Content Marketing

CMO50 2017 One to watch: Elaine Herlihy

“Our motto is ‘great team, great work’, because if you don’t have the former, you never have the latter,” PayPal Australia marketing director, Elaine Herlihy, says.

CMO50 2017 #26-50: Renae Smith

As CMO of AIA A/NZ, Renae Smith leads a cross-functional department including brand, product and pricing, digital, marketing communications and the insurance group’s leading wellness program, AIA Vitality. But she also finds herself purposely aligned to the HR chief.

CMO50 2017 #23: Melina Cruickshank

If there’s one thing Domain’s Melina Cruickshank thinks modern marketers should do more of, it’s build the courage to back their own judgement and experience.

CMO50 2017 #26-50: Yves Calmette

Australia’s Great Barrier Reef faces myriad threats, and big one of which is overfishing, WWF’s CMO, Yves Calmette says. Five shark fishing licenses, each with a 1.2km net, trawl the reef every day. These nets kill thousands of juvenile sharks each year, including the endangered hammerhead, and dugongs, turtles and dolphins as bycatch.

Social Media

Brands leaders from NAB, Berlei, Youi turn out for YouTube’s annual Brandcast event

Marketing leaders from Berlei, National Australia Bank and Youi took to the stage at YouTube’s Brandcast event this week to highlight how they’re using the video platform and its growing suite of advertiser offerings to build their brands with on-demand audiences. Their stories came amid a raft of new advertising product offerings and updates from YouTube all aimed at improving the robustness, measurability and quality of interaction with the consumer.

Social Media

How surfing dogs helped VetShopAustralia drive customer engagement

Today’s fiercely competitive online shopping environment is driving more ecommerce businesses to find innovative and creative ways to attract and retain customers. One of these is VetShop Group, which is successfully leveraging the power of technology and a unique competitive event to drive digital engagement and boost sales.

Digital Marketing

How video production is helping Xero attract and retain customers

From his studio in Auckland, Pat MacFie leads a team of video professionals that would put some independent production houses to shame. But he's not running an independent video production house. Instead, his group is part of an internal marketing agency producing content to help attract and retain customers for the online business software maker, Xero.

Report: Quality of content impedes meaningful brand success

A new list of Australia and the world’s most ‘meaningful’ brands has found fewer than half of consumers see organisations contributing to their well-being and quality of life and that most are failing to resonate because of the quality of their content.

Digital Marketing

The top 6 content challenges facing B2B firms

No matter how much you believe in the benefits of content or are committed to creating a content strategy, it can be a struggle to execute a successful content marketing approach. In working with a variety of B2B firms across a range of industries, I’ve discovered six common challenges facing marketing professionals and executives when it comes to content marketing.

Social Media

How Mars tapped social sentiment to win over millennial consumers

When Mars Chocolate announced it would set the price of a Snickers bars based on the mood of the Internet, it did more than just create a cool integrated online and offline campaign – it set in motion a fundamental rethink of how Mars reaches specific audiences.

CMO50 2016 #26-50: Melina Cruickshank

Since she took on the combined role of chief editorial and marketing officer at Domain in 2014, the core of Melina Cruickshank’s strategy has been informed by four major areas: Data-driven decision making, editorial content, audience-oriented marketing and mobile-first thinking.

CMO50 2016: #25: Michael Laxton

Over the past 18 months, Fairfax’s Michael Laxton has worked to realigned business processes to ensure the media owner’s end customer – its audience – is at the centre of all activity programs.

CMO50 2016 #26-50: John Moore, Bupa A/NZ

There’s a holistic change going on at Bupa to focus on customers’ health and care needs. “We’ve really seen a shift in our strategy over the last 12 months to position Bupa as a leader in health and care and to be loved by our customers,” marketing director, John Moore, says.

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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Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

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kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

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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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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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