Digital Marketing News, Features, and Interviews

Apple announced earlier this year its Identifier for Advertisers (IDFA), which allows marketers to attribute app usage on an iPhone or iPad with a user acquisition campaign, is being effectively disabled. It sent something of a shockwave through the mobile marketing industry.

Goodworld, a charitable giving fintech, has just launched in Australia and partnered with Mastercard and World Vision Australia to enable donors to give to charities and not-for-profit organisations easily through social media and online.

Australia’s alcohol marketing watchdog has joined Ad Standards in reminding brands to be mindful of content aligning to responsible advertising practices during the COVID-19 pandemic.

Data enables marketers to better understand the true state of the world within which they operate. But what do you do when the data being used to make those predictions no longer describes reality?

Australia’s new international logo, which is to be used for overseas trade missions and business exchange programs, came into the spotlight last week - but for all the wrong reasons.

MyState Bank’s latest campaign, created during the height of the COVID-19 lockdown, turns on the themes of balance and simplifying life, and was produced in an unusual way, with virtual casting sessions, talent from the same family and a strict enforcement of a two-metre distancing rule on set.

All the latest martech and adtech news this week from Lytics, Meetrics, Mediafly, Qualtrics, Zeta, Bluedot, Canva and Hi Marley.

CMO is delighted to confirm our annual Executive Connections event series in partnership with CIO has been reimagined to an exciting new virtual format in July.

As the coronavirus pandemic forces business functions to be reconfigured as virtual events, one CMO has turned to a hackathon as a collaborative, online initiative to problem solve and broaden marketing with the company’s extended ecosystem.

Enhancing brand influence is more important than sales growth and conversion in campaigns for more than half of businesses in the region, according to the inaugural Asia-Pacific Corporate Communications Report.

Fandom in Australia is worth $4.3 billion, with each fan spending on average $909 per year on their particular fandom and aligning with the right fans represents a significant opportunity for brands, according to new research by Powered, Nine’s marketing solutions division.

When Carl Hartmann and Mark Livings set out to build Lyre’s Spirit Co, they were looking to create a product and brand that would provide a palatable and socially acceptable alternative to alcoholic spirit-based beverages. Little did they know, the COVID-19 crisis was about to deliver a hoard of potential customers looking for a healthier lifestyle while in lockdown.

A handful of years ago, Tourism and Events Queensland (TEQ) commenced a complete review and overhaul of its marketing strategy and operations under incoming CMO Michael Branagh.

As COVID-19 means staying in is the new going out, new streaming platform Binge has partnered with The Iconic to launch a line of unisex luxe-loungewear under the ‘Inactivewear’ banner.

The COVID-19 crisis forced thousands of businesses across Australia to either fundamentally re-evaluate their business model or risk shutting up shop for good. But at Vision Personal Training, it’s served to stimulate digital transition that could have long-term benefits.

All the latest martech and adtech news this week from BigCommerce, Sprinklr, Hopin, Brightcove, Banzai, Salesforce, Tealium and Bonzai

So profound are the changing dynamics in the online world - the increasing shift to digital and the ongoing disruption of the coronavirus - brand safety givens are being rapidly overturned and even discarded.

TikTok has launched its marketing offering, encouraging brands not to make ads, but instead TikToks. The Chinese-backed platform, which is owned by ByteDance, specialises in short dance, lip sync and performance videos and has seen an uptick in use, particularly during the COVID-19-enforced lockdown.

Looking to make it to the top of the ‘must see’ travel list, Tourism Northern Territory has launched a new national marketing campaign, ‘The Territory is the Answer’, which comes as borders to the territory are soon to re-open.

A concerted effort to build real-time consumer sentiment tracking has seen Beiersdorf pivot its marketing, media and social approach to meet changing behavioural trends during the COVID-19 crisis.

There are few marketers who haven’t seen their plans derailed by COVID-19. Even for those brands that have traded successfully during this period, success has usually come as the result of being able to flex marketing programs quickly to suit changing conditions.