Stories by Brad Howarth

Digital Marketing

How the Salvos embraced ecommerce

Few retailers would be as far from claiming ecommerce leadership as charity op shops. But when COVID-related lockdowns descended across Australia last year, charity stores were forced to close their doors along with everyone else considered non-essential.

Digital Marketing

Game on: Brands and the rising popularity of esports

When COVID-19 led to the postponement of major sporting competitions around the globe, there was one form of contest that surged – even if some pundits might not recognise it as such. The esports sector was the clear winner in 2020, with burgeoning player participation and viewer numbers coming through on platforms such as YouTube Gaming and Amazon’s Twitch.

Measurement & Analytics

How this customer thinker lifted Pepper's data game

Most data teams are constrained by the resources available to them. So when those resources aren’t enough for you do everything, you could be doing to help your organisation, you can either live with the situation, or find ways around it.

Digital Marketing

7-Eleven and delivering convenience in the digital era

The meaning of the word convenience has changed a lot in the digital era. For 7-Eleven, which has built its brand on convenience, understanding exactly what that word means to consumers is going to go a long way to determining its long-term success.

Leadership

Managing brand reputation in the midst of cancel culture

In the era of cancel culture, one poorly thought-out message can do sudden and severe damage to a brand. But marketers today find themselves on the hook for more than just what brands say to the world. Bad executive behaviour, supply chains issues and poorly thought-out operational decisions, such as the dynamiting of sacred sites, can quickly damage brands, professional reputations, and the bottom line.

Leadership

Local rideshare company aims to get fair dinkum with drivers

When someone books a rideshare car there’s a good chance they are thinking more about when it will arrive and how long their trip will take than about the company itself and how it treats its drivers. But Rajesh Vuppala believes that if riders knew more about how the industry worked, they might choose a service they thought treated its drivers more fairly, especially if it gave back something to the local community.

Strategy

​How ESK took an evidence-based approach to customer retention

An investigation of Australia’s bathroom cabinets is likely to reveal an assort of expired and neglected skincare products, used only a few times and then consigned to posterity as expensive follies, never to be purchased again. This, however, was not a fate general practitioner, Dr Ginni Mansberg, and her husband, Daniel Rubinstein, were prepared to accept when they launched their cosmetics brand, Evidence Skincare (ESK).

Digital Marketing

CMO profile: Navigating the ecommerce boom

Rapid uptake of ecommerce was an inevitable outcome of the events of 2020, and naturally, those companies that supplied the picks and shovels of the digital goldrush were among the biggest winners.

Leadership

Bringing the local flavour to an international consumer brand

When Farzeen Quadir-Hegde joined Taipei-based technology maker, ASUS, as its head of marketing for Australia in October 2019, her goal was to localise what had previously been a headquarters-centric marketing program. Her timing was fortuitous however, with COVID-driven lockdowns soon highlighting the need for on-the-ground experience.

How Body Fit Training is building a strong global brand

Australia’s gym and fitness industry took a hammering in 2020, with IBISWorld estimating social distancing and forced closures wiped out five years of strong growth. But despite the challenges, two-and-a-half-year-old Body Fit Training is on track to achieve three major milestones in the coming months.

Leadership

CMO profile: How Compare Club is zooming into the service comparison market

For experienced digital marketer, Rich McPharlin, his decision to take on the CMO role at comparison service, Compare Club, was motivated by his positive impressions of the company’s culture and growth potential. But it was his recollection of his own experience with the business that led him to see the true opportunity it presented.

Digital Marketing

What MYOB did to address its data management problem

It seems even technology companies can run into customer management data issues. According to MYOB head of product and platform Jay Nawaz, product diversity had led to customer information residing in different places, which was causing problems for the company’s product development and marketing ambitions.

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So many words, so little business benefit.

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Its a informative post thanks for sharing

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Blog Posts

The 15 most-common persuasion mistakes

As workers across the country slowly head back to the office, many of us might have forgotten how to deal with one another in person and the best way to persuade someone in a working environment.

Michelle Bowden

Author, consultant

5 commonly missed opportunities when marketing to multicultural customers

The latest census data shows Australia has become a majority migrant nation for the first time. According to the new national data, more than 50 per cent of residents were born overseas or have a migrant parent.

Mark Saba

Founder and CEO, Lexigo

Post-Pandemic Business Playbook: An Opportunity Unlike Ever Before

Covid-19 created a shift in the customer and economic-based reality unlike anything most of us have ever experienced. Customers have changed from routinised pre-pandemic shopping behaviours to frequently purchasing new brands and suppliers.

Ofer Mintz

Associate Professor of Marketing, UTS Business School

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