YouTube viewers come in many forms and to the platform for many different reasons, according to new Australian audience research that analyses the ‘how and why’ of user engagement across three key demographics: Parents, millennials and Gen X.

CMO jobs are at risk if customer experience strategies don’t succeed and, in particular, if customer engagement doesn’t satisfy digitally demanding consumers, according to a new CMO Council report.

​Despite marketers needing to become more data-driven, targeted, and analytical to prove their worth, a new report shows a significant disconnect between what Australian marketers are actually doing and what they should be doing.

Australia’s marketing workforce is expected to grow by more than 11 per cent, or 30,000 jobs, in the next five years thanks to increased integration of marketing with other business functions and the growth of digital marketing.

Social media in-feed ads, along with online video and paid content, are leading growth in global digital advertising, Zenith’s 30th annual latest advertising trends study claims.

Google has come up trumps yet again in YouGov’s list of global and Australian brands, while Bunnings has markedly improved its scores and become Australia’s top company in terms of brand health.

Marketing leaders are increasingly struggling to adapt campaigns and creative activity to local market needs in a timely manner, a new CMO Council report has found.

Consumers still want the human touch, even in a time of great technological innovation, but they also want choice. So it’s organisations that unite voice with automated experiences across the spectrum of interaction channels that will keep the most customers in the future.

A lack of expertise in programmatic video advertising, not just brand safety fears, is holding back an otherwise hungry pack of Australian brands keen to invest in new and innovative digital video advertising solutions.

Employees across more than nine in 10 of Australia’s top 100 brands believe their organisations don’t do a good enough job of being transparent with consumers about how their information is being used.

Internet advertising will surpass traditional TV advertising globally for the first time this year while social media is set to beat out newspapers by 2019, the latest Zenith Advertising Expenditure Forecasts reports.

A new list of Australia and the world’s most ‘meaningful’ brands has found fewer than half of consumers see organisations contributing to their well-being and quality of life and that most are failing to resonate because of the quality of their content.

Australian businesses may be talking innovation, but most don’t have the processes and support to be able to achieve sustainable innovation within their organisations, new research claims.

IT vendors and professional services consultancies are increasingly competing against traditional agencies for acquisitions in the marketing services space, according to a new report.

2016 was the year of measurement as marketing executives put data-driven marketing and advertising at the heart of their engagement strategy, the new Global Review of Data-Driven Marketing and Advertising report claims.

​ Artificial intelligence is the new user interface, workplace hierarchies are disappearing and technology design decisions must be made by humans for humans in order to realise desired outcomes, according to the latest Accenture technology trends report.

Several years ago, Gartner gained notoriety for suggesting CMOs will be spending more than their IT counterparts on technology by 2017. Well, according to the research firm, that premise is set to come true, as marketers look to up spend on a host of capabilities across the martech stack.

Predictive analytics, the Internet of Things and machine learning are all being touted as top technologies that will improve engagement with customers, even if marketers can’t agree which to prioritise, a new international survey reports.

Poor understanding of the connected customer journey across all touchpoints and data utilisation woes means CMOs continue to struggle to deliver on the promise of omni-channel alignment across digital and physical worlds, a new report claims.

Australian consumers are increasingly aware of the value of their personal data, and would put a $50 price tag on their contact details and online behavioural intelligence if they could, a new report has found.

Digital video and mobile are continuing their ascent as preferred online advertising channels for Australian brands, chalking up 43.8 per cent and 56.6 per cent year-on-year growth respectively, IAB’s latest research has found.