Sex, Laughs and Super Bowl

Super Bowl

For marketers it’s not about the Baltimore Ravens or San Francisco 49ers, it’s all about the $133,333 a second for a half-minute of airtime and the buzz it creates. Welcome to the ad world’s Super Bowl. Continue reading


Marketing Resolutions to Keep in 2013


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


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

Your Help Needed: 2012 Big Australia Report Survey

By Simon O’Day, VP Asia Pacific, Responsys

Thumbnail image for bigaustralia.jpg

For the past three years, Responsys has published The Big Australia Report in an effort to benchmark and advance the practices of digital marketing in Australia. A few key findings from the 2011 report include:

  • More than three quarters (77%) of large Australian companies are using social networks for lifecycle marketing activities, with 63% “significantly increasing” focus on social, primarily with Facebook and Twitter.
  • Nearly one in three (30%) companies is sending mobile messages to customers, primarily alerts such as reminders and confirmations. There was also a 300% increase in the number of Continue reading

Tell stories: boost loyalty


We don’t mean tell lies, of course. Organisations are increasingly using storytelling and conversation through relevant and valuable content to engage audiences. Everyone hates a hard sell: we put the TV on mute during ad breaks, automatically delete sales emails and tune out to the estimated three thousand advertising messages we’re exposed to every day.

BUT we love a blog that makes us laugh, or a newsletter that gives great tips on how to renovate our home or manage our money better. We trust the sender. We like what they have to say. So when it comes to making a purchase, our decision is easy.

ADMA’s new short course, Content Marketing, will be launched in October this year, starting in Sydney and Melbourne. The course teaches how to develop a brand story, an effective and measurable content strategy and understand best practice content management. Know which tools you can use, get a ten step plan to follow for successful implementation, then set KPIs and track ROI.  Simple.

Storytelling sounds fluffy and nice, but used well is an extraordinarily successful way to get cut-through and grow brand loyalty.

Richard Parker, the course instructor, is the Head of Digital at Edge. A guru of content marketing, Richard draws on international best-practice from his UK career where he was Director of marketing agency Better Things.

For more information on the course (and valuable content!) visit our website and enrol today.

Best in Branded Content to be Rewarded at the Webbies

By Melinda Wearne, The Content Agency

Melinda Wearne - The Content AgencyLast month MIPTV hosted a banded Entertainment Summit for the second time. Doug Scott, President of OgilvyEntertainment, kicked off with a state of the industry, calling 2012 the tipping point for branded content as brands are looking for new ways to engage consumers and the entertainment market projected to be worth $1.8 trillion by 2015. Branded content is not new, but it’s increasingly gaining momentum and turning into big business with substantial results.

The world’s best in web-based branded content is being honoured at the 16th annual Webby Awards. The winners have been announced and will be fêted at a star-studded ceremony at The Hammerstein Ballroom in New York on Monday, May 21.

The 16th Annual Webby Awards received nearly 10,000 entries from over 60 countries worldwide and has four main categories: Websites, interactive advertising & media, online film & video, and mobile & apps. The fact that Online Film & Video is one of the four key pillars of the awards recognises the increasing importance of video content as an integral part of any digital marketing strategy.

Over 20 categories are listed within online film and video and all nominees have premiered their work online.  For the sake of brevity we’ll look at only at branded entertainment. The nominees are…

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Are You Ready for the Real-Time Customer?

By Ginger CoNlon, Editorial Director, Peppers & Rogers Group

Customers are more empowered and more connected than ever, NICE President and CEO, Zeevi Bregman reminded attendees during his keynote at the company’s Interactions 2012 customer conference. Customers are online shopping and playing more, sharing more, using more media, he added. With the proliferation of mobile, customers can now interact 24/7 from anywhere via multiple connection points: mobile websites, social networks, the contact center, etc. In fact, a NICE survey of about 2,000 consumers found that respondents use six different channels on average to interact with a company it does business with. According to Bregman, most organisations aren’t ready for this; they can’t connect the dots between these touchpoints.

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A Revelation of Marketing through the Expert Groups


Just over a week ago, the first Expert Group meeting took place. With over 70 senior marketers attending there were a number of critical marketing issues and emerging trends identified.

Two interesting statements that stood out included:
1. Demystification of Marketing

The issues each group had in this area was mainly around the ‘buzz words’ that marketers use. Many of us use various statements, however many marketers openly admit that there is disparity on the definition of certain terms. A prime example of this is the term ‘Big Data’, which has appeared frequently in the past year, but means different things to different people.

The challenge will be to ensure marketers are talking the same language. It’s about making the “complex simple and the simple compelling”, as Phil Smith, Managing Director of Apparent stated.

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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?

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What’s the Secret to Customer-Centric Success?

Ginger Conlon, Editorial Director, 1to1 Media

When it comes to using customer centricity to improve business performance, there is no one secret formula for success. Customers, companies, and the relationships between them are unique. Therefore, each organisation’s customer-centric business strategy must be unique, as well.

Consider Apple and Costco. The customer experiences these two companies deliver are vastly different. Yet, each has customers who are completely enamored and each consistently ranks high in various customer experience ratings. The reason? Each company is true to its mission and delivers on its promises. Apple customers know they’ll get amazing, beautifully designed products and are willing to pay a premium for them; Costco customers, on the other hand, will happily stand in long checkout lines to get the deals the retailer provides.

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