Stories by CMO Council

Leadership

The math, the magic and the customer

Forget Mad Men. Today’s marketers are more likely to be math men and women. They plumb the depths of big data with advanced analytical tools. They buy and use dazzling new software - some spend more on technology in a given year than their companies’ IT departments. They are hot on the trail of marketing’s holy grail, the ability to measure ROI on every campaign.

Social Media

CMOs fail to prove a clear social media ROI

Recent studies show 87 per cent of B2B sales and marketing leaders are using LinkedIn and other social media platforms, but fewer than one in five can clearly prove and demonstrate social media ROI. I believe it's because the attention and efforts are on the top of the funnel instead of thinking about the complete buyer journey.

Leadership

Irrational Consumption: How consumers really make decisions

There is an attractive simplicity to the notion that consumers choose what they most prefer; that they are logical decision makers with abundant time and complete insight into the factors determining the choices they make.

Leadership

What Marvel Comics has taught us about marketing

With three movies set to release in theatres in 2015, including the newest iteration of the Fantastic Four, not to mention a dizzying array of comic book releases, I wouldn’t be surprised if this is a banner year for Marvel Entertainment. These superhuman marketing capabilities made me think: What can we as marketers learn from Marvel?

Leadership

Evolve: Marketing as we know it is doomed

This has been happening for a while, and whether or not marketers choose to see the change that’s developing within the landscape, they need to realize that this “seismic shift,” as my co-author, Daniel Newman, likes to call it, is going to mandate changes to the way that practices have traditionally functioned.

Digital Marketing

Don’t just generate leads - enable sales

Tim Riesterer, chief strategy and marketing officer at Corporate Visions shares his advice on how to switch from pure lead gen to sales-based metrics on your messaging.

Leadership

The chief marketer of 2016

What will the future of marketing and the role of the CMO look like in 2016? What marketing tools will be employed? How will marketing metrics be applied? Will data-driven marketing fulfill its potential?

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Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...

Paul Scott

How to design for a speculative future - Customer Design - CMO Australia

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Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

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“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

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IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

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Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

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Blog Posts

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Brand or product placement?

CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.

Michael Neale and Dr David Corkindale

University of Adelaide Business School and University of South Australia

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