The Step Change Blog

The latest thinking on business, strategy, marketing and sales

Subscribe Now
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? 

Read More
October 4, 2019

Strategies and Tactics to Build Your Ecommerce Brand Online in 2019

Marketing Strategy, Digital

To stand out in a competitive ecommerce market, your brand has to be visible and distinct. It’s not enough to just create products: you need to build an iconic brand that your customers trust. 

Read More
September 30, 2019

You’re Invited: Predatory Marketing Masterclass

Step Change, Marketing Strategy

Learn predatory marketing from one of Australia’s leading predatory and strategic marketers, Ashton Bishop.

Read More
September 27, 2019

How to Rebrand Your Business without Losing Customers

Branding, Marketing Strategy

At some point, a business may need to rebrand to stay competitive in the market. But how do you ensure a smooth transition and not lose any customers in the process? 

Read More
September 24, 2019

What Makes a Good Business Strategy?

Business Strategy, Marketing Strategy

There’s a need for strategy because time, dollars, and focus are scarce and limited resources. A strong business strategy is the application of these resources for maximum leverage.

Read More
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?

Read More
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? 

Read More
September 3, 2019

What is Exponential Marketing?

Step Change, Marketing Strategy

The rules of the marketing game most of us grew up playing have changed. Marketing in this day and age takes more than just the right message. It takes knowing where your customers are and showing up with an exceptional value.

Read More
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.

Read More
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?

Read More
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.

Read More
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. 

Read More
June 26, 2019

7 Digital Marketing Strategies for Retail

Marketing Strategy, Digital, Retail

In the age of new retail, are your digital marketing strategies still relevant? The line between multiple devices and channels are blurring. To win customers, retail brands need to be able to follow and understand the customer journey throughout multiple touchpoints.

Read More
June 21, 2019

An Ecommerce Marketer’s Guide to Behavioural Email Marketing

Marketing Strategy, Digital, Ecommerce

You can quite easily take all of that ‘big data’ collected on your ecommerce website and use it to fuel your email marketing campaigns. By implementing a number of simple triggers, you can create an automated sales-converting machine. Yes, we’re still talking about email.

Read More
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.

Read More
June 13, 2019

7 Digital Marketing Strategies for Healthcare

Marketing Strategy, Digital, Healthcare

Digital transformation has accelerated the game for healthcare. Patients now have more options and methods to monitor their health online or seek care. For healthcare brands, the clear path to success today is in establishing a solid online presence and effectively implementing mobile-first digital marketing strategies that get you front and centre to patients who are online.

Read More
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.

Read More
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?

Read More
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.  

Read More
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.

Read More
April 23, 2019

Integrated Campaigns Deliver 1.5x more Value

Business Strategy, Marketing Strategy, The Big 6 Challenges

Whether it’s launching a new product line or executing a new strategy to increase brand awareness or implementing your internal comms strategy, there is one thing we know that’s certain: collaboration and integration across multiple teams are keys to get the job done and get results. But this is not always easy.

Read More
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.

Read More
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.

Read More
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.

Read More
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.  

Read More
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?

Read More
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.

Read More
February 21, 2019

4 Building Blocks to a Winning Healthcare Marketing Strategy

Marketing Strategy, Healthcare

It’s no longer just about market dominance. To position themselves right where their customers are, healthcare companies must keep pace with their audience’s needs, listen to market changes and trends, and adapt.

Read More
February 20, 2019

10 Successful FinTech Marketing Case Studies

Marketing Strategy, Fintech

In an industry that puts a prime on innovation, we’ve seen more creative marketing approaches and ideas coming from the FinTech sector in recent years.

Read More
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.

Read More