Brand

“If your company is not an icon on a person’s mobile phone, you really don’t exist.” That’s the risk that Australian brands face, according to Gerd Schenkel, Leader of the Digital Practice at consultancy Partners in Performance. Sign up for Which-50’s Irregular Insights newsletter Nominate today for the Which-50 Digital

The rapid adoption of omnichannel marketing executed through programmatic media buying has brought the challenges of brand safety, ad fraud, and viewability into sharp relief, but sometimes for the wrong reasons. In 2017, brand safety became a hot topic when ‘The Times’ accused Google of running their brand messaging on

trust brands trusting

Who do you trust? More importantly, do your customers trust you? This year’s global Edelman Trust Index revealed a critical development in consumer sentiment around the world. According to the authors, “Trust has changed profoundly in the past year — people have shifted their trust to the relationships within their

target strategy aim plan

Programmatic advertising technology is fundamentally changing the way brands interact with consumers, offering a vastly more efficient way to execute and manage a true omnichannel media strategy and offer more personalised brand experience that has proven to assist more leads and sales conversions than any other method of digital display

opinion chat bubble review customer

Every marketer has heard a horror story where a brand went viral for horrible customer experience with social media enhancing the frequency of those stories twofold. But these stories beg to ask the question: Do brands assume they know what customers want? The answer seems to be yes. According to

The word ‘influencer’ sometimes brings to mind the image of a model laying on the beach holding some kind of weight supplement — but that isn’t always the case. Influencers can range from ambassadors to content creators, to those with knowledge on a niche subject. It’s a cost effective way

Brand versus performance marketing

If you want to see an insurgent digital company that ticks all the boxes of contemporary Internet nomenclature, it would be hard to go past Zuper. An innovative fintech, its members sit at the core of the business, crowdsourcing the expertise needed to pick trends, build products and even help

marketing, agile

As we continue to understand the entire customer journey and how customers interact with brand we need to understand the importance of brand perception, the intersection with customer experience and marketing and advertising channels. This is not a new concept, but now we have the ability to take a holistic

My biggest surprise of 2018 (so far) is to extent to which marketers are rediscovering their “brand.” What’s going on? We can imagine existential threats from mysterious quartets, but it’s still just a rediscovery — the brand hasn’t gone anywhere. It’s always important. Which doesn’t make it any easier to

The rise of the brand media house The digital advertising industry is in the midst of significant transformation and it being driven by brands increasingly focusing on content and data. In recent times we have seen the rise of in-house publishing house with big brands poaching top-talent journalists in droves