Australia’s national telco Telstra has long been a pioneer of owned media leverage: they conducted the award-winning THANKS programme almost exclusively through owned channels, they breathed life into tired phone boxes with their free WiFi initiative AIR and they monetise AFL & NRL websites with...
This post was inspired by a conversation with my 8 year old daughter. Those of you who have children will be familiar with how frequently they come out with surprising, entertaining or shocking statements. Those of you who don’t have children, will just have to...
For years, shopping centres & department stores have used themed events as clever marketing tools to attract customers who then spend money they otherwise wouldn’t have. We’ve all seen the stampede for Santa’s Grotto, the celebrity chef book signing or X-Factor auditions. Now another category...
Seth Godin is by a country mile, the most visionary, articulate and inspirational marketer on this planet. Author of 18 books including the seminal Purple Cow, he writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything. If...
According to recent research conducted by the Harvard Business Revenue, 80% of CEOs don’t trust or are unimpressed with their CMOs. If that wasn’t shocking enough, it appears as though the frustrations are mutual, with 74% of CMOs stating they believe their jobs do not...
We’ve all heard the line about employees being the company’s most important asset. But are they really? Is an employee more valuable than a customer? When it comes to owned media, customers are far more valuable than employees, mainly through the future potential of the...
[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="no" type="full_width" angled_section="no" text_align="left" background_image_as_pattern="without_pattern"][vc_column][vc_column_text] How Tip Top is innovating the media landscape through owned media assets. Bringing innovation to the table is every marketer’s challenge: innovation that creates a better customer experience and delivers sustainable growth and profitable revenue back to the business....
[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="no" type="full_width" angled_section="no" text_align="left" background_image_as_pattern="without_pattern"][vc_column][vc_column_text]The pendulum has swung too far when it comes to brands devoting too much marketing budget towards paid media, according to founding partner of Sonder Communications, Jonathan Hopkins. Hopkins, who worked at UM for eight years, creating and managing...
[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="no" type="full_width" angled_section="no" text_align="left" background_image_as_pattern="without_pattern"][vc_column][vc_column_text]Businesses can now quickly and accurately put a global standard value on their owned media assets and generate new, highly profitable revenue streams, according to Sonder Communications. Investment in owned assets such as stores, websites, apps and packaging has...
As online consumers lean towards ad-free subscription services, and ad-blocking grows year on year, Jonathan Hopkins explores other ways marketers can maximise their impact and return. The recently released Economist Intelligence Report surveyed 62 Australian CMO’s and had two predictions for the marketing function of the...