I have been using Twitter since the start of the year. Twitter allows short, instant communication between users. Check it out here.

A recent story on news.com.au demonstrates the power of Twitter for brands.

Clearly in this case CBA is searching Twitter to see if people are 'tweeting' about them.

CBA is a great example of how brands can not only monitor, but respond to customers complaints or comments.

Smart marketers are extending this strategy to Blogs (using Technorati to search blogs) and Facebook.

With 4.8 million users accessing Facebook, and the twitter world growing in strength daily, it's only a matter time until Twitter is entrenched in Australian's consumer behaviour. Can you afford not to be across the changing digital landscape?

While some marketers are struggling to develop a digital strategy beyond a few banner and a microsite, the more successful marketers are integrating their digital strategy into their marketing communications strategy.

But to do this you need a very good understanding of the current digital landscape and the opportunity for marketers and their brands.

Ever wondered how the agency finance director can explain an increase in the retainer when the scope of work they are delivering for you in the coming year is falling?

Then watch this.

Well, it makes about as much sense.

These days, everyone's trying to squeeze more out of their marketing budget than ever before. From reviewing agencies to evaluating internal relationships, there's plenty of scope for improvement in all areas of the marketing communication mix.

So we look at the ten best and simplest ways to achieve maximum value for your marketing budget and improve your ROI.

The top ten ways to maximise your marketing value are:

Continue reading "Top 10 Steps to Maximum Marketing Value" »

In any pitch process for marketing services providers, being digital, media, creative, direct marketing or what ever, there are four essential stages. Often marketers will get one, two of three of these but rarely if ever, do they get all of them.

1. The list
2. The chemistry & capabilities
3. The remuneration
4. The contract

Here are tips for each step:

Continue reading "The four essential stages of the pitch process" »

It is often the largest component of the advertising spend, and many millions of dollars are spent on measuring the delivery and performance of the media, yet for the first time in the face of unprecedented economic upheaval, it appears that the media agencies and the media analysts cannot agree on the impact the global financial crisis will have on media costs.

In previous years we have seen fairly uniform predictions of growth, yet in the past three months we are seeing very disparate views on the cost of media in the coming year.

Yet this is an important benchmark, which enables advertisers to set their budgets and in some cases set their agencies' bonuses. So where is the current thinking?

Continue reading "Where is the cost of media advertising heading?" »