising and media...
This article talks about the convergence of paid, owned and earned media and the importance of content in elevating a brand interaction beyond a transaction to a valued experience. It gives the example of Marriot Hotels who wanted to move from being “just a hotel...
Outdoor adventure brand Patagonia have got behind real causes in a powerful demonstration of a brand living and breathing its purpose and standing for something meaningful to real communities. Their involvement is incredibly subtle but completely authentic – beautifully walking the tightrope of branded content...
Your proprietary audience is made up of parts, or segments of people. They have different motivations for being there, different buying habits, and are in need of different information. In his book Audience, Jeffrey Rohrs labels these segments seekers, amplifiers and joiners. All these audiences...
