Parental Guidance: Is There an App for That?

Parents and child_2

They don’t want you to control them online and offline; they get anxious when you say “no” to extra Internet time and they might run up impressive bills while playing games on your tablet or smartphone. It’s your children vs. technology. Continue reading

Marketing Resolutions to Keep in 2013

Resolutions

Resolutions – it’s so easy to make them. But keeping them is a whole different story. However, as the world around us is changing so quickly, maybe it’s a good idea to change with it, keep the promises and deliver against tough targets. Here’s how to stay in the marketing game this year. Continue reading

Smart as a TV

SMART TV edit

It was your Christmas present to yourself; you are buying it this year; or waiting on the next best thing – slick and slim, Smart TVs are invading our living rooms. But this time they might be watching us. Continue reading

It’s a Data Thing

Big and bold – Big Data is here and it presents a huge opportunity to mine a wealth of information that will boost your return on investment by means of measuring and improving business performance with data-driven decision making. Sounds complicatedly great, right?

However the investments in analytics can be useless and even harmful, if your organisation does not see a bigger, yet simpler, picture. Continue reading

Thou shalt not track?

Obviously big news today is the US presidential debate. Tight race, Obama losing, Obama slightly ahead in Colorado, Mitt Romney is offered by Bill Clinton to plug the “USB charger into the back of his neck” prior to debate. But how does that concern us Down Under?

Well, according to Forbes and the New York Times both Obama’s and Romney’s campaigns have been using cookies and various data-mining techniques on an unprecedented scale to determine which voters to target. That means the rival parties have been collecting personal intel with access to details beginning with financial data, homes in foreclosure and ending with beer preferences, gay friends and even pornography website visits. Continue reading

FREE for Members: Building marketing share using behavioural traits of the shark

By Annette Bova, ADMA

Can you effectively grab market share from your competitors whilst protecting your own at the same time? Well according to Stefan Engeseth, author of the new book Sharkonomics, you can!

Stefan Engeseth’s  argues that applying the behavioural traits of the shark – hence Sharkonomics – businesses can significantly increase market share.

  • Move or die: Sharks move 24/7 most brands don’t.
  • Sharks work functionally but still they manage to create an emotion strong brand, with their triangle dorsal fin and jaws.
  • Sharks have been superior in creating ROI in over 420 million years and still are leaders in their territory.

So what can we learn from this? Through his research, Stefan has identified that taking market share from market leaders is about being aware, creating presence and punching above your weight.

Sharkonomics reveals the strong connections between how sharks and corporations develop their strategies. It outlines how businesses can be improved and strengthened by learning from one of Nature’s supreme predators.  The book builds on the universal truth that without innovation and visions, companies will not grow in today’s highly competitive business world.

Come along to a free Lunch n’ Learn to hear Stefan provide his insights on to grab market shareusing scenarios from companies such as Apple, CNN, Sony, GM, Google, Coca-Cola and Spotify to illustrate the enormous potential of all companies.

Members can come along for free and hear from Stefan.

Date: Wednesday 19th September
Time: 12.30 – 1.30pm
Venue: Westpac Bldg, Level 22, 275 Kent Street, Sydney NSW 2000
RSVP: membership@adma.com.au

`Marketing Week ranks Sharkonomics as one of 2012 marketing buzzwords.`

`Finally something new and fresh! Straight to the point!`
Tonje Elisabeth Aaroe, Industry Manager, Google

`You are swimming with sharks and you may not even know it. Stefan is your guide to not only surviving Sharkonomics but thriving in these adventurous economic waters.`
Brian Solis

`A stimulating read!`
Prof. Philip Kotler

More information:
www.Sharkonomics.com
www.DetectiveMarketing.com

The Social Versus Individual Debate Misses the Point about Behavioural Economics

Crawford Hollingworth, founder of The Behavioural Architects

Behavioural Economics (BE) is inspiring considerable debate and discussion amongst academics, policymakers, think tanks and industries, not least the marketing industry. One strand of thought is that BE is individualistic in its approach and lacking social insight. For example, in October’s Admap Mark Earls and Alex Bentley positioned behavioural economics as follows:

“The newer approaches, such as neuromarketing or behavioural economics, are also essentially individualist merely new flavours of an old recipe.”

However, the RSA’s 2011 report ‘Transforming Behaviour Change’ seeks to show how behavioural economics allows us to approach behavioural understanding and behavioural change in a holistic way, embracing both social and individual contexts and influences equally

“We cannot change ourselves without changing each other: Most behaviour change does not occur at the level of the individual alone. Not only do we rely on other people to achieve the changes we seek to make, but such behaviours spread through social diffusion,” Continue reading

I’ve Been Targeted – and I Like It

Ginger Conlon, Editor-in-Chief, 1 TO 1 Media Group

I’ve noticed lately that a few of my favorite brands seem to be following me around.

I clicked through an opt-in email from Ford, which led me to its website. While there I looked at the social badges and explored the 2013 Mustang. Then, during my next visit to Facebook there was an ad for the Mustang. On another occasion I visited Livestrong to track my fitness and was served an ad for clothing retailer White House|Black Market (I’m a member of its loyalty program and liked it on Facebook). Is it coincidence? I think not. I think it’s behavioral targeting.

Continue reading

The Chemistry of Temptation

By Crawford Hollingworth, Founder, The Behavioural Architects

Out of Sight, Out of Mind – Our Battle with Self-Control

As Oscar Wilde wrote “I can resist everything except temptation.”

Crawford talked about self-control in an earlier article on ‘21st Century Piggy Banks’ and how humans often have poor levels of self-control and overestimate their abilities in this department. This week he delves a little into the scientific evidence that exists around self-control. In this post, he looks at how science is delivering some real breakthrough insights into why we find temptation so hard to resist!

 Stress and Physical Exhaustion Erode Self-Control Continue reading

Creating the Highest Emotional Connection between Brand and Consumer

Interview with Dagmar Chlosta, VP Global Marketing, Adidas Group

Your role at Adidas encompasses cross-functional projects and strategic planning. Could you explain how this is leading to process innovation and competitive advantage?

One of my key interest has always been to create the unexpected, to challenge the status quo and to drive innovation into areas where it is least expected. In 2005, the Adidas Group was already a very successful corporation. We were leading in many areas but our value chain was still managed very traditionally. Together with a small group of experts, I wanted to challenge this set up and do something truly revolutionary – virtualise the value chain. If we could manage our product creation and sell in virtually instead of through physical products, the opportunities would be limitless. We could get closer to the consumer, save costs, become faster and be leaders in process as well as product innovation. The idea of virtualisation was born.

There’s a lot of talk around today’s fast moving market environment. What are the opportunities and challenges related to it and how is Adidas keeping up?

Continue reading