Nine out of 10 Australia and New Zealand senior marketers are making purchasing decisions on technology products and services for their function, a new report claims.

Taking an emerging technology offering to market as a marketer requires a serious education focus. But add in an academic and non-IT influencer audience, low brand recognition, and a relatively unknown prospect list, and you’ll start to understand the challenges Australian telecoms provider, Amcom, faced when it took its unified communication into the higher education sector.

Many marketers are relying on the wrong parameters to personalise communications in a digital environment and should be tapping into irrational, emotional and contextual factors to win over today’s customer.

The explosion of interest in predictive analytics among Australian marketers has been met by similarly-explosive growth in the number of vendors and consultancies vying to meet their needs.With such rapid growth in demand, how can marketers be assured they are getting the best result for their money?

A dynamic new tool allowing Jetstar’s mobile customers to directly interact with fare and destination information in an email is generating double-digit revenue and conversion uplift for the airline group.

In this exclusive interview with Adobe SVP and CMO, Ann Lewnes, we ask the marketing leader about how she's overhauling the marketing function in the age of digital marketing, what owning customer engagement means to a CMO, why marketing and product are inextricably linked, and how she's using data to be the ultimate modern marketer.

Building a successful engagement strategy in the age of always addressable, mobile customers not only requires technology smarts, data-driven marketing capabilities and useful content, it also needs executive support and cross-functional camaraderie.

When Carolyn Bendall was appointed head of marketing for ANZ Australia 18 months ago, her task was concise yet considerable: Evolve the marketing function.

A data-driven advertising product combining News Corp’s readership data with insights from big data analytics poster child, Quantium, is among several new digital offerings launched by the media company this week.

Australian marketers view technology knowledge as vital to their leadership, and three out of five are increasing investments in digital marketing technologies this year.

PC manufacturer, Lenovo, has inked a global partnership with Integral Ad Science to use the ad tech vendor’s machine learning platform to improve digital advertising campaign viewability.

Citibank is raising the bar on targeted customer engagement by offering location-specific dining recommendations to consumers signed up to its dining loyalty program.

Virgin Australia has confirmed the acquisition of Australian data analytics consultancy, Torque Data, for an undisclosed sum.

Customer experience is the new marketing agenda, and marketers must turn their attention to customer journeys, data and technology, and advocacy if they’re to survive in today’s experience economy.

Telstra-owned Ooyala has made its second acquisition in nine months, picking up cloud-based media logistics and workflow software vendor, Nativ, for an undisclosed sum.

If you've spent time Google searching and window shopping online, say, on an outdoor retailer's website, dreaming about a $400 graphite fly fishing rod, maybe even putting the fly rod in a shopping cart to keep the fantasy going only to click away when reality bites, you might see the fly rod following you around the Interwebs, your Facebook feed or a banner ad.

Innovation requires creativity but won’t succeed unless it’s also backed by strong execution, consumer focus and a change-ready company culture, Ergon Energy’s group manager of retail customer experience and marketing claims.

Ad technology player, Rakuten Marketing, has enlisted Krux’s DMP capabilities to provide better audience targeting capabilities for media buyers across consumer data.

Successful data-driven marketers are increasingly turning to first-party data to improve customer intelligence and lessening their reliance on third-party data sources, a new report claims.

There’s a lot of hype and buzz around retailers adopting new technologies, but many lack the marketing direction to employ these in a way that’s relevant to customers.

Recruitment software provider, PageUp People, has appointed Daniel McDermott as its global chief marketing officer, based in Melbourne.