Opinion | Features

• Credit where it's due: Nick Baker

  Nick Baker has shouldered the responsibility of marketing Australia as a holiday destination not just to the rest of the world, but to Aussies as well. As he finishes his seven year stint at Tourism Australia tomorrow, we give Credit Where it's Due to his efforts.     Imagine coming into a new job as a marketer where the last campaign has just been described as a "rolled gold disaster" by the Prime Minister. This is what faced Nick Baker when he came into the big chair of chief marketing officer at Tourism Australia, inheriting the infamous 2006 'So Where the Bloody Hell Are You?' campaign that did more for Lara Bingle's career than Australia's image.

• Think you can put social media in a box? Taylor Swift proves otherwise

  The Prime Minister might be prepared to shake off social media as 'electonic graffiti', but the traditional media impressions gained by the Taylor Swift Hottest 100 campaign tell a different story, argues Patrick Baume.  The P.M. again called social media ‘electronic graffiti’ over the weekend, after he faced extensive social and traditional media criticism over his decision to award Prince Philip an Australian knighthood, on the same day Triple J shot down the #Tay4Hottest100 campaign. So if both ends of the cultural spectrum are saying it’s ok to ‘ignore’ social media, there must be some truth there, right?

• New gadgets and gimmicks to keep us watching sport live on TV

  TV networks are investing in new gadgets, camera angles and social media devices to keep viewers hooked on live sport. In this cross-posting from The Conversation Marc C-Scott of Victoria University looks at what's coming next. Australia’s love of sport appears to be more from in front of a TV screen than actually attending any event live, and that could be on the increase given some of the new technology heading our way. Samsung has confirmed that its new Sports Live app – on display at this year’s Consumer Electronic Show in the US – will be available in Australia later this year, but for which sport codes has still to be announced.

• Sustainable competitive advantage: the fallacy

  The speed of change in business means the notion of businesses having a sustainable competitive advantage is no longer a reality argues Dan Monheit.  Sustainable competitive advantage. What a beautiful, romantic, delusional idea. An idea that somehow still gets plenty of airplay.

• Content marketing predictions: Why I’ve ditched my crystal ball

  Last year Cameron Upshall made a series of bold predictions on how the content marketing world in Australia would develop in 2014. Here he bemoans the lack of change. Australian brands had a fair old crack at content marketing in 2014. But unfortunately the market didn’t mature as fast as I thought it would in 12 months. This means the content marketing milestones I predicted we would reach by now are still a fair way off.

• Why #tay4hottest100 is good for Triple J

  The campaign to get a Taylor Swift song into the Triple J Hottest 100 has created a lot of column inches in recent days. Matt Saraceni argues the controversy is good for the station and how it should capitalise on #tay4hottest100 come Australia Day.  If Taylor Swift places Number one in the Triple J Hottest 100 -- I will eat a hat. Any hat you care to name I will consume it. There is absolutely no way that will happen. I’d bet a nudie run on it. In fact I am. However, “Shake it Off” appearing in the countdown will be one of the best things to happen to Triple J and its audiences and everybody should be hoping it happens. Let me explain….

• A first look at Stan

  Yesterday streaming service Stan invited some members of the public to have a first look at the new platform. Mumbrella editor Alex Hayes looks at what it has to offer. Of all the streaming services being talked about at the moment (and yes there are a lot - Presto, Netflix, Quickflix etc.) the one that's most intrigued me is the joint offering from Nine Entertainment and Fairfax Media - Stan. So when I got the invite to have a preview of it which went out to the public yesterday, I leapt at it. However, my initial impressions were not good.

• Suffering from a talent crisis? Get off your backside and grow your own

  The industry constantly bemoans a lack of skilled new employees. In this opinion piece David Ponce de Leon argues they need to do more to help nurture the talent. The skills shortage issue continues to be a challenge for different sectors of the communications industry and at the dawn of a new year the topic seems to be heating up again. Everybody is talking about how hard is to find the right talent or the right skills for their own particular business needs. It’s almost as if a good old whine about the skills shortage ‘crisis’ has become the norm.

• Never tell anyone outside the agency what you're thinking

  It might not be the mafia, but agencies require a cone of silence about their internal workings to the outside world argues Eaon Pritchard. At the beginning of 'The Godfather', Santino 'Sonny' Corleone is in a clandestine meeting with Virgil 'The Turk' Sollozzo in which they discuss a potential partnership in Sollozzo's nascent heroin business.

• Virtual Reality: changing games or game changer?

  Virtual reality technology is becoming a hot property. Here Tyler Greerasks whether it will really have a reach beyond video games. One day back in the early 90s I switched off the Sega Mega Drive and got myself along to an exhibition touting itself as the new frontier in gaming: virtual reality. Strapped in to a cumbersome, heavy piece of machinery I played Dactyl Nightmare, a dreadful Cubist nightmare which left me disoriented, ill, and disappointed for the state of the machine-human relationship. Not fast enough could I return to Sonic the Hedgehog and my new-found appreciation for the human-couch relationship.

• Social influencers and the law - where does it stand on disclosure?

  After Australia Post was found to be paying for social media endorsements which were not disclosed and with more brands looking to social media influencers in their campaigns, Stephen von Muenster looks at where the law currently stands on the issue.  It is evident from a casual gaze through social pages or comms industry commentary that brands are turning to ‘social influencers’ to promote their products through online social channels with the intent of influencing consumer purchasing decisions in favour of their products.

• The ten ideas from CES I wish I'd had

  With over 3,600 exhibitors and hundreds of speakers there were a lot of new ideas and inventions at the Consumer Electronic Show (CES) in Las Vegas this year. Here Jonathan Pease distills them to the ten he's most jealous of. B BOOTH – They call themselves ‘The Talent Discovery Company’ and the concept is simple. Imagine a casting booth where anyone can audition for anything they like – modelling, acting, reality TV, singing, etc.

• It's just social media management, right?

  While many people don't know the difference between a social media manager and community managers Venessa Paech argues defining which one you need for a role is vital for success.  I’ve led social media and community management for companies, hired, and worked with many social media managers and community managers. Let’s be honest – the two roles are often confused. The number of blog posts trying to explain the difference should be a tip-off.

• Credit where it's due: MLA's lamb campaigns

  As the MLA unveils its latest Australia Day lamb ad we give Credit Where It's Due to the legacy of clever campaigns which have come before it.  Selling lamb is not the most glamorous of briefs for any marketer or agency, but somehow every year Meat and Livestock Australia's Australia Day campaign captures the public's attention.

• How can you charge your mobile campaigns?

  While mobile is taking an increasingly large chunk of consumers' time marketers are slow to divert their ad spend. Google's Lisa Bora looks at how it can be used effectively to make compelling campaigns. Does size matter? When it comes to screens, Australian advertisers seem to think so, devoting just 8 per cent of total ad spend in Australia to mobile, despite them taking up a third of total daily media consumption. Will this change in 2015? Many Aussie advertisers say that they recognise the importance of mobile but are uncertain how to proceed.