Marketing

The Sponsorship Dilemma: Who do you really want to associate with?

What is the risk of populism swinging the brand association from positive to negative? From more people loving it, to more people not?

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Marketing to our million plus Australian Chinese consumers

Just like the other million-plus audiences, Australian Chinese are a very diverse group that can’t be targeted in a one-size-fits-all approach.

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The influencer strikes back

One of the oldest adages in marketing is that word of mouth is the most effective way of communicating with your customers.

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The online search battlefield is shifting from typing to talking

For almost two decades, marketers have been trying to win the online search battle on a daily basis.

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After a decade of success stories, has the tourism industry become over reliant on social media?

The question for many boards and CEOs is whether this heavy reliance on social media is the optimal use of their marketing budgets.

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Leadership brands lose their allure as marketers take up the challenge

A generation ago marketers wanted to work only on leadership brands. There was an inherent pride in working with and learning from the best, from the market leader.

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Deeper and more meaningful customer segmentation – marketing’s forgotten tribes

Somewhere between one-to-one marketing and mass marketing, there’s a strategy which is slowly being lost.

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The overwhelming case for understanding the customer experience you are actually delivering

A recent very high profile, and now infamous incident on a US airline has demonstrated the significant effect of what happens when you let the design of your customer experience…

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Big or small, schooner or shandy: How our love of beer is reshaping a traditionally stable and iconic industry

There are those of us who would profess that beer is what makes the world go round. So important was a good drink that early humans ceased their nomadic ways…

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