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New survey confirms the importance of digital to marketers

A recent survey by Next Digital has confirmed many of the digital trends felt by Australian marketers. "The survey shows that digital media is seen as a significant opportunity for marketing strategists," says Dr Michael Valos, chair of the Monash University Marketing Alumni Association. Dr Valos commissioned ...

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How to become a usability evangelist, and why agencies can't afford not to

Why don’t more digital agencies conduct usability phases? There’s no point building the latest in socially connected branding mechanisms if they simply don’t work or are too frustrating to use. Too many times I have seen a huge mobile phone or FMCG brand burn thousands on a campaign whose digital component is ...

  • Want to be interesting? Try being interested.

  • Friday night in your Argentinean bar of choice is, I feel, the best time for hard-hitting discussion and thought-provoking insight. Which is why I am to be found most Friday nights in such establishments. Last Friday with one of the editors of this fine publication, we were discussing interests and, as much as ...

  • TechTips: what is LinkedIn anyway, and why the hell should I give a damn?

  • It may disturb you to know that right now there may be imposters out there, all over the world, giving you a bad name. Or in some cases a good name. I thought that my name was fairly unusual until a quick Google search revealed the shocking truth - I'm not alone. In fact, I’m a mild-mannered meteorologist in ...

  • Bowll bites back: Geoffrey responds to the AMI

  • This post is the sixth in a series looking at the AMI. Click below to read the others: What's wrong with the AMI The Great AMI Debate: Round 2 The Stark Reality of the AMI The AMI Bites Back Marketing the Marketers: the UK perspective Bowll Bites Back: Geoffrey responds to the AMI Over the last couple of ...

  • Marketing the marketers: the UK perspective

  • This post is the fifth in a series looking at the AMI. Click below to read the others: What's wrong with the AMI The Great AMI Debate: Round 2 The Stark Reality of the AMI The AMI Bites Back Marketing the Marketers: the UK perspective Bowll bites back: Geoffrey responds to the AMI An interesting debate has ...

  • Sony Ericsson Australia sponsor MySpace Pix platform

  • MySpace.com today have announced Sony Ericsson Australia as the principal sponsor of the MySpace Pix platform. The dedicated photo sharing channel launched in May this year, and to date has been ‘friended’ by 34,332 MySpace users. The Newshound spent Monday and Tuesday at the Advertising and Marketing Summit in ...

  • DDB Sydney launches channel planning division DDB Touch

  • DDB Sydney has officially launched DDB Touch, a channel planning division, which will work closely with clients to effectively plan and execute the most creative brand experiences for Australian consumers. DDB Touch will offer a holistic communication strategic resource at the DDB Group in Sydney, allowing clients ...

  • ABT helps Optus connect with its audience

  • It's happening, slowly but surely. Advertisers in Australia are starting to recognise and embrace alternatives to the 30-second TVC. Brand experience agency ABT has completed and launched a high-tech/high-touch, immersive environment to help Optus celebrate its sponsorship of Cirque du Soleil's 'Dralion' tour, ...

  • Tooheys New and Saatchi & Saatchi Sydney launch The Beer Relay campaign

  • Tooheys New has launched the second instalment in its new campaign, For the Love of Great Beer Ideas. Following on from the launch TVC, which centred on the spirit of the innovative Tooheys brothers, the second phase announces the chosen beer idea – the Beer Relay. Based on the premise that the coldest beer on ...

The power of creative in sales promotion

Well, first things first, a disclaimer: one of our publisher Niche's other publications, Desktop, tipped me off about this example of competition promotion. As a design and desktop publishing magazine, they're supporting the Worldwide Printing National Design Awards, but as a marketing publication, we're more ...

  • Copy Corner: Frankie says Relax

  • An important part of writing is being able to relax. In the typical situation at work, you sit down to write and you want your report or email or whatever, seem important. You think about how impressive it will look in print. You think about all the people who are going to read it. Senior people. You think about ...

  • CommBank on verge of tourism PR coup

  • Forget Lara Bingle. Forget Baz Luhrman, Hugh Jackman and Nicole Kidman. Don't tell DDB, but the perfect campaign for Tourism Australia is already in the can (at least that’s what the Welsh wonder strategist Garry and I think), the only issue is that it’s actually owned by a major Aussie corporation. You see, ...

  • Correction to Strategy Notes July

  • In the July issue of Marketing magazine Bronwyn Higgs wrote about digital radio in her column Strategy Notes. Higgs stated that "Pilot studies using digital will continue until the end of this year before launching into a second test phase." Commercial Radio Australia wishes to inform Marketing readers that "digital ...

  • Copy Corner: Power in your sentences

  • Do you want a very simple technique for improving your writing? Well, this is one that really works and you can start doing it from today. Cut the length of your sentences! It’s as simple as that.  Long sentences should be seen as the enemy. They create confusion for readers and they block clarity. And ...

Contract marketing vs permanent work

Sleep. Get up. Breakfast. Work. Lunch. Work. Dinner. Sleep! Sound familiar? Ever dreamed of doing what you love, but having more flexibility and variety? You would be joining an ever-growing group of talented individuals, all eager to mix it up and gain insights into a wide range of industries. The word about ...

  • Planning to succeed

  • Karen “P” Thompson is a Perth based Senior Agent with Aquent, the leading global staffing firm specialising in marketing, communications and creative talent. A born networker, Karen loves meeting new people. She also loves the helicopter view of the marketing industry that her role affords her. Karen is an Associate ...

  • Mentors are great, so why stop at one?

  • Rowan Haylett is a market research agent at specialist recruitment firm, Aquent. Relatively new to Australia’s shores, Rowan decided to swap the hustle and bustle of the London underground for the relative calm of Sydney ferries in 2007, when she decided to take up the challenge of setting up Aquent’s specialist ...

  • Turning cold into gold - making the most of recruiters' cold calls

  • One of my clients was complaining the other day about an unusually high number of calls she'd had from recruiters recently. And as a marketer, I’m sure you've had plenty of cold calls from recruitment consultants in the past; whether it's to try and do business with you or to approach you about a job opportunity ...

  • What would you take a pay cut for?

  • Carolyn Hyams is the Asia Pacific Marketing Strategy Manager at Aquent, the leading global staffing firm specialising in marketing, communications and creative talent. After 6 years of working full-time with Aquent, Carolyn is now a proud mother of possibly the most beautiful child ever born and enjoys the flexible ...

Business Card DM

Business cards are an annoyance to many of us. We feel under obligation to take these little cards in exchange for ours. But we don't know what to do with them. They collect themselves into little untidy piles on the corner of our desks that are eventually filed or thrown away. Many of us regard business cards ...

  • Uni fails to make the grade

  • I picked up a story in the SMH recently that reported how Sydney Uni had failed to make the grade with their latest DM campaign. The mail piece targeted alumni with realistic transcripts of academic records marked 'Fail'. The campaign also invited the unlucky graduates to a mock banquet of tap water, white bread ...

  • Fenders, fruit flies and pickled onions: the power of catalogues

  • It's official. I think I’m turning into a 55yr+ female. It's not just the grey hair - but last week I purchased a fruit bowl with matching fly screen and a tea bag squeezer from the Home Care catalogue. What's weird is I don't have a particular problem with fruit flies or tea bags. I just love catalogues. Always ...

  • RIP direct mail

  • I love to collect direct mail, like a bizarre obsession. Over the years I've built up a personal collection of the good, bad and very ugly DM pieces worthy of a home in my office drawer. One of my prize pieces is exactly that; a prize letter. It wasn't sent to me but addressed to the previous occupant of our unit, ...

  • We know where you live - mashing up direct mail

  • While digital printing delivers the ability for every impression (or page) to be different, it also unlocks conventional boundaries and enables other digital technologies to be integrated with print. If you can put it on paper, then you can print it, digitally. Take mashups, for example. While the term usually refers ...

  • Insider secrets: Developing a compelling online presence

  • Over the next few weeks and months I will be describing some of the secrets, models and processes behind online strategies and web property production. If you are a hands-on marketer you can use this 'inside information' to improve your own online communications and marketing. If you are in the industry you ...

  • Beyond the iPhone

  • While the incandescent launch of the iPhone has been getting all the headlines recently, I think another story is infinitely more exciting for marketers. With the emergence of mobile phone technology, mobile advertising is set to expand by 300 percent in Australia this year. Central to this is the mobile phone ...

  • Five good reasons for starting your online strategy

  • Tamir Berkman works at FRANk media I usually don’t start with thinking about building a website. I will first recommend taking a look at your existing online profile, what your competitors are doing, the industry and, of course, your target audience. The five reasons below were used to educate a client on why they ...

  • The Revelation of Intent

  • There's a lot of talk lately about brands and the voices they speak with. Be it through products or services, conversation is the new currency through which everyone wants to be measured. If what we've been saying for a while now is true, and our brands are to be imbued with human traits and personalities in ...

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