Marketing October - November 2016

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.

* 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. 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.…

1 min.
publisher’s note

This issue investigates the most important aspect of a marketer's role. Understanding the people we want to engage with – who are they, what do they do and what clues do we get to help us choose our next best action? Our brand identity, personal or business, is tweaked every day by our every action and reaction and through every single person who interacts with us in any way. Terrifying, but at the same time a wonderful opportunity. I am also really happy to use this forum to announce the promotion of Peter Roper to the role of associate publisher. Peter is doing a brilliant job of curating and writing the very best content for client-side marketers, as well as providing editorial guidance across a number of our content marketing clients. He is…

3 min.
editor's note

A continual theme in the marketing industry over the last few years is the idea of relevancy. The problem is that relevancy is a concept that works in two ways: ways that are at odds with each other. It’s the thing that makes our feature on marketing governance so appropriate for this, The Identity Issue. Let me explain. For one, relevancy is about the credibility of the marketing function in a business. As Alex Makin, who is on a mission in this regard, says: “The biggest challenge we face as a profession is relevancy.” One angle on the relevancy issue is that of the marketing function in respect to the rest of the business. It’s an issue of the profession’s very existence. Without credibility and a recognition of professional standards, marketing professionals…

2 min.

Noun The fact of being who or what a person or thing is. ‘She believes she is the victim of mistaken identity’ • The characteristics determining who or what a person or thing is. ‘He wanted to develop a more distinctive national identity.’ • Serving to establish who the holder, owner, or wearer is by bearing their name and often other details such as a signature or photograph. ‘An identity card.’ A close similarity or affinity. ‘There is a close identity between Celtic FC and Roman Catholicism.’ Origin: Late 16th century (in the sense ‘quality of being identical’): from late Latin identitas, from Latin idem same. Source: “The biggest challenge we face as a profession is relevancy.” – Alex Makin as quoted in Amanda Taylor’s examination of marketing governance. Page 14. The more marketing shows it…

10 min.
hashtag risky-business

A reasonable person may assume that sizeable, listed corporations with annual advertising spends upward of $50 million would have fairly stringent marketing governance frameworks in place. Even us marketers may assume as such. But recent history gives a plethora of examples of poor marketing execution exacerbated by the immediacy and perpetual reach of social media. Take 2015, for example. Woolworths’ ‘Fresh in our Memories’ campaign and, more importantly, its unauthorised use of the word ‘Anzac’, and the just as widely criticised Victoria Taxi Association’s #yourtaxis campaign, were two that should have never have made it past the desk of the person in charge. Although that may be part of the problem – is the person who knows the company’s strategy inside out approving these campaigns? Are there appropriate risk assessments being…

3 min.
cyber attack!

IN THE CROSSHAIRS The ratio of incidents that result in a confirmed data breach vary from industry to industry. Some, like accommodation and retail, have a very high rate of successful breach per incident. Others, like the public sector, experienced tens of thousand of incidents but only reported 193 confirmed data breaches in last year. The below table shows the number of security incidents reported in 2015 compared to the number of confirmed breaches. PATTERNS OF ATTACK Below are the nine incident classification patterns included in the ‘Verizon 2016 Data Breach Investigations Report’. Many more incidents are recorded but can’t be classified due to a lack of information. (Commonly that means phishing incidents without the necessary details to cluster them into a more specific pattern.) WEB APP ATTACKS Incidents in which a piece of web-based…