Stop trying to automate relationships!

Stop trying to automate relationships!

Have you ever known someone who gives a pet name to their car and talks about it as if it was a real person? If you’re like me, you think they’re slightly kooky for imbuing a pile of machinery with a personality and building an emotional attachment with it. But many businesses continue to expect all their customers to be equally illogical by expecting them to form relationships with a brand while only providing them with automated machinery in return.

Why giving it away can be more profitable

Why giving it away can be more profitable

Recently, I’ve become fascinated with the possibilities of giving free content away as a legitimate – and highly successful – marketing strategy. Some of you reading this may already be nodding in a “tell me something I don’t know” kind of way. After all, blogging is a free content marketing model.

Marketing: Answering the wrong question

Marketing: Answering the wrong question

As my profile in the marketing and digital scene in Australia has increased, I get asked for advice by businesses more often. Sometimes this is as part of the panel discussions for Nett Magazine where we troubleshoot the online strategies for a small business, sometimes just other business owners looking for advice on Twitter. What is interesting is that often the question I am asked is the wrong one.

Ready for 2019?

Ready for 2019?

Part of the fun of working and writing in the tech industry is the speed of change. The rapid pace of technological development means there are always new trends to watch, new issues to discuss and new problems to ponder. But in watching and commenting on all this evolution, I am constantly struck at how there is a delay between the development of new technology and the understanding of how consumers will use it. It’s as if business refuses to look ahead and think creatively, always taken by surprise when a new technological marvel threatens their business models.

Evolution of viral marketing

Evolution of viral marketing

In any discussion about viral video, someone is always going to mention the Dove Evolution campaign. A brilliant bite of video with an exceptionally simple concept and message, the Evolution campaign was hugely successful in strengthening Dove’s brand message of natural beauty and spread that message to millions of people.