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How 5G will shake things up in sport for players, fans, broadcasters and brands
360-degree replays, dragons in the stadium and unprecedented levels of real-time performance data. 5G is coming and the game won’t be the same. Here’s Kaga Bryan on what it all means. Recently I saw a...
View ArticleA tale of two brands
Andrew Kolb and Alison Tilling use a Brand Asset Valuator to analyse the successes and downfalls of two iconic Australian brands in a volatile business landscape. The past month has been big for iconic...
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How to succeed with streaming
With new restrictions placing more Australians indoors than ever before, streaming services are highly in demand to replace live events and for entertainment. We recently spoke to Matthew Lynn,...
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Marketing to Gen Z: Interview with Harry Sanders
As Gen Z begins to establish itself in the workforce, it is critical that marketers understand how to appeal to a generation that has never lived in a non-digital world. We spoke to Harry Sanders,...
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Strategies for retention: Interview with Siamac Rezaiezadeh
We recently caught up with Siamac Rezaiezadeh, head of product marketing of GoCardless, about the unique marketing challenges of SaaS, strategy and how to optimise customer retention. What are some of...
View ArticleCan personalisation and privacy coexist?
Will Hayes believes that privacy and personalisation can coexist if brands earn the trust of consumers by using their data for the right reasons. As technology advances, organisations continue to take...
View ArticleCase study: using AI-led chat bots to engage with customers
This case study uncovers how Optus used new technologies and AI to engage with customers and offer a personalised experience. Background and objective Each year Optus’ service agents engage in more...
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The Cookie-pocalypse: Interview with Kat Warboys
When Google announced the decision to phase out third-party cookies from its Chrome browser by 2022, it caused a considerable stir in the marketing community. Whether digital marketers are rejoicing or...
View ArticleThe vital role of CX during a pandemic
Customer experience (CX) has become integral to the survival of businesses across the globe during COVID-19. Sreelesh Pillai shares his tips for how to boost customer experience and form genuine,...
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Avoid the rabbit hole: three questions marketers should ask their data
Relevant data and metrics can be a seriously effective tool for marketers to gain management buy-in. But how do we know which data sets are most relevant and truly align with business objectives? Tom...
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Why this tech startup didn’t pivot during lockdown: Interview with Stevan...
It has been notably difficult to avoid the word ‘pivot’ recently. Social distancing measures and economic downturn, as a result of COVID-19, has forced businesses to reevaluate their modus operandi and...
View ArticleThe immeasurable contribution of Out of Home
The OOH sector may have experienced uncertainty during lockdown, but Joe Copley writes about the great strides that were made using OOH media to spread awareness, understanding, perception and...
View ArticleHow digital sensory marketing is key to appealing to today’s consumer
Will Griffith explores how marketers can adapt sensory marketing – utilising senses of sight, hearing, smell, taste, and touch in a digital context. 2020 is a year of reckoning for marketers like no...
View ArticleHosting a virtual event in 2020: Five tips to keep your audience engaged
Virtual events have been a hot topic for the industry since the beginning of the pandemic and into the foreseeable future. Andrea Dixon writes about how to deliver a successful virtual event that has...
View ArticleCMOs must champion the right technology solutions in order to achieve...
Digital innovation can be a key driver of differentiation in the market, particularly during a global lockdown. Omer Wilson writes about how IT infrastructure is inextricably linked to CX and why...
View ArticleConvenience is king – the unlikely marriage of CX and security
In the wake of COVID-19, some form of digitisation has become a necessity for most brands. Richard Marr writes about how login functionality impacts users and why brands need to marry customer...
View ArticleGame for a battle: the console wars reach a new level
Associate Professor Con Stavros weighs in on the greatest marketing battle royale of our generation – Sony vs. Microsoft. Forget Coke and Pepsi, or Apple and Samsung. The greatest marketing rivalry of...
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Recession proofing your marketing dollars: Interview with Frederic Jouve
Across the board, brands and marketing departments are looking to spend smarter in a challenging economy. In a cookieless world, advertisers are turning to new tools that can maximise every dollar...
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Why doing insights research during COVID-19 is just like money laundering
Marketers are poised to understand changing consumer behaviour throughout the COVID-19 pandemic, but is insights research actually helpful in the long-term? Kathy Benson uses money laundering as an apt...
View ArticleTraditional content management systems are failing businesses
A well-functioning website can create the tone for an exceptional customer experience – so why are so many marketers unhappy with their content management systems? Kat Warboys explores why some...
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