Marketing June/July 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
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.…

3 min.
editor's note

Trust is the water-cooler conversation topic du jour for marketers and consumers alike. The Facebook and Cambridge Analytica revelations and subsequent media and legal storm have sent the issue global. Yet billions of people all over the world still willingly use the platform every day – uploading photos, planning events, sharing experiences – handing over one titbit of data after another. It would seem the human need for trust in relationships, when weighed up against those insurmountable human desires of convenience and fun – not to mention a hint of unhealthy addiction – takes a back seat. Does this mean you can sit back and rest easy now that you have a strong brand and optimised customer experience? Unless you’re a drug dealer or your name is Mark Zuckerberg, absolutely not. As marketers,…

9 min.
15 feature data and the tipping point of trust

Warren Buffett famously said, “It takes 20 years to build a reputation and five minutes to ruin it.” In the last 12 months, society has witnessed a mammoth rupture of reputations – from the #metoo movement and its perpetrators, through to an ever-increasing army of young workers standing up to global employers in the wake of wage rorts. In the world of marketing, the breakdown of brand reputation has resulted from massive data breaches that appear to happen when companies put profits ahead of ethics. But is it really a case of good versus evil when it comes to data mining for marketing, or is it simply that we have not yet mastered how to make sense, and use transparently, the insights technology enables? Before diving into the answer, first…

1 min.

The Facebook-Cambridge Analytica scandal may have reignited the data debate, but it’s hardly the first brand data breach. Here are some of the worst: TARGET In 2012, Andrew Pole, a Target statistician spoke with author Charles Duhigg for The New York Times about the insights the retailer was able to get by reviewing buyer behaviour. One of these insights was understanding not only when female shoppers were pregnant, but at what stage in their pregnancy they were (looking at purchase of items like magnesium and calcium tablets or unfragranced moisturisers). Later that year, a disgruntled father walked into a Target store in Minneapolis, Minnesota, demanding Target stop sending his teenage daughter emails about baby items. Turns out, Target identified the girl was pregnant before she had informed her parents. #Awkward. UBER In November 2017,…

3 min.
data mining and mental health

Marketing : How much of your clients’ lives play out online? Dr Damian Cotchett: A tremendous amount plays out through a range of channels. For adults, the first thing that so many people do when they wake is look at their devices. It has become habitual and automatic. Very quickly (within a generation) the behaviour of the majority has been dominated by online information, materials and entertainment. It is this last category that has the biggest impact on humans. People have become less self-determining, allowing online/social channels to influence – and at times dictate – their lifestyle and decisions. Their reference point is back to this mega-system. “ The best way to ensure a mentally healthy society is to encourage people to be self-managing. ” Do you believe the pressure placed on children…

11 min.
through the looking glass

Eighteen months ago, the media buying industry came under the blowtorch after a leading marketer opened fire at the “murky and fraudulent” practices employed by many at the coalface. In calling out the imbalance between clients and the agencies acting on their behalf, P&G’s (Procter and Gamble) chief brand officer Marc Pritchard lifted the lid on the lack of transparency within the sector – a mandate he clearly intends to pursue following his latest tirade, where he demanded an end to the “archaic Mad Men model” and vowed to destroy the “maze of complexity” he believes exists within the agency structure. Despite the fact that Pritchard’s original concerns were aimed at digital media players, the comments by the brand custodian of the world’s biggest advertiser have had a profound effect…