Managing Marketing: The concept of social media for sales in B2B relationships

Tom Skotidas is the Founder and General Manager of Skotidas Consulting Group, specialising in social and digital demand generation. Here he talks with Darren on the power of social media to generate sales and revenue as well as build business reputations and relationships. Continue reading

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Managing Marketing: The challenges of marketing and advertising in the financial services category

Jon Holloway is the founder of Zuper Superannuation and here he discusses with Darren the challenges and failures of financial services companies in leveraging the full potential of marketing and advertising to innovate and build their banking and insurance brands and businesses in Australia. Continue reading

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Why providing consultancy with integrity is more important than ever

Consultants. They often get a bad rap, particularly in the marketing industry. I work with many clients in a consultative capacity, across anything from bespoke vision or structural alignment projects, through contractual and remuneration assessment, to market pitches or agency selection work. I’ve also worked with many consultants in my agency days. The majority of the clients we work with are pretty happy. I would like to say that the majority of agencies we’ve worked with are – well, at least not unhappy – with the way in which we handle them. Continue reading

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Managing Marketing: The business challenges facing marketers and their brands

Mahesh Enjeti, Managing Director of SIA Marketing Counsel discusses with Darren the issues facing marketers today and the important role of brand in not just providing a customer promise or proposition but to define the purpose of the business or organisation for all stakeholders and to support the value proposition of the business through tangible financial contributions to the business success. Continue reading

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Managing Marketing: The transformation of Higher Education marketing

Chief Marketing Officer, John Chatterton talks with Darren about the challenges facing marketers, particularly in the Higher Education category, which is undergoing significant transformation due to the changing expectations of students and industry. He shares some of the opportunities for marketers in the category to help manage this transformation leveraging strong brands with agile customer experience management. Continue reading

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Marketing management predictions for 2017 by the TrinityP3 consultants

Each year the TrinityP3 consultants work with marketers, advertisers and procurement professionals to improve the marketing outcomes for those organisations. We do this across a wide range of categories and marketing channels and disciplines. Each TrinityP3 consultant is an industry subject matter expert and their exposure to the range of issues and challenges facing these marketers provides incredible insight into the emerging trends facing the industry. Continue reading

Posted in agency remuneration / compensation, customer relationship management, data & direct marketing, green marketing & sustainability, industry news & trends, marketing procurement, media planning & buying, mobile marketing, social media & digital marketing, television & electronic production | Comments Off on Marketing management predictions for 2017 by the TrinityP3 consultants

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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How financial services marketers get customer experience so wrong

The spectacle of the CEOs of Australia’s four major banks making their way to Canberra to appear before the House of Representatives Standing Committee on Economics is a sideshow by the Government to show the electorate that they are making a stand on the financial services category. At a time when the four major bank CEOs were apologising for their behaviour in the past year, the marketing department of one of their competitors demonstrated brilliantly where financial services marketers often get customer experience management wrong. Continue reading

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5 myths about pitch management, agency remuneration and relationship management

When it comes to pitching there are lots of rumors, gossip and a huge amount of bull. So I thought it was time to myth bust a few untruths about a pitch and give my perspective, having worked over the last 2 years at TrinityP3 on numerous pitches and client projects. That is after quite a few years on the agency side. The fact is that while it has been really positive, there are many agencies (and even some advertisers) who really struggle with the pitch process. TrinityP3 has been running pitches for over 10 years without the “creative beauty parade” so one could say we are pretty tried and tested. 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

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Managing Marketing: The changing role and challenges of global procurement

Steve Lightfoot, Senior Manager, Global Procurement at the World Federation of Advertisers discusses with Darren the challenges faced by global procurement teams and the role they will increasingly play in risk management and assisting global marketers in dealing with the huge complexity and differences of the global market on a market by market basis. Continue reading

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Managing Marketing – The marketing challenges and opportunities of customer and data

Mark Reinke, Group Executive, Customer, Data and Marketing at Suncorp Group shares with Darren the challenges for marketers in service industries in shifting the business focus to the customer and the opportunities for marketers in leading the change to a customer centric strategy. Continue reading

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What’s keeping the Chief Marketing Officer awake at night?

As the leading marketing management consultants in APAC, it is natural that a lot of marketers and advertisers discuss the issues that keep them us at night, from digital integration and transformation to maximising media transparency and value to getting more effectiveness and efficiency from their ever growing roster of agencies and suppliers. It is therefore always interesting to get an independent perspective on the industry and the challenges and issues such as this Korn Ferry Institute, Marketing Pulse Survey from December last year. Continue reading

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The death of the customer and consumer marketing divide

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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How to align your digital marketing to marketing

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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