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Author Archives: Anton Buchner

About Anton Buchner

Anton is one of Australian's leading customer engagement consultants. With an eye for discovering greater marketing value and a love for listening to what customers are really saying about a brand. Anton has helped take global and local businesses including Microsoft, Nestlé, P&G, Gloria Jean's, Foxtel and American Express amongst others to the next level. Check out Anton's full bio here

Marketing independence is under attack but does anyone care?

Surprise, surprise. When you meet with a technology vendor, the conversation invariably leads to “needing” their solution. Even though you discuss alternative business opportunities that require solving prior to any technology implementation. Surprise, surprise. You appoint one of the big consultancy firms, such as Deloitte or PWC, and you start down a pipeline of creative and digital discussions that can all be magically solved now under their banner. Continue reading

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Tips for more successful agile marketing

Beware agile marketing, it’s time to transform the terminology. Are you an agile marketer? Or have you heard someone say that they are doing ‘agile marketing’ recently? We have heard the term being bandied about regularly in projects with local and global marketing teams for a few years now. So for this post, I’d like to firstly demystify what agile marketing actually means. It’s not all about speed by the way! As well as give some tips on how to make it work within your current organisational structure and roster of agencies. Continue reading

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5 questions to help charities drive a greater return on marketing investment

In the highly concentrated charity sector*, charities must evolve from making people feel sorry to give money, to being truly people centric in approaching their mission.
So with clutter being the constant, the world’s best charities and not-for-profit organisations are transforming their organisation and marketing strategies around actionable data insights. Aimed at helping them inform the direction and stories that people are interested in when it comes to a relevant mission. Continue reading

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Book Review: Think Like a Freak by Steven Levitt & Stephen Dubner

You may have read Freakonomics and SuperFreakonomics, however, have you read Steven Levitt and Stephen Dubner’s latest book Think Like a Freak? If not, then here’s a little summary to entice you. As always, I tend to wade through books at light speed over the summer break. And this one grabbed my attention from our recently updated TrinityP3 library. So I popped it on the pile to read. Continue reading

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9 incredible ideas that became a reality in 2016

There is incredible innovation happening all around the globe. Science fiction is turning real in almost every industry sector. From augmented reality and artificial intelligence applications, to interoperability in healthcare, light bulbs that kill bacteria and much much more. It’s opening marketers’ eyes at a rate of knots. There’s even a $10M contest to develop the Star Trek Tricoder (a multifunction, hand-held device used for sensor scanning, data analysis and recording data) – to be used in healthcare and not in space. Continue reading

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How to apply the 80/20 rule in your business for more effective marketing

The Pareto principle (also known as the 80/20 rule), states that, “for many events, roughly 80% of the effects come from 20% of the causes”. Wilfredo Pareto developed the concept in the context of the distribution of income and wealth among the Italian population in the late 1800s when at the University of Lausanne. I’ve always loved the rule, and often apply it in marketing planning. It’s a simple way of identifying where business value is coming from when analysing a customer base. (ie: 80% of the revenue, or profit, comes from 20% of consumers). Continue reading

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The 4 most common dead ends, watch outs and cautions when assessing data driven marketing

There’s never been a better time to be a marketer. Sorry to borrow and modify a phrase from our esteemed Prime Minister. Whilst it is an exciting time for marketers with technology, it’s also an extremely confusing time. It has never been more complex to identify the right path for your activity. Clients are increasingly looking for independent advice when it comes to approaching data-driven marketing. Advice to help identify dead ends, wrong ways and cautions. Continue reading

Posted in customer relationship management, data & direct marketing, industry news & trends, interesting observations, marketing process optimisation, marketing procurement, return on investment, social media & digital marketing, strategic management | Comments Off on The 4 most common dead ends, watch outs and cautions when assessing data driven marketing

How to achieve consistent communication across the business in a changing world

Collaboration software, stand up meetings, digital asset management systems, email protocols etc are all aimed at creating consistency of communication and standards in today’s changing world. However most business leaders we speak with are still struggling to achieve real internal consistency. And the challenge isn’t limited to internal consistency. Business leaders are also struggling to maintain consistency when it comes to their external marketing communications. Continue reading

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Digital-holics unite to admit their problem

It’s a dark and stormy night on the 13th of the month.The newly notified small bar location is now filled with pixel princesses, peer to peer princes, hashtags, check-ins and even a worn out Pokemon character sick of being on the GO! Digital natives have descended in droves. And those that couldn’t make it physically are now packed in via Periscope.It’s the inaugural DA meeting for #digital-holics. In the same vein as Alcoholics Anonymous, this is Digitals Anonymous – the first meeting for digital marketers that have a problem. Continue reading

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Digital marketing strategy: Don’t be Robinson Crusoe on your digital island

Anyone remember this quote from Daniel Defoe’s legendary book, The life and adventures of Robinson Crusoe?
“…I must acknowledge, that, of all the circumstances of life that ever I had any experience of, nothing makes mankind so completely miserable as that of being in constant fear.”The fear refers to the threat of being seen as pirates as the ship that Robinson Crusoe was on landed in a little port called Quinchang. Sorry to start this post with a bit of fear, however, have you experienced a bit of fear in your business life? Have you come across people floating around on their own virtual digital islands? Continue reading

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Is your digital marketing effort destroying your brand?

I’d like to pose a question for this post. I may be deluded or totally off the mark with my answer so I’d love to hear your thoughts. The question: is digital marketing destroying your brand? What do I mean by this? Well I’ve been wrestling with the direction that the marketing and communications industry is going in – especially with the over investment of budgets and resources in digital channels? Continue reading

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Is your team managing your agency roster? (Probably not)

As marketers, you are most likely managing a roster of agencies: brand, direct, digital, social, PR, media, technology and more. We are working on a client at the moment with over 100 agencies on their roster. So whether you manage a few agencies, or a multitude, the question for this post is the same; is your team managing your agency roster or not? Continue reading

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Marketing for universities: the need for smart marketing data

The higher education market is starting to undergo a major disruption, with the advent of blended learning, remote access and connectivity, game-like learning, and new academic integration opportunities beyond the traditional teaching roles. World-leading universities are starting to rethink their model to maintain relevance in today’s digitally literate and highly globalised world. They realise that students and society have leapt forward in terms of digital technology, expectation and control. Continue reading

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Content marketing assessment for a tourism and destination marketer – a case study

TrinityP3 was approached by a destination marketer to assess its approach to content marketing. The strategic goal was to significantly increase the value of tourism over the next four years and content marketing had been agreed as a key priority area within the marketing mix – growing both in volume and complexity. Therefore there was a need for a more structured approach to content marketing. Continue reading

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Technology vendor selection for marketing and IT managers – who to trust?

Market Research firm, Vanson Bourne, and PR Group, Hotwire, have released “The Changing Face of Influence” Report. The Report is based on surveying 1000 decision makers to help make sense of the way marketing and IT departments engage with media sources when choosing external technology vendors – exploring their habits, preferred channels and the ways they make use of different sources of information to make purchasing decisions. Whilst most of the Report is pretty generic in terms of utilising social media as channels for vendor research and influence, there were two stats that stood out for me. Continue reading

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