Engagement is Key to Modern Loyalty: Brierley

Engagement is Key to Modern Loyalty: Brierley

Hell hath no fury like a spurned loyalist, says Hal Brierley, and that means marketers need to understand what loyalty program members really desire. “In my mind, what the consumer wants is simplicity and immediacy of rewards,” says Hal Brierley, founder and CEO of The Brierley Group in Dallas. “Those are the things that resonate.” Customer loyalty is still important, …

6 Characteristics of Great B2B Content

6 Characteristics of Great B2B Content

We hear a lot that content is king, but companies that produce the best content seem to rule over the largest kingdoms — and B2B content is no exception. “Good enough” just won’t cut it when it comes to content marketing, so what can you do to stand out in the digital crowd? I’ve identified six key characteristics that separate …

How Mazda's marketing evolved from company-centric to experience-driven

How Mazda’s marketing evolved from company-centric to experience-driven

Over the past few years, Mazda has successfully evolved from company-centric to experience-driven marketing, with digital now accounting for more than 40% of its spend while loyalty, search interest, video views and sales are all growing.  While still a relatively small player, with less than a 2% share of global auto sales, the 97-year-old brand has nevertheless been through its …

How to Maximize Customer Engagement with Social Media

How to Maximize Customer Engagement with Social Media

Social media marketing is a popular tool used by businesses all over the world. However, some social media marketing strategies are more effective than others. In order to get the most possible benefit out of your presence on social media, you need to focus your strategy on improving customer engagement. Here are some tips to help you get started. Large …

The top 10 data and analytics stories from CMO for 2015

The top 10 data and analytics stories from CMO for 2015

We pool together our top stories on data analytics and predictive analytics in use by Australian and global brands in 2015 This year saw the rise of massive interest and demand for data analytics and predictive analytics capabilities and skillsets in the modern marketing function. To make sure our readers don’t miss out on any tips and tricks, we’ve pooled …

Why It's Time to Reset Expectations for Content Marketing

Why It’s Time to Reset Expectations for Content Marketing

Mark Ritson, a marketing professor at the Melbourne Business School in Australia, recently published a column at Marketing Week titled “Is content marketing a load of bollocks?” As you might expect, the column created quite a stir in the content marketing world. Professor Ritson makes two arguments in his column. First, he contends that content marketing isn’t really different from …