Marketing Strategy

Leadership

Bringing the local flavour to an international consumer brand

When Farzeen Quadir-Hegde joined Taipei-based technology maker, ASUS, as its head of marketing for Australia in October 2019, her goal was to localise what had previously been a headquarters-centric marketing program. Her timing was fortuitous however, with COVID-driven lockdowns soon highlighting the need for on-the-ground experience.

Digital Marketing

Why carsales leant into trust in its new brand positioning

Online auto trading platform, carsales, has launched its new brand platform with the tagline ‘Everything You Auto Know’, leaning into its role as a trusted place for car sales and extending that into deeper vehicle buying, comparison and valuation advice.

How Body Fit Training is building a strong global brand

Australia’s gym and fitness industry took a hammering in 2020, with IBISWorld estimating social distancing and forced closures wiped out five years of strong growth. But despite the challenges, two-and-a-half-year-old Body Fit Training is on track to achieve three major milestones in the coming months.

Leadership

CMO profile: How Compare Club is zooming into the service comparison market

For experienced digital marketer, Rich McPharlin, his decision to take on the CMO role at comparison service, Compare Club, was motivated by his positive impressions of the company’s culture and growth potential. But it was his recollection of his own experience with the business that led him to see the true opportunity it presented.

Leadership

Mardi Gras 2021: How brands are showing their support

In 2020 political division and instability shocked the world, and it came in a year with protests and a new movement for racial equality, all while the world grappled with the coronavirus pandemic. The events of last year have thrown the role of brands into sharp relief as many people looked to them for their support and leadership on these health, social, racial and progressive crises.

Leadership

Food for Thought: How marketers need to approach 2021

CMO asks four marketing leaders about where do we go from here and what can be expect now that’s it’s 2021 and whether we continue to operate in short timelines and get backer to longer term planning.

Leadership

CMO profile: Playing the long brand game at Monash IVF

Keeping one eye firmly fixed on the long game while securing incremental wins – and executive trust – is the best way of describing Monash IV chief marketer, Fiona Allen’s, approach to the fertility service provider’s marketing strategy.

Strategy

Explainer: What is the circular economy?

The circular economy is expected to be worth $4.5 trillion by 2030, according to the World Business Council for Sustainable Development. Transforming the old ‘take, make and waste’ cycle with one that is structured around re-use, recycle and re-design will provide a host of new challenges and opportunities.

Social Media

Why Coopers Brewery is overhauling its brand positioning

A significant restructure of Coopers Brewery bringing marketing, distribution and sales together with the brewery team has provided the foundations for the family-owned company to invest in a brand repositioning effort aimed at recruiting new consumers.

Featured Whitepapers

State of the CMO 2020

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

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Latest Videos

Launch Marketing Council Episode 3: Launching in the technology sector

Our multi-part video series, Ready to Launch, is focused on unlocking the secrets of launching brands, products and services by exploring real-life examples from Australia’s marketing elite. The series is being produced as part of the Launch Marketing Council initiative by CMO in conjunction with independent agency, Five by Five Global.

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NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

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NetSuite to acquire Bronto's digital marketing platform for US$200m

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3 ways Booking.com is improving its B2B marketing game

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Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

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Hey Emilie - great read, and I particularly liked the section on the pressure of having brand purpose/Gen Z spending habits. It's great t...

Chris Thomas

Have customers really changed? - Marketing edge - CMO Australia

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Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

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Blog Posts

How the CMO can get the board on the customer’s side

For some CMOs, it’s easy to feel alone in the undying quest to better serve the customer. At times, it feels like the marketing department and the boards are speaking a different language, with one side trying to serve the customer, and the other side more focused on the shareholders and financials.

Jeff Cooper

CMO and board, Business Excellence Australia

The Secret Ingredients of a CX-Led Company Culture

When I talk to organisations around the world about their customer experience strategy, it is often the CMOs and their marketing teams who take the lead. They’re keen to improve the ways they attract and engage customers, and they want to understand the technologies that can help them make their customer experience truly outstanding.

Steven van Belleghem

Author, CX expert

The Future Of Social Is Joyful, Pass It On

2019 was a horror year for social media. But in 2020 something different emerged that has shifted the tone, format and intent of the medium. A new social vibe born out of the pandemic and fuelled by the emergence of a platform tailor made for the next generation of consumers.

Dan Young

Managing director, Pulse

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