Stories by Brad Howarth

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.

Leadership

Mohanbir Sawhney: Why marketers are still struggling to adopt Agile

Much has been written about the emergence of Agile processes in marketing. But while interest in Agile is strong for many marketers, according to noted marketing authority, Professor Mohanbir Sawhney, efforts are being hampered by decades of ingrained processes.

Digital Marketing

Sensis overhauls NPS framework

The emergence of customer experience as a key measure of organisational performance has seen Net Promoter Score (NPS) become the preferred tool to measure that experience.

Digital Marketing

Getting email marketing back on track: Identity Direct's story

While there have been many predictions of email’s imminent demise, the communications platform remains a mainstay for marketers across most brands. But in January 2014, it became apparent that something was very wrong with the return Identity Direct was getting from its email marketing efforts.

Digital Marketing

How to make customers make a product switch more swiftly

​Switching healthcare and financial service providers are not activities that most people would undertake every day, so for companies whose business is it is help consumers make the switch, it is critical to ensure they do everything to enable consumers to seamlessly complete their transaction.

Digital Marketing

Navigating the future of omni-channel retailing

When ecommerce burst across the Internet in the late 1990s, it was natural to see it as something new and different. Traditional retailers regarded pure-play online competitors as alien invaders, and those who set up a clicks-and-mortar model often did so using separate divisions with unique tools and processes.

Digital Marketing

How Australia Post is using digital insight to get to know its customers

It can be hard to build a relationship with someone whose name you don’t know. Turning anonymous transactions into relationships is a challenge that’s also confronted Australia Post, which each day provides services to tens of thousands of anonymous walk-in customers. Anonymous transactions deliver revenue, but they reveal nothing about the demographics, motivations or past histories of those making them.

Digital Marketing

How Citrix is driving customer conversions with a new startup technology

For as long as companies have been selling online, they have struggled to match the offline world’s ability to have someone stand alongside the buyer to walk them through a product’s features and benefits. US-based collaboration software maker, Citrix, believes it has found the next best thing, thanks to technology from startup company, WalkMe.

Digital Marketing

How to choose a customer experience management platform

The growing desire among brands to improve customer experience has created a massive opportunity for technology suppliers to provide tools that help them build and deliver that experience. But as with many fast-growing segments of the marketing technology stack, confusion remains regarding exactly what a customer experience management (CEM) platform should do.

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Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

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