Digital marketing Whitepapers


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State of the CMO 2021
By CMO | 3/8/2021

CMO’s State of the CMO is an annual industry research initiative aimed at gauging how Australian marketing leadership is evolving both in terms of functional role, as well as contribution to business. Our special 2021 report looks into key aspects of the CMO position and marketing function, encompassing the professional standing of the modern marketing leader, their technology procurement and influence, functional responsibilities and remit, budgets, extent of influence as a digital and customer custodian within their organisations, skills and priorities.

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State of the CMO 2020
By CMO | 28/7/2020

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how Australian marketing leadership is evolving. This year's report looks into key aspects of the CMO position and function,encompassing the professional standing of the modern marketing leader, their technology procurement remit and investments, functional responsibilities, the extent of their role as digital and customer owners within the business, skills and much more. We also look at the impact of COVID-19 on budgets, strategy and priorities.

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What marketers can learn from today to reinvent brand marketing tomorrow
By ADMA | 9/7/2020

Necessity has always been the mother of invention. And amid the challenges and uncertainty COVID-19 as a crisis has presented all industries, there’s been unprecedented innovation in brand and consumer engagement.

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Australia’s DIGITAL MARKETING & CUSTOMER EXPERIENCE MATURITY
By Capgemini | 22/3/2018

This new editorially-led research program, Australia’s Digital Marketing and Customer Experience Maturity, was produced by CMO in partnership with Capgemini, and is aimed at understanding how technology is impacting the remit, success and evolution of marketing leadership in Australia. To do this, our questions focused on the strategies, practices and foundational technologies being utilised by marketers and digital teams to help manage customers and how their organisations realise the potential of these next-generation capabilities. Read More

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Guide to email marketing metrics: How to measure effectiveness and troubleshoot problems in email campaigns
By Return Path | 3/12/2015

Marketers pay a high level of attention to email program metrics to assess how well their campaign has performed and identify gaps for optimisation. This guide covers the metrics essential for a successful email campaign and how they can be used to troubleshoot any problems.

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The ultimate guide to email deliverability
By Return Path | 3/12/2015

A high delivery rate for an email campaign is often misleading to marketers and not necessary a good measure of campaign success. Delivered emails can end up in a recipient’s inbox, spam folder or even be blocked. This guide provides insights on how spam filters work, how IP and email domains impact deliverability, and debunk common myths about this metric.

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Supercharge your subject lines with these shocking secrets
By Return Path | 3/12/2015

The average consumer receives more than 500 marketing communication in a given month but opens less than 15. Research shows the decision of these email recipients to open the email is based on the subject line alone. This infographic illustrates the solution to subject line optimisation and demonstrates how a powerful subject line can garner better client engagement.

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Activate analytics to optimise the digital customer experience
By Telerik | 25/5/2015

Top Performing organisations rate the digital customer experience as a key competitive advantage. A compelling, engaging, and relevant customer experience online is a differentiator for the world’s most successful organisations. Read: exactly how Top Performing organisations approach marketing and what their strategic focus is for 2015, why gaining access to actionable data poses the biggest bottleneck for most marketers and how data-driven insights provide the greatest advantages in marketing execution.

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Your Data Trumps Big Data
By SDL | 8/5/2015

Despite all the hype surrounding big data, it’s the small data – the customer’s data –that really impacts the bottom-line. Every time your customers choose to tell you where they are, what they’re doing, what they want and what they’re thinking, they provide bits of information you can use to enhance the customer experience. Over time, all this data, the information you earn from – and learn from – your customers, becomes the currency of engagement. As with any precious resource, you need to protect it and use it wisely. But once your customers trust you with their data, you can leverage it to gain the insights you need to market your brand more effectively.

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5 Travel Trends Shaping the Future of Digital Experience
By SDL | 8/5/2015

The global travel industry faces a unique set of challenges driven by distinct industry trends. Travel professionals must satisfy the needs of passengers and guests both in person and online, in real time and across multiple languages. That means ensuring a seamless, consistent experience across channels and interactions. To achieve this, travel professionals must continuously monitor travel and digital trends and adjust their approach accordingly. This paper explores the five key trends impacting the digital experience in travel, enabling you to better understand how they impact your business.

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