Marketing Feburary/March 2015

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
USD 5.30

en este número

1 min.

COVER BY MARK SEABRIDGE Digital art director, Tribal Australia "The cover looks at the not-too-distant future, connecting a variety of experiences that are already on the horizon. Cars are driverless, street-bots keep our streets clean and our goods are delivered in an instant, whisked across the rooftops of our connected cities by delivery drones. Here at Tribal Australia we're fascinated by how new technology can bring ideas to life, creating experiences to help shape and enrich our ever-changing environment. Within the context of marketing, seamless connectivity is continuously breaking the status quo and keeping us all on our toes. We view this as an opportunity, not an annoyance. Alongside our clients it has allowed us to broaden applications of creative thinking into customer experience and product development, and beyond the more familiar…

1 min.
publisher’s note

This first relaunched issue of Marketing has been a labour of love for the past three months. Passionate, heated and at times a little scary, but always centred on what matters, you. Our content strategy is simply to provide you with content that makes you better at your job. To do that, we have enlisted some of the world’s brightest business minds from companies that lead their markets – Forrester, Accenture, RMIT, Adobe and Effective Measure. Together with a refined list of contributors, bloggers and subject specialists, these content partners will give you access to diverse and thought provoking perspectives on the most pressing issues that client side marketers and business owners are facing, not just today but into the future. You will notice we have also relaunched our website with…

2 min.
editor's note

I was told that this editorial needs to be ‘good’ because it’s in the new-look Marketing. But really, I’m half hoping you skip this editorial and look at the line-up of content we’ve got in this issue. The magazine doesn’t just look new and shiny (or ‘not-shiny’ if you want to get pedantic about the paper stock) but in my totally biased opinion it’s the best issue of Marketing yet. But I want you to be the judge of that, hence my half-hoping that you get stuck right in. Since Marketing began, there have been a number of events that we’d call ‘landmark’ in its history. One is the internet and’s appearance on it. That changed the nature of our role as a publisher quite dramatically. There have been a…

2 min.
connect /ke' nekt/

Verb: 1. Bring together or into contact so that a real or notional link is established. 2. Associate or relate (something) in some respect. 3. Informal: (Of a blow) hit the intended target. Origin: Late middle English (in the sense ‘be united physically’; rare before the 18th century): from Latin connectere, from con- ‘together’ + nectere ‘bind’ The Oxford English Dictionary “Originality often consists in linking up ideas whose connection was not previously suspected.” – WIB Beveridge in his 1957 book The Art of Scientific Investigation (via “Being required to work on vacation is the flip side to wanting to be connected to your personal life while at work.” – Terrie Campbell, Ricoh Americas Corporation, as quoted in the article ‘Is your smartphone sapping your productivity?’ “Marketers are going to have to start talking about how to ‘own…

10 min.
building digital bridges in a connected world

Half a century ago, co-founder of Intel, Gordon Moore, foresaw an age of technology where computing power would double every two years. His prediction – ‘Moore’s Law’ – stood the test of time, driving the miniaturisation of processors, sensors and memory components, and placing super computers once the size of a room into the palms of our hands. Moore’s observation is widely credited as accurately foreseeing the relentless march of technology, which continues to forge ahead in new directions. As costs lower, components shrink and networks proliferate, the ability to connect screens, products, wearable technology, homes, workplaces, vehicles and even cities to the internet becomes a growing reality. This vision of a connected world – one we’ve all seen in science fiction movies or The Jetsons – is upon us, as the…

4 min.
an internet of things illustrative journey

The simple scenario depicted on these pages offers just a hint of the capabilities of a world containing trillions of sensors connected to the internet. This isn’t science fiction, it’s all technology that’s available now, much of it already connected to existing internet infrastructure, the rest just waiting to come online… 1 Agribusiness A small glass tube housing a biochip transponder is embedded under the skin. It not only contains a unique identification number, but is also sensitive to biochemical signs. If the biochip detects anything untoward, the farmer will know and the vet informed automatically, even without any external signs of disease. Data from the cattle is captured when they are in proximity to a scanner (hand-held or ‘gate’ devices). The signal from the scanning device provides enough energy for the transponder…