I come from a large family, I'm the oldest child. As I grew up I was often called on to adjudicate disputes between my numerous younger brothers. From this I developed a sense of what's fair. The logical extension of that sense is a belief that equitable distribution sustains the health of industries. I'm not against market forces – obviously, I work at PwC -however I am against expediency which comes at the expense of the long term future of industries like internet advertising.
I had an unbelievably seamless omnichannel consumer experience through all available shopping channels when I shopped with Shoes of Prey'sShoes of Prey's design your own shoe, an Australian-owned online company.
Each month, Denise Shrivell presents us with, Article Watch. She will link you straight to interesting and relevant content and opinions which she's seen from both local and overseas sources - as well as insights and guides unique to MediaScope.
On 26 August 2013, IAB Australia's CEO, Alice Manners appeared on Sky News to discuss how Online Advertising recently overtook Free to Air TV, in terms of advertising spend and its predicted future growth in Australia. View the video for more insight.
With online advertising expected to overtake free-to-air TV advertising this year and mobile advertising experiencing 220% growth YOY in Australia, there is no doubt that digital and mobile marketing will be at the heart of most marketing plans in the future. Even 'traditional' media such as outdoor, is becoming digital thanks to technological innovation. With digital being the norm, I suspect terms such as 'digital marketing' or 'online marketing' to slowly disappear when most marketing is, in fact, digital. That means the most successful CMOs will be those who really 'get' digital and embrace the rapid pace of change.