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.

Leer Más
Niche Media Pty Ltd
USD 5.30

en este número

1 min.

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 an organisation with which we’ve entered into a partnership to collaborate on content for the magazine (see page numbers listed for each) and/or exclusive benefits for Members of Marketing Pro. See for more information.…

4 min.
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 creative thinking…

7 min.
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 business…

2 min.
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 every change to the property’s history in seconds, as well…

2 min.
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 with more than 300…

10 min.
all that glitters

Tracey Porter investigates. It is clear Australia’s financial elite are kicking some serious goals. New research recently released by Credit Suisse shows the number of ultra high net worth individuals (those with a net worth of $65.5 million) in Australia grew to 3000 in the 12 months to June 2017. The latest issue of the company’s ‘Global Wealth Report’ found that during the same period the number of millionaires in Australia grew by 200,000 to 1.16 million. The report also revealed that last year saw the largest increase in the number of billionaires in this country since the start of the century, adding eight new billionaires in 2017, lifting the total number to 33. And it’s clear the numbers are having a big impact on the retail sector with Europe-based luxury conglomerates…