All posts by mathew.glasner

Loading...
Understanding the path to purchase: cross-channel resp...

As a marketer you’re well aware that your customer’s path to purchase is becoming increasingly more complex. If you’re feeling disconnected from their path, you’re not alone. We recently surveyed 200 Australian marketers* and identified a serious knowledge gap when it comes to cross-channel marketing. Only 14 per cent...

Read More Understanding the path to purchase: cross-channel response attribution
Vote Compass: lessons marketers can learn from a new t...

With an election called just two weeks ago, political parties and journalists are using data to gain a real-time view of public sentiment, attitudes and preferences. Political parties will be closely observing the effectiveness of their communications with individuals and the various channels through which they respond, such as...

Read More Vote Compass: lessons marketers can learn from a new tool
50 shades of customers – knowing your customer....

In my last blog, I spoke about customer loyalty and the need for brands to build loyalty amongst their consumers by developing an emotional connection with them. I also touched on how brands can face the challenge of consumers not seeing ads targeted at them because they no longer...

Read More 50 shades of customers – knowing your customer.
Population changes: a key to understanding customer la...

Melbourne, not Sydney, will be Australia’s biggest city in 40 years’ time. It may be surprising to some, but according to figures released by the ABS earlier this year, Melbourne had the strongest population growth for the 11th consecutive year. Growth in Perth also outstripped Australia’s most densely populated...

Read More Population changes: a key to understanding customer landscape
The customer of here and now: launching Mosaic 2013...

In September last year, Experian completed a research study looking at retail in Australia and the need to embrace the digital world. One finding that really resonated with me was that as a result of active and intelligent engagement, 74% of customers will respond positively to a brand. Even...

Read More The customer of here and now: launching Mosaic 2013
Customer loyalty – the golden apple of retail...

Loyalty is the linchpin we as a society rely on. From relationships to team sports to brand allegiances, we as people are a loyal breed – but only when it meets our expectations. In the brand world, loyalty and price are either hand-in-hand or in direct conflict in the...

Read More Customer loyalty – the golden apple of retail
Pinning our hopes on images this year...

The marketing industry is abuzz with how content is being created in the form of arresting, powerful images that need to summarise the values of the brand, the look of the store’s front window and capture its latest products and services. Images, videos and infographics are among the most...

Read More Pinning our hopes on images this year
The maturing mobile market – before you hitch a ride, ...

Getting onto the train last week, I noticed a sea of buried heads on mobile devices, commuters immersed in content on their smartphones and tablets. The carriage remained in this state for the rest of the journey and left me contemplating how mobile has become the ‘sticking glue’ that...

Read More The maturing mobile market – before you hitch a ride, know your customer
Cooking up a winning sponsorship...

I was watching a preview for the next season of MasterChef and found myself wondering which brands will be at the sponsorship table this year. As one of the most watched shows in Australia, becoming a sponsor of shows like MasterChef through product placement, advertising and merchandising is a...

Read More Cooking up a winning sponsorship