Archive of Marketing Information Hub The Marketing Association Of Australia And New Zealand

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From The Media

Swine Flu news spikes frenzied online blog and twitter activity, Yahoo! reports sagging profit, job cuts, Outdoor media in 2009 down, Chinese slump, and many more

8 Deadly Marketing Mistakes



Pitfalls in planning

Dwight D. Eisenhower said it best: "Plans are nothing, planning is everything." While your strategic planning activities will result in a document, the document itself matters less than the process of collecting and analyzing input and thoughtful discussion and debate. Even at that, examples of failed strategic planning efforts abound. Strategic planning does not provide perfection, nor does it provide instant miracles. However, if expectations concerning the possibilities and limitations of strategic planning are accurately framed and communicated, great value can be had. With this said, there are plenty of paths to bad planning! Some of the more serious pitfalls to be avoided are presented below.

What is SEO?

By Marta Turek

Fast-acting, low-cost marketing tactics that can make a difference

Effective marketing campaigns don't necessarily require big-company budgets. Here are eight low-cost tools you can use immediately to give your marketing program an instant shot in the arm.

Optimising Your Brand



Developing strategy in a crisis

There is nothing like a crisis to clarify the mind. In suddenly volatile and different times, you must have a strategy. I don’t mean most of the things people call strategy—mission statements, audacious goals, three- to five-year budget plans. I mean a real strategy.

B2B Lead Generation Benchmark Study Shows Lead Generation is Critical to the Sales Success of B2B Companies



Search engine marketing: into the fast lane



Market rebels and radical innovation

Activists who challenge the status quo play a critical but often overlooked role in both promoting and impeding radical business innovation. Their importance stems from the very nature of innovation, which frequently challenges existing interests, norms, values, social practices, and relationships. As a result, the joined hands of market rebels—activists and their recruits—have with surprising frequency exerted significant influence on market acceptance of breakthrough products and services.

The ACCC has slammed AMV Holdings Ltd, a UK-based premium mobile services company, for ignoring earlier warnings and deceiving consumers.



The Toyota way

Last year, Toyota officially eclipsed General Motors as the world's largest automaker by sales. But the Japanese company's strength is only relative, according to industry experts: Like its competitors, Toyota is struggling against a sharp drop-off in sales and global overcapacity.

Snap, crackle and … crumbs? Are cereal boxes toast, now?



The why and how of communication

The final ingredients of source credibility, trustworthiness, competence, and dynamism are interrelated concepts as well as being closely related to dimensions of nonverbal communication. In fact, no single factor can be isolated and identified as the vital agent conveying source credibility. Source credibility is a result of an interaction between two or more individuals.

What to do when your product is Number 1? Change it?



People buy brands they like

Here is an approach that brands should follow to build and maintain strong, emotional connections with customers. Every action associated with a brand (Product, Promotion Placement and Pricing) has implications for brand likeability building. Even what seems like an insignificant and arbitrary action to an organization could be seen as an act of betrayal by loyal customers.

Nigaz: Lost in translation?

Nigaz - a racist term or an innocent mistake? This is the question dominated social networking sites such as Facebook and Twitter.

Microsoft readies Windows 7 release

A release candidate of Windows 7, the next major release of the world's most popular operating system, goes public in trial form in the next week. Microsoft is hoping it can avoid the negative press that surrounded the launch of Vista, the last major Windows release, almost three years ago.

Free newspapers

Hot rumour doing the rounds that the News Limited metropolitan tabloids - Herald Sun, Daily Telegraph, Adelaide Advertiser and Courier Mail - might be about to become free giveaways.

What Does Google Know About TV?

What does Google know about TV? Well, that women watch more ads than men; that about 5% to 15% of TV audiences flip channels during the ads; and that virtually no one records cable-news programming on DVRs. None of these revelations will set the TV business afire, but they're among the first insights Google is drawing after analyzing more than a year of from 13.7 million Dish Network set-top boxes.

Ad Trade Group Wants to Rehab Mad Ave's Image

At a time when some associations are struggling for relevance, the American Advertising Federation has added new corporate members and is looking to burnish its image with a new reality TV show and a presence on Facebook and Twitter. CEO Datri said he's in talks about turning the AAF's National Student Advertising Competition into a reality TV show, to give both students and the general public a better idea of what the industry actually does.

DJs' sales down

DJ’s CEO, Mark McInnes, has been encouraged by April and May sales figures that are so far on par with last year. But he was not willing to say the downturn in the retail sector had come to an end. The upmarket department store yesterday reported a 10.8 per cent decline in same-store sales in the quarter ended on April 25, compared with the same period the previous year.

New Pricing Requirements Clarified

Information to help business and consumers to understand the 'Clarity in pricing' amendments to the Trade Practices Act 1974 has been issued by the Australian Competition and Consumer Commission. The amendments, which take effect on 25 May, require if businesses choose to advertise a part of the price of a particular product or service, they must also provide a single figure that reflects the total price to be paid.

Predictions for second half of 2009

1. Marketers will be cutting back on advertising and other promotional spending this year. 2. Traditional media, newspapers, radio and magazines will see the worst declines. .....

AOL ntroduces a new social networking platform - Socialthing

AOL has introduced a new social networking platform, Socialthing, aimed at bringing social networking services to websites and enables publishers to attract new users. MediaGlow, AOL’s centralised publishing unit, is in the process of deploying Socialthing across its network of more than 75 sites, projected by the web institution to reach about 181 million unduplicated users worldwide.

US Magazines Try Interactive Content

A number of magazines have previously experimented with making their advertising pages digitally interactive, US magazine Woman's Day has gone a step further and made its editorial pages interactive as well

Kentucky Grilled Chicken a Fully Fried Fiasco

KFC's grilled-chicken launch was to be the biggest in the chain's history. Now it might also go down as a marketing case study in what not to do.

Marketers look for a better ads deal

A consumer spending boom in supermarket aisles is under way but advertisers are not biting.

Free holidays for travellers with swine flu

Hotels on Mexico's Caribbean coast offer free holidays for three years to any tourist catching swine flu while on holiday there, in a bid to counter swine flu's blow to the industry.

Airlines misleading customers

Emirates have been publicly reprimanded by the European Union for persistently misleading customers on their websites. Fifteen airlines and 22 internet sites selling airline tickets online continue to dupe consumers with misleading offers, despite a European Commission "health check," according to a study published today. The airline was put on the EU's "black list" – along with Turkish, Royal Air Maroc, Aeroflot, Northwest and Olympic.

Beware of a 'lowest pricing' strategy



Smarter thinking helps you thrive in a commoditised market

Marketers need to learn new tricks from successful firms whose basic product is a commodity. For example, Granite Rock a family owned 100 plus year-old business which quarries granite in California. In an industry where low bids typically reign, Granite Rock customers have historically paid, on average, 6% more than they would with the competition.

Ten customer-centric ideas

Consumer centricity - a strategy that uses a consumer focus and insight to steer management decisions - has become a key area of focus for retailers and product manufacturers. A white paper from Precima, that provides ten practical tips.

Fakes harming brands during recession

Marketers are braced for a rise in online brand attacks while offline they're up against increasingly global and organised counterfeiting operations - fuelled largely by the ongoing recession - according to a brand integrity study by the Chief Marketing Officer (CMO) Council.

Japan is one step closer to making every surface an ad

Japanese printing companies have started offering advertisers the ability to display moving pictures on paper advertisements.

Want FREE beer? Try Kirin



Mobile Marketing Takes Off in India

Cell phones have become a powerful advertising tool in India, and once 3G and MVNO launch there, mobile marketing will be big business

Singapore Airlines launches mobile check-in

Singapore Airlines has introduced a new service which will allow customers to check in for their flights with their mobile phones.

‘PRTV’ launched

Reputation TV have launched ‘PRTV’, a monthly online TV program about issues in the PR profession

New ad calls for junk food ad ban

The debate over food advertising intensified today with the release of a new viral campaign calling for a ban on junk food advertising to kids, created by an advertising agency.

AOL launches social networking aggregator

AOL is rolling out a social network platform called Socialthing that will allow users to communicate with each other as well as broadcast their activities to other social networks like AOL’s Bebo, Twitter, Facebook and MySpace.

Stella Artois rebranding logo



Bullet-proof your business

Today’s business environment isn’t getting any easier, nor will it get easier anytime in the future. Business NEVER gets simpler. More competition, shrinking profit margins, increases in fixed and operating costs are just a few of the issues we deal with everyday. You can lament this fact or, you can take proactive measures to bullet-proof your business. Here are few strategies that can help

Developing true professionalism – a future reality or a continuing pipedream in marketing?



Corporate reputation



Lack of business is not always the problem

When you're just starting out in business, it's a safe bet that you need more clients. But what if you have been up and running for a while, and you're still not making as much money as you would like? You may be in the habit of thinking that attracting new clients is the answer, but this isn't always the case.

The people who waste your time



Building your brand



Dealing with failure

What makes the difference between ordinary and extraordinary, between average and excellent, mediocre and superb? The line that separates those who achieve from those who don't is different perceptions and responses to what many people consider failure. Nothing else has such a dramatic impact on people's ability to achieve and to accomplish their goals. There are thousands of ways to become a winner

Does your brand register abroad?

In branding, a name means business. If we get it wrong from the start, we are doomed to face many different problems that will affect the way we do business.

Better business strategies

Build a solid foundation upon which to grow your business.

MAANZ says – “Stop Giving Money to These People!”

The tourism folk are again at the door with their begging bowls. Surprise! they want more money ($40Million) to “market” tourism.

Costco stops carrying Coke drinks in price dispute



Top 10 Mobile Social Networks



Snooze admitted misleading advertising

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