Billy Klein

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Articles

The opportunity to be remembered lies not in fast glance media

Oct 31, 2024 | marketingmag.com.au | Billy Klein

At SXSW Sydney 2024, digital outdoor media leader QMS, in partnership with audience measurement pioneer Amplified Intelligence, unveiled a world-first study on the impact of human attention in out-of-home (OOH) environments. Developed over two years, the research aims to reshape how marketers measure and maximise OOH effectiveness. QMS chief strategy officer Christian Zavecz and Amplified Intelligence CEO Dr Karen Nelson-Field sat down with Marketing to talk through the findings.
Managing a global marketing team with Neolith’s marketing director

Oct 30, 2024 | marketingmag.com.au | Billy Klein

With global markets now more accessible than ever, expanding your brand internationally has become easier – often achievable without leaving Australia – thanks to the wide array of technology available to marketers. Neolith’s group marketing director Andreas Manero discusses the global challenges facing the construction industry and the strategies he employs to address them. Well, that’s a real challenge.
Thanks for Zero: Contemporising a 90s cult classic for Gen Z revellers

Oct 30, 2024 | marketingmag.com.au | Billy Klein

Thirty years after Sub Zero’s launch in 1994, Carlton & United Breweries has resurrected the 90s cult classic premix brand to release Australia’s first zero-sugar cola and vodka beverage. A fun nostalgic brand, classic drink combination, and zero sugar are a great start, but for this reincarnation to cut through, there was still a lot of work to be done.
Value has never tasted so sweet

Oct 30, 2024 | marketingmag.com.au | Billy Klein

Every industry talks about ‘value’, but what does it mean to the average customer? More than money, that’s a guarantee. In today’s economic climate, price plays a pivotal role in a customer’s purchasing decision, but as marketers we understand that value goes beyond financial consideration. Whether that’s time, convenience or even ‘what’s trending’, value carries a different meaning to each customer.
Stop ghosting your customers: The art of post-purchase wooing

Oct 23, 2024 | marketingmag.com.au | Billy Klein

Have you ever felt like a brand ‘booty-called’ you? You know the drill: you buy something, hear nothing for ages, then suddenly they pop up with a ‘u up?’ message. And you’re left thinking ‘who is this again?’It’s a classic case of post-purchase ghosting, and it’s time we called it out for what it is: a missed opportunity to turn a one-time impulse purchase into a lasting customer relationship.
Power and pitfalls of targeting with precision on Connected TV

Oct 23, 2024 | marketingmag.com.au | Billy Klein

TV advertising has always been about reaching the masses, but Connected TV (CTV) takes it a step further, offering not only broad reach but also the precision that traditional TV couldn’t deliver. Streaming audiences were once out of marketers’ reach, but that’s all changing. As streaming becomes the go-to for Aussies, ‘streamflation’ is pushing viewers toward more affordable options with ads. This shift opens up a golden opportunity for brands to connect with audiences they couldn’t access before.
Ex-oOh!media and Wildstone experts on the future of the outdoor industry

Oct 23, 2024 | marketingmag.com.au | Billy Klein

Noel Cook has a long history in Australia’s OOH market, having been at oOh!Media almost right from the start. Now the managing director of European OOH firm Wildstone, Cook is bringing the international expertise of the brand over into the local market. London-based Wildstone CEO Damian Cox and Cook spoke with Marketing about the future of the outdoor industry, the challenges, and the opportunities presented with the digitisation of the market.
B2B buyers crave thought leadership but probably not yours

Oct 16, 2024 | marketingmag.com.au | Billy Klein

The business case for investing in thought leadership is clear: B2B decision-makers regularly consume thought leadership content. Thought leadership is widely acknowledged to be more credible than marketing collateral.
Mailchimp declares Email is Dead, or is it?

Oct 14, 2024 | marketingmag.com.au | Billy Klein

Arriving bright and early at Tumbalong Park for day one of SXSW Sydney, Marketing was treated to an exclusive first look at Intuit Mailchimp’s newest Aussie activation, following the immense success of its inaugural flagship event earlier this year. In what was an immersive journey into the heart of email’s cultural relevance, the exhibition leaned into the bold claims that email is perhaps a thing of the past. Spoiler alert: it isn’t dead. Not even close.
Why in-app attribution is failing marketers – and what needs to change | Marketing Mag

Oct 14, 2024 | marketingmag.com.au | Billy Klein

In the marketing world, assessing the impact of every dollar and attributing credit to advertising channels is the holy grail. However, for more than 20 years, digital marketers have been trained by ad platforms to value only digital touchpoints as contributing to the conversion. Yet it is becoming more and more apparent that this reliance on in-app attribution is flawed and leads to bad business decisions.