What do you do when you know you have a great product, but lack the resources or brand appeal needed to tell the world about it? Maybe get Alicia Keys to do it for you.

It’s a business objective many FCMG and B2C brands will be all-too- familiar with: How to increase sales and household penetration of products. For Care Pharmaceuticals head of marketing A/NZ, Daniela Fra, this was the catalyst for what became an ambitious shift of Hydralyte’s advertising away from TV and above-the-line to a digital-first media strategy and approach.

All sorts of consumer brands, from exclusive high-end fashion houses to fast food chains and even movie studios, are realising the opportunities to connect with their customers through games.

Amid all the jokes of ‘Scotty from Marketing’ and the general cries of a lack of authentic leadership in the current bushfire crisis, one Australian has used the power of social marketing to raise over $51 million in support of the NSW Rural Fire Service.

According to recent research by WARC, marketers are looking to increase marketing investment in emerging social media channels, such as TikTok, and away from old channels such as Twitter and Snapchat.

The Queensland Symphony Orchestra is investing in social media and digital marketing to make music more accessible to all Australians.

There is still a lot of work to be done to gain trust within digital channels and metrics, according to a new study.

Social media obsession with perfection is getting a drubbing with research showing social media is having a negative impact on body image.​

Australia might be lagging on consumer data privacy legislation, but several local companies will still need to comply with global legislation, the latest of which is the rollout of the California Consumer Privacy Act (CCPA) on 1 January 2020.

Retail stores of the future must be flexible to adapt to rapidly changing consumer demand, boast of embedded sustainability, and become experience and information destinations over transactional capability, Luxottica’s VP of marketing, Milena Cavicchioli, believes.

Think Aquila and you think of high-end, Italian leather, hand-made shoes. But that's not all Aquila offers. So the business has set about a rebrand to change those consumer perceptions.

Social media managers spend a lot of time worrying about the expectations of their external audiences. But they’d also do well to worry about their internal audiences.

Sixteen years ago, Krispy Kreme launched in Australia, and it’s fair to say there were doughnuts everywhere. Aussies couldn’t get enough – until they did.

News of Facebook trialling the removal of ‘likes’ counts from user feeds has come as no surprise to local social media experts and industry commentators, who welcome the move as recognition of the negative impact these platforms are having on society globally.

A new industry council for local influencer marketing has been created by the Audited Media Association of Australia (AMAA).

For a franchise business operating in a highly competitive environment, marketing consistency and data analysis is key.

Pinterest has opened an office in Australia and is busy scaling its teams to meet and grow advertiser and marketing demand from local businesses.

Each year, dozens of new social platforms are launched with the hope of becoming the next Snapchat, Pinterest or YouTube. The latest platform to reach that tipping point is the TikTok, an app for sharing short form video which promotes itself as a platform for capturing the world's creativity, knowledge and moments that matter.

Dubbed the “Donald Trump of TripAdvisor” by The Washington Post, Oobah Butler turned a non-existent restaurant, The Shed, into the top rated dining establishment in London on TripAdvisor through social manipulation. Speaking at this week’s Online Retailer conference, Oobah Butler delivered his keynote on ‘Cutting through the bullsh*t of social influence manipulation’ where he detailed his scheme while working as a journalist for Vice.

​Have you seen the video with US speaker Nancy Pelosi appearing to be drunk and slurring her words? Or perhaps you’ve seen the one with Facebook CEO Mark Zuckerberg joking about knowing the public’s secrets? Or the videos of Rasputin singing Beyonce, Andy Warhol eating a Burger King burger or Salvadore Dali being brought back to life? In 2018, Barack Obama warned in a video about enemies making it look like anyone is saying anything at any time.

Instagram is trialling the removal of ‘likes’ tallies from photos and videos in Australian consumer feeds, a move it says is about turning the tables on the way people engage with the social platform.