Stories by Brad Howarth

Leadership

An innovation revolution

The rapid march of technology and changing consumer expectations are driving organisations to release new products and services at an ever increasing rate. In marketing, this translates to delivering campaigns and interactions at greater speed, with flexibility and customer responsiveness to match. But if handled poorly, such rapid product and process development can also translate to a drop in quality.

Digital Marketing

Why APIs are big business for brands

In 2002 Amazon’s CEO, Jeff Bezos, issued an edict that all teams in his company were to expose their data and functionality through service interfaces. The edict gave rise to the creation of a service-oriented architecture within Amazon, with all interactions managed through application programming interfaces (APIs).

Digital Marketing

eBay makes omni-channel retail a reality for other brands

While many Australians know eBay as an ecommerce powerhouse, fewer know that the company also supplies the technology powering many other online retail experiences – and increasingly, a number of offline experiences as well.

Digital Marketing

Getting digital strategy right at Village Roadshow

As anyone who has renovated a house may attest, no matter how good the starting point is, it takes more than a new coat of paint to get results. For Jon Satterley, the task of digitally renovating multi-faceted Australian entertainment company, Village Roadshow, started by pouring new foundations.

Digital Marketing

Why artificial intelligence is set to automate marketing

Computers long ago surpassed human beings in logic-based tasks such as computation. But it has taken much longer for them to even passingly mimic human beings in many of the chaotically-structured tasks that we undertake each day. So can artificial intelligence really contribute anything of value to a process as personally oriented as sales and marketing?

Digital Marketing

How beacons and nearables are giving marketers new customer know-how

It’s been a long-held dream of many marketers to better engage with customers within their physical premises. But even the old solution of employing more floor staff is unlikely to help if there is no way easy of first identifying who each customer is.

Digital Marketing

Digital agencies — brand custodians?

The prominence of digital agencies within the roster of major brands has increased markedly in the past decade, reflecting in part the rise of digital to become the most lucrative individual advertising category in Australia.

Social Media

Getting to grips with social commerce

Social media provides a window into consumer sentiment, and is proving to be a highly effective advertising tool. But can it actually drive sales conversion?

Digital Marketing

How retargeted advertising works

The concept of retargeting consumers in the hope they might complete an action – such as finalising an abandoned purchase – is now common practice among many online retailers and other transaction-based organisations.

Digital Marketing

How PaaS is helping Volkswagen to deliver customer leads on mobile

The rapid adoption of mobile devices has led many organisations to accelerate plans for content delivery via apps and optimised Web pages. For marketers, however, this is creating headaches around developing multiple variations for different operating systems and form-factors.

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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