Market Research

Digital Marketing

Survey says brand building is priority

Enhancing brand influence is more important than sales growth and conversion in campaigns for more than half of businesses in the region, according to the inaugural Asia-Pacific Corporate Communications Report.

Digital Marketing

The power of fangelism

Fandom in Australia is worth $4.3 billion, with each fan spending on average $909 per year on their particular fandom and aligning with the right fans represents a significant opportunity for brands, according to new research by Powered, Nine’s marketing solutions division.

Digital Marketing

COVID-19 drives global ad spend down

Global ad spend will fall by almost 12 per cent this year (excluding US political advertising), but this will be followed by growth of 8.2 per cent on a comparable basis next year, according to GroupM’s twice yearly This Year, Next Year report.

Strategy

Study finds freemium won’t get paid customers

Providing a free or lower cost trial of a paid version of a service for a short period helps the take-up of the paid version. But freemium models aren't quite so successful, a new paper, Experience Effect in the Impact of Free Trial Promotions, published in Management Science, claims.

Strategy

Why top customer support needs technology and humans

Customers want phone, email and online help, plus new tools like messaging and chat bots with help from real human agents, according to BT’s Autonomous Customer 2020 research. The report said, while technologies come and go, the message from customers is unchanged: Make it easy, make it secure and we will reward you.

Digital Marketing

Dos and don’ts of advertising during COVID-19

Half of Australians (51 per cent) say it's okay for brands to continue advertising during the COVID-19 pandemic, according to research conducted by Dynata. And when asked which messages resonate most, almost half (47 per cent) said ads communicating how a brand is contributing to the needs of the crisis were among the most appealing.

Digital Marketing

COVID-19 dampens business and consumer sentiment

As the COVID-19 restrictions continue to ease across the country, two separate measures of business sentiment and consumer confidence show the ongoing negative effects of the crisis.

Strategy

Most trusted brands during COVID-19 lockdown revealed

In times of crisis, Australians turn to their homes, focusing on food and maintenance, according to the results from a Roy Morgan survey. It’s revealed that at the height of the COVID-19 pandemic, Australians nominated Bunnings and Woolworths as their most trusted brands.

Customer Experience Management

Study: Loyalty programs need to reward social good

Loyalty program members are increasingly interested in rewards for social good, according to the 8th annual Australian customer loyalty and loyalty program research study, For Love or Money 2020.

Customer Experience Management

Marketing 2030 and the rise of the machines

The future of marketing and advertising over the next 10 years will be shaped by AI, data ethics and environmental responsibility, according to a new report.

Leadership

COVID-19 effect: Business may never be the same

Two surveys out this week show the extent to which the coronavirus pandemic has impacted business, with local business leaders revealing a slightly more positive outlook than globally.

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Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

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okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

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CMOs: Let middle managers lead radical innovation

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One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

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The personal digital approach that's helping Vision RT ride out the crisis

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Gartner survey: CMO spending hit by COVID-19

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Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

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