Digital Marketing News, Features, and Interviews

In the increasingly competitive world of higher education, marketing plays a vital role in driving recruitment of new students.

Sophie Wills knew her organisation faced a problem even before the Covid pandemic hit. As general manager of communications and marketing at the not-for-profit New Zealand Rugby League (NZRL), Wills had already noted a decline in fan loyalty as far back as 2019. For her, this problem was compounded by the difficulty she had in answering why, or in proposing ways to turn things around.

Starting life as purely a cinema offering, Flicks quickly realised the need, and opportunity, to add streaming as the pandemic hit and cinemas went into hibernation. Now the streaming and cinema recommendation site is looking to expand its reach to wider audiences.

You’d be hard pressed to find a marketing leader who doesn’t get a thrill from spearheading a brand repositioning and disruptive brand-led campaign. But for Tourism Fiji’s chief marketing officer, Emma Campbell, the last three years of the pandemic profoundly impacted her perceptions of how broad a marketing leader’s role can be.

When Richard Kelsey and Geoff Huens started online beer retailer, Beer Cartel, in 2009, they had a mission to break the hold of "boring bland beers" on the Australian market.

Gamification and engagement platform, Komo Technologies, has brought on former Optus senior partnership manager and CX specialist, Aussie Merciadez, as its first global chief of customer engagement and partnerships.

Amazon, Google and Meta operate them, Disney Select uses one to power advertising and match a brand’s first-party data to its own niche audience segments, and Roku has built one supporting its streaming TV platform. But just what exactly are data clean rooms?

Bigger penalties for customer data privacy breaches in Australia, along with retaining customer loyalty in the face of stronger concerns around data use and growing AI utilisation, are going to dominate the way organisations must handle personal data this year.

Challenging brand perceptions to elevate quality and drive emotional connection to Kia’s broadening product portfolio is the name of the game as the automotive manufacturer partners with the Australian Open for the 22nd year.

Australian advertisers threw away 41 per cent of their overall digital advertising spend in 2022, according to the latest Next&Co annual Digital Media Wastage report.

Engaging existing customers as well as prospecting globally has seen H&M become the latest fashion brand to launch an immersive metaverse experience on Roblox. And with clothing and accessories creation growing on the platform by 25 per cent year-on-year, there’s no doubt there’s plenty more to come.

All the latest martech, adtech and CX tech news from MessageGears, InMoment, Emplifi, Verint, CloseFactor, Invenna, Human Interference, JW Player and Dialpad.

A greater ability to demonstrate marketing return in revenue and customer terms is giving marketers confidence they’re delivering more value to their organisations. And it’s this commercial aptitude, along with stronger commitment to becoming a technologist, actioning data better and being innovative, which will be critical to riding out the economic and market unknowns of 2023.

CMO is delighted to release our new CMO50 alumni whitepaper exploring how leading Australian marketers are practising personalisation in a new era of passion points, preferences and purpose.

Intelligent campaign segmentation to give customers what they want is finally becoming a reality for The Lottery Office after making the leap into a new marketing orchestration platform.

All the latest martech, adtech and customer technology news from Bynder, Microsoft, OpenAI, The Trade Desk, Complexica, Snowplow, Genesys, AWS, Brightcove, Magnite and Alchemer.

Two in three marketers lack confidence in their current media marketing and advertising strategies to effectively produce outcomes, new research from the CMO Council has shown.

The rapid evolution of virtual experiences has created many new ways for people to socialise when physically separated. But this emerging behaviour is creating challenges for marketers whose brands are built around a physical product not readily sharable in an online world.

To promote its new car release, Kia Motors turned to TikTok with the novel concept of tapping several of the platform’s popular creators to share livestreams of their road trips.

Luggage is not something many people spend a lot of time pondering. You can either afford Louis Vuitton or you can’t, and the rest is much of a muchness – flimsy suitcases sold at a premium and replaced every few years depending on how much you travel.

A significant recalibration towards brand building as well as driving purpose through sustainability, diversity and inclusion permeates right through CMO’s top 12 profile interviews for 2022.