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MarketingMarketing

Marketing

May - June 2019

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.

Country:
Australia
Language:
English
Publisher:
Niche Media Pty Ltd
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$20.09
6 Issues

IN THIS ISSUE

access_time2 min.
editor's note

This topic is a little more specific than our usual. A small part of the decision to cover themes like Simplicity, Dream and Truth is made in the knowledge that I’ll be able to wax lyrical about them in a vague manner when the time comes. Madtech, on the other hand, has me at a disadvantage since – unlike the daily marketers out there – it’s not my job to play with this stuff. Rest assured plenty of expert contributors shared the load in putting this issue together. Marketing is still at a point of proficiency with tech stacks that if invested in and deployed properly, they will deliver on business goals and provide competitive advantage. Locked in an arms race, we put entire teams to work, fine-tuning mass personalisation and…

access_time6 min.
on data, value and consent

“Many brands also don’t know what they are collecting or with whom they are sharing it.” Take a minute to reflect on the last 24 hours of your life. Chances are, like most Australians, you logged on to a variety of websites, checked numerous email accounts and scrolled social media, clicking on the tiles that piqued your interest and perhaps even signing up to a new program or platform to purchase something. As consumers, we are confronted with hundreds of opportunities each day to offer up our data – whether it be an email address, a social media login, bank details, credit card numbers, birth dates, a postal address… even the name of our first pet or primary school! As marketers, we are creating content and campaigns that require our target…

access_time2 min.
showpo on shopping for data

How does audience data impact Showpo and its shopping platform to make it more useful and attractive for your customers? We use data in a variety of ways. We are using a range of first-and third-party data to reach our customers and to make the messages as tailored as possible. We are actively working on smarter ways to use this data, especially first party data, to provide relevant data to people when they are still on the publisher platforms. If you are going to see an ad it may as well be one you care about. What’s more exciting is the options for using data on-site. We have several projects on the go to use first-party data to provide a richer on-site experience. We want to provide people with the…

access_time6 min.
brain trust

SIMON DAVENPORT The $64,000 question! I would start with customer strategy rather than executional tactics, to determine what technology is actually required to make customers’ lives easier. You can’t ever know what the customer really wants unless you conduct research and ask them directly, so I would start here. The next stop would be stakeholder engagement across the C-Suite to align strategic objectives across the business that require some level of data and technology. From here you can build synergies in the data required across the business, and also find where individual objectives can be supported collectively, potentially through the use of technology platforms. From here a customer strategy can be devised, outlining what customers want from the brand and what the brand feels it can then deliver (also what it cannot deliver),…

access_time1 min.
the stack: adtech

Advertising technology is the umbrella term for the software and tools that brands use to target, deliver and analyse digital, programmatic or omnichannel advertising efforts. WHERE IN THE WORLD? SINCE 2004, GOOGLE SEARCHES FOR THE TERMS ‘ADVERTISING’ AND ‘ADTECH’ HAVE STEADILY DECREASED. ADTECH VERSUS MARTECH WHAT’S THE DIFFERENCE? ADTECH SOLUTIONS USE PERFORMANCE-BASED MODELS SOLUTIONS USE COOKIE-BASED IDENTIFICATION ONE-TO-MANY COMMS TYPICALLY USED BY AGENCIES AND PARTNERS MARTECH SOLUTIONS USE ANNUITY-BASED PRICING MODELS DEALS IN FIRST-PARTY COLLECTED PERSONALLY IDENTIFIABLE INFORMATION (PII) ONE-TO-ONE COMMS TYPICALLY USED BY BRANDS DIRECTLY WHAT’S THE DIFFERENCE? Two advertisers enter an auction for an ad. Advertiser X bids $1, Advertiser Y bids $2. SECOND-PRICE AUCTION WINNER PAYS AN INCREMENT ABOVE NEXT HIGHEST BID Y WINS BUT ONLY PAYS $1.10 FIRST-PRICE AUCTION WINNER PAYS THE HIGHEST BID PRICE Y WINS AND PAYS THE FULL $2 AUCTION ACTION The programmatic industry has shifted from second- to first-price RTB (real time buying) auctions. The…

access_time9 min.
the great g up

The ability to judge right from wrong and act accordingly is not a trait inherently obvious in all those who earn a living shifting product. This is a fact that goes some of the way to explaining why the issue of restraint is shaping up as the biggest challenge facing marketers ahead of the introduction of the 5G network to Australian audiences. While the upgrade from 3G to 4G was largely viewed as a homogeneous evolution, the benefits of this much anticipated fifth generation mobile broadband technology have already been well documented. While it is referred to as the ‘fourth industrial revolution’ by some enthusiastic analysts, more level-headed approaches suggest the introduction of this tech is essentially about two things: increased speed and reduced latency. The upshot of this means that…

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