Customer Journey

Digital Marketing

BIG W: Latest campaign all part of becoming more relatable

​BIG W is in its second year of a turnaround strategy, which aims to make the retailer more relatable to Australian families. And while it's early days, its general manager of marketing, Kristen Linders, says the retailer is starting to see some green shoots.

Digital Marketing

Open Colleges: One-to-one journeys is the goal

For Open Colleges, personalisation has made a big difference. In fact, the online education organisation has seen a 42 per cent increase in conversion rates after A/B testing and optimising its normal welcome journey.

Leadership

Kantar: Customer journeys must be redefined

Empowerment of customers has required almost every business to transform, whether they know it or not, and customer journeys need to be ex-examined if true CX transformation is to be achieved.

Leadership

​How Nearmap leveraged tech to grow its market share

The past decade has seen an explosion of subscription-based business models such as Salesforce.com, Netflix and Spotify, and their popularity is proof customers are renting over purchasing more than ever before.

Digital Marketing

Making the tactile experience digital at T2

A highly tactile brand with a focus on the in-store experience can often overlook the power of digital. But at T2 Tea, leveraging technology is boosting both offline and online customer engagement.

Leadership

Kellogg's marketing leader on relevancy

Today’s customers expect brands to deliver more authentic marketing messages that connect and resonate with them, says Kellogg’s Australia marketing director, Tamara Howe.

Leadership

5 steps to marketing a purpose-led brand

It’s challenging to find innovative ways to stand out, but it’s even harder to make your purpose-led brand message heard through all the noise. Speaking at the Sustainable Brands Event 2016 in Sydney, four leading brand experts discussed their tried and tested strategies to better position their purpose-led companies to get the right response from customers.

Digital Marketing

​10 brands using digital to create great in-store experiences

With more consumers now attracted to the convenience of mobile and online shopping, the pressure is on bricks-and-mortar retail stores to find innovative ways to leverage technology to enhance the in-store customer experience and detract shoppers from simply ‘showrooming.’

Digital Marketing

Pure Storage CMO's tips to make your marketing resonate

Marketing is in one of the biggest moments of transition for the last fifty years, and according to Pure Storage CMO Jonathan Martin, it’s time to rethink the approach to reaching out to customers with the right message.

Featured Whitepapers

State of the CMO 2020

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

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Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

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