Marketing October/November 2014

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.

País:
Australia
Idioma:
English
Editor:
Niche Media Pty Ltd
Periodicidad:
Interrupted
USD 5.30

en este número

2 min.
editorial

When did we decide that an hour of thought was not a worthy use of time? For your role and mine, I’m quite certain, the turning over of an issue in the mind is one of the most valuable exercises we can do. One of the most productive, even. But it gets thrown out the door too often. What has led to this problem with pondering, this crisis of contemplation? Why is thinking time so undervalued and treated as a luxury? (Paradoxically.) How can ream upon ream of text on paper or the creation of endless Excel tabs be seen as a more valuable output than a couple of hours of focused contemplation? Because you can’t see it? You can’t show anything for it? You wouldn’t want to write it on a time sheet? The discounting of long-term…

2 min.
he said she said

“MARKETERS NEED TO UNDERSTAND THOSE BORN AFTER 1995 HAVE BEEN FORCED TO DEVELOP FINELY TUNED EDITING AND CURATING SKILLS TO PROCESS THE ENDLESS STREAMS OF CONTENT BOMBARDING THEIR SCREENS.” – Dan Pankraz, Iris Worldwide head of strategy APAC, on marketing to tech-savvy millennials. “IT TURNS OUT THAT ACTIVATING PEOPLE WHO ALREADY LIKE YOU IS FAR MORE PRODUCTIVE AND PROFITABLE THAN IT IS TO SPEND TIME AND MONEY YELLING AT PEOPLE WHO ARE IGNORING YOU.” – Seth Godin on relationship marketing of theatres. “The rush of real-time content generation isn’t a rush to just more content; it has to be more good content.” – Wendy Clark, The Coca-Cola Company, on social media and content strategy. “WHAT’S AMAZING IS THAT TOOLS AND TECHNOLOGIES HAVE NEVER BEEN MORE ACCESSIBLE, NEVER BEEN MORE AFFORDABLE – IF YOU CAN DREAM IT,…

14 min.
a brand-led reinvention of higher education

The origins of educational systems can be, to a large extent, attributed to the military system. Every year classes of around 30 students are ‘processed’ like military platoons. When students succeed they acquire a standardised credential, the degree, attesting their intellectual qualities, similar to military medals, but when students fail they are held back and ‘reprocessed’ on that same year to then move on and out to the labour market wars. Efficiency and standardisation, as pillars of the modern educational system, helped form ‘armies of students’ and ‘factories of ideas’ that propelled the wealth of nations. However, when diversity lacks the system cracks and, both nationally and globally, educational institutions are revisiting their methods to remain relevant to students, industry and society. In Australia, with few exceptions, the academic experience has essentially…

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1 min.
cmo salaries

A global study by the CMO Council reveals the key factors influencing compensation packages for chief marketing officers. CMOs who report directly to CEOs are likely to earn more than their peers, says the ‘CMO Compensation Report’. Additionally, good peer relationships provide an advantage: the most highly paid CMOs have forged close partnerships with CFOs and CEOs. In this infographic we break down CMO salaries across company types, sizes and industries, as well as illustrating how CMOs feel about their remuneration packages. Infographic developed by Marketing (marketingmag.com.au) and Pete Duncan (collectedpixels.co.uk). Data source: The CMO Council, ‘CMO Compensation Report’, July 2014.…

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10 min.
how to get the marketing job you really want

You’re top marketing talent. (Because of course you are – you’re reading this publication.) You just need to find the right environment in which to make your mark. Luckily for you, we’ve set out to discover what’s required to reach the pinnacle of this profession we call ‘marketing. To do this, Marketing spoke to those who recruit for marketing positions at some leading Australian companies. Interestingly, along with invaluable insights for marketers looking for their next challenge, employers will also learn something. Perhaps unsurprisingly, the best marketers don’t find jobs at leading employers; leading employers work extremely hard to attract and retain the best staff. Employer brand is paramount. Employers interviewed for this piece most commonly cited the use of internal and external networks, LinkedIn and, to a lesser extent, social media…

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9 min.
the valos advantage marketing’s commercial credibility problem

This is the sixth and final in a series of articles that look at the six key specific marketing skills required by CMOs to be successful in the contemporary environment: strategic insight, digital strategy, marketing innovation, customer insight/marketing metrics, commercial/financial acumen and brand management. Unlike some articles on marketing skills, the focus in this series has been to link strategy with implementation. The assumption underlying this is that senior marketers need more than technical skills to be promoted to be successful leaders. Regarding methodology, the six key CMO skills were identified in focus groups with CMOs and marketing leaders from organisations such as ANZ, AGL, Telstra, L’Oréal and Deakin University. They were validated by two highly respected industry experts: Chris Khor, managing director of Chorus Executive; and Anna Whitlam, managing director…

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