Discussion with Catherine Heath From Huge Inc.
In late August this year Melbourne’s digital elite assembled at the city’s public library. The event was the Australian Interactive Media Industry Association’s V21 conference, and this year’s line up...
View ArticleReconciling customer experience with advertising
Life is not easy for a marketer. The media landscape continues to be reinvented and fragmented, affecting their ability to capture the attention of their target audience. Mass media’s power is also...
View ArticleThe 3 foundations for digital strategy success
Gatorade’s digital ‘mission control’ at its Chicago headquarters. Developing such a centralised view of analytics across the business creates dialogue and collaboration, according to Mark Cameron....
View Article5 disruptive forces happening right now
Recently I was asked to predict what forces, industries or businesses would be causing the most business disruption. While it is is hard to really predict what the next big disruption will look like it...
View ArticleDefining and measuring content marketing success
Before you write that first article or post that first image, decide what you will be measuring and reporting on The reinvention of the media industry is well under way. Consumers can now get what they...
View ArticleIs Alphabet the best bet?
This week the internet has exploded following the news that Google has reorganised itself under a new parent company called Alphabet. Google will now become a subsidiary of Alphabet and will have a new...
View ArticleThe battle of the data giants
On the 9th of September Apple held its latest product release event. Apple are masters of the great reveal. They are the gold standard for creating brand buzz. But under all of the hype and excitement...
View ArticleMore than just a like
A recent announcement by Facebook CEO, Mark Zuckerberg, has seen technology focused crowds chatting away this week. During a “Townhall” Q&A session at the social media giant’s Menlo Park...
View ArticleThe transformative power of telling the customer’s story
Transforming a business is always challenging. New organisational arrangements, processes and capabilities need to be introduced in quick succession. It always requires a change in company culture....
View ArticleAIMIA Retail Research Report – Australian retailers fight back
It’s safe to say that the pace at which Australian consumers have adopted shopping online has taken some retailers by surprise. While many may have seen the writing on the wall during the years...
View ArticleMarket Disruption – A customer centric story
In June 2009 a company was created that would forever alter a market that had been mostly unchanged and unchallenged for nearly a century. The environment was ripe for this company to come into being....
View ArticleSwimming Australia’s Race to Rio
Without too much thought, simple, creative tactics can activate fan engagement. But beyond social following and more ‘likes’ – what else can be achieved? Swimming Australia (SAL) shared their 2020...
View Article4 Digital Transformation Challenges
Three central factors are at play. First, economic. We have lived through the biggest economic crisis of modern times and it has forced businesses to fundamentally reevaluate the value they provide to...
View ArticlePersonalised Marketing – Balancing what is possible with what is right
Developing a simple and effective digital communications strategy isn’t easy. Getting it right requires the leadership of a business having a clear understanding of customers’ needs, the experience...
View ArticleLeading customer focused transformation
Recently I joined a select group of people who hold the qualification “Certified Experience Economy Expert”. I was the 225th person in the world to earn that title – and the first person in Australia....
View ArticleExperience Economy – Customer-centric transformation
In this series of articles we will discuss some of the key themes of the book and frame them up for the current digital world. The post Experience Economy – Customer-centric transformation appeared...
View ArticleExperience Economy Part 2 – Grabbing the ‘Creative Destruction’ Opportunity
In part one, Mark explores how customers perceive value and how businesses can better design offerings in order to move up the value chain. In part three, he discusses the five stages of leading...
View ArticleExperience Economy Part 3 – Designing Your Experience
In part one, Mark explores how customers perceive value and how businesses can better design offerings in order to move up the value chain. In part two, Mark looks at how businesses evolve and why...
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