Bendigo Marketplace shopping centre is planning to expand its use of beacon technology after a successful family-oriented marketing campaign last month triggered new levels of customer engagement and foot traffic.

Proximity marketing is emerging as the new battleground for brands to engage with their customers at the point of purchase. And it’s raising some big questions around data ownership between brands and retailers.

Forget the territorial battles being fought at other companies between marketing and technology executives. At renowned athletic gear maker Adidas Group, the digital marketing approach is built on a real alliance between the two disciplines.

The Missing Persons Advocacy Network (MPAN) has launched a new initiative using digital search across leading corporate websites to help drive awareness of Australia’s missing persons.

Marketers striving for digital excellence risk focusing too much on shiny new technologies instead of getting basics like measurement, skills, operational structure and single customer view right.

Woolworths is looking to roll out beacons across all of its click-and-collect stores following a successful proof-of-concept trial of the proximity marketing technology with customers.

Facebook’s Atlas ad serving and measurement network has confirmed two new partnerships as it looks to build out the digital advertising offering.

Marketers are getting the message that serving the consumer at the mobile moment should be their top priority. So are they investing mightily in mobile marketing tech? Not as much as you might expect.

Brands who position mobile as the second screen of engagement risk losing their relevance with today’s highly connected customer, and could be falling prey to the latest shiny new object.

Domino’s Pizza has highlighted its create-your-own pizza campaign, Pizza Mogul, as a strong sales driver in its first-half financial year report for 2015.

There’s no doubt about it: As digital marketing continues its ascendancy, the skillset required within marketing teams to handle digital platforms is changing drastically. So where are there still gaps, and what can CMOs do about it?

Fighting bad people, Google style

There is a mantra in the technology startup community that says failure is actually a good thing. That people who try something and fail are actually better investments than those who try nothing, or who have never known failure. This same ethos is also starting to find favour within some marketing teams.

In the second part of our series on digital marketing in 2015, we ask leading industry association and agency figures to share their views on where the emphasis must be placed for success.

Digital channels are driving unprecedented levels of fan engagement for Australia’s leading sporting codes, but more needs to be done to bring digital into the physical experience on the ground.

With more than 100 hours of video uploaded to YouTube every minute, ensuring that even a short film can capture an audience’s attention is no easy task. But when you’ve been making short films for more than 25 years, there are a few tricks you pick up along the way.

What should marketers focus on to improve their digital marketing prowess in 2015? In the first in a three-part series, we ask industry associations and digitally-led agencies to gauge their views on what digital marketing strategies need to factor in this year, and where they’re advising CMOs to place both their dollars and resource efforts.

Nielsen has unveiled first details of the IAB’s new digital audience measurement blueprint, which will see daily metrics delivered for the first time.

Global property group, Colliers International, has launched a new website aimed at giving commercial and residential property hunters a consistent but more personalised experience when searching for properties worldwide.

Building repeat customers is a big challenge for every retailer, particularly given the ease of sourcing products digitally today. But thanks to a commitment to customer lifetime value, data smarts and some savvy digital marketing, it’s something US-based fashion jewellery retailer, BaubleBar, has firmly in its sights.

Marketers are ramping up spending on social and mobile activities and capabilities, and see CRM, mobile apps and marketing analytics as core technologies for building customer engagement, according to the 2015 State of Marketing Report from Salesforce.