Dialling into customer advocacy: Telstra CMO Mark Buckman

Telstra's CMO, Mark Buckman, is on a mission: To put users first. Nadia Cameron asks how this respected marketer is achieving it

One-to-one engagement has become a catchcry of the marketing community, but in reality many still haven’t worked out how to act at such a personalised level. Obstructions include legacy systems, prehistoric processes, poor data and metrics, and siloed teams.

Once upon a time, a massive organisation like Telstra would have been placed firmly in this group, but its CMO, Mark Buckman, believes the company’s heft is actually helping drive its one-to-one strategy and improve customer services and advocacy.

“This is a big organisation that’s acting in many ways as a small organisation, trying to get more intimate with our customers, and we are using our scale to achieve that,” says Buckman, who is not only Telstra’s CMO but also became executive director of digital content services and IPTV last March.

Register or Login to continue

This article is only available for subscribers. Sign up now for free and get free access to premium content from ARN, CIO, CMO, Computerworld, IDG Education, IDG Government, and IDG Health.

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

It is really inspiring to see that medial psychology & machines are going hand in hand to innovate new things and even are improving ...

CBT Professionals

How psychology is shaping better machine learning

Read more

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Latest Podcast

More podcasts

Sign in