Digital Marketing

A reluctance by the federal Labor party to embrace a digital-first campaign strategy left it “flat-footed and falling behind its opponents” in this year’s election, a wide-ranging internal review has found. Sign up to Which-50’s Digital Marketing Newsletter The review, publicly released today, examines what went wrong for a Labor

The adtech industry is too focused on metrics that don’t really matter to its customers and needs to shift its focus to get stronger buy in from senior marketing leaders. To convince CMOs to invest more in programmatic, it is important to map to overall business outcomes as well as

Customer data platforms have emerged rapidly over the last few years as the latest tool in the arsenal of contemporary marketers to help exploit company data. In simple terms, CDPs create a persistent, unified customer database that is accessible to other systems. In turn, that makes it easier to personalise

Nine is raising the stakes on viewability, offering to price and trade all its BVOD and short form video based on cost per completed view. That means advertisers will only pay for views that have a 100 percent completion rate.  During the annual Nine Upfronts, the media company said it

Increasingly sophisticated technology combined with changes in the way business works are transforming the role and expectations on B2B sales people. But one thing that hasn’t changed is the power of the relationship between the buyer and seller. Trust remains the bedrock upon which great deals are built. Data revealed

When looking into the mindset of numerous CMOs, a few of them had similar successful attributes, we decided to identify them as “Skilled Revolutionaries”. The qualities that set these leaders apart are identified in Strategy First, How marketers can avoid common technology pitfalls and drive real ROI, a study which Cheetah

This is the rightful question on many marketers’ minds these days. In the numerous conversations I’ve had with marketing leaders, I’ve heard three types of answers: 1) Some assume that “Millennial” is still a universal term referring to all young consumers (it’s not). 2) Others know there’s a difference between

Relatable content, personalisation and automation are the three key ingredients to making an email marketing campaign succeed according to Akerho Oghoghomeh, VP for small business at Campaign Monitor.  Oghoghomeh said email marketing is not an outdated form of communication, “It is very reliable, trustworthy and authentic when reaching the audiences

When consumers lose trust in marketers and advertisers the whole ad ecosystem falls apart, argues Mel Silva, managing director at Google ANZ.  During a presentation at Advertising Week in Sydney, Silva told delegates consumers start to lose trust in that ecosystem when they don’t feel their personal data is being

Marketers are consistently trying to cut through the noise to capture consumers’ attention, and this job isn’t going to get any easier, argues Meabh Quoirin, co-owner and CEO at trends platform Foresight Factory. During Advertising Week in Sydney today, Quoirin told attendees the relentless quest for attention is a real