Stories by Brad Howarth

Leadership

How Dell EMC's marketing chief is getting the martech stack to work

The US$67 billion takeover in 2016 by Austin-based technology maker, Dell, of its Boston-based rival, EMC¸ represented the largest merger in the technology industry. In the months that followed, the two companies worked to bring disparate products and cultures together, relaunching as Dell EMC. Much of that integration work has now been done.

Leadership

How Lego built its culture of innovation, brick by brick

​Give a group of children a pile of plastic bricks and they will instinctively start building. With some experimentation, they might soon produce something recognisable. With so many organisations now striving to build a culture of innovation, could the same process work for a group of adults?

Digital Marketing

How video production is helping Xero attract and retain customers

From his studio in Auckland, Pat MacFie leads a team of video professionals that would put some independent production houses to shame. But he's not running an independent video production house. Instead, his group is part of an internal marketing agency producing content to help attract and retain customers for the online business software maker, Xero.

Digital Marketing

What's driving The PAS Group's customer engagement success

It’s been some years since every brand on earth decided it desperately needed an app to a forge a ‘meaningful’ connection with its loyal consumers. But with many of those apps now neglected or forgotten in the back folders of consumers’ phones, can apps still create a connection between the brand and its consumers?

Leadership

CMO interview: Sponsoring a new way to brand engagement at CMC Markets

Sponsoring sporting teams to boost your brand image can seem like a great idea when the team you back is winning. Less so of course when their fortunes turn. But for independent financial services provider, CMC Markets, supporting the NSW Waratahs Super Rugby team has helped align the company with a key customer segment and shared values in the Australian market.

Digital Marketing

Is brand success all in your name? We ask the expert

What’s in a name? If you asked employees of the soon-to-be-merged companies, AOL and Yahoo!, apparently there’s quite a lot. Social media has lit up as staff and bystanders have weighed into the parent company’s decision to name the new entity ‘Oath’.

Digital Marketing

Wi-Fi helps Mirvac to better understand customer behaviour

There was once a time when a shopping centre operator might have regarded is tenants as its primary customers. But as consumers have come to find new options for where and how they spend their time and money, centre operators have had to better understand consumer needs, and make better decisions about how they meet them.

Digital Marketing

Why it's time brands got more 'phygital' with customer experience

Wander through any shopping centre, theme park or restaurant and you’ll see people staring avidly at their mobile devices.But in almost all instances, there’s a good chance that their digital experience has no connection to their immediate surrounds.

Digital Marketing

How digital transformation opened a new customer segment for Kennards Hire

The need for change can be difficult to accept for any business, especially for one that has been operating successfully for almost 70 years. But by embracing the need for digital transformation, family-owned equipment hire company, Kennards Hire, has found a new customer segment while improving service to existing ones.

Digital Marketing

Design thinking: Leading with experience

​Marketers spend a lot of their time convincing people to buy their organisation’s products and services. But what if those same products and services were so well designed, they simply sold themselves?

Featured Whitepapers

State of the CMO 2019

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

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Blog Posts

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

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It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

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Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

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I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

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The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

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