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Articles from year/month

POSitive reinforcement

Everyone loves a good TVC. They’re sexy, undeniably powerful and able to take consumers from zero to love in as little as 30 seconds. And let’s face it, agencies love them too because they mean big bucks, as well as items for the trophy cabinet. Radio, too, can be a winner. The idea of an intimate relationship with ...

Cash for comment aint word-of-mouth

All marketers want word-of-mouth (WOM) and why wouldn’t they? It’s long been considered the best possible brand booster. But it’s always come with the assumption that because of the elusive and ephemeral nature of conversations, you can’t use it like any other media. But you can. A recent report from the US by PQ ...

Engaging a web partner: before the "I do's"

The advances in website technology and content management systems have empowered organisations to take control of their websites, and the argument is certainly there for organisations to maintain control of their brands online – specifically, the marketing department. But digital marketing differs from traditional ...

Making use of all that 2010 advice

By now we’ve all read a million articles talking about important learnings from 2009, tips for a better 2010 and hot predictions for the year ahead, all of which offer really useful information and insight. So, perhaps you’re now at the stage of tweaking your marketing plan, bedding down new strategies and firming ...

The New SME

There is a new breed of small business on the boil and it is about to shine. One of the developments to emerge from the recent financial crisis is the birth of a new breed of SME. They are niche companies born out of a need to fill a void in an increasingly small global market. They work in a market of ever finer ...

WotFlight's launch

Anyone who has worked in the travel industry or booked a hotel in the last few years would recognise Wotif as no stranger to the online travel market. They have proven it is possible for one online company to change the way traveller’s book accommodation, now it seems they’re set to change how you book a flight! Rumours ...

Mistake #1 in SEO keyword research

When it comes to Search Engine Optimisation (SEO), I have to tell you – marketing managers make a lot of mistakes. I can easily count 20 of them. Of these, there is one mistake that I see over and over again. When this mistake is committed, it can destroy the business value of any SEO project. The mistake ...

Don't shoot the messenger

One benefit of ticking over a new year (beyond the chance to make a heap of resolutions which invariably are abandoned before February!) is a chance to reflect on the previous year – what happened, what we learned, what points of view different people had on particular hot topics and so on. With the continuing momentum ...

Where was MacBank's 'Miranda' plan?

The staff of Macquarie Bank last week showed how to turn the standard practice of wasting time forwarding emails into instant fame.While Channel 7 recorded a live reaction to the Reserve Bank leaving interest rates unchanged, something caught the viewers attention. In the background a Macquarie Bank staff member, ...

So you've got web analytics, now what?

You have come to expect a certain amount of unique visitors to your website every month. You know that 30% of website hits bounce and the average time spent on the company site is around 1 minute, 10 seconds. Your overall traffic has increased by 48% in the last month (which is great news) and it’s only the start ...

Cities get a new look – case one

My first blog post got a very good comment. In an interesting brainstorming on citymarketing, a reader pointed out: “The problem with marketing a city is that your target market literally couldn't be bigger, and the ability to deliver on a brand promise at each customer touch point is impossible.” I’ve got the ...

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