Brand Strategies

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.

Digital Marketing

Launching an ecommerce platform: le coq sportif’s brand story

Fashion labels face a significant challenge when it comes to delivering an integrated customer experience and brand engagement strategy. On the one hand, fashion can achieve an emotional link with consumers unique to other types of goods and services; on the other, such labels can be limited in how they can directly interact with customers because of the nature of retail and distribution.

Leadership

CMO Interview: Building customer connections using art and science

Data-driven marketing has become the catchcry for marketers striving to achieve real-time customer interactions in a world where consumers have all the brand power. But it’s those who also invest in creating an emotional link with the customer that will win.

Coles CMO emphasises marketing's brave agenda

The CMO of one of Australia's largest supermarket chains has defended the group's focus on reducing prices in the face of farmer backlash while also stressing the importance of courage in a modern brand strategy.

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Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

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Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

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JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

3-pronged marketing approach for property disruptor Brickx

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With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you can en...

Drishti Khurana

How NRMA’s Arlo the Koala chatbot won over customers

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Hey, With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you c...

Drishti Khurana

7 innovative brand chatbots

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hey Ever wondered how a business could leverage WhatsApp to grow? Find out here - http://s.engati.com/2rf

Unnit Dedhia

Sydney Uni taps AI for new COVID chatbot

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Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

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