Marketing Strategy

Leadership

How brands can respond to cancel culture in 2021

In a year many of us wished had been cancelled, it should not surprise anyone that ‘cancel culture’ peaked in 2020, Landor & Fitch executive director insights and analytics for the Americas, Maarten Lagae, says. And it’s going to remain front and centre in 2021, too.

Digital Marketing

Predictions: 10 Customer experience trends for 2021

​In 2021, brands will need to go further than ever with CX to attract and retain customers and incentivise loyalty. Coming to grips with the newly digital consumer while also finding purpose and empathy to connect with those consumers looking for authentic brands are just some of the challenges. Finding the tools to bridge offline and online will create new challenges, while rising demands for privacy willneed to be balance against the benefits of personalisation.

Strategy

10 unusual examples of brand partnerships in 2020

​One of the interesting things to come out of this year’s unprecedented market conditions was a rethink around external partnerships and collaborations by local and global brands. Here, we highlight a few of the more unusual, unlikely pairings we saw during 2020 and why they were explored by the brands engaging in them.

Social Media

Why 86 400 teamed up with Tamarama Surf Life Saving Club

Digital bank 86 400 has teamed up with Tamarama Surf Life Saving Club (TSLSC) to raise money for the renovation of the Sydney clubhouse, pencilled in for early next year. To help the club meet its fundraising target, 86 400 has pledged $25,000 towards the redevelopment project and will also donate an extra $10 for every new customer who tries 86 400 during the partnership using a special code.

Leadership

Bringing the SPC brand back from the brink

With a history that stretches back over 100 years, SPC has been a familiar brand in Australian pantries and on supermarket shelves. But the company had languished in recent years following its acquisition by Coca Cola Amatil in 2005, recording falling sales and significant losses.

Digital Marketing

3 Australian CMOs explore the global marketing trends expected to dominate 2021

The world of 2021 marketing and commercial growth will be driven by human connection and the overarching need for organisations to not only be trusted but also embraced by the customers they’re striving to engage with. That was the overarching takeaway of Deloitte’s recent 2021 Global Marketing Trends report, which was explored practically this week through the experiences of trio of leading Australian chief marketing officers from Coles, ANZ and Telstra.

Digital Marketing

CMOs: It's time to lift our data-for decision making game

It’s by tapping into data for decision making, rather than concentrating on data from marketing actions, that will enable CMOs to identify new paths to growth and revenue, Constellation Research VP and analyst, Liz Miller, says.

Leadership

CMO Momentum 2020 – now available to you on-demand for 30 days!

Want to know how to disrupt the CMO playbook? How brands such as Audible are balancing human intuition and data science? Or why marketing chiefs from the likes of RMIT, Realestate.com.au and Hexagon are turning to agile ways of working? These are just some of the sessions from our recent CMO Momentum 2020 virtual event, and they’re now available to you on-demand for the next 30 days, thanks to our sponsor, Sitecore.

Digital Marketing

CMO profile: Building the growth engine during a pandemic

​It’s a process Maria Robinson has applied to every new role she’s held as a marketer since cutting her teeth in the dotcom era: The no-fly zone. And it’s one that’s particularly useful when you’re the first CMO appointed to a company like Nitro, looking to ride the rapid growth opportunity presented by COVID-19.

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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Infosectrain01

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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