AMI winners stress importance of digital and social marketing

Screen Shot 2014-10-24 at 12.17.43 PMThe Australian Marketing Institute’s marketer of the year, Nick Baker, has urged CMOs to cosy up to their IT counterparts to ensure they get the best out of their digital communication.

Tourism Australia’s executive general marketing manager, who will step down from the role at the end of January, also said how the evolving marketing landscape “forces us to constantly learn”.

Addressing the industry at the AMI awards dinner in Sydney last night, Baker said: “For all of you in your own companies make sure the CTO or CIO inside your organisations are your best friend. It is that collision between technology and marketing that enables the power of brands, through story telling and social, to really take our stuff out to the world.

“Ideas and innovation have always led to change.”



Lorna Jane founder, Lorna Jane Clarkson, who picked up the Sir Charles McGrath Award for most significant contribution to marketing, joined Baker in stressing how digital and social have become marketing imperatives.

Clarkson, whose early adoption of social media was praised by the AMI, said: “We didn’t know it was going to be this big, we didn’t know it was going to be this phenomenon. We just saw it as an avenue to speak to our customer, learn from them, have these conversations, tell them things and listen to what they wanted to hear.

“If there is anything I can say about the success behind Lorna Jane’s marketing it is that I am the customer,  I understand what she wants and what I don’t understand I ask her.

“I remember when I wrote my first book I went out on Facebook and said, ‘look, I’m thinking about writing a book, what would you like me to write’. And they told me.

“If you listen to your customer, if you know your customer, if you are passionate about taking her on a journey, then your marketing will work.”

Steve Jones


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