Stories by Brad Howarth

Social Media

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.

Digital Marketing

How artificial intelligence is transforming marketing

In an industry known for its love of buzzwords and hype, artificial intelligence (AI) has become marketing’s new ‘big data’. But where big data ultimately led to new layers of complexity, AI promises the opposite.

Digital Marketing

Why GlamCorner is investing more into email marketing

There are few companies that can claim to have doubled their revenue in a year. But for online dress rental service, GlamCorner, that milestone was achieved in the last four months alone, helped along by the Spring Racing carnival and an often-neglected form for digital marketing – email.

Digital Marketing

Helping marketers focus on the negative side of brand engagement

Marketers talk incessantly about their desire to forge stronger relationships with customers. But relationships are not all wine and roses. Relationships come with their fair share of negative emotions – frustration, anger, jealousy and, in some cases, betrayal. Doesn’t it seem naive then that in the quest to build brand relationships, the negative side is often ignored altogether?

Digital Marketing

New association aims to bring order to data strategy chaos

A new industry association is seeking to bring order to data chaos for advertisers and media partners through the creation of an industry code of conduct for the collection, use and management of data in Australia.

Leadership

Building customer insights in the data and digital age

The arrival of big data has delivered a plethora of new data for insights into customer preference and behaviour. Online browsing activity, for instance, presents a rich tapestry of customer preferences and sentiment, and has been used almost exclusively to build behemoths such as Amazon and Google.

Digital Marketing

How The Iconic is tackling mobile engagement

With the launch of the seventh edition of Apple’s iPhone last week, it is easy to forget the smartphone device category is actually less than 10 years old. Yet it’s a trend heavily influencing the development decisions at five-year-old online fashion retailer, The Iconic, which has adopted a mobile-first approach to how it reaches its customers.

Featured Whitepapers

State of the CMO 2019

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

More whitepapers

Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

Was really informative. Customer retention is very important for companies as retaining customers are simpler compared to making new ones...

Bhooshan Shetty

What lies ahead for the future of marketing post-AI

Read more

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

3-pronged marketing approach for property disruptor Brickx

Read more

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Ryota Miyagi

Brene Brown: What it takes to be a brave leader right now

Read more

Well said! It is high time to look into the cultural values and beliefs of the audience before serving with the ads. If it is against the...

Praveen Kumar

The X factor in multicultural media planning and buying - Digital advertising - CMO Australia

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in