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.

UPDATED as of 03 July 2020.

Whether it’s launching a new product line, executing a 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.

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.

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.  

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

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.

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.

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.

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.

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

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.   

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.

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.

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?

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

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.

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.

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.

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?

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.

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

Marketing automation is no longer a luxury that is reserved for the largest companies. Startups and microbusinesses need to take advantage of this as well. Here’s why.

It’s not always the best businesses that win. It’s the best marketing. Marketing is the lifeblood of the business. It allows you to know who your target customers are and form a relationship with them.

But as your business grows, building and maintaining great customer relationships become a challenge. This is where marketing automation proves to be helpful.

Video is fast becoming a household name in the marketing industry today with it expected to dominate the market by as much as 80% by 2019.

And that’s not at all surprising: it’s been found that adding videos to your website is the easiest way to ranking higher on Google search, and marketers all over the world consider video as the type of content with the best ROI.

The need for social proof is an inescapable part of marketing strategy today. With so much noise in the marketplace, it’s understandable why consumers look for social proof from their peers or other consumers about their buying decisions. So the best tool to communicate your value further? A video testimonial from your delighted clients.

Predatory marketing is what the big and memorable brands and fast-growing startups use to differentiate themselves and cut through the marketing noise. It’s all about striking at the weakness that arises from your competitor’s greatest strength.