Listen to an introductory podcast from the country’s leading marketing journalist Paul McIntyre on the 90% profit margins blue chip companies are making from owned media....
Advertiser auditing of paid media channels is both a contentious and widely accepted practice in the $15bn media business but it hardly exists in the sometimes “murky world” of brand-owned media assets – loyalty programs, social channels, websites, email, POS and apps included....
CFOs are starting to question the outlay versus return of loyalty programs. Good loyalty schemes do attract, retain and grow customers although they are costing more to manage as customer expectations continue to rise....
The most valuable media channel of 2021 that brands own and control themselves has an average click-through rate around 100 times higher than most ads. It’s not a page on the latest social media platform, a digital screen network, or a brand activation zone. It’s...
Brands as media owners on the rise: Why Telstra, Woolworths and Commbank are driving new growth from owned channels as CMO’s land Chief Growth Officer remits...
Having spent over 3 years championing the importance of owned media for companies wishing to connect better with their customers and leverage their channels for incremental revenue, there was some excitement when we discovered a recent report by Forrester echoing our views. Firstly, to their credentials:...
The digital age has seen many pioneering businesses fall by the wayside due to their structural inability to adapt, reluctance to adapt or slowness to adapt. Kodak, Nokia and Blockbuster immediately spring to mind. But in today’s connected economy where trust is the most important...
