Stories by Brad Howarth

We live in a golden era of data-driven driven marketing. Data now helps with everything from discovering and enriching audiences to surfacing high-value targets and nursing them along their buyer’s journey.

For many organisations, the emergence of digital channels necessitated creation of an entirely new business function to support them. A key question then is where to house that function – within marketing, IT, operations, customer, or someplace else?

Tea, cheese and tapioca are three ingredients not normally associated in the standard western palate – and certainly not mixed into a beverage. But they are also three of the key ingredients behind a rapidly-emerging force in Australia’s quick-service food and beverage category.

When it comes to the digital transformation of your organisation, who would you rather trust – an organisation that has helped others to transform, or one that has also transformed itself?

Providing exceptional customer service is often spoken of in a consumer context, but it is wise to remember business customers are people too.

In the era of audience fragmentation, marketers should be leaving no stone unturned when it comes to reaching their intended targets. And it turns out one of the most effective social marketing tools could actually be hiding in plain sight.

In an era where making things easy for the customer has become paramount, it is not surprising to see many brands turning to chatbots to resolve customer queries quickly.

Attracting prospects to your website should be a simple matter of buying the right search terms and waiting for the traffic to roll in.

It wasn’t long after the iPhone’s launch that every brand decided it needed an app. But how many of those apps have made a meaningful difference in the lives of consumers – or for the brands that created them?

Marketers have sought a single view of their customers ever since the word ‘omnichannel’ was first coined. After all these years, could the martech industry have finally delivered a solution?

It was four years ago when Nav Salimian overheard the conversation that would reset the direction of his working life, and thrust a small independent fashion label into the digital spotlight.

The decision by Nike to feature controversial American footballer, Colin Kaepernick, in a campaign to celebrate the 30th anniversary of ‘Just Do It’ took what might have been a strong but potentially forgettable creative and elevated it into the global dialogue. But would any Australian brand dare to do something similar?

When your business exists to sell the work of undiscovered artists, being seen is critical. But with the proliferation of online retailers in Australia today, standing out from the crowd has become an increasingly difficult proposition.

Alicia Tillman was only two months into her role as chief marketing officer at German-based enterprise software maker, SAP, when she found herself in front of the company’s executive and supervisory boards.

The ability for artificially intelligent (AI) systems to generate recommendations quickly from vast amounts of data is seeing them applied in tasks ranging from customer scoring to detecting the presence of melanoma.