Digital Marketing News, Features, and Interviews

The pandemic has accelerated the shift to online shopping, and with it has come innovative ways retailers and brands are connecting with consumers. Livestreaming is one of the growing new ways consumers can shop in real time while watching live videos.

Gartner has released its 2021 annual Magic Quadrant for enterprise marketing cloud offerings, highlighting Salesforce, Adobe, Oracle, SAS, Acoustic and SAP as leaders in this marketing technology field.

EBay’s ‘The fast and the furious’ digital advertising for its Plus loyalty program has topped a new list of Australia’s most effective ads in 2020.

Four in five connected TV viewers are comfortable with some of their data being shared with advertisers and half are ok with brands knowing what shows they’re watching regularly, a new report claims.The findings come as a fresh study by GroupM into brands and media opportunities post-pandemic highlights the complexity and opportunity around TV and streaming content in a rapidly changing landscape dominated by US-based streaming providers.

Australia’s digital advertising market has continued its double-digit growth trajectory, recording a 25.8 per cent increase in the first quarter of 2021 compared to a year ago.

The Australian Association of National Advertisers (AANA) has welcomed Facebook’s decision to help fund advertising’s self-regulation process, noting it as an important milestone for the industry.

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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.

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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.

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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.