What is brand salience? And how does it impact how well your brand is seen by the world? 

Last year saw tremendous growth in Australian ecommerce and is expected to maintain an upward trend in the next few years. Are retailers still on track with their online marketing strategy for 2020?

The year 2020 is an exciting year for the ever-changing landscape of marketing. As we enter into a new decade, we share four important trends marketers need to keep their eyes on.

The new year is here! And as we venture forward with fresh business insights and useful strategy, here are the top 10 articles most popular with C-suites in 2019 that you may have missed. 

Many companies today are opting for procurement to manage their marketing spend. But marketers and agencies have always been at odds when it comes to procurement. Understanding the role that procurement plays and how it impacts marketing is crucial to not only save on costs but to pave the way for better alignment in achieving the brand’s vision.

Today’s marketing strategies are constantly evolving. As we close out the last few weeks of the year, it’s important to reflect on what current marketing strategies continue to deliver the best results so you can plan for 2020 ahead with the right precision. 

Brands are overwhelming people with so much content when what they actually need are authentic connections. But running on creativity without data just misses the mark. To build authentic and lasting connections with your customers, you need to use data-driven creativity. 

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? 

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. 

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

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? 

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.

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?

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? 

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.

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.

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?

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

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. 

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.

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.

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

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.

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.

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?

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.  

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.

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.

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.

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.