Digital Marketing News, Features, and Interviews

Digital Marketing

New COVID-19-themed support campaigns launched

A range of new campaigns have launched by brands, charities, supermarkets and advertisers in the wake of the COVID-19 pandemic to provide support for social distancing, health measures as well as help support local businesses effected by the shutdown.

Digital Marketing

A global B2B marketer’s take on coping with the COVID-19 crisis

B2B marketers must adapt to the shifting sands the COVID-19 crisis has presented them by shifting the brand message from one of product and service capability to one of how they’re helping the community solve an immediate pain point. Unfortunately, too many are still pushing sales or self-serving messages.

Digital Marketing

IAB, AANA trade words over advertisers avoiding news coverage of COVID-19

Brand advertisers are reportedly avoiding advertising on news media websites around coronavirus coverage, prompting an urgent call from both publishers and the Interactive Advertising Bureau (IAB) for them to stop the practice and get behind publishers and the media community. And it’s a call that’s now provoked a response from the CEO of the Australian Association of National Advertisers (AANA), John Broome, defending brand owners from cutting spend and preserving cash while reiterating the advertising community’s appreciation of trusted news sources and a commitment to working through issues.

Digital Marketing

Spirits Platform calls Cocktail O’ Clock to support bartenders

Spirits Platform wants out-of-work bartenders who have lost their jobs because of the hospitality shutdown in the wake of the COVID-19 pandemic to create simple cocktail video tutorials aimed at home consumption for its ‘Home Five O’Clock-tails’ initiative.

Strategy

City Tattersalls Club finds the bonus in new digital loyalty scheme

As physical cards and coupons are becoming obsolete, new technology like mobile wallets, are changing the way customers are interacting with brands. City Tattersalls Club, a 120-year-old social club located in Sydney’s CBD, saw the limitations of using traditional vouchers and cards and decided it was time to embrace customer loyalty in the digital realm.

Digital Marketing

Report: Digital trust has a long way to go

In the wake of increased digital marketing following mandatory isolation, new research shows six in 10 consumers are less inclined to use a product if their data is used for any purpose.

Strategy

Chatime's CMO on customer loyalty and turning marketing on its head in the COVID-19 crisis

It’s a situation many brand marketers want to get to: A healthy and highly engaged customer loyalty program delivering potentially millions in sales and value to business and customers alike. And for iced bubble tea franchise outlet, Chatime, efforts to deliver just that will not only help build long-term brand equity, but provide some tools to help cope with the current COVID-19 crisis.

Digital Marketing

What Earth Hour had to do to cope with COVID-19 lockdown

“Prototyping in public” is how Earth Hour’s head of marketing, Marion Joyce, describes her team’s efforts to create and launch the first-ever digital livestream event just a week before the big lights-out on 28 March.

Digital Marketing

Report: Covid-19 tech winners & losers

Cloud services and virtual collaboration software vendors along with IT infrastructure businesses may get a bounce from the effects of Covid-19, while IT services and consumer electronics brands may be hardest hit, according to the revised GlobalData Tech, Media & Telecom Trends 2020 report.

Digital Marketing

Why data experience is the new customer experience

La-Z-Boy has been around for nearly 100 years. However, in the 1990s, the recession and various competitors manufacturing overseas hit the company hard and it decided to switch up its marketing to attract more affluent and younger buyers, as well as women.

Digital Marketing

Can virtual events fill the physical conference gap?

The long-term impact of the COVID-19 lockdown on the Australian events industry won’t be known for some time, but one immediate outcome is the rapid rise in interest in virtual conferences.

Digital Marketing

Report: Direct to consumer brands now mainstream

The direct brand economy has gone mainstream, according to the IAB's latest US Brand Disruption 2020 report. And these direct-to-consumer brands are driving a tremendous transformation in the way consumer goods and services are created, marketed and sold.

Featured Whitepapers

State of the CMO 2019

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

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Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

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Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

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One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

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I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

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I am 57 and diagnosed in June 2009. I had a very long list of symptoms, some of which were. Keeping right arm close to my side while walk...

Nancy Tunick

Gartner survey: CMO spending hit by COVID-19

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Audible did such a great job on their marketing and at the same time, there are no false promises. The support, quality, variety all good...

Vitaliy Lano

Audible's brand plan to build the value of audiobooks

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Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

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