Brands today need to “get an unfair share of culture” and learn from Trump if they want to eclipse the competition and attract customers in the age of escalating content, IAG’s CMO claims.
Over the last 130 years, the National Geographic brand has built strong emotional engagement with people all over the world, buoyed by its iconic and visually compelling print product.
A desire to stand out from the industry, disrupt the mobile carrier market and become more customer-led has seen T-Mobile invest in a digital technology and cultural transformation program that has doubled its customer base.
Melbourne-based Swinburne University this week became the latest in a string of Australian tertiary institutions to announce it’s rolling out Adobe’s Marketing Cloud suite as part of a digital transformation aimed at better customer engagement. Its CMO, Sarah Graham, shares how she got the investment and cultural change over the line.
Rebranding six distinct brands globally into one streamlined entity isn’t a task for the fainthearted. But add in Brexit, a rapidly evolving fintech market, the need to shift from acquisition to more lifecycle-led marketing, and the adoption of programmatic advertising, and you’d be right in thinking OFX marketing chief, Rebecca Shears, has her work cut out for her.
It’s the end of Day 4 at SXSW and some clear trends are emerging from the variety of sessions, keynotes and exhibitions.
The power of crowdsourcing and taking an outside-in approach to digital campaign creative has helped Danone Nutricia’s toddler milk brand, Aptamil Toddler, chalk up triple-digit brand awareness and purchase intent in A/NZ.
Nova chief marketing and digital officer, Tony Thomas, is excited about the array of consumer insights being presented to the radio station owner through digital connectivity and capability. But with so much data at the marketer’s disposal today, he agrees the big challenge for marketing teams is knowing what data to read, and what action you want to take from the insight as a result.
The marketing industry is “misled by data attribution” and the models that are in place, said eHarmony managing director, Nicole McInnes, who addressed a crowd of marketers at ad:tech Sydney 2017.
How to strike the right balance of art and science and blazing a trail in analytical marketing took centre stage at CMO's most recent Sydney roundtable, sponsored by SAS. Marketers from David Jones, Macquarie Group, Taronga Zoo, Vodafone, Cover-more and more joined the lively discussion while picking up tips for success from SAS global marketing leader and author of The Analytical Marketer, Adele Sweetwood.
South by Southwest is 30 years old today, but that word 'old' shouldn't be taken the wrong way.
How to optimise against the customer opportunity, rather than the channel, was the subject of debate at the latest CMO/ADMA roundtable in Melbourne, sponsored by Alterian. The two-part roundtable series was also held in Sydney.
Meeting the expectations of customers in the experience economy requires marketers to transcend the entire organisation and make friends with everyone from the IT department to product, compliance and sales teams.
Australian hotel booking and intelligence platform provider, SiteMinder, has brought on its first chief marketing officer as well as product officer in a bid to accelerate growth.
Family-owned lingerie retailer and wholesaler, Cosabella, has doubled its subscriber base and seen email-led revenues leap 60 per cent after rolling out a new marketing automation platform.
Using data in marketing is all about gaining efficiency and relevancy, Tourism Australia’s CMO, Lisa Ronson, says.
ASX-listed Domino’s has chalked up more than $1 billion in first-half network sales for the first time in its history, a result it says was buoyed by an emphasis on customer-led offerings, food quality and digital technology. The results come in an otherwise tough week for the pizza maker, which came under fire after allegations emerged about visa fraud, underpayment of wages and penalties across its franchise network.
A little over three years ago, Mercer’s then consumer marketing leader and now customer chief, Cambell Holt, plus financial services operations and technology leader, Terry Godfrey, embarked on a program of work to transform the way the financial services company engages with customers.
Nova’s first holistic rebrand in five years is about giving the radio station owner the opportunity to reinvigorate and strengthen its standing with the under-40s consumer market, its CMO says.
Tertiary institutions holding group, Laureate Australia and New Zealand, has appointed its first chief marketing officer.
There’s plenty of debate as to whether 2017 will be a good or bad year for adtech. Certainly towards the end of last year, things were looking grim.