category_outlined / Business & Finance

Marketing April/May 2018

Every issue of Marketing looks at the story behind brands and the people that devote their blood, sweat and tears to them. From one-on-one interviews with Australia's top marketing executives, to valuable case studies and strategy-level opinion, every page is authoritative and insightful.

Niche Media Pty Ltd
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6 Issues


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BEC BRIDESON Page 88 CARLY YANCO Page 86 MICHAEL VALOS Page 92 ROB PARDINI Page 28 CHRIS FREEL Page 58 CON STAVROS Page 98 FIONA KILLACKEY Page 14 SÉRGIO BRODSKY Page 94 SIMON GELLIBRAND Page 56 STEVE SAMMARTINO Page 90 JAC PHILLIPS Page 96 MARTHA BENNETT Page 50 MATT ADENDORFF Page 82 TOM DONOHOE Page 84 TRACEY PORTER Page 24 VANESSA STOYKOV Page 96 MICHELLE KEOMANY Page 46 WARWICK LLOYD Page 92 Marketing would like to recognise and thank the members of its Editorial Advisory Board for their invaluable guidance, including but not limited to Dr Michael Valos (chair), Caroline Ruddick, Erik Zimmerman, Mike Harley, Shannon Peachey, Trisca Scott-Branagan, Skev Ioannou, Cameron Woods and Peter Little. * CONTENT PARTNER: a Marketing Content Partner is…

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editor's note

I typically avoid giving people advice about their money. As a rule, I'm reluctant to give people advice about their marketing, too. It’s a good thing, then, that there was plenty of contribution from experts putting this, a money themed Marketing issue, together.I spoke to a friend about the theme. His response? “Shouldn’t they all be about money?” He was right, but this one gets nice and specific in a variety of ways. Boiling the whole thing down would reveal one key idea: money is changing.Money is shifting and like changes in tech, consumption trends, customer expectations, communication and loyalty, marketers must adapt to survive.In another way, money is like marketing in that sound knowledge of a few core principles and some life experience – not to mention…

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the new authenticity

Every modern marketer is aware of the three emotionally charged steps required to transform a company’s target audience into its most vocal ambassadors: Know. Like. Trust.Since the dawn of time, people have been buying products and services in exchange for what they deem to be of value – whether camels in exchange for a bride or the latest Louis Vuitton handbag in exchange for a portion of their salary. We have been brought up on a model of marketers making people aware of what a business has to offer, encouraging rapport or likeability to prompt transaction and, finally, creating an experience within that transaction that imbues trust between giver and receiver. A new technology is set to shift this modus operandi, removing the need to ‘trust’ any company or…

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sectors most affected by blockchain

HEALTHCARE Few industries are as ripe for change as healthcare and, despite many attempts at digital innovation in this space, none appear to have had as much of an impact as blockchain will. According to IBM’s Blockchain Blog, this new technology could positively assist in many areas, from supporting the entire life cycle of a patient’s health records and billing documentation, via preventing counterfeit drugs and increasing detection, providing accountability and transparency, to clinical trial reporting and working alongside Internet of Things (IoT)-enabled medical equipment to provide the best health outcomes for patients. PROPERTY When you purchase a new home, you purchase all of its history – even those parts that you may not be aware of. Blockchain will enable buyers to review…

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bitcoin: fad or fortune?

Since the term first appeared on a forum back in 2008, Bitcoin has become a largely popular – and puzzling – concept. Described as the first decentralised digital currency, it enables anyone in the world to transact with anyone else, without the need for an intermediary (such as a bank or payment service like Paypal). Just as misunderstood as the currency itself, is the origins of its founder, Satoshi Nakamoto. Widely accepted to be a group of people, rather than one person, Satoshi Nakamoto is the name given to those responsible for the first iteration of Bitcoin and its first blockchain database in 2009. Despite its mysterious origins, Bitcoin has grown immensely in the decade since its first mention. Type Bitcoin into Google and you’re now met…

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australian marketing salary guide

Source: 2017 ‘Hays Salary Guide: Salary and Recruitment Trends’ All salaries are in ’000, exclusive of superannuation and in AUD. Bold figures are ‘typical’ salaries, figures below indicate salary range. Salaries are indication of salaries Hays clients pay staff – ‘typical salary’ is the mode: salary paid most often for the position. Hays Salary Guide is a guideline for the coming financial year. ■…