What B2B experts can learn from B2C gurus
B2B and B2C marketers pitch to very different audiences and so naturally they try to adopt different marketing tactics to lure new sales. But one thing is certain – all marketers, whether selling to business decision makers or consumers, must treat each customer or prospect as a unique individual. And while B2B and ...
Five lessons from MasterChef
We love working with food brands and, with the unprecedented success of MasterChef, a number of our clients were looking at ways of getting involved. Advertising/sponsorship of MasterChef’ website was a popular choice, and for good reason. The website looks great, is packed with valuable content and is approaching ...
The integration of search and display
I have always felt that search marketing and performance display were fraternal twins; that is, not identical, but definitely sharing the same DNA. Think about it: both are built on cost per click (CPC) and cost per action (CPA) pricing models. They require constant testing and optimisation. And they are definitely ...
Five steps to social strategy success
The shift towards the social web calls for a new mindset in the relationship between organisation and consumer – a mindset characterised by transparency and accountability, employee empowerment and spontaneity. From an operational or legal standpoint, the social web may at first appear too risky or impractical, ...
Desperately seeking attention
As marketers, we have a tendency to obsess over figures – be it reach and frequency, daily unique visitors or even the number of participants in a survey! It gives a sense of security – if we get a big number, then surely it’s a good thing…? But as the old saying goes, it’s quality and not quantity that matters. ...
Like a shag on a rock
Why are so many loyalty programs like the proverbial shag on a rock? They seem to sit isolated from the core brand offering. In many cases they actively work against what you are trying to achieve. Loyalty and reward offerings should be building brand equity not dragging it down. In many cases it’s due to reward ...
Ovum on why Google Wave was a failure
Ovum's post-analysis of Google Wave. Press release below (unedited): From the beginning, Wave was an ill-defined product. Its very strength – its lack of definition – was also its greatest weakness as you could do any of the things incorporated into Wave in other, more accessible, fashions. ...
What medium offers the best ROI?
The web has won its battle and is finally recognised as a critical element of the marketing mix. A business may as well only be as good as its website – because it’s the first place your target audience will turn to get to know you better, and it’s a key decision-making tool when establishing a consideration set ...
Getting website visitors to return
A typical online new visitor conversion rate is somewhere around 4-5% (source: Coremetrics Benchmark™ for Retail Q2 2010). Whilst that is interesting, the flip side is that it shows that 95% of new visitors to your websites do not convert/buy. ...
Conversation versus carpet bombing
Building conversation around your brand has long been an important and effective marketing communications strategy, especially in today’s hyper-connected environment where white noise is at a peak, as is the public’s ability to screen out advertising messages. That said, it’s not exactly an easy strategy – it takes ...
Australian retailers need help
Recently, we (geekIt Digital) exhibited at the Online Retailer Expo in Sydney. I found it most interesting to observe the audience. There were the start up ‘one man bands’ as well as the large retailers looking for inspiration and innovation. Every vendor trying to profit from this sector was exhibiting and vendors ...
It's the social economy, stupid
During the 1992 presidential campaign in the US, Bill Clinton’s campaign strategist coined the phrase “It’s the economy, stupid...”. He did this to make the case that Clinton was a better choice for president because president George H. W. Bush had not successfully addressed the economy, which had recently undergone ...
Building the brand experience via social channels
I’ve been thinking lately, why have marketers transformed social media into a complicated tool that brands continually misuse and fail to integrate successfully into other marketing campaigns? The essence of social platforms is people authentically connecting with other people; it’s not supposed to be overly massaged ...
Take the pain out of being loyal
Most reward or loyalty programs make it easy to rack up points, dollars or discounts. Presenting customers with a plethora of weird and wonderful opportunities to earn currency in their program is normally their main focus. However when it time comes to make good on the promise they put up all sorts of hurdles and ...
Why customisation prevents innovation
All businesses are not the same, but they’re not all that different. Marketers and agencies alike are trained to ‘spot the difference'. To differentiate their brands and associated campaigns as much as possible to stand out from the crowd and reach customers and prospects in new and exciting ways. And while it is ...
Making the most of online video
The growing adoption of broadband combined with a dramatic push by content providers to promote online video has helped pave the way for mainstream audiences to embrace online video viewing. The majority of internet users report watching or downloading some type of online video content (and 25% do so every day, ...
Finding location, losing privacy
The latest, growing social media trend is location based services like FourSquare, but are consumers ready for the privacy issues that location data brings? The Apple iPhone is one of the leading smartphone platforms, but has the recent iOS4 Software update enabling iAd gone too far? It seems Apple has created ...
The importance of design
Despite the appearance, current trends in the management world include more elements than just social media. Social media pervade any debate, and I myself end up talking about it and working with it every day. No doubt that in both the present and future economy they will act upon any entrepreneurial adventure to ...
Do you hear a Who?
The 1954 book ‘Horton Hears a Who’ by Dr. Seuss tells the story of Horton the Elephant who, in the afternoon of May 15 while splashing in a pool, located in the Jungle of Nool, hears a small speck of dust talking to him. It turns out the speck of dust is actually a tiny planet, home to a city called ‘Who-ville’. ...
Guru bloggers
Our team of dedicated bloggers will be posting regularly about anything and everything that makes them smile, drives them mad, or generally gets them going.
Ant Hampel
Ant Hampel is the founder of live brand experience organisation think creative events with offices in Melbourne and Singapore. Ant has 17 years experience in the live events industry both locally and internationally.
Andrew Wilson
When he's not shouting from the soapbox perched atop his high horse, Andrew Wilson is a copywriter and creative with boutique Sydney agency The Other Dimension.
David Iwanow
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David Iwanow is the Director of The Lost Agency, a web analytics focused SEO agency that is helping business get found online, you can follow him on twitter @thelostagency.
Geoffrey Bowll
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Geoffrey (pictured with junior art director) is MD of The Starship, a Melbourne-based ad agency. Besides running mainstream campaigns since 1991, he has conducted hundreds of marketing and advertising research projects for major corporates.
Katie Harris
Katie Harris is director of qualitative research at Zebra Research. B. Soc Sci (psych) UNSW, MBA AGSM, QPMR (and all that).
You can find out more about Zebra Research, and all things qualitative, by visiting the ZebraBites blog, the Zebra Research website and/or by following her on Twitter.
Kevin Mackin
Kevin Mackin, FAIM AMAMI CPM, is passionate about disruptive technologies having pioneered advanced CRM systems in the 80s, headed an internet development team in Silicon Valley in the 90s and kicked off Asia Pacific's online meeting market from 2000. By background, a product marketer - Kevin is currently General Manager Aus/NZ for leading web analytics firm Coremetrics (which just happens to be a technology which is disrupting some traditional marketing norms by bringing accountable measurement to the space).
Stephen Byrne
Stephen is an international brand strategist, writer and commentator. He is founder and director of strategic brand consultancy DIFFUSION, and has taught, published and presented extensively in the UK and Australia on brand and digital strategy, marketing and communication. You can contact him by email, through his blog, on Twitter or by LinkedIn.
Fi Bendall
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Fi is a leading interactive and digital specialist, and managing director of Bendalls Group. She has over 20 years experience in the digital sector. As well as developing key ISP strategies for the BBC, she has worked on an international gaming industry portal, ATE Online, and on digital strategies for Australian clients such as Microsoft, News Interactive, Tourism Tasmania, RaboPlus and MTV.
Trevor Young
Trevor Young is the PR Warrior, a battle-hardened public relations and marketing communications consultant, blogger, speaker and trainer. Trevor is principal partner of strategy and communication advisory firm parkyoung.
Jonathan Sinton
Jonathan is the executive director, digital and strategy for TNS and is an experienced multi-country researcher. He's worked in the US and the UK but now calls Australia home. On his blog, Jonathan discusses key research findings, drilling down and using data to tease out the trends in Australia that marketers need to know about.
Matt Granfield
Matt spends his time consulting as marketing director at e-CBD for a diverse clientele ranging from NGOs to rock bands, and is Social Media Marketing Director at dp dialogue. When he isn't busy referring to himself in the third person, Matt maintains his own blog, Zakazukha Zoo.
Mary Henderson
Mary Henderson is GeekIT Group's CEO. Before founding GeekIT, Mary worked in senior business development, marketing and sales roles at companies including Tech Pacific and Belkin. Mary is an active participant in industry associations. In 2006, she became the Victorian President of the Australian Multimedia Industry Association (AMIA), Australia's most prestigious digital media representative body. In 2007, Mary was also invited to join the board of the Victorian Australian Information Industry Association (AIIA). You can follow her on Twitter here.
Jules Brooke
Jules Brooke is the founder of PR agency Handle Communications. You can contact her on 0409 494 490.
Sean Greaney
As online editor of Marketingmag.com.au and feature writer for Marketing magazine, Sean Greaney spends most of his day sweating, cursing and drinking coffee. If you'd like to contribute editorially, (should carrier pigeon and smoke signals fail) contact him on sean.greaney@niche.com.au, @SeanGreaney or LinkedIn.
Jenni Beattie
Jenni Beattie is the director of Digital Democracy a research-led social media consultancy. With over 20 years experience across advertising, media, PR, market research and innovation, Jenni uses a wholistic approach to getting the most from social media tools.
Mark Cameron
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Mark Cameron is CEO and senior partner at Working Three. He has been in the field of digital strategy for over a decade. His company, Working Three, is involved in all areas of digital and social media strategy, design and development. You can reach him on Twitter, email or his personal website.
Pau Herrera
Pau Herrera is founder and CEO of Grupo BPMO. He also chairs the executive committee of the Barcelona Centro de Diseno, is vice president of Asociacion Espanola de Directivos and won the Asociacion Independiente de Jovenes Empresarios best young businessperson in 2005, aged 38.
Simon McEvoy
Simon McEvoy is Tangent One Australia’s managing director and e-commerce specialist. He has project managed and marketed large transactional platforms for some of the best known multi-channel retailers in both Australia and the UK, and by his own admission has a borderline obsession with web analytics.
Brett Waters
Brett Waters is RightNow vice president Asia Pacific - South, based in Sydney. He has 18 years experience in the industry and originally joined RightNow from Oracle Corporation where he held several positions.
Chris Fiteni
Chris is the director of Strategy at Nucleus Digital Strategy. He has 15 years digital marketing experience and has worked with brands such RMIT, YMCA, Mazda and Australia Post.
Anthony Baker
Anthony is the managing director at Nucleus Digital Strategy. He has 13 years business leadership and digital marketing experience with brands such as Amcor, Target, Coles & Telstra.
Sam Saltis
Sam Saltis is the founder and managing director of bwired, a leading website solutions provider based in Australia.
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