Stories by Brad Howarth

Digital Marketing

Getting the lowdown on people-based marketing

It’s a no-brainer that marketers want to reach their intended audience in the most efficient way possible. This promise of greater efficiency lies at the heart of the concept of people-based marketing, a digitally driven method of finding and serving the right advertising and content to the right individuals.

Digital Marketing

How the NSW Government is raising customer experience standards

For any marketer that has ever doubted the experience they give to their customers, there has always been one benchmark they would have felt comfortable clearing: No matter how complex their interactions, how tedious their forms, or how long their queues, their experience could never be as bad as dealing with government.

Digital Marketing

What you need to know about ad viewability

If a television ad ran for less than a second, without sound, and was partly or completely obscured on the screen, you could safely assume the advertiser would want their money back.

Digital Marketing

How Defence Bank is aiming to stay one technology step ahead of customers

When you have a customer base that is both young and technologically savvy, it pays to stay at the forefront of customer service technology. This has been the stance taken by Defence Bank, a member-owned bank with 40 branches spread around Australia whose origins lie in serving the needs of Australian Defence Force personnel.

Digital Marketing

Why the Royal Australian Mint is partnering with a startup app

Can one of the world’s newest technologies successfully drive engagement around one of its oldest? The Royal Australian Mint is hoping that an investment in mobile games technology will be able to boost interest and engagement in a product with a history that stretches back more than 2500 years.

Social Media

How one energy company is giving itself a social media makeover

It can be hard to rise above competitive noise, especially when your market includes some less-than-reputable competitors. For energy efficiency specialist, Energy Makeovers, success has meant avoiding the reputational damage that arises when poor service from some players has impacted all.

Leadership

Jobs to be done: How to put customers at the heart of decision making

For many brands today, the desire to become more customer-centric has led to the realisation that existing operational processes or a product-centric model simply aren’t going to cut it. As a result, the hunt is on for new frameworks that truly place the needs of the customer at the heart of decision-making.

Digital Marketing

How Harris Farm Markets is getting to a single view of customers

When you are taking on the giants in an industry, it pays to treat every customer like royalty. That starts with getting to know them better. But for fresh food retailer, Harris Farm Markets, the desire for better customer management was hampered by customer interactions that were fragmented across a number of channels.

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

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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Given Scotty's failed track-record in the marketing realm the memes and the ridicule is very apt and is in no way a reflection on marketi...

denysf

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

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