The Step Change Blog

The latest thinking on business, strategy, marketing and sales

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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.

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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.

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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 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.

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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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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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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 23, 2019

Why Cross-Functional Teams and Integrated Service Offerings Deliver 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.

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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 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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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 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.

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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.

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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 24, 2019

Video Marketing: A Quick, Distilled Guide for CMOs

Marketing Strategy, Creativity, Content Marketing

In the age of short attention spans, brands are constantly competing to captivate their audience through creative and engaging ways possible.

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January 15, 2019

Aged Care Providers Need to Communicate Their Purpose

Business Strategy, Marketing Strategy, Aged Care

There have been a number of significant changes over the recent years along with a new set of challenges that the aged care sector is facing — from deregulation, the Royal Commission, and shifts in customer preferences. As a result, aged care providers need to find new ways to stand out and gain the trust of their potential customers.   

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December 20, 2018

SEO and Marketing Automation: How They Work Together to Boost Your Brand

Marketing Strategy, Digital, Content Marketing, Marketing Automation, SEO

Content is only as valuable as the audience it reaches. Marketing automation and SEO need to work together to boost your digital marketing efforts. By understanding how these two disciplines work together, you will be able to use them to gain a higher ROI.

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December 11, 2018

Step Change Blog's 10 Most Popular Articles in 2018

Business Strategy, Step Change, Marketing Strategy, Digital

To wrap up a productive 2018, we’re rounding up our best articles that have hit a spot with many C-suites, Senior Executives, and Marketing professionals.

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December 8, 2018

Content Marketing Strategies to Stand Out in the War for Attention

Marketing Strategy, Digital, Content Marketing

In a time where everyone is fighting for differentiation in the market space, how do you make your content stand out? How do you guide your audience to look where your content is?

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December 7, 2018

Step Change’s Growth Highlights in 2018

Business Strategy, Step Change, Marketing Strategy, Creativity, Digital

The best solutions arise at the intersection of strategy and creativity.

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November 29, 2018

How to Create Events that Resonate with the Right Audience

Marketing Strategy, Content Marketing

In today’s cluttered business landscape, where it takes a great deal for brands to win the war for attention, you need to take every opportunity to nourish relationships and gain the trust of your potential clients. One of the great ways to do this is by organising events.

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November 28, 2018

10 Social Media Trends for Financial Services in 2019

Finance, Marketing Strategy, Social Media

Financial brands are already fast-tracking the adoption of social channels in their marketing strategy in their quest to personalise the customer experience.

We’ve gathered the top 10 social media trends financial services need to know in 2019.

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November 23, 2018

How to Market an App to Skyrocket Downloads

Marketing Strategy

Marketing a new app in today’s crowded marketplace can be tricky. But when you play your cards right, you can get it in front of the right audience and convert mere viewers to active users.

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November 20, 2018

10 Mobile Marketing Statistics You Need to Know to Grow in 2019

Marketing Strategy, Digital

More and more people are turning to their mobile devices to find answers to their questions and even to discover new products and services. Are you making the most of your mobile marketing efforts to respond to the current mobile shift?

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November 9, 2018

The B2B Marketer’s Guide to Marketing ROI Benchmarks

Marketing Strategy, Content Marketing, Email Marketing, PPC, Marketing Automation, SEO

A near infinite number of metrics are involved in calculating the effectiveness of marketing, but perhaps the most important metric of them all is the ROI. This guide will walk you through the ROI benchmarks in different areas of marketing.

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October 24, 2018

Top 10 Marketing Statistics You Need to Know This Week

Marketing Strategy, Disruption, Marketing Technology

Kickstart your week with 10 marketing statistics worth exploring. Today we feature statistics around data-driven marketing, marketing technology, and disruptive technologies.

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