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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

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

Posted on October 17, 2016 by Anton Buchner
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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

Posted on October 10, 2016 by Anton Buchner
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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

Posted on October 5, 2016 by Anton Buchner
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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

Posted on September 21, 2016 by Anton Buchner
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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 →

Posted in agency solutions, data & direct marketing, interesting observations, marketing process optimisation, social media & digital marketing, strategic management | Comments Off on Digital marketing strategy: Don’t be Robinson Crusoe on your digital island

Is your digital marketing effort destroying your brand?

Posted on September 12, 2016 by Anton Buchner
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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 →

Posted in data & direct marketing, industry news & trends, interesting observations, marketing process optimisation, social media & digital marketing | Comments Off on Is your digital marketing effort destroying your brand?

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

Posted on September 5, 2016 by Anton Buchner
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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 →

Posted in agency solutions, marketing process optimisation, return on investment, strategic management | Comments Off on Is your team managing your agency roster? (Probably not)

Marketing for universities: the need for smart marketing data

Posted on August 31, 2016 by Anton Buchner
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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 – Case study

Posted on July 27, 2016 by Anton Buchner
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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?

Posted on July 20, 2016 by Anton Buchner
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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 →

Posted in data & direct marketing, marketing process optimisation, social media & digital marketing, strategic management | Comments Off on Technology vendor selection for marketing and IT managers – who to trust?

10 key issues to consider when building your marketing technology stack

Posted on May 18, 2016 by Anton Buchner
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And the winner of Chiefmartec’s 2nd ‘Stackies’ Award, for the best in class Marketing Tech Stack is…….Datapipe – for organizing its marketing tech stack around the buyer’s journey. Datapipe’s tech stack also clusters components around different marketing functions (eg Search Engine Optimisation, paid search, conversion, remarketing, email marketing, CRM etc), plus highlights the data flows between each technology. They applied a simple question: “how does a particular software technology solution move buyers forward?” Continue reading →

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What you may not know about the digital marketing landscape

Posted on May 4, 2016 by Anton Buchner
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Have you heard this lately? Or have you found yourself saying this lately? It’s a phrase that seems to keep popping up in marketing management circles. And one that I also use from time to time to help keep up with the never-ending stream of new technologies, data services, digital platforms and media opportunities. It’s a great way of fleshing out information from a supplier, but also a way of determining someone’s actual capability and level of knowledge. I met with a global media manager, head of procurement and digital leader last week. It was a great meeting, and the conversation went in a variety of directions, however two key questions stood out for me at different stages of the meeting: Continue reading →

Posted in data & direct marketing, industry news & trends, interesting observations, marketing process optimisation, social media & digital marketing, strategic management | Comments Off on What you may not know about the digital marketing landscape

3 more brands that have successfully reinvented themselves in the digital age

Posted on April 18, 2016 by Anton Buchner
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General Electric (GE) transforms GEekery into Uber-cool. Reinvention and transformation involves risk. The 124 year-old company, GE, is making a leap. Over the past decade, GE’s leadership team has embarked on a financial pivot, with acquisitions, spin-offs and restructures, aiming to reposition the company as being more focused and high-value. GE describes itself as:“Transforming into a Digital Industrial Company with deep knowledge of physical assets and the ability to connect and optimise them using data, analytics, and software capabilities. We are speaking the language of industry and bringing together industrial engineering with sensors, software, and big data analytics to create brilliant machines and maximise efficiency. This is just the beginning of what tomorrow will look like.” It is breaking down its divisions that have been operating as silos, and sharing innovation horizontally throughout the business, in particular with its GE Store: Continue reading →

Posted in interesting observations, social media & digital marketing |

The death of the customer and consumer marketing divide

Posted on March 7, 2016 by Anton Buchner
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Customer, shopper & consumer. They’re all the same right? Starting out in my career – I admit, in the early 90s – I never knew the difference between customer and consumer. But of course I quickly learned that customer is the trade or a business partner. For example, customers of Burton snow gear are ski / snowboard retail shops. And the consumer is the end user – you or me who is interested in a Burton product from a ski shop. Ah but wait, the consumer is also a shopper. And many purists now distinguish between consumer and shopper marketing. Whilst in essence they’re targeting the same people they’re targeting them at different stages in the buying cycle. Continue reading →

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What are Marketing Operations Managers and Chief Marketing Technologists accountable for?

Posted on March 4, 2016 by Anton Buchner
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I caught up with an old colleague recently – who is now a Marketing Operations Manager – and asked her what she is doing. In simple terms she is focused on helping coordinate marketing activity throughout the business. Her role is more focused on partnerships (internal and external) and systems efficiency (processes and governance). In my language it is probably more of a General Manager role but for the marketing team. So I went into my LinkedIn contacts to see how many other Operations Managers I knew. Here’s the list of some of the titles that came up: Continue reading →

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How to align your digital marketing to marketing

Posted on February 26, 2016 by Anton Buchner
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Welcome everybody this afternoon to this one hour Webinar. As the title says we are going to focus on aligning digital marketing funnily enough to marketing, which is a hot topic that everyone is talking about in terms of digital marketing and what’s its role and when we talk to clients we actually say “it’s not about digital marketing, it’s about aligning digital to marketing”. I’m going to take you through a series of examples and talk a little bit about some of the findings that we’ve had with specific clients. So the digital big bang, we know the world’s gone digital, those of us that worked in marketing in the 90’s saw the rise of digital. We saw social media come on in 2005 and now it’s just exploding. I won’t go through this chart in detail but you know probably as well as I do that it’s very technology driven. Continue reading →

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