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The future trends hidden in the “State of Marketing” report

How are brands going to develop a competitive advantage in a hyperconnected world where two or three technology ecosystems have most of the attention? I have been thinking about this question a lot recently – because that’s part of my job. Over the last couple of months, I have been observing some macro-trends that have […]

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The future of advertising is already happening

The world of digital marketing and advertising has gone through unprecedented change over the last decade, and the pace of that change shows no sign of slowing down. Personalised, data driven, communications have now become firmly entrenched into mainstream marketing portfolios. Mass market media still plays a vital role, but highly targeted, personalised, data driven […]

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Experience Economy Part Three

Designing your experience Sometime in the months before July 2006, senior executives at Nike made a decision that has shaped its digital strategy. It created ripples in the world of personal electronics that are still being felt today. At that point in time, big data was being talked about worldwide as an emerging competitive advantage […]

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Experience Economy Part Two

Know where your business is heading  The term “creative destruction”, coined by the Austrian American economist Joseph Schumpeter, refers to the “process of industrial mutation that incessantly revolutionizes the economic structure from within, incessantly destroying the old one, incessantly creating a new one”. In other words, an innovation cycle that creates new organizations and market […]

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Experience Economy Part One – Customer centered transformation

What your customer wants Over the last decade Australia really enhanced its reputation as “the lucky country”. While other economies were struggling with the fallout of the GFC Australia’s economy was strong. But this success has come at a cost. While many global businesses were rapidly transforming around the needs of the customer and the […]

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Becoming a Experience Economy Expert

Recently I joined a select group of people who hold the qualification “Certified Experience Economy Expert”. I was the 225th person in the world to earn that title — and the first person in Australia. I’m now starting to share the key concepts I learned with businesses in this part of the world, concepts that brands such […]

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Behavioral targeting – Balancing what is possible with what is right

Many new data driven, targeted, marketing techniques are now possible, but recent evidence suggests that some may actually do more harm than good. Developing a simple and effective digital communications strategy isn’t easy. Getting it right requires the leadership of a business having a clear understanding of customers’ needs, the experience they want to create […]

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4 Digital Transformation Challenges

New problems are rarely fixed by applying old thinking. In the last decade a “perfect storm” of change has evolved that requires new thinking – thinking that takes advantage of the digital environment and transforms business as we know it. Three central factors are at play. First, economic. We have lived through the biggest economic […]

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A customer centric story

In June 2009 a company was created that would forever alter a market that had been mostly unchanged and unchallenged for nearly a century. The environment was perfect for this company to come into effect. On one side of the equation it provided a means for people to earn a living, or a few more […]

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Building your Customer Engagement Platform

Your customer’s world has become increasingly digital. This has dramatically changed the way she connects with brands, researches products and makes purchase decisions. To address this change and avoid becoming irrelevant, many businesses have invested heavily in digital assets.  These assets commonly include: Scalable CRM systems A range of tools such as marketing automation New […]

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The Three foundations for Digital strategy success

Delivering quality digital experiences is challenging. Investing in customer insights and feedback is just the starting point. To ensure success there needs to be a balance between engaging your customers and delivering tangible results. A recent Forrester study called ‘Mind the Gap’ discovered that one of the biggest challenges facing businesses in realising their digital […]

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5 disruptive forces happening right now

Recently I was asked to predict what forces, industries or businesses would be causing the most business disruption. While it is is hard to really predict what the next big disruption will look like it is possible to see forces at play right now that are going to have a major impact on the way businesses are run. […]

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You don’t want your customers talking about your advertsing

Life is not easy for a marketer these days. The media landscape continues to be reinvented and fragmented, affecting the ability of marketers to capture the attention of their target audience. The power of the mass-media model is waning, so attention is turning to digital innovation and data-driven direct communications. Yet, as many brands have […]

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Discussion with Catherine Heath From Huge Inc.

In late August this year Melbourne’s digital elite assembled at the city’s public library. The event was the Australian Interactive Media Industry Association’s V21 conference, and this year’s line up promised to be the biggest event yet. One of the key draw cards was Catherine Heath, the Head of Strategy & Planning, US West Coast, […]

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The next issue for CMOs to deal with is on the doorstep

The marketing industry has completely reinvented itself over the last few years. In fact it is difficult to think of an industry that has had to deal with so much change as marketing and advertising. But while many marketers may feel like they are finally getting on top of the technology and data needed to […]

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AIMIA Retail Research Report – Australian retailers fight back

It’s safe to say that the pace at which Australian consumers have adopted shopping online has taken some retailers by surprise. While many may have seen the writing on the wall during the years following the Global Financial Crisis, a turning point in online trade, some of the more traditional retailers were slow to accept […]

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We have big data, now we need big ideas

I recently attended an event that focused on Big Data insights and techniques for retailers. It was well attended and had some great speakers presenting including Myer CEO Bernie Brooks. By the end of the two hour seminar it was clear that Australian businesses have been busy investing in Big Data technology thereby ensuring they […]

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What can LinkedIn’s updates teach us about selling software?

With above 300 million professionals on the platform worldwide, browsing LinkedIn is now the default way for keeping tabs on people in your professional networks. In fact, many professionals spend more time managing their LinkedIn profile than keeping their CV up to date. Recently the social network added a range of new features to their […]

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How to win at digital transformation

The same economic and technological changes which expose weaknesses in existing business models also pose huge opportunities for those willing to embrace change and respond to evolving market demands. Joseph Schumpeter, a famous American economist, referred to this process as “creative destruction”. But being on the winning side of this process is rarely a simple […]

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Innovation in sport – understanding the Fan Experience

Few businesses get the passionate brand engagement that sporting organisations enjoy. In fact, many businesses would give their proverbial right arm to have available the intensity of fan engagement, rich sources of content and “pulling power” of sporting organisations. So why is it that many sporting organisations are struggling financially? Sporting organisations, ranging from clubs […]

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