Stories by Brad Howarth

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.

Digital Marketing

How facial recognition is prompting a new way of marketing innovation

You’ve pulled up outside a property from your preferred hotel chain, ready to check in for the night. You’re a stranger in a new city, but the concierge greets you personally and by name. Before you know it, you’re handed your keys and are heading to the elevator. Check in is complete. It’s a scenario that’s not so far from reality thanks to advances in technology for facial recognition in crowded situations.

Leadership

How this startup is using design thinking to tackle Uber

When you are battling a competitor valued at US$62.5 billion, any edge you gain may prove crucial in securing your position. Such is the situation for Sydney-based taxi booking service, Ingogo, which is tapping design thinking in order to compete in the broader point-to-point transportation market against US-based behemoth, Uber.

Leadership

Digital change for Perpetual's CMO

There are few industries that have been as resistant to digitisation as financial advice and wealth management. But just as automation and online servicing have reinvented stock broking and other services in the greater wealth management sector, traditional advisors are also turning increasingly to digital tools to boost their service offerings.

Leadership

Why CMOs should be paying more attention to cybersecurity

There aren’t many marketers who would rate their ongoing interest and involvement in their company’s cybersecurity defences as ‘high’. But for Carilu Dietrich, San Francisco-based head of corporate marketing for Australian-born collaboration software maker, Atlassian, checking in on the status of its ‘severity 1’ support tickets is part and parcel of the job. And it is not just Atlassian she is worried about.

Digital Marketing

Optimising CX online and offline at John Lewis

The lure of technology can be a tempting one for retailers, with its promise of data-rich platforms generating deep customer insights and new fulfilment capabilities. But when your proposition is built around offering a great instore personal experience, how do you translate that into the somewhat soulless environment of online?

Digital Marketing

Why Tourism Victoria decided to go agile

Government agencies are not renowned for their willingness to adopt avant-garde systems and processes. But for destination marketing agency, Tourism Victoria, a decision to adopt an agile development methodology for its refreshed website has delivered greater certainty and overall value for money.

Digital Marketing

Mobile payments: The new future of commerce

Many sales and marketing campaigns would be pointless if they didn’t eventually lead to the brand collecting money from its customer. And the goal is to make the payments process as painless as possible, if not entirely invisible.

Digital Marketing

Adelaide City: Using location data analytics to improve destination marketing

Typical destination marketing programs have a tendency to fall back on the usual clichés of landmarks, icons and cultural attractions. But for Adelaide City Council, making the city a more attractive destination has meant reimaging what it means for a visitor or resident to interact with the location.

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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Latest Videos

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Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...

Paul Scott

How to design for a speculative future - Customer Design - CMO Australia

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Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

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“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

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IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

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Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

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Blog Posts

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Brand or product placement?

CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.

Michael Neale and Dr David Corkindale

University of Adelaide Business School and University of South Australia

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