Digital Marketing News, Features, and Interviews

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Few retailers would be as far from claiming ecommerce leadership as charity op shops. But when COVID-related lockdowns descended across Australia last year, charity stores were forced to close their doors along with everyone else considered non-essential.

Fresh brand positioning, adopting Agile ways of working and taking advantage of a multi-million-dollar investment into marketing technology are some of the ways Swinburne University’s CMO is finding opportunity in the midst of ongoing uncertainty facing the tertiary education sector.

During the height of the Covid pandemic last year, some 87 per cent of consumers tended to remain with brands they knew, according to the 9th annual Australian customer loyalty and loyalty program research study, For Love or Money 2021.

When COVID-19 led to the postponement of major sporting competitions around the globe, there was one form of contest that surged – even if some pundits might not recognise it as such. The esports sector was the clear winner in 2020, with burgeoning player participation and viewer numbers coming through on platforms such as YouTube Gaming and Amazon’s Twitch.

Beauty brand, LÓreal, has become the latest organisation to join the Australian Influencer Marketing Council (AiMCO) as part of efforts to elevate transparency of its influencer marketing practices. The news comes as a fresh global report highlights a raft of other Australian brands appearing to breach the recently introduced AANA Code of Ethics despite growing legal action against those who don’t follow the guidelines.

All the latest martech, customer and adtech news from Qlik, Dun & Bradstreet, Microsoft, Mapp, Demandbase, Zynga, Databook and Pecan.ai

Fintech and neo-lender, Wisr, opted for a brand redesign around the tagline, ‘For your smart part’ to emphasise its proposition of helping Australians improve their financial wellness.

In 2020, negativity led to lower conversions across a range of industries including ecommerce, fitness and nutrition, and home improvement, according to the Unbounce 2021 Conversion Benchmark Report.

​QMS Media CMO, Sara Lappage, has been promoted to chief operating officer-customer at the outdoor media business.

All the latest martech, customer and adtech news from Sitecore, Litmus, Quadient, Verint, 4D, ResultsCX, vFairs and Act-On Software

Online marketplace, Gumtree, has released a new ad platform combining first-party data, predictive purchasing technology, new native products and content innovations to enable brands to engage with customers.

Carbar, by its own admission, is a brand with a complex proposition. “We have a complicated story to tell, and to tell it, we needed to nail our proposition, build a category, establish a new audience and educate them on our service,” Carbar CMO, Kieron Wogan said.

Several local media outlets have reached agreements this week to share news across social media digital platforms.

Brands and marketers now have to find ways to engage in social justice discussions, from Black Lives Matter and racial unrest to consumer demands for sustainability, whether they want to or no, says Forrester's chief marketing officer.

Over the course of the COVID-19 global pandemic, marketers faced the challenge of completely rethinking physical engagement with audiences in favour of digital experiences and virtual events. In CMO’s upcoming virtual event on 6 May, we’re going to explore tales of reinventing events and embracing digital formats success as well as learnings through real-life case studies from SAP, Novo Nordisk and On24.

Advertising in premium digital channels delivers more than two times better recall and brand lift than the rest of the Internet, while pre-roll video is also outperforming Facebook in terms of both measures.

The meaning of the word convenience has changed a lot in the digital era. For 7-Eleven, which has built its brand on convenience, understanding exactly what that word means to consumers is going to go a long way to determining its long-term success.

Flybuys’ data sharing strategy is again making headlines this week after the customer loyalty program announced a deal with IPG Mediabrands division, Kinesso Australia.

Breaking down data systems and silos, walking in the shoes of your audience and committing to continuous improvement are providing the foundational marketing blocks for how Booking.com manages relationships with its complex network of global partners.

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