Content Marketing

Digital Marketing

The top 6 content challenges facing B2B firms

No matter how much you believe in the benefits of content or are committed to creating a content strategy, it can be a struggle to execute a successful content marketing approach. In working with a variety of B2B firms across a range of industries, I’ve discovered six common challenges facing marketing professionals and executives when it comes to content marketing.

Digital Marketing

How Mars tapped social sentiment to win over millennial consumers

When Mars Chocolate announced it would set the price of a Snickers bars based on the mood of the Internet, it did more than just create a cool integrated online and offline campaign – it set in motion a fundamental rethink of how Mars reaches specific audiences.

CMO50 2016 #26-50: Melina Cruickshank

Since she took on the combined role of chief editorial and marketing officer at Domain in 2014, the core of Melina Cruickshank’s strategy has been informed by four major areas: Data-driven decision making, editorial content, audience-oriented marketing and mobile-first thinking.

CMO50 2016: #25: Michael Laxton

Over the past 18 months, Fairfax’s Michael Laxton has worked to realigned business processes to ensure the media owner’s end customer – its audience – is at the centre of all activity programs.

CMO50 2016 #26-50: John Moore, Bupa A/NZ

There’s a holistic change going on at Bupa to focus on customers’ health and care needs. “We’ve really seen a shift in our strategy over the last 12 months to position Bupa as a leader in health and care and to be loved by our customers,” marketing director, John Moore, says.

Digital Marketing

Getting your brand ready for augmented reality

In the past year, there’s been an augmented reality explosion as more brands embrace the technology offerings to boost customer engagement and create a buzz around their products.

Digital Marketing

Kellogg's marketing leader on relevancy

Today’s customers expect brands to deliver more authentic marketing messages that connect and resonate with them, says Kellogg’s Australia marketing director, Tamara Howe.

Digital Marketing

ADMA launches content marketing advisory group

​The Association for Data-driven Marketing and Advertising (ADMA) has taken the wrappers off a new content advisory group aimed at helping brands improve their content marketing smarts.

Digital Marketing

​What feeds Kellogg’s sustainable brand strategy

Trying to ensure your sustainable brand message is heard in a heavily competitive marketplace means finding innovative and creative ways to engage customers. Kellogg’s digital marketing team has recently been on overdrive to succeed.

Digital Marketing

Broadsheet: Make content marketing about audiences first

With content marketing and native advertising hailed as the latest saviour for publishers, Rene L’Estrange-Nickson is puzzled by the number of publishers, brands and agencies that seem to be getting it wrong.

Digital Marketing

​RedBalloon shares its marketing evolution strategy

Building a great customer experience is about understanding the customer first, then figuring out the digital and technology needed to make things faster, simpler and easier for them, RedBalloon’s head of marketing, Bonnie Thorn, claims.

Supporting Association

Blog Posts

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Putting your brand on the Love Index

How much do your customers love your brand, product or service?And more importantly, why?

Bronwyn van der Merwe

Managing director, Accenture Interactive

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

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Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

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Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

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I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

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today in this digital age customer insights is one of the channel which can benefit customer a lot. It opens up door for personalized mar...

Bifty Alex

Building customer insights in the data and digital age

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