Australia’s ongoing online retail fiasco

tim burrowes landscapeThe continuing inability of Myer and David Jones to deliver customers a decent online brand experience disqualifies them from complaining about digital competitors eating their lunch, argues Tim Burrowes

All credit to Myer. It’s not many retailers who can make a Boxing Day sale last for three weeks.

But thanks to comments from unhappy customers on the company’s Facebook page, it is possible to monitor in real time the continuing erosion of brand value. Read more »

Brandscreen demise a reminder there is no silver bullet in automation

The news Brandscreen has gone into administration proves we are still a long way from getting media automation right argues Matthew Hunt.

I was as surprised as anyone else to hear the news on Friday that one of Australia’s newest independent advertising technology companies, demand side platform (DSP) Brandscreen, had entered into administration. Read more »

What next for Facebook advertising?

With Facebook announcing it is set to scrap Sponsored Stories Andy Spry looks at what this means for advertisers and social sharing on the site.

Facebook has announced that on the 9th April it will say goodbye to Sponsored Stories.

Since being introduced in 2011, the format – which suggests pages a user might Like based on their friends’ interactions with a sponsored page – have come under a lot of scrutiny.

It’s been a bumpy ride, from general user criticism to last year’s much-hyped lawsuit, following accusations that Facebook was misappropriating users’ likes and content without consent, resulting in Facebook having to fork out a $20 million settlement.  Read more »

CES 2014 – Key trends and what it means for Australian marketing

As the huge Consumer Electronics Show comes to a close Scott Heron looks at the dominant trends which have emerged and what they will mean for the coming year.

The annual Consumer Electronics Show (CES) in Las Vegas is where tech giants and gadget geeks converge to reveal the latest products including TVs, smart phones, wearable devices and digitally connected cars.

It has also become a critical stop for marketing executives to see the latest technologies in an effort to figure out how these technologies will transform their business, and the opportunity to be the first to use these technologies in a compelling and useful way.

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Are your marketing campaigns annoying your clients?

Creating a successful marketing campaign is like making the perfect meal – you need to mix together the right ingredients, cook the food at exactly the right temperature and serve it up in a way that is appealing both to the eye and the tastebuds.

One little mistake can set the whole plan awry. There’s a singular issue that seems to be more troublesome for marketers than others – that of annoyance. Irritating your customers with your social media habits, taglines, concepts or even the jingle you use could cause your client base to shrink.

Here are some common ways marketers with good intentions end up annoying their customers, and how you can avoid making the same mistakes.

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Aussie producer on the long journey to make Saving Mr Banks

Producer Ian Collie is well known in Australia for his work on hit series including Rake and Jack Irish, but he is also the brains behind Disney’s Oscar hopeful Saving Mr Banks which opens in Australian cinemas today. He tells Brooke Hemphill about the eight-year road to getting the film up.

Based on the true story of P.L. Travers  and her relationship with Walt Disney who sought the rights of her famous book Mary Poppins for more than 20 years, the Disney feature Saving Mr Banks stemmed from the 2002 documentary The Shadow of Mary Poppins produced by Essential Media. Read more »

Do I need Pantene to tell me not conform?

A new shampoo campaign highlighting the hypocrisy of gender bias has made Caitlin Porter ask whether brands should get involved in such sensitive debates.

Pantene has recently debuted their latest advertising campaign, but it’s not what we have come to expect of the haircare industry. In fact, it’s nothing like it. Read more »

Where are the Messages Against Alcohol-Fuelled Violence?

With increasing numbers of ‘King hit’ stories making headlines Dr David Waller asks whether alcohol awareness advertising in Australia is powerful enough, and why there are no anti-violence messages.

Another weekend and another cowardly ‘king hit’ has resulted in a young person on life-support. Alcohol-fuelled violence has been a topic of discussion on television news shows and radio talkback, particularly since the death of Thomas Kelly in July 2012.

Several suggestions have been raised including restricting opening hours, lockouts after a certain time, raising the price of alcohol and entry fees to venues, as well as increasing police patrols, higher prison terms, and mandatory sentencing for killer punches.

While there is outrage in the community, the police force, and the media, the politicians are reluctant to make significant changes and little seems to have been done.

Despite being a hot topic of discussion it is noticeable that there is no obvious advertising campaign at the moment that warns people about binge drinking and the dangers of coward punches. Read more »

Can behavioural economics help improve agency relationships?

As the issue of agency collaboration becomes more pronounced Simon Lawson asks if the industry can use the lessons of behavioural economics to improve it.

According to one study, 40-45% of us will make a New Year’s resolution this year.  The most popular are to do with our personal lives: Lose weight; quit smoking; save money. Isn’t it time we resolved to make changes to our work life as well?

It seems to me that an excellent work resolution for the New Year would be to try and work more collaboratively with our agency partners.  Specifically, I think we should make 2014 a better year for media and creative agency relationships. Read more »

Taking the creepy out of Big Data

While most people find Big Data creepy, Paddy Nixon and Ros Harvey from the University of Tasmania argue democratising it would be a real social benefit in this cross posting from The Conversation.

Big Data has a reputation for being creepy; the domain of “Big Business” and “Big Government”. At best it’s the driver of relentless advertising, uniquely targeted and eerily reminiscent of our most recent internet searches.

At worst it heralds the Orwellian prophecy: Big Brother is watching you. Recent revelations by Edward Snowden have only fuelled suspicions that our data is being used in ways we don’t really comprehend and by people we don’t even know. Read more »

Watches, glasses and super-tablets: tech predictions for 2014

In this cross-posting from The Conversation UK Kingston University lecturer Barry Avery looks at what we can expect from the tech giants in 2014.

With Microsoft losing its controversial CEO, Apple launching new iPads and iPhones and the rise of wearable devices all making headlines, it’s been another huge year for technology. That’s before you look at the gobbling up of Nokia, Amazon’s embrace of drones and the ongoing NSA affair.

So what were the hits of 2013, and what will this year hold? Read more »

A Mumbrella Christmas wrap of 2013′s best (and worst) festive ads

Are you struggling to feel festive? Then look no further than this wrap of how brands around the world have been promoting themselves this holiday season to inject a bit of cheer to your Christmas Eve.

1. John Lewis’s Christmas message follows a similar formula to last year’s epic snowman adventure, and gets to the heart of what Christmas should be about – spending time with friends and family. The heart-wrenching spot tells the story of best friends Bear and Hare who have not enjoyed Christmas together yet. Set against the melancholic tones of Liley Allen, have some tissues handy. But don’t worry if you don’t feel moved by the ad, Twitter suggests you’re not the only one… Read more »

2014 is the year for marketers to shake the data paralysis

Marketers have been talking about data for years, but it’s time for more to start walking the walk argues Ken Breen.

Effective marketing is hard because, let’s face it, we are chasing a moving target. If we knew everything there was to know about a consumer then advertising would work perfectly and quite frankly it doesn’t.

However for the last decade our industry has missed the point: it’s not about the data, it’s about the customer, yet we are still asking decade’s old questions around the data itself.
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I love my career, but it made me sick

Following the tragic death of Indonesian copywriter Mita Diran, and following a debate on Mumbrella about work/life balance, creative Natalie Cutcliffe shares her own experience of overwork. 

I wrote this piece a month ago in response to If you love your career, the hours are (often) worth it. I was too scared to submit it then but the death of Mita Diran gave me the courage.

Yesterday I was made redundant. I walked home and while the expected feelings of rejection, inadequacy and beer sank in, there was the distinct feeling of something else in the mix that I can best describe as relief.

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The whirlwind romance is over: Content marketing predictions for 2014

While content marketing has been a buzzword for 2013, King Content’s Cameron Upshall says he thinks the whirlwind romance is over.

There’s no denying that 2013 has been an explosive year for content marketing in Australia. Recent research from the Content Marketing Institute revealed that 93 per cent of for-profit marketers in Australia are now using content marketing and 69 per cent are planning to increase their content marketing budgets in the next 12 months.

But, will Australian marketers’ love affair with content marketing continue in 2014? I’m sorry to say it, but I think the whirlwind romance is over.
Read more »

KIIS goodbye to Mix FM as ARN rebrands, takes it to Austereo

kyle and jackie oIn this cross-posting from The Conversation marketing lecturer Gavin Lees examines whether ARN’s rebranding of Mix 106.5 will help Kyle and Jackie O retain their enormous 2DayFM audience.

ARN’s poaching of Kyle Sandilands and Jackie Henderson (known an Jackie O) to host the breakfast show in their soon to be rebranded Sydney station is an audacious move. It will involve rebuilding the station’s identity from Mix 106.5 to KIIS 1065. And it’s risky. Read more »

Multi-screen Mrs and misses: An untapped opportunity

Bec BridesonBec Brideson, owner and director of female-focused marketing company Hello I’m Venus argues brands need to work harder to deliver to multi-tasking women who use multiple screens as an extension of themselves.

Every day, screen-based technologies are becoming further intertwined with human behaviour, and it’s becoming increasingly apparent that one screen just isn’t enough these days. Read more »

How we forecast future technologies

matthew sorrellIn this cross-posting from The Conversation the University of Adelaide’s Matthew Sorrell looks at how to predict future technology trends. 

Although I’m a futurist, I have absolutely no idea what information and communications technology will look like in 50 years time.

I do know that some of it will be familiar because once we find a usable form, we tend to stick with it – glowing rectangles will probably remain popular. But I also know that we will see technology and applications which have not yet been imagined.

This technology space is growing in complexity and capability at a much, much faster rate than any other, and the implications for society are profound.

Read more »

 
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