Market Research

Leadership

Why marketers should stop emphasising ESG in creative

A new research paper by Forethought advisory is encouraging marketers to leave environmental, social and governance messaging and stories to the corporate affairs or PR teams and focus instead on attributes truly driving consumer brand choice.

Digital Marketing

Report: Social commerce appetite firming up

Seven in 10 Australian consumers are likely to buy through social media channels, with livestreams and conversation commerce proving strong prompters for purchase, a new report indicates.

Digital Marketing

Report: Under 40s do consume news

Contrary to popular belief, nine in 10 Australians under 40 are reading news on a monthly basis, with nearly three in five tapping a combination of online and offline as sources, a new ThinkNewsBrands survey shows.

Report: Rewards-based promotions beat discounts

Organisations using reward-based promotions get 8.6 per cent better return on marketing investment (ROMI) compared with firms using discount promotions, according to new international research by Aberdeen Research.

Digital Marketing

Report: Australian ecommerce hits record-breaking heights

Australia’s ecommerce market is expected to grow by 13.4 per cent this year off the back of hefty gains in 2020 and is on track to break the US$70 billion barrier by 2025. Yet with such growth comes a record spike in scams targeting Australian consumers.

Leadership

Report: CMOs and CIOs should make a tandem leap into the hybrid future

CMOs and chief technology officers must focus on hybrid customer experiences - physical and digital – to deliver growth, according to the latest report from Forrester Research. And the way to achieve this is to align their teams and collaborate on a united marketing and tech strategy.

Fifth Dimension CEO: The problem with brand trust metrics

Many brands set store by levels of customers’ trust but cracks are appearing in the value of measuring it. That's the view of Fifth Dimension CEO, Lyndall Spooner, whose research consultancy is trying to dissuade clients from using trust scores.

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Featured Whitepapers

State of the CMO 2021

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

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Latest Videos

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Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

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Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

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Beautiful article.

Hodlbaba

15 brands jumping into NFTs

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"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

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As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

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Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

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