The Step Change Blog

The latest thinking on business, strategy, marketing and sales

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Robert Steers

Robert Steers is the Head of Digital at Step Change. He is a digital leader with over 15 years’ experience in digital transformation projects and acquisition campaigns. A catalyst for art and science, Robert has delivered impressive results for clients including a 60x increase in engagement across the ASX 200 and a $0 to $1m/yr acquisition campaign for toilet paper. With experience ranging from B2B channel marketing to B2C ecommerce programs, Robert has worked with global brands such as Jeep, Johns Manville, Grays Online, United Colors of Benetton, LJ Hooker, Konica Minolta, Ray White, and York Fitness.
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Recent Posts

November 8, 2019

Making Customers the Centre of Your Digital World

Step Change, Marketing Strategy

As you strive to become a more customer-centric organisation, putting the customer at the centre of your digital transformation is the key to success. But how do you get started? 

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October 31, 2019

9 Strategic Ways to Invest in Brand and Strategy in 2020

Growing your business sustainably can be a tough egg to crack in our current condition. The slowing economic growth and faltering customer confidence mean business conditions are declining. One wrong move and you could end up wasting your money on initiatives that are bound to fail. 

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September 20, 2019

How Google’s Bidding Score Has Changed over Time

Digital

Tracking your Cost-per-Click (CPC) has long been an essential marketing technique to measure your marketing expenditure and generate the best results for your online presence. But data shows that the cost of CPC targeting SEO has been halved, reflecting agencies and clients moving away from it.  

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September 12, 2019

What Is User-Owned Social Media?

Marketing Strategy, Digital

With reports around privacy issues, censorship, and loss of data on social media higher than ever before, alternative user-owned social networks are gaining popularity. But how does this impact brands and their social media strategy?

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September 6, 2019

How to Increase Conversion through Subconscious Marketing

Marketing Strategy

With over 90% of a prospect’s buying decisions influenced by their subconscious mind, many leading companies are targeting the subconscious in their marketing campaigns. But how does this work, and does it really make a difference? 

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August 29, 2019

Marketing Innovative Fast-Moving Consumer Goods (FMCG)

Marketing Strategy, FMCG

In the race towards brand growth and relevance, leading FMCG businesses rely heavily on innovation. Those who rest on their laurels are finding themselves at the back of the pack. In this article, you will learn that with great innovation comes great marketing.

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August 23, 2019

What Makes a Unique Value Proposition?

Branding, Marketing Strategy, Challenger Brands

Value is in the eye of the beholder. In a world teeming with new product offerings, a critical question we need to ask today is: in a sea of undifferentiated offerings, how do we make our product or service stand out so people will buy from us?

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August 15, 2019

The Missing Pieces in Your Digital Transformation Initiative

Digital

Many CEOs in Australia are under pressure to execute a winning digital transformation strategy. But why are so many organisations failing? 

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August 9, 2019

What Is Customer-Led Transformation?

Business Strategy, Customer Centricity, Transformation

There’s no getting around it. Today’s consumers hold the power to dictate business outcomes. But with more businesses struggling with their digital transformation initiatives, how can taking a customer-led approach to transformation lead to better results? 

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July 23, 2019

Customer Journey Mapping: How to Design a Better User Experience

Marketing Strategy, Digital

To take the next step in transforming the customer experience and growing your business, having a clear visual of the customer journey is crucial.

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July 15, 2019

Customer-Centricity and the Banking Royal Commission

Finance, Culture & Leadership, Financial Services, Customer Centricity, Transformation

In the past, customers often trusted banks on the basis of their scale, professionalism, and history. Today, customers are more likely to measure the trustworthiness of a bank based on their customer service and support. Customer-centricity is likely to be the key to winning over customers again.

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July 11, 2019

What Is Challenger Brand Marketing?

Marketing Strategy, Challenger Brands

Are you a challenger brand looking for the right marketing strategy that can help you stand out from market leaders in your industry?  We take a look at challenger brand marketing and how adopting a challenger mindset in your category can set you up to win. 

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July 5, 2019

Content Marketing for Retail Brands: Improving Customer Experience through Content

Digital, Content Marketing, Retail, Customer Centricity

Many retailers today are struggling to deliver the seamless online experience that customers want with a limited marketing budget. How can content marketing help them bridge this gap and improve the customer experience? 

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June 18, 2019

Local Marketing Strategy: Improving Brand Awareness through Location

Marketing Strategy, Digital

Local area marketing is a big boost for local brands mainly because Google uses a searcher’s location to promote relevant local businesses.

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June 11, 2019

10 Ecommerce Brands with Standout Content Marketing

Ecommerce

Many e-commerce brands have used the power of great content marketing to their advantage and have seen amazing results. In this article, we highlight 10 brands we’ve noticed so far that understand e-commerce content marketing and know how to do it right.

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June 10, 2019

4 Effective Ways to Convert Leads to Customers in Financial Services

Finance, Marketing Strategy, Digital, Marketing Technology, Customer Centricity

In the financial services industry, converting leads to customers is vital. But with the speed of change in the marketing and technology space and in the wake of the Banking Royal Commission, marketing leaders in the finance industry are overwhelmed by the challenge of managing a genuine experience with their target customers, thus improving lead conversion.

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June 7, 2019

Challenger Brands in Australia that Will Take Off in 2019

Challenger Brands

Standing out as a brand in a noisy market is next to impossible. If you’re not Amazon or Google or Apple, then your brand could drown in the sea of brands trying to win the war for attention. That is unless you adopt the challenger mindset.

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May 31, 2019

What Is a Challenger Brand?

Marketing Strategy, Challenger Brands

Challenger brands don’t spend the money that market leaders do for promotion, R&D, or operations. So how do successful challengers outperform market leaders even with scarce resources?

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May 23, 2019

What Australia’s Fastest-Growing Brands Are Doing in Their Marketing Strategy

Marketing Strategy, Digital, Healthcare, Professional Services, Saas, Real Estate, Travel

How did Australia’s fastest-growing brands get to where they are? In this article, we look at some of today’s rising stars and the marketing strategy that helped drive them to the top.  

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May 16, 2019

Demystifying Marketing Technology to the Board

Digital, Marketing Technology

With marketing technology (martech) becoming a more important part of mainstream business strategy, getting the buy-in from the top brass is essential.

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May 10, 2019

Distinctive vs Differentiated Brands

Branding

Should brands aim to be different or distinctive? What is the difference between the two, and how do these strategies add value to the branding equation? We take a closer look at shared evidence and form our own conclusions on why distinctiveness stumps differentiation.

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May 9, 2019

How to Build a Customer-Centric Culture: Key Takeaways from Our Event

Culture & Leadership, Customer Centricity

Here’s a recap on the biggest takeaways from last month’s Step Change Open Haus event, How to Build a Customer-Centric Culture.

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May 3, 2019

Brand Growth: How to Make Your Brand Distinct

Branding

Many brands aim for differentiation in their growth strategy. But is being different all it really takes to stand out?

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May 2, 2019

Key Search Engine Statistics to Help You Rank Better in 2019

The question today is no longer about the need for an SEO strategy — it’s whether or not your SEO strategy is the right one for your business. Here are the top search engine statistics in shareable infographics format to inform your strategy this year.

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April 26, 2019

How Madonna Would Have Handled the Financial Services Royal Commission

Business Strategy, Finance, Marketing Strategy

Australian banks and financial institutions are losing the faith of the consumer. It isn’t a problem of regulation or profit alone. It’s a problem of public perception.

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April 16, 2019

Brand Valuation: Measuring the Value of a Brand

Branding, Marketing Strategy

Do you know how much your brand is worth? Although brand valuation can be difficult to measure, since a brand is an intangible asset, knowing its worth is useful not only for your business strategy but also in shaping your marketing strategy.

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April 12, 2019

B2B Personalisation: What Do Customers Really Want?

B2B Sales, Marketing Strategy, Digital, Customer Centricity

Personalised customer experience is no longer a rarity that’s saved for the top companies; instead, it’s the new digital imperative for businesses of all industries and sizes. B2B buyers now expect to experience a one-to-one experience at some point during their purchasing journey. However, delivering on this expectation is an entirely different challenge that has left many businesses struggling to connect.

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April 11, 2019

How to Increase Your Customer Lifetime Value and Gain Revenue

Business Strategy, Marketing Strategy, Customer Centricity

Customer lifetime value is a critical factor in business success, but not all companies are tracking it. Many companies do not measure it, do not know what it is, or choose to completely ignore it.

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April 1, 2019

How Retailers Can Win at Delivering a Superior Customer Experience

Customer Journey, Marketing Strategy, Retail, Customer Centricity

Online stores are heightening the competitive space for brick-and-mortar retailers. What was once solely a problem for book stores is now becoming a problem even for giant big-box companies: people are buying all of their products online.

People, especially the younger generations, are finding less of a need to go to a physical store because they can shop from the comforts of their own home. This is a big problem for retail stores — or a great opportunity to deliver a superior customer experience.  

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March 29, 2019

What Is the Value of a Customer-Centric Website Process?

Digital, Customer Centricity

Your website is more than just your online portfolio. Today, websites that are optimised for the customer experience are powerful tools that can help you make a sale and turn visitors into customers.

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