Not a specific vertical market - general category

Megan Brownlow: Business models for internet advertising

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.

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5 reasons why an omni-channel approach is effective at changing consumer behaviour

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.

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Should you worry that the people clicking on your ads aren't the people buying your product?

Many times I've heard people talk about the purchase process that exists for online advertising: people click on your banners, they land on your site, start the purchase process, before completing a sale. Just because people talk about it all the time, it doesn't mean it's true. So what's the...
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Selling what money can't buy

Recently Sound Alliance announced "Australia's first native advertising editor". Interesting. As was the comment on another blog pointing out that this was nothing new, even if the title was. As digital spots and dots continue their drift towards the commoditised bottom, and publishers look to take back control of pricing...
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IAB UK's Stuart Aitken: Going Native

Native advertising is a key buzzword of the day. But as the IAB UK's Editorial Manager Stuart Aitken learned at the trade body's recent native advertising seminar, it's a practice that is as old as advertising itself. What's interesting is how it's being re-applied for the digital generation. It's very...
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Location is going to be big in marketing; here's why

There's a dichotomy in the Australian marketing scene right now and around the globe. People use location-based services and they're excited by them. Why, then do so few ad campaigns involve location and is there anything out there that suggests this will change? Research from the TNS Mobile Life report...
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Has Social Media Ruined Socialising?

It wasn't long ago when the easiest way to share a photo with your friends was to attach an image from your digital camera to an email.

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Article Watch – 9 ‘Must Reads’ for October

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.

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IAB Australia's CEO, Alice Manners on Sky News Tech Report

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.

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The Future CMO: How digital is changing the role of the CMO

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.

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