The Corporate Digital Marketing Podcast: Recent Episodes
Peter Applebaum
If you’re a corporate marketer who wants to get better returns from your digital marketing investment, The Corporate Digital Marketing Podcast is for you. You’ll hear insights from a range of marketers and industry experts to help you take advantage of your many digital opportunities
Your host, digital marketing expert, published author and regular media presenter, Peter Applebaum examines the latest digital strategies, tactics, case studies and technologies to help you drive your brand and your career to new heights.
With a rich digital marketing and sales background, Kristin Kunasingam has chosen to work as a Senior Product Manager for eBay.
While digital marketing gets all the attention, looking after the digital ‘products’ that users access, use and rely on is just as important.
Combined with Kristin’s passion for sales, this episode gives you gives you refreshing perspectives into new ways digital professionals can achieve optimal results.
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Jim Demetriou's job as Allen and Unwin's Group Sales and Marketing Director is to launch at least 20 new book titles (i.e. new brands) every month. He then has to factor in the challenges of managing multiple AandU digital platforms and integrating / leveraging his author's digital platforms.
Welcome to the new world of book publishing.
Perhaps only music publishing has been as disrupted as an industry by digital communications as book publishing. The result has seen new formats - e.g. eBooks - and, of course, new channels - e.g. Amazon - that this long established industry needs to contend with.
There's a great deal to learn from Jim's experience and the flexibility he and his team has neeeded to successfully navigate the new and sometimes confusing waters of digital marketing.
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Over 8.5 million people choose to travel to Australia every year. It's the job of John Mackenney, General Manager Digital Transformation at Tourism Australia to ensure that the digital helps to create the best possible outcomes for visitors and the tourism industry.
That means using data to match the interests and desires of foreign visitors to the Australian destinations that will create unforgettable experiences.
Digital plays a central role in 'closing the sale' using a range of tools including VR and social media. Then there's the leverage it provides in promoting and showcasing Hollywood heartthrob, Chris Hemsworth's role as Australia's tourism ambassador.
It's a unique digital story but one that has insights we can all learn from.
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The business of beauty has seen L’Oréal become a massive global corporation with household name brands like Lancome, Garnier, Maybelline, Redken and L’Oréal Paris.
With their large range of personal and emotionally engaging products, L’Oréal has decided globally that digital marketing is a key strategy to help them achieve their stated goal of having 2 billion customers by 2020.
Christophe Eymery, L’Oréal's Head of Digital & Media, ANZ takes us on a fascinating journey that includes all the established divers of digital marketing success. We also discuss how you can experience the latest 'hot thing' - Virtual Reality - on your smartphone right now via L’Oréal's Makeup Genius app (800,000 people have already downloaded it in ANZ alone).
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Keirra Parry is the Digital Acceleration Manager for Bayer Consumer Healthcare mapping out what digital looks like for the organisation in Australia. In this episode, Keirra explains how she facilitates the digital transformation process in a highly regulated organisation making sure that digital is an enabler for achieving brand and organisation objectives.
We will learn how Bayer ensures that the digital transformation is widely supported across the organisation and what all of their digital decisions are driven by.
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Ben Shute, Manager, Social Media Australia and New Zealand is the man responsible for QBE Insurance’s social media program. Insurance companies are often not particularly popular or top of mind with customers; except when they need them. Which makes how they manage and leverage their social media initiatives so important.
In this episode, Ben takes us through how the organisation uses their social channels to create better customer experiences which includes dealing with many emotionally charged situations.
We’ll hear how QBE uses social’s direct relationships to better understand and, ideally, service customers. The aim of which leads to better outcomes for both customers and the organisation.
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Adele Bernard, Marketing Director APAC of Lithium Technologies is a self-described “tech chick” having worked with several technology based small-medium organisations for over 15 years. With a remit that has covered up to 16 countries, Adele believes that today digital marketing and taking a 3600 view of the customer is central to being successful today.
A central theme that comes through clearly in this episode is that perhaps the biggest opportunity for marketers – no matter whether you’re marketing hammers and nails or beauty products - is to create and reward engaged and passionate advocates.
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Mandeep Grover, General Manager for Refractive Surgery, Asia-Pacific & Japan for Abbott Vision is passionate about the opportunities digital offers marketers even though the healthcare industry he works in is highly regulated.
Having worked extensively in Australia and Asia, Mandeep has found that success still comes back to marketing fundamentals: know your customer and give them what they want, how and where they want it. Being able to better connect his customers to their customers, in his case physicians to their patients, is an exciting opportunity for digital marketers.
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Joe Millward, Digital Strategist & Augmented Reality Architect at 3M is one of Australia’s most experienced corporate digital marketers. One of his predictions is that if you don’t understand digital 5 years from today, you won’t have a role in marketing. Successful marketers, no matter what their size of the organisations they work for, should embrace the agility and flexibility of start-ups to better connect with their consumers.
To be effective now and into the future – particularly in an enterprise environment – marketers should not view digital marketing as a separate concept; it’s all about being effective marketers and salespeople.
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Jodie Sangster, CEO of the Australian Data Driven Marketing Association (ADMA), discusses the benefits and the challenges for organisations looking to adopt data-driven marketing initiatives. Do consumers recognise and accept companies’ use of data to better service their needs? What internal stakeholders should be involved in related technology decisions? What resource should I put in place to deliver optimal data-driven marketing programs? How will data-driven marketing evolve; and what’s the next big thing? These and many other questions will be covered in this episode.
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