Olly Taylor talks us through the new research from Havas Australia which suggests there will be a new era for brands post-crisis, and how marketers will think differently because of it – portraying their brands as having a positive impact and contributing to the ‘greater good’ during COVID-19. As a communications industry, we are guilty […]
Global marketing software and solutions provider Marketo has entered into a multi-year collaboration with Google Cloud to scale Marketo’s infrastructure in the public cloud and create integrated solutions for marketers. The companies will work to integrate Marketo’s Engagement Platform with Google’s G Suite and data analytics, as well as leverage Google’s machine learning capabilities, so […]
As a champion for professional education, the findings in the recent Salmat Mid-tier Marketing Index (SMMI) really caught my attention. Marketers in the mid-tier sector say that the top two things they would do if they had more time and money would be building more marketing skills and knowledge across their organisation, and building their […]
Marketers are caught in the eye of the perfect storm. On one hand, we are being pummeled by a wave of new demands from business leaders, wanting the marketing department to take more responsibility for the ‘customer experience’, deep into parts of the business we have traditionally never set foot. On the other, like an incoming tide, […]
In a busy, bustling online world full of texts, snaps, pings and chats, marketers need to be strategic when developing email content that will cut through the noise and resonate with their target audiences. To stand out from the 215.3 billion emails sent in 2016 alone, content needs to be engaging and dynamic. Dynamic emails are […]
Branding is changing rapidly and isn’t as simple as it once was. The list of channels for modern marketers to consider can seem never-ending and working them all requires more technical and creative skills than ever before. Just working one channel effectively can be a full time job and when you consider the average to-do-list […]
In the digital age, business success is increasingly determined by the ability to keep pace with technological advances and customer behaviour. As consumers become more digitally savvy, confident, and dependent, businesses need to transform their offerings to align with this precedent for digital. The customer-centric role of marketers makes them suitable drivers of digital transformation within their […]
There’s a huge disparity in the use of marketing automation software between large corporations (60%) and small to medium businesses (10%)*. According to Kraig Swensrud, CMO of email marketing start-up Campaign Monitor, the cost and complexity of all-in-one marketing suites, designed for the ‘big end of town’, have typically been barriers to SMBs seeking greater marketing efficiencies. […]
It’s a tough time for retail sales, with Australian Bureau of Statistics (ABS) data showing this key driver of economic growth is stalling. Traditional sales tactics are becoming less effective due to the wealth of information freely available to people today and, thus, the rise of the savvy consumer. Trends globally echo this sentiment, with 57% of retailers agreeing buyers are less […]
In March 2015, Facebook introduced ‘topic data’, a useful tool for businesses when it comes to understanding what matters most to their audiences. Topic data is a helpful addition to any marketing strategy, and a powerful ally when utilised correctly. So what is topic data, why is it important, and how can it be effectively […]
