Digital Marketing News, Features, and Interviews

Westfield A/NZ’s new visual identity and digital platform relaunch represents a small part of a much wider change in strategy at the Scentre Group business aimed at becoming a more customer-led organisation, its customer experience leader says.

All the latest martech and adtech news this week, including Adobe, Moat, Pinterest, Qualtrics, and more.

Putting in place a comprehensive marketing technology stack is not what determines digital marketing success and data-driven thinking. It’s having your people skilled up and in the right mindset to employ the tools to what they do on a day-to-day basis.

Tourism Australia is promoting Australia to the US traveller market as part of its ‘An Australian Adventure’ campaign and using Expedia’s technology platform in order to amplify awareness. It comes on the back of the success of the Dundee Super Bowl commercial and ad campaign.

REA Group’s Braden Clarke is laser-focused on audience management and automated trading and using the latest adtech and martech solutions to drive brand and direct response outcomes for buyers and sellers alike.

Agencies and out-of-home providers are increasingly embracing third-party, cloud-based technology and reporting in order to provide advertisers with greater transparency and campaign insight.

The sophistication of the Australian digital market, plus the rapid rate local marketers have embraced personalisation and metrics, is phenomenal, global leaders from the Oracle Data Cloud team believe. Now, they say, it’s up the marketers globally to ask the right questions about where they want this technology to go.

US-based Nike says its acquisition of data analytics firm, Zodiac, is aimed at bolstering digital capabilities and accelerating its Consumer Direct Offense strategy to serve consumers faster and more personally at scale.

Applying machine learning to the Virgin Velocity Frequent Flyers program has already seen communication effectiveness increase by 10 per cent and given teams the ability to apply advanced analytics at 10 times the pace, its data analytics chief says.

AustralianSuper has launched its chatbot, ‘Ash’, following the soft launch of its in-app messaging platform in December last year, which has seen more than 50,000 messages sent, and the achieving a 92 per cent overall customer satisfaction rate.

The CMO role has expanded to encompass a broader set of requirements, particularly around digital marketing, social media and martech, as campaigns and CX shift to being more personalised and measurable. As a result, marketing leaders have become all things to all people, says Stephen Byrne, CMO of Targus.

All the latest martech and adtech news this week from Simple, Salesforce, TripleLift, Twilio, Gather, Origami Logic, and more.

Wartsila, a provider of smart technologies for marine and energy markets, is relaunching Web properties across 50 locations as it works to deliver more personalised experiences.

​Allianz’s test and learn approach to online video advertising is not only helping the brand understand what publishers and platforms are the best for reaching prospective customers, it’s changing the way teams think about data, audiences and creative, its senior media planner, Mark Dawson, says.

Digital service consultancy, RXP and its creative agency subsidiary, The Works, have launched a new content and production group after picking up clients and staff off the back of King Content's closure.

G Adventures is using the power of dynamic remarketing to turn potential travellers’ exploration aspirations into sales, according to its digital marketing executive, Matthew Todd.

Global collaboration and breaking down silos across individual brands and functions has been the key ingredient to transforming Holland America Line’s digital experience for customers, its marketing leader says.

All the latest martech and adtech news this week from Salesforce, Conversocial, OneTrust, Lytics, Gather Online, Zoho, Helpshift and SpotX.

Shifting focus from direct customer response to retention, with the help of an artificial intelligence-enabled marketing platform, Emarsys, has seen Global Shop Direct obtain a 20 per cent uplift in revenue from automated product recommendations on its website.

Two years ago, Kristina Curtis took on the newly created role of digital and customer analytics leader at Westpac’s BT Financial group. Customer analytics previously sat under the CMO before a decision was made to elevate its seniority and unite it with digital.

When seen on a map, Anthony Dunsford’s responsibilities appear as a few hundred hectares of open space. But in 2017, that open space attracted over 40 million visits.