ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.
Data privacy 2021: What should be front and centre for the CMO right now
As the world recognises Data Privacy Day, CMO speaks to marketing and industry thought leaders about the consumer data priorities, concerns and work they believe marketing teams should be focused on right now
In line with Data Privacy Day,
CMO asked five leading data executives and marketing industry commentators for their views on the data privacy topics that matter most to marketing leaders, where they remain concerned about data sophistication, and what steps they’re taking individually to ensure their organisations are privacy prepared as we progress into 2021.
RM Williams pursues fresh media strategy
Iconic Australian brand brings on new local agency to help drive global media insights, strategy and execution
Recently returned to local hands, RM Williams has appointed a homegrown media agency to spearhead its global media buying, insights and strategy.
The Australian footwear, clothing and accessories manufacturer and retailer has selected Audience Precision to provide insights, global media strategy and offline media buying across 12 markets including Australia, the US, Canada, UK and several European markets. The competitive pitch and selection process involved four other agencies and comes on the back of the brand’s change in ownership.
Details 17 December 2020
Winning two gold awards for the categories Excellence in Data-Driven Marketing and Excellence in eCommerce Marketing at this year s Marketing Excellence Awards 2020 is Pan Pacific Hotels Group (PPHG). Owning multiple hotels in the region under its Pan Pacific and PARKROYAL brands, PPHG was facing a challenge in growing market share in an increasingly competitive environment. While it was difficult to fend off its competitors on a performance level, PPHG chose to focus on standing out to its consumers and leveraging one thing its competitors do not have- its first-party data.
Tapping on the expertise on digital agency Mezzo Labs, PPHG set out to create an internal infrastructure that would give more insights into its consumer behaviour and figure out the their pain points. This would allow the company to make more informed marketing choices to attract consumers to its website. Let s take a deeper look into how PPHG proved