CMO Interview: Domino's Allan Collins on tapping social and AI for consumer engagement

We catch up with chief marketing officer of the ASX-listed pizza maker to discuss about the rising dominance of earned media, using data insight and artificial intelligence to win over consumer, and brand management

Allan Collins
Allan Collins

Next stop: Voice-based interaction

With voice-based interaction due to become the major trend of 2018, a new area of focus for Collins is getting up to speed with what this means for the brand. Domino’s has already started embracing voice interactions with DRU Assist, and has strong partnerships with the likes of Google and Facebook.

“We have always been about making things as easy as possible for the consumer in whatever way they want to interact with us,” Collins says, adding that’s also the focus with voice.

“We don’t know how significant it’s going to be yet, but we have good relationships with the businesses investing in this, we’ll learn as we go along. The thing I want to understand more is how it fundamentally changes the way search works.”

It’s also important one new technology doesn’t eliminate the advancements of another, Collins says.

“You don’t want to lose the benefit of other technologies, such as GPS tracker, by adopting a new one. It needs to build on top,” he says. “Consumers will still want to know how far away their pizza is. And some people won’t want to use it. We’ll keep learning about the best ways people want to engage with it and try to make it as easy as possible for them.”  

For Collins, the CMO’s role today is working out the best way to tell the story to the consumer, and realising the potential different channels offer in that engagement approach.

“Also it’s demonstrating the ROI on each channel and making each medium more accountable,” Collins adds. “That’s the one thing about online: It’s extremely accountable.”  

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook:, or check us out on


Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...


Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more



CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...


The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in