Stories by Nadia Cameron

Social Media

Does social media make astroturfing acceptable?

News that Samsung was fined $US340,000 in Taiwan after paying people to post negative comments about competitors on online user forums is definitely not the first case of astroturfing to occur, and it’s unlikely to be the last.

Leadership

How to win your marketing team over to the data side

Industry research and results point to data-driven marketing being THE way forward for CMOs looking to achieve the ultimate in customer engagement. Getting your marketing team and the rest of the organisation to commit to such an approach, however, can be a challenge.

Leadership

Brisbane CDO: Leading the city's digital strategy

The rise of digital within all facets of business has been followed swiftly by the rise of the chief digital officer (CDO) role as saviour and administrator. But truly understanding how this position fits within an organisation’s long-term strategy and culture is fraught with complexity.

Digital Marketing

Face recognition technology raises fresh consumer privacy concerns

News of Tesco’s plan to deploy face recognition technology to deliver targeted advertising to UK customers has raised fresh questions around how Australian marketers can use emerging data-driven methods and still comply with new consumer privacy laws.

Leadership

8 things CMOs should know about CDOs

Digital is becoming a cornerstone of competitive advantage and innovation for all businesses, so no one should be surprised that a new dedicated c-suite role, the chief digital officer, is being offered up as the key to success.

Digital Marketing

Time-of-day marketing touted as retail's saviour

A new marketing approach based on recognising and responding to customer behaviour at different times of the day is being offered up as a way of revitalising the fortunes of high street retailers.

Leadership

How CMOs can orchestrate a single customer experience

CMOs agree that when it comes to interacting with customers today, single-channel campaigning won’t cut the mustard. What isn’t as clear is how marketing leaders get their organisation to adopt and action an integrated customer approach.

Featured Whitepapers

State of the CMO 2020

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

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How Winedirect has lifted customer recency, frequency and value with a digital overhaul

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​Jurlique’s move to mobile POS set to enhance customer experience

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I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

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Have customers really changed? - Marketing edge - CMO Australia

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Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

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