Stories by Nadia Cameron

It’s hard to see a customer’s lifetime value if you’re only taking a 30-day view of engagement.

Online marketing 3.0 is about being intuitive and engaging with your community in real-time, according to respected entrepreneur, podcaster and author, Ludwina Dautovic.

Demonstrating marketing’s direct revenue contribution is the ‘holy grail’ for CMOs today. Scaling customer acquisition and retention activity without increasing headcount is also pretty up there on the Richter scale.

Organisations looking to employ marketing analytics should secure stakeholder buy-in upfront and strive for a standardised approach to Return on Marketing Investment (ROMI) if they wish to be truly effective.

More than two-thirds of Australian marketers investing in content marketing tactics plan to increase the amount of budget spent on these activities in the next year, a new report claims.

Australian retailer, Glue Store, is claiming a digital and social first by allowing consumers to purchase goods showcased on TV in real-time via Twitter.

Australia is leading the region when it comes to embracing and utilising digital marketing, but more needs to be done to build multi-channel customer engagement excellence across the industry.

Brand social engagement should be structured and driven by specific objectives or shouldn’t be attempted at all, the head of social strategy for BBC Worldwide claims.

Brands should be using their new-found wealth in customer data to deliver the same levels of personalised experience offered in the days of the friendly corner shop or local pub, Nectar UK’s marketing chief claims.

News that Samsung was fined $US340,000 in Taiwan after paying people to post negative comments about competitors on online user forums is definitely not the first case of astroturfing to occur, and it’s unlikely to be the last.

Most organisations are at an ‘intermediate’ stage when it comes to social business maturity, and less than one-fifth can boast of being truly strategic in executing social strategy, a new report claims.

Industry research and results point to data-driven marketing being THE way forward for CMOs looking to achieve the ultimate in customer engagement. Getting your marketing team and the rest of the organisation to commit to such an approach, however, can be a challenge.

The rise of digital within all facets of business has been followed swiftly by the rise of the chief digital officer (CDO) role as saviour and administrator. But truly understanding how this position fits within an organisation’s long-term strategy and culture is fraught with complexity.

News of Tesco’s plan to deploy face recognition technology to deliver targeted advertising to UK customers has raised fresh questions around how Australian marketers can use emerging data-driven methods and still comply with new consumer privacy laws.

Digital is becoming a cornerstone of competitive advantage and innovation for all businesses, so no one should be surprised that a new dedicated c-suite role, the chief digital officer, is being offered up as the key to success.