Marketing Oct/Nov 2017

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.…

1 min.
a note from peter roper

It’s been my absolute pleasure and privilege to work on Marketing over the last six years, the last four as editor and the past 12 months as associate publisher. There aren’t many jobs in which you get to serve and meet such a diverse array of the smartest people in business in Australia and from around the world. To the clients, columnists, PR pros, writers, sub-editors, content partners, designers and everyone who has helped make this publication what it is in all its formats: thank you. It’s not possible without you. And a huge thanks to my colleagues here at Niche Media – I’ve worked with dozens of incredible people, many of whom I can now call friends – with special thanks to Paul Lidgerwood for all the opportunities I’ve…

2 min.
editor's note

We outlined the topics for 2017’s issues (Versus, Intelligence, Generation, Culture, Serve) in July 2016. It was months later when Amazon announced its plans to start operations in Australia. Since that time, conversation and speculation has whipped retailers, marketers and media into a frenzy. It’s a little coincidental that as we reach going to print on our October/November issue, Amazon’s arrival is so, so close. I’m not going to argue that great service is more important than ever. It’s always had the power to make or break businesses, even before social media shone a light on it and marketing departments got their hands on it. The topic and talk of serve and service, on the other hand, has never been so hot. Great timing for us – dreadful timing for those in ecommerce…

9 min.
keep them smiling

At Amazon, the customer is king. From ensuring head office staff have call centre training and regularly visit fulfilment centres, through to making heartfelt apologies when it makes mistakes and using cutting edge technology to personalise every single email, Amazon has consistently placed the customer at the centre of its business. When the brand started two decades ago, founder Jeff Bezos would keep an empty chair at key meetings to represent the needs and wants of the most important person to the business – the customer. So great is the power the Amazon customer yields, that customer service staff are authorised to pull items off the (virtual) shelf should just a handful of customers complain about the same product. No negotiation takes place with the category buyers or marketing teams…

11 min.
convergence and the full-service arms race

“Acquisition is easy, integration is hard.” In Marketing’s July 2012 issue, a feature titled ‘Digital Darwinism’ discussed how agencies found themselves competing against a wider range of firms, how a culture of ‘big data’ was invading organisations, and how the power of digital was being recognised in the boardroom. Agency and consultancy professionals interviewed at the time predicted a landscape where agencies would take a more active role in the end-to-end development of client campaigns, where marketing teams would work more closely with tech departments, and even where the digital agency would evolve into the experience agency. Fast-forward to 2017, and big consultancies are getting bolder and bolder in their efforts to provide creative media and content solutions to cater to an ever-growing list of requirements. Similarly, in a consumer landscape where traditional…

1 min.

Marketing and SSI have teamed up to explore customer satisfaction in Australia and New Zealand. Throughout 2017 we’ll be surveying people to find out how they feel about the brands they use in industries from automotive, retail, travel and more. Each survey will sample 1000 people in Australia and 600 in New Zealand, adjusted to be representative of the age, gender and location make-up of each country. This page contains top-level results – for full reports visit: Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc, Fred Reichheld and Satmetrix Systems, Inc. SSI is the trusted global leader in survey and research solutions for market research firms, B2B and B2C companies. Visit…