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Marketing

May - June 2019
Magazine

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.

Marketing

Contributors

Editor's note

On data, value and consent • Arthur C Nielsen famously suggested that “the price of light is less than the cost of darkness.” In an era where data-driven decisions are becoming the norm, how can marketers balance brand interests with the needs and consent of their customers? Fiona Killackey investigates.

Showpo on shopping for data • Less than a month after Showpo CMO Mark Baartse won Top Social Retailer and Best Marketing Initiative at the 2019 Power Retail All Star Bash, we asked him how the online retailer sources and utilises customer data to benefit both the brand and its audience.

Brain trust • If you had to reboot your company’s data and tech journey from scratch, what would you do differently?

THE STACK: ADTECH • Times are changing in programmatic-land and tech vendors must adapt.

WHY SWITCH?

The great G up • The commercial rollout of 5G has taken its first tentative steps. But how transformative will the next-generation phone network be and at what price? Tracey Porter investigates.

Broadcasting leads the way • Broadcasters eager to capitalise on the benefits of 5G have already begun making moves to ensure they are not left behind when the rush to adopt the technology hits its peak.

At a glance

How AI is transforming advertising • AI is a buzzword that we’ve heard about a lot and rightly so. It has infiltrated all facets of modern business and has the power to be transformational. However, buzzwords without real understanding can be problematic, if not downright dangerous.

ad:tech Sydney 2019 a brand new now • This year’s ad:tech Sydney saw the industry come together in celebration of not only advertising technology, but the broader implications of how advertising and marketing’s use of it influences the wider world.

THE STACK: MARTECH • The technology modern marketers are using to personalise, automate and familiarise.

ADOBE’S 2019 SNEAKS • THREE CRM HIGHLIGHTS REVEALED AT THIS YEAR’S ADOBE SUMMIT

What’s the difference? • The convergence of adtech and martech dominates current discussions on the topic, but a sound understanding of the difference between the two will help marketers better approach new data projects from start to finish. Graham Plant offers a little clarity on the subject.

WHAT'S RIGHT FOR THE CUSTOMER? • Nathan Wilson is the product marketing lead for Office (consumer) at Microsoft – one of the largest subscription services in Australia and New Zealand. He is responsible for driving subscriber growth and revenue and was recently recognised by Microsoft global CFO Amy Hood as a global thought leader. His overall approach is refreshingly balanced and straightforward, always with the customer at the centre. Nathan brings true insight to our relationship with tech, especially in the subscription economy, and how to use it for the better.

Nathan Wilson’s top five tips for better understanding your customer

Nathan Wilson’s top work/life balance tips

The best of programmatic times? • There’s a lot of potential out there for great marketing, but a lot of foolishness too. Ayaan Mohamud on injecting greatness into programmatic advertising.

Is personalisation killing brands? • Is personalisation really holding brands back, or is it opening a new age of marketing? Two industry thought leaders face off.

Five lessons from the heart of humanity • This article has very little to do with adtech, but that’s...


Expand title description text
Frequency: One time Pages: 92 Publisher: Niche Media Pty Ltd Edition: May - June 2019

OverDrive Magazine

  • Release date: May 15, 2019

Formats

OverDrive Magazine

Languages

English

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.

Marketing

Contributors

Editor's note

On data, value and consent • Arthur C Nielsen famously suggested that “the price of light is less than the cost of darkness.” In an era where data-driven decisions are becoming the norm, how can marketers balance brand interests with the needs and consent of their customers? Fiona Killackey investigates.

Showpo on shopping for data • Less than a month after Showpo CMO Mark Baartse won Top Social Retailer and Best Marketing Initiative at the 2019 Power Retail All Star Bash, we asked him how the online retailer sources and utilises customer data to benefit both the brand and its audience.

Brain trust • If you had to reboot your company’s data and tech journey from scratch, what would you do differently?

THE STACK: ADTECH • Times are changing in programmatic-land and tech vendors must adapt.

WHY SWITCH?

The great G up • The commercial rollout of 5G has taken its first tentative steps. But how transformative will the next-generation phone network be and at what price? Tracey Porter investigates.

Broadcasting leads the way • Broadcasters eager to capitalise on the benefits of 5G have already begun making moves to ensure they are not left behind when the rush to adopt the technology hits its peak.

At a glance

How AI is transforming advertising • AI is a buzzword that we’ve heard about a lot and rightly so. It has infiltrated all facets of modern business and has the power to be transformational. However, buzzwords without real understanding can be problematic, if not downright dangerous.

ad:tech Sydney 2019 a brand new now • This year’s ad:tech Sydney saw the industry come together in celebration of not only advertising technology, but the broader implications of how advertising and marketing’s use of it influences the wider world.

THE STACK: MARTECH • The technology modern marketers are using to personalise, automate and familiarise.

ADOBE’S 2019 SNEAKS • THREE CRM HIGHLIGHTS REVEALED AT THIS YEAR’S ADOBE SUMMIT

What’s the difference? • The convergence of adtech and martech dominates current discussions on the topic, but a sound understanding of the difference between the two will help marketers better approach new data projects from start to finish. Graham Plant offers a little clarity on the subject.

WHAT'S RIGHT FOR THE CUSTOMER? • Nathan Wilson is the product marketing lead for Office (consumer) at Microsoft – one of the largest subscription services in Australia and New Zealand. He is responsible for driving subscriber growth and revenue and was recently recognised by Microsoft global CFO Amy Hood as a global thought leader. His overall approach is refreshingly balanced and straightforward, always with the customer at the centre. Nathan brings true insight to our relationship with tech, especially in the subscription economy, and how to use it for the better.

Nathan Wilson’s top five tips for better understanding your customer

Nathan Wilson’s top work/life balance tips

The best of programmatic times? • There’s a lot of potential out there for great marketing, but a lot of foolishness too. Ayaan Mohamud on injecting greatness into programmatic advertising.

Is personalisation killing brands? • Is personalisation really holding brands back, or is it opening a new age of marketing? Two industry thought leaders face off.

Five lessons from the heart of humanity • This article has very little to do with adtech, but that’s...


Expand title description text