Stories by Brad Howarth

Digital Marketing

In focus: B2B marketing's data challenge

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.

Strategy

Why this design leader doesn't mind if he's with the CIO or CMO

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?

What makes the Chatime brand tick with consumers

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.

Choosing between fresh versus legacy branding

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?

Digital Marketing

How to evolve your mobile marketing strategy

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?

Digital Marketing

The lowdown on customer data platforms

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?

Digital Marketing

Why data-driven CX prevents brands from just doing it

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?

Digital Marketing

What this SMB did to lift its search engine marketing game

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.

Leadership

CMO interview: Building purpose at a B2B tech brand

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.

Digital Marketing

Why 'explainability' around AI is gaining ground

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.

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

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

I think they are overpriced. Don't you think so? I won't buy them.

Donna Green

Apple Watch arrives April 24, some models top $10K

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Energy Makeovers provides services to building owners to reduce their energy consumption and emissions, including replacing halogen light...

samried

How one energy company is giving itself a social media makeover

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That's an interesting use for biometrics, to actually assist in predictive analysis of campaign success.

Simon Smith

Facial recognition technology being used in a new out-of-home campaign

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This journey would identify all your future life aspects!

Maryann Humphrey

Open Colleges: one-to-one journeys is the goal

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It's a pretty good idea. I think this integration is useful. Don't you agree?

Misty Stoll

Officeworks hops on voice interface bandwagon with Google Assistant integration

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