This article originally appeared in Smart Company and can be viewed here: https://www.smartcompany.com.au/marketing/mogulmediaowned-media-business/ Trying to explain the value of owned media can be difficult, but Russel Howcroft from ABC TV’s The Gruen Transfer and PwC nailed it when he said Chemist Warehouse is already making millions...
Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media. Every dollar invested in paid media is scrutinised by CMOs for ROI, reach and...
For decades marketers have been trying to shake the “colouring-in department” image and become integral to the business they are part of. However, it is fair to say they have had mixed success. Whilst in some progressive businesses we have seen Marketing titles replaced with...
The way we define a media owner is changing rapidly and so too is the way we define an audience. Customers, we would argue, are a more valuable audience than “viewers” or “listeners” or “readers” of typical paid media channels. This is because customers are...
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...
This is one of the pivotal questions being posed at the SXSW festival which is on now in Austin, Texas. For the uninitiated, the South by Southwest Festival and Conference has evolved over the last 32 years from a humble music festival with 700 attendees,...
We are all familiar with the old adage, that it costs 6 to 7 times more to acquire a new customer than keep an existing one, yet we still seem to live in a world where businesses are obsessed with short-term gains and acquiring customers...
There's always more to be done – innovation, creativity, new ideas...
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