It’s been a year of firsts for South Australia Tourism Commission’s Brent Hill as he’s worked to lead his team, organisation and the wider SA tourism sector through bushfires and then a global pandemic. He says one of the most unusual tasks was doing ads to say the opposite of what he’s usually paid to do.
Want to be a truly innovative marketer? Then don’t copy anyone, ever, Guzman y Gomez CMO, Lara Thom, says.
When it comes to marketing innovation, Jason Olive is clear about the three key ingredients, but they’re not the usual tools of the trade. “I know we could be talking about data or marketing stacks here, but I really think it comes down to three broad organisational principles - bravery, trust and insightful challenge,” Olive said
There are two skills Tabcorp’s brand, marketing and product leader is determined to build across his teams. The first is speed.
Doing a pitch in lockdown was certainly a first for Catch Group CMO, Ryan Gracie. With five agencies starting the process in March, Catch eventually selected AJF GrowthOps as the winning agency to deliver a significant body of work, all produced remotely.
As a CMO, joining the group executive team of the Woolworths Group in 2019 was not only a positive step personally, but an important one cementing the marketing function’s contribution at the most senior level, Andrew Hicks says.
At first glance, most of us would think a pure-play brand like The Iconic was better positioned than many retailers lagging behind in digital when confronted with the COVID-19 crisis. Yet marketing chief, Alexander Meyer, is the first to admit the lockdowns put a lot of strain onto the business, its employees and customers.
Leading a breadth of initiatives beyond traditional definitions of marketing, from CX programs to customer self-service initiatives and product redesign, has given Stuart Tucker plenty of opportunity to inform growth at online tradies marketplace, Hipages.
In today’s world, it is paramount marketers respond quickly to a changing context, be it a weather event such as a bushfire or flood or pandemic, says Suncorp’s Mim Haysom. “Gauging consumer sentiment and needs and responding in a relevant and timely manner is critical to our customers’ experience and ultimately our success,” she says.
If there’s one lesson to be learnt from 2020, it’s that Tourism and Events Queensland (TEQ)’s marketing team has the ability to manage and deal with ambiguity, says its CMO, Michael Branagh.
During Vivianne’s first 30 days at Hudson, her goal was to quickly make an impact with an innovative and quick-to-market campaign, designed to really drive revenue. Setting out to find out what the pain points and opportunities were for the business, she quickly discovered that a line of business, Talent Management (TM) and Graduate Assessment, needed a way to generate new leads.
Sometimes doing the right thing for your customers means stepping outside of the conventional practices of the organisation you represent. Daniel McDermott is one marketer who has taken on this challenge in the past year. As the marketing director for A/NZ at IT security company, Mimecast, he leads a team of 15 dedicated to building the Mimecast brand and driving sales opportunities.
In the last 12 months Yves Calmette did something she’s never done before, shifting the entire business to a single mission and focus overnight when the bushfire crisis peaked in the first days of 2020. “We stopped everything to allocate all our resources, energy and passion to save, rescue and protect wildlife. All marketing activities pivoted in 48 hours,” Calmette said.
The legal sector is not commonly renowned for being a hotbed of innovation, let alone for progressive marketing thinking. But when LegalVision was founded in 2012 it was done so with the objective of turning that perception on its head and disrupting an otherwise staid industry.
While the rest of the world was cancelling events earlier this year, Bianca Bryson had a different idea.
Since taking up the marketing chief’s reins at Fitness First Australia 18 months ago, Matt Fletcher has worked hard to break down business silos.
One of the hardest decisions the Brownes Dairy marketing team had to make during the first COVID lockdown in March was responding to consumer panic buying. “When we found out our customer service team were fielding calls that lids were ‘popping off’ in freezers, we knew we had to play our part in ensuring that the most basic, necessary product of fresh milk was available,” Sarich-Dayton explained
Marketers often talk about building a deep connection with their customers. But for marketers in the pet care sector, they also need to take into account the deep connections that already exist between owners and their pets.
At Mars, this relationship resides at the core of all decisions made by marketing director Emma Dowling and her team, and is reflected in the way her customers are referred to as ‘pet parents’.
For Martin Brown, the effect of COVID-19 has been to accelerate many existing trends, creating a fluid context that marketers needed to adapt to. "Our marketing team learned to lift speed, test and learn and trial new techniques previously discounted. It’s been a period of great learning,” said Brown.
The challenge marketers in many organisations continue to face is stakeholders who have very low expectations of them, says ANZ’s Sweta Mehra. The answer, she says, is to embrace the technology and tools that allow modern marketers to truly drive growth.
If Anny Havercroft could sum up the lessons of 2020 it would be to expect the unexpected, be more agile and, even with the best plans, be flexible in approach. “This requires a change of mindset as a leader in how we work - connecting with disparate teams and being empathetic to changing needs of customers by building marketing programs that are inclusive,” she said. “What doesn't change through any of this is the fundamental principles of marketing.”
What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...
Tareq
Digital disruption isn’t disruption anymore: Why it’s time to refocus your business
Enterprisetalk
Mark
CMO's top 10 martech stories for the week - 9 June
Great e-commerce article!
Vadim Frost
CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes
Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...
jackson13
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration
Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.
Ella Hall
The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration