Travel Archives - Page 3 of 3

18 Dec The most effective way for marketers to get into the boardroom

Posted at 16:53h in Blog, Finance, Grocery, Grow, Loyalty, Marketing, New revenue, Travel, Utilities by Jonathan Hopkins

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...

28 Sep Paid vs owned media – has the pendulum swung too far?

Posted at 19:18h in Grocery, Marketing, News, Travel, Utilities by Jonathan Hopkins

[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...

12 Apr How audiences are being redefined

Posted at 14:21h in Blog, Business, Connect, Finance, Grocery, Loyalty, Marketing, Travel, Utilities by Angus Frazer

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...

06 May Brands as media owners on the rise

Posted at 20:36h in Blog, Finance, Grocery, Loyalty, Marketing, News, Travel, Utilities by Jonathan Hopkins

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...

04 Mar Overvaluing what we pay for, whilst squandering what we have

Posted at 20:00h in Blog, Business, Connect, Marketing, Travel, Utilities by Angus Frazer

Twenty years in media buying agencies taught me a few things. Chief among these is that businesses tend to overvalue the consumer attention they buy through paid media, whilst squander the attention they command with their customers. Consider the money and time and resource and emotional...

14 May Taking the leap with brand partnerships

Posted at 12:32h in Blog, Business, Finance, Loyalty, Marketing, Travel, Utilities by Angus Frazer

The old truism that the company you keep says a lot about you is never more apt than when developing brand partnerships. People are quick to judge, so you have to get it right. Even when you get the brand fit right, there is still...

11 Feb Take care of your cockroach

Posted at 16:17h in Blog, Connect, Finance, Grow, Inside-out, Marketing, Travel, Utilities by Jonathan Hopkins

Like them or loathe them, cockroaches are well known for their longevity. The cockroach is estimated to be at least 200 million years old. And since there are cockroach fossils dating back as far as 350 million years, they actually pre-date some dinosaurs! So it was...

27 Nov From zero-based budgeting to hero-based budgeting

Posted at 15:43h in Blog, Business, Finance, Loyalty, Marketing, New revenue, Travel, Utilities by Angus Frazer

There's always more to be done – innovation, creativity, new ideas...

30 Nov Sonder discusses the FY’24 owned media market

Posted at 17:04h in Finance, Grocery, Loyalty, Marketing, News, Retail, Travel, Utilities by Jonathan Hopkins

[vc_row css_animation="" row_type="row" use_row_as_full_screen_section="yes" type="full_width" header_style="dark" angled_section="no" text_align="center" background_image_as_pattern="without_pattern" background_color="#2f2f31" padding_top="150px" padding_bottom="150px" el_class="gradient_section"][vc_column width="1/6"][/vc_column][vc_column width="2/3"][vc_empty_space height="120px"][vc_column_text css=".vc_custom_1701323090350{margin-right: 40px !important;margin-left: 40px !important;}"] Owned media v retail media: Commbank, ANZ, Telstra invest in owned channels as sector’s commercial value increases 10% to $4.3bn; Financial services up 19% as...