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Ooshies – a cautionary toy story about cashing in on childhood innocence
With Woolworths’ Ooshies campaign in full swing, capitalising on the success of prior collectable-focused campaigns, academics Louise and Martin Grimmer explore the ethics behind incentivising plastic...
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Extreme disruption in the automotive industry: a look at the road ahead
Despite our familiarity with the disruption concept, there’s little to compare with the extreme disruption hitting the automotive industry. RMIT professor of marketing Francis Farrelly outlines the...
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From the bottom up – the new pester power for good
Researcher Rebekah Yock is seeing a new type of pester power which presents a huge opportunity for brands. Unlike the pester power we’ve known before, children in 2019 are lobbying their parents to...
View ArticleExtreme disruption in auto: CASE, new partnerships and government
CASE: Connected cars, autonomous vehicles, ridesharing and electric vehicles are poised to form the future of mobility. Francis Farrelly explores the macro themes, new partnerships and consequences for...
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Why attending a climate strike can change minds (most importantly your own)
In anticipation of the Global Climate Strike being held tomorrow (which Marketing urges you to attend), here’s academics Belinda Xie and Ben Newell from UNSW on the persuasive power of a strike. This...
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Climate protests and shifting behaviour – will they work?
On Friday afternoon workers and students left their posts to fight for something they felt more important. Do demonstrations such as the Global Climate Strike really move the dial? We asked people on...
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The Millennial stereotype – more pointless than ever
Millennials have been portrayed as a latté-sipping, inner-city-dwelling caricatures for too long. According to Joel Vincent, the mischaracterisation is now eroding how marketers talk to them. Meet...
View ArticleSeventy-three percent of Australians won’t increase their holiday spending...
Holiday shopping started as early as September for one in five consumers across the world, according to a new report from MiQ. The 2019 ‘Holiday Shopping Study’ by MiQ analyses retail trends in five...
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Must end soon (but not too soon)! The catch in time-limited sales tactics
Written just prior to the Christmas retail rush, Daniel Zizzo explains what his recent research on time-limited sales tells us about a stressed consumer’s mind. ‘Limited time only’ may be motivating...
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A fix for broken customer research – psychology, square pegs and bias
‘Want to know what customers think? Just ask them!’ is less effective than marketers have been led to believe. According to organisational psychologist Charlotte Rush, the key to understanding what the...
View ArticleIt’s time to rethink your marketing to tech-savvy Boomers
Baby Boomers are a vast, growing and lucrative demographic but marketers and brands should be careful to make sure they’re sending the right message, write Bernardo Figueiredo and Torgeir Aleti. Older...
View ArticleThe shortcomings of your lead generation and content strategy
Marketing and sales departments aren’t working collaboratively enough on building personas and nurturing leads. Here’s what needs to happen. This article was sponsored by Marketo to let readers know...
View ArticleWant to make your brand more human? It’s not about laughter and emotion
A new study uncovers the attributes that make brands more ‘human’ in the eyes of the consumer. This article is sponsored by Braze to let readers know about its ‘Humanity in Action: What Customer...
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Player profiles are the key to dominating Facebook ads in 2020
Using mobile games as an example, Brian Bowman explores consumer motivation, the idea of ‘horizontal segmentation’ and how a better understanding of clusters and profiles can help optimise Facebook...
View ArticleCreativity will save the planet
In the midst of the climate crisis, Daye Moffitt believes that creativity and multilayered thinking from corporations could be the solution. Having only ever worked within the field of creativity,...
View ArticleMartin Lindstrom, pioneer in brand and culture transformation
Martin Lindstrom is one of the world’s premier brand experts, advising Fortune 100 companies on how to drive change through consumer insights, innovate in a commodity world, and build future-proof...
View ArticleA tale of two brands
Andrew Kolb and Alison Tilling use a Brand Asset Valuator to analyse the successes and downfalls of two iconic Australian brands in a volatile business landscape. The past month has been big for iconic...
View ArticleHow brands can stretch to find ecommerce opportunities in moments of crisis
As COVID-19 continues to impact on retailers, Moensie Rossier explains how brands can find new avenues to service their customers. Online shopping has become laborious and disappointing as supply...
View ArticleDigital marketers: don’t forget the Boomers
Colin Barnard encourages digital marketers to let go of any ageist stereotypes and learn how to better connect with older consumers. There remains a societal stigma that Baby Boomers, aged between 56...
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Case study: how to effectively use experiential marketing to create awareness
This case study demonstrates how travel brand Luxury Escapes partnered with Graffiti to create a unique marketing experience that successfully generated brand awareness and ultimately resulted in over...
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