Your brand is like a bus: Feel free to hand over the keys to someone else, but take it out for a spin now and then
There’s one area that cannot be entirely outsourced or delegated by a boss, and that is brand, communications and marketing.
What’s in your marketing toolkit?
Three business owners and marketing experts will join our startups and tech editor Stephanie Palmer-Derrien for a conversation about marketing essentials.
Sales versus marketing: Which is the better strategy for startups?
Regardless of how innovative a product is, traction is vital to building a customer base. But should startups be sales- or marketing-driven?
If you build it (and your online presence) they will come: How to get digital marketing right
Digital marketing for SMEs has never been more important, because the online marketplace remains relatively unaffected by COVID-19.
How Brands Grow: Why business owners should approach marketing through a scientific lens
“Science has transformed every discipline it’s touched, and it’s doing the same for marketing,” How Brands Grow author Byron Sharp said.
LinkedIn is not the holy grail: Why SMEs must broaden their marketing mix
Like a balanced diet to support a healthy body, a rounded marketing mix is foundational for a business to thrive.
One-third of the world’s leading CMOs are prioritising brand strategy amid the pandemic… and SMEs should be too
A chunk of the world's most powerful marketers have indicated that brand strategy is their number one marketing capability.
Not the time, Richard: Why Branson’s attempt to console Virgin’s laid-off staff was tone-deaf
Branson's autographed letter to Virgin's laid-off workers was laughable. But that's what happens when your default setting is marketing.
From fake anti-virus drugs to Pete Evans’ ‘biocharger’: The role of the TGA in COVID-related advertising
The Therapeutic Goods Administration has never been better equipped to control the advertising of false cures than now. So is it doing its job?
Kogan misled customers over EOFY sale after price jacking 600 products, Federal Court rules
The Federal Court has found Kogan misled consumers in a 2018 tax time sale by price jacking 600 items before discounting them.
Lorna Jane accused of “distasteful, cheap and exploitative” marketing ploys over ‘anti-virus activewear’ claims
Lorna Jane is using “distasteful, cheap and exploitative” marketing techniques, leveraging COVID-19 fears to try to sell its latest activewear range LJ Shield, says one marketing expert.
Tread carefully: Seven marketing missteps to avoid in a year of crisis
While it can feel insensitive trying to sell anything during a crisis, bills still need to be paid. So how do you market your business without seeming tone deaf or self-serving?
