Digital Marketing
Australian advertisers threw away 41 per cent of their overall digital advertising spend in 2022, according to the latest Next&Co annual Digital Media Wastage report.
Digital Marketing
A greater ability to demonstrate marketing return in revenue and customer terms is giving marketers confidence they’re delivering more value to their organisations. And it’s this commercial aptitude, along with stronger commitment to becoming a technologist, actioning data better and being innovative, which will be critical to riding out the economic and market unknowns of 2023.
Digital Marketing
In the latest of CMO’s Food for Thought series, we ask five stellar marketing chiefs from different industries: What investments have you made over the past year to improve the performance of your digital marketing activities?
Leadership
Measuring the effectiveness of marketing spend against short as well as longer term revenue and growth is critical for CMOs if they want to truly connect their efforts to commercial returns.
Digital Marketing
A new framework designed to create a universal definition and language of effectiveness, the Creative Effectiveness Ladder, has been launched by James Hurman and Peter Field at the Cannes Lions Live 2020 event. The Creative Effectiveness Ladder outlines six main levels of effectiveness achievement, from least, such as just an influential idea, to most commercially impactful, an enduring icon.
Leadership
There’s no doubt marketers are facing a critical commercial crisis and must get better at selling the business value they create, IPA UK consultant and principle of Cassidy Media Partnership, Fran Cassidy, says.
As our customers exhibit growing desire to be recognised for their preferences and passion points, ...
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
