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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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

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SEO predictions – what to expect from search and content marketing in 2017

Contrary to the myriad of articles announcing the death of SEO every time Google makes a major change, SEO (search engine optimisation) will become an even more important skill to have in your organisation or via your agencies in the coming year.The speed of change alone means that someone with a high level of experience and expertise needs to be measuring, analysing and adjusting to keep web properties healthy and compliant with changing requirements. Any content marketing strategy must be aligned with the SEO strategy so each of the following will have a substantial impact in both areas. Continue reading

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Managing Marketing: The role of digital, content and social media in marketing

Jeff Bullas is the CEO at jeffbullas.com and a entrepreneur, blogger, author and marketers, who talks with Darren on the importance of strategy and a focus on return on investment when using digital, content and social media marketing techniques to ensure effectiveness and to focus you on performance in the face of increasing opportunities and options. Continue reading

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What 2016 in marketing, media and advertising can tell us about 2017

Yes, it’s that time of year again when everyone feels compelled to compile their list of predictions for the coming year. Thank Heavens that unless you’re a major news provider, current or former world or business leader, Stephen Hawkins or have appeared on Strictly Come Dancing, your predictions won’t get embarrassingly reviewed at the end of next year. So therefore, from the safety of relative obscurity, but a reasonably well-informed position – here are mine – primarily in the broader world context – and then where and how they seem to fit in the world of marketing. Continue reading

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Is your programmatic media function right for you – and what are your options?

Programmatic media. For a while, the word ‘programmatic’ was an industry buzzword, a sign of things to come. More recently, programmatic trading of digital media has of course gained huge traction. For many advertisers, the programmatic function is completely or partly run by a programmatic trading team (or ‘Agency Trading Desk’) operating as part of an overall media agency arrangement. Various data sources forecast continued double digit year on year growth of digital media expenditure, with programmatically traded media accounting for at least 40-50% of those dollars. 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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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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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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The Ten Most Common Traps for Marketing Directors

If you’re a Marketing Director right now, and a lot of people are, then life has become quite complicated. If you’re not a Marketing Director these days, then don’t worry, it doesn’t take as long or as much to become one as it did in the past. The downside is that when you do, the role doesn’t tend to last very long for a lot of people. The average tenure in most industries is between 40 – 45 months in the US and UK. That doesn’t seem too bad. Or is it? Continue reading

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