Advertising contributes a mammoth $40 billion to the Aussie economy and is a key driver behind employment, competition and innovation, a recent report found.

Trying to ensure your sustainable brand message is heard in a heavily competitive marketplace means finding innovative and creative ways to engage customers. Kellogg’s digital marketing team has recently been on overdrive to succeed.

Apen Nutritionals and digital agency, Deepend recently joined forced to give the S-26 range a whole new layer of brand offering, while streamlining its content marketing strategy.

A customer-first attitude starts with the right marketing culture within an organisation, but experts agree it is easier said than done.

Tracking consumers in real-time, zero-click ordering and delivering pizzas via artificially intelligent robots are just some of the latest innovations underway at Domino’s.

Identifying and using behavioural insights on prospective and new customers to tailor communications is becoming a reality at Xero after adopting marketing automation globally.

Effective talent management in one country is challenging enough for any modern marketer, but add 60 different countries and 29 languages, and it becomes no mean feat.

More than ever before, brands are turning to the power of technology in an effort to attract, engage and retain customers in new and innovative ways.

Adobe, Salesforce, SAS and Oracle are leading the cross-channel campaign management pack, according to the latest Forrester research.

As we approach the end of the financial year, marketing budgets are likely to be reviewed and re-evaluated, but some experts believe marketers often fall victim to making critical mistakes early in the year that lead to ending the financial year over budget.

IBM-owned The Weather Company is launching Watson Ads, a new ad tech solution that utilises machine learning to give consumers an ability to interact with digital advertising.

News Corp Australia’s managing director of metro and regional publishing Damian Eales announced the appointment of former Woolworths and Coles marketing executive​ Tony Phillips as the company’s new chief marketing officer. ​

The tried-and-tested way of bringing a new car model to market usually involves significant spend on a mass market TV campaign. So that’s exactly what Toyota didn’t do when it launched its latest Prius hybrid car to Australian consumers earlier this year.

With more than 7 million Australians now on LinkedIn, there is a good chance that any professional salesperson’s prospects will be counted amongst them.

With content marketing and native advertising hailed as the latest saviour for publishers, Rene L’Estrange-Nickson is puzzled by the number of publishers, brands and agencies that seem to be getting it wrong.

Time-poor marketers inevitably risk leaving budget planning until the last minute, a situation that can have a devastating impact on the effectiveness of their overall marketing strategy.

Marketo’s shift into private equity hands could provide the financial safe haven the vendor needs to realise its enterprise solutions ambitions, industry analysts claim.

Recent studies show 87 per cent of B2B sales and marketing leaders are using LinkedIn and other social media platforms, but fewer than one in five can clearly prove and demonstrate social media ROI. I believe it's because the attention and efforts are on the top of the funnel instead of thinking about the complete buyer journey.

Marketing-software maker Marketo has agreed to be acquired by private equity firm Vista Equity Partners for US$1.79 billion, the company announced Tuesday.

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.’

IBM’s marketing cloud efforts might have been overshadowed by the likes of Adobe, Salesforce and Oracle in more recent times, but the vendor was in fact one of the first enterprise vendors to spy the massive opportunity for technology, analytics and automation in the marketing function. IBM’s biggest competitive advantage, however, may well be from outside its current martech stack.