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

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

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

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?

Marketing Strategy, Digital

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 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

Marketing Strategy, Retail

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

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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March 22, 2019

Customer-Centricity: Developing a Company Culture Your Customers Will Love

Culture & Leadership

There is no question about it. Customer-centric companies perform better and are far better able to drive customer loyalty. If you‘re a company looking to adopt a more customer-centric culture, where do you start and how exactly do you make that transition?

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March 19, 2019

5 Effective Remarketing Segments Worth Implementing

Digital

Getting a prospect to click a CTA on your website is good — but often not good enough. Many of these clicks do not lead to actual conversions. Luckily, remarketing gives marketers the ability to re-engage with potential customers and leads until they finally convert.

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March 15, 2019

Productisation: How to Market the Intangible

Business Strategy, Marketing Strategy

How do you describe “insurance” or  “healthcare” or “software” so your potential clients can grasp the value of something they can’t see?

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March 14, 2019

7 Remarkable Digital Marketing Campaigns to Inspire Your Own

Finance, Digital, Healthcare, Retail

Digital marketing has taken over traditional marketing channels as it’s more engaging, more flexible, and it costs less. We’ve put together a list of brands that are standing out and cutting through the noise with their digital marketing campaigns.

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March 8, 2019

Customer-Centric Culture: Why Being Customer-Obsessed Leads to Greater Revenue

Culture & Leadership

Many informed businesses today are actively looking for ways to transform their business model or their culture to become more customer-centric, but many struggle to implement it or just don’t know where to start.

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March 7, 2019

B2B Social Media Strategy Best Practices, Case Studies, and Examples

Digital, Social Media

According to the 2018 Global Digital Report, the current number of social media users is at 3.196 billion — and scales up to 13 percent year-on-year. If you are looking for the next step in your marketing strategy, and if you haven’t done so already, amplifying your social media presence may just be it.

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February 26, 2019

10 Healthcare Marketing Case Studies to Inspire Your Next Move

Marketing Strategy, Digital, Healthcare

We often hear of brilliant marketing examples from many top industry players, but it’s not every day we hear of this coming from the healthcare sector. In this article, we feature 10 examples of powerful marketing in healthcare.

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February 12, 2019

10 Digital Marketing Statistics for Aged Care Providers in Australia

Digital, Aged Care

Whilst digital is often seen as a tool to captivate younger audiences, statistics show that the ageing population are also active online. With Consumer-Directed Care shaping the aged care industry, providers need to improve their game plan to stay top of mind.

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February 7, 2019

Lead Generation for B2B: Not All Leads Are the Same

There is no contest. Lead generation is a proven effective method in driving conversion for any business. Many B2B marketers today are planning their own lead generation strategies and campaigns, but various B2B companies are still struggling with it.

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January 31, 2019

The Value and ROI of Inbound Marketing

Marketing Strategy, Digital

With the rise of the internet, B2B customers have more capacity to search for services and decide on the best deal online. Customers have the power over businesses now more than ever, and for businesses, this means they need to adapt or risk extinction.

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January 22, 2019

Top 10 Content Marketing Statistics for SaaS Businesses in 2019

Digital, Content Marketing, Saas

The Software as a Service (SaaS) industry is expected to surpass $112.8 billion in 2019 and is fast rising to become one of the top industries to watch out for. Here are key statistics you need to know now to inform your strategy.

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January 19, 2019

How Much Are Your Digital Assets Worth?

Digital

Have you decided on your digital strategy for the year? As you and your team take this time to put together the best strategic game plan that can help you accomplish your goals for the year, it is important to understand what digital assets are truly giving you the best bang for the buck, where your ROI is concerned.  

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January 10, 2019

7 Critical Skills Most CMOs Don’t Have

Digital

The latest modern technology has changed the game for chief marketing officers, and it now takes more than the usual marketing skills to stand out today.

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