It’s called the seven Ps of marketing – and here’s how it can be applied to everything in your marketing mix.

Back in the 1960s, when marketing men smoked at their desks, ladies tapped away in their typing pools, and sliced bread was the yardstick of whether a product was any good, a marketing notion was hatched that was so perfect, sixty years later it is still considered an integral part of any marketing strategy.

It’s called the seven Ps of marketing and includes product, price, promotion, place, people, process, and physical evidence.

Here’s how the 7 Ps of marketing can be applied to everything in your marketing mix:

1. Product

It goes without saying that the service or product you’re selling should be at the centre of every element of the marketing mix.

Fundamentally, it allows you to address the questions key to sales conversion: what problem or issue does the product solve for customers? Why is your product the best one to solve it?

The digital marketing mix is perfect for showcasing your products, through SEO, blogs or articles, paid advertising, influencer marketing, and viral video campaigns, for example.

2. Price

The strategy behind the pricing of your product needs to be based on what your customers are prepared to pay, costs such as retail mark-up and manufacturing, as well as other considerations.

Your marketing mix can include subscription and membership discounting programs, or email marketing of promotions and sales.

3. Promotion

Successful marketing strategies include all the promotional activities across the marketing mix, including advertising, direct marketing, and in-store promotional activities.

The possibilities of digital promotion are limited only by your imagination and can include online events, chats, social media groups, and livestreams.

4. Place

Where and how your product is displayed and sold should be directly informed by your customers.

A deep understanding of their purchasing patterns – and targeting them at the right stage in their buying cycle – will make it clear where you should promote and sell your products and how that fits into your online and real-world marketing mix.

7-Ps-of-Marketing-infographic_960x540

5. People

Excellent customer service not only converts to sales, but can increase your customer base by referrals. Acquiring these referrals by people who love your brand can also be a great example of how your marketing efforts can support your sales process.

It’s important that everyone who represents your brand or deals with customers – including the non-human chat bot variety! – are fully trained sales professionals with an intimate knowledge of your product and how it will improve the lives or solve the problems of your customers.

6. Process

The process of delivering your product to the consumer should be designed for maximum efficiency and reliability, but may also include features that are in line with your brand, such as being environmentally or sustainably focused.

With the rise in online shopping, digital partnerships and logistics have become an essential part of the marketing mix.

7. Physical evidence

Physical evidence incorporates aspects that proves your brand exists and that a purchase took place.

Examples of proof that your brand exists can include things like a physical store or office for your business, a website if your business operates solely online, and printed business cards that you exchange when meeting people. Examples of proof of purchases can include physical or digital receipts, invoices, or follow-up email newsletters that you send to customers as a retention exercise.

Your marketing mix must also take into consideration all the things your customer sees, hears – sometimes even smells – in relation to your product or service.

This, of course, includes packaging and branding, but should also bring in the ways products are displayed in stores, where they are placed, and the context in which they sit, as well as digital placement, including on your website and social media.

Incorporate the 7 Ps into your marketing mix

When it comes to creating a solid and strategic marketing mix, it’s important to understand how the 7 Ps of marketing fit into the whole picture.

Assemblo is a full-service marketing agency based in Melbourne, and we can show you how including the seven Ps into your marketing strategy can translate to increased sales and more effective marketing campaigns.

To find out how we can help your business, give us a call on (03) 9079 2555 or send us a note via the contact form below.

If you’ve had some good results from a particular marketing campaign, it can be tempting to stick to the same activity or medium and make that your entire marketing strategy.

You can also get trapped into thinking one thing works and another doesn’t.

But mixing up your marketing and choosing a number of different mediums and activities to target different customers will give you optimal results that are essential for your business to grow.

Here’s why.

One-off campaigns don’t tell the full story

Let’s say you create an Instagram campaign and promote an ad which brings you a good number of hot leads for the dollars spent.

Perhaps you only want to stick with Instagram now because you don’t want to risk wasting your money on a campaign that targets a different demographic or is done via a different medium.

The problem with isolated campaigns is that you don’t get enough marketing data about your business (and your clients) as a whole.

Was it the timing that worked? Was it the medium? What if you could get even better results for less dollars on Facebook or by doing a print promotion? You’ll never be able to answer these questions by doing an isolated campaign.

Your marketing campaign should aim to gather effective data about your customers, just as much as reaching them.

When you run a few different activities at the same time – incorporating digital, print to TV as an example, you can glean a lot more information about what works for your marketing campaigns, such as timing and messaging.

Consumer using a mix of mediums at once

It’s largely about frequency

Fun fact: Frequency makes your marketing more effective.

The more people hear a certain phrase or product name or brand, the more likely they are to remember it (and keep it in mind for their next purchase).

Familiarity with a brand builds trust, and there’s even some research that shows people need to see a message at least seven times before it sinks in.

By including a mix of activities in your marketing campaigns, you’re targeting your customers from all angles, and ensuring that they’ll see your message repeatedly, until it feels familiar and like they can trust it.

Reach people at different stages of the buying cycle

By using a variety of marketing mediums at the same time, you’re reaching customers at different stages of the buying cycle, so you’re not just getting a one-off client here and there, but building trust with them over the long term or reaching them in the moment they really need your product or service.

The different phases of the buying cycle include awareness, research, consideration, purchase and retention.

By applying a mix of marketing activities, you’re more likely to reach a wider range of prospective clients at different stages of their purchasing journey.

Perhaps some of your clients are the older demographic? They may not be on social media but their children or grandchildren may be, and by using print or radio to reach the older crowd (and digital for the younger) you’re widening your reach.

A mix is always more effective

Different clients take different amounts of time to move from one stage of the buying cycle to the next, and by keeping your marketing frequent and mixed, you’re more likely to see ideal clients shifting from one phase to the next until they’re ready to make the purchase.

By having a mix of marketing activities, you broaden your net by having multiple touch points to share your message and reach your target market.

Ultimately, an assortment of activity will allow you to gather important data to inform future marketing campaigns, giving your business the insight and edge it needs to grow.

Anyone who has struggled to remember someone’s name at a party knows that repetition is key to information recall.

It’s the same with marketing – frequency of messaging is the best way to ensure people remember your brand.

Here, we explore why repetition is so powerful and how frequency makes your marketing more effective.

1. The power of repetition

The more people see or hear something, the more they remember it.

Some of the most successful brands – regardless of the quality of the goods – have the most recognisable message.

From Coke to Nike to McDonalds, brands more frequently seen and heard become the most successful.

As a purely psychological function, familiarity breeds trust in a consumer – even if it is just knowing the name of the product.

Repetition is also how we learn that a brand is in the marketplace, so to speak, and forms a ‘top of mind awareness’ among consumers.

Such familiarity with a brand develops a level of trust – the more familiar people are with a brand, the more likely they are to purchase from that brand.

So, don’t be so quick to mix up your marketing message or start a new campaign. Focus on repetition and frequency for results.

2. The magic number seven

Studies have shown that people need to see a message at least seven times before it sinks in.

It supports the notion that people learn, and therefore remember, by repetition.

This same principal can be applied to marketing activity – the more messages that are out there, the more people are likely to recognise your brand’s presence, leading to trust and sales.

This is not a new piece of information – we often talk about the importance of having a marketing mix.

And in today’s digital environment, where multiple channels like your website, social media, video and online advertising can all work together to share the same message, makes it even easier for repetition to be part of your marketing strategy.

Repetition is key: People need to see a message 7 times before it sinks in

3. Frequency and time go hand in hand

Obviously, to get people to see or hear your marketing message multiple times, you can’t just put it out in the ether for a day or a week. You need to give your marketing time to work.

While repetition of your message is important, so too is the length of time it runs for. Combine the two and you might even, like the Got Milk? campaign, have your message remembered twenty years on.

Likewise, the phrase “Just Do It” immediately brings to mind the brand Nike – a campaign that is still running strong nearly thirty years after it launched.

And even though it was created before some of us were born, American Express: Don’t Leave Home Without It was one of the most successful marketing campaigns of all time (and we still remember the tagline). Why? Frequency and time have played a huge part in the campaign’s success.

These campaigns demonstrate how frequency paired with giving the campaign time has led to an effective marketing strategy.

So, the next time you post your message once or twice and move on because you haven’t seen results, give the ‘frequency + time’ formula a go. You may be pleasantly surprised.

We recently attended Firebrand Talent’s Put It To The Panel session in Melbourne that explored how AI is disrupting and enhancing marketing.

While most of the experts on the panel concluded that marketers should embrace AI at every opportunity, there were some other interesting points made worth sharing.

Here are some key takeaways from the discussion:

‘Little AI’ is already at work

AI is not all about the grand self-driving cars and robots that replace humans.

James Greaney, Data Planning Director at CHE Proximity, said we are already seeing a shift towards ‘little AI’ – the bits and pieces of intelligence that could be done or are already integrated into our lives, such as predictive text in messaging.

Another example is Amazon’s one-click shopping experience, which gives customers the ability to make purchases on the internet with just one click of the mouse. There’s no need to enter the same information again and again for each purchase.

Virtual personal assistants like Siri, Google Now and Cortana, are also examples of ‘little AI’ at work. These digital personal assistants help find useful information when you ask for it by using your voice. The assistants respond by finding answers to questions like “Where is the closest supermarket?” or sending commands like “Remind me to call mum at 4pm” to your phone.

Little AI will continue to be a major part of the future and will help make our lives easier. Greaney said the best thing marketers can do is embrace it and try to find marketing opportunities within ‘little AI’.

Put it to the Panel: How AI is disrupting and enhancing marketing

The panel of experts talk about how AI will disrupt and enhance marketing.

AI can predict trends and save time

Michelle Zamora, Head of Marketing for Banking and Insurance, IBM Watson, Analytics and Software Solutions at IBM, said IBM worked with Australian fashion designer Jason Grech to interpret and predict runway trends to create a new fashion collection.

The technology, known as IBM Watson, took data-driven information, analysed trends, and gathered research to inform Grech’s design and decision making for his Cognitive Couture collection.

The technology incorporated Grech’s love of architecture that is prominent in his work by matching architectural images with fashion images, providing inspiration for new designs. It also predicted a colour trend – lilac and other pastels – and directed Grech to work with a colour palette he would not have before considered.

Normally, Grech spends 10 weeks gathering research and inspiration for designs and crams production into a 2-week window. The IBM Watson technology allowed Grech to spend less time in the research and inspiration phase and have a generous 10 weeks to design and create his collection.

“It was his fastest selling collection that he has ever sold,” Zamora said.

“AI didn’t take his job away, AI gave him more time to be a better creative genius. He now spends 10 weeks of his 12-week process being creative and doing the things he loves, and less time doing the admin that a robot can do any day.”

AI will focus on a good customer experience

Rob Lawson, CEO and Chief Digital Strategist at iQuantum, said AI will bring everything back to the best customer experience.

“The customer doesn’t care whether it’s a machine or a person, they just want a better experience. They want it faster, they want it to be more accurate and they want you (brands) to think ahead so that you can provide stuff for them before they even know they want it,” he said.

We’re seeing examples of this already. Think about loyalty programs that track your shopping habits then send you a curated list of your favourite items that are on special this week. This is one way automation and AI can influence how brands market to their customers, and it’s a far more targeted and personalised way to market to a customer.

One of the basics of marketing is identifying your target audience.

By clearly defining your target customer or niche, you can then move to figuring out how to market to them, and what they will love or hate about your product or service.

A brand can’t be everything to everyone, so clearly defining your target audience or niche is key.

1) Narrow it down

Start with a brainstorm session where you figure out exactly what need your product or service fulfills and who is most likely to be interested in using it.

Consider demographic factors like age, buying power, location.

For example, the target audience for a $15 t-shirt versus a $500 jacket is completely different, just like the target audience for Airbnb compared to a five-star resort.

Consider the price of your product or service, the problem it solves, similar offerings and their clientele.

If you’re having trouble, ask as many friends, associates and anyone you know for their feedback. Are they attracted to it? What sort of lifestyle factors come into play for your target audience?

2) Define your personas

Marketing ‘personas’ can help refine your target audience and help you to better understand your audience’s needs and buying habits.

A marketing persona is a fictional example of the kind of person who would buy or use your product or service.

For example, if your product is a website, you might describe a fictional character and when they would use it, what problems they would use it to solve, a few options for their job or outside interests, and any other lifestyle factors that might influence how they use your product. Millennials would be more keen to see videos whereas, an older target audience might prefer written testimonials. There are some great examples of buyer personas here.

You might also like to create some ‘ideal’ personas and some ‘problematic’ personas, so that you can clearly differentiate the customers you do want to target your marketing towards versus those that you don’t.

How to identify your brand’s target audience

3) Use data

Once your target audience and personas are defined, gather data to support conclusions about your audience.

Can you do surveys, or research some existing data that shows which demographic groups are buying specific products or services? Can you find data that shows how your target market uses the web? Be creative.

And don’t be afraid to talk about your product or service with friends, family and associates – is there anything they like or don’t like?

The results – and the input – are invaluable in identifying your target audience.

Need help defining your target audience?

At Assemblo, we can assist with defining your target audience to ensure your marketing is tailored to relevant prospects.

If you’d like to find out more about the benefits of defining your niche phone (03) 9079 2555 or send us details via the contact form below.

Marketing and sales fit together like Michael Bolton and his mullet. Sure, individually they’re pretty good – Michael’s got a decent voice, and mullets have a special place in culture and history – but together, their combined power is a hit-maker.

Here’s how your marketing team can support the sales team to reach new heights:

1. Arm your sales team with resources

Marketing is as much about communicating with your in-house team as it is to the outside world.

Your marketing team most likely has a wealth of information and research used to understand their customers and build the brand.

Equally, sales teams are equipped with specialist knowledge about a brand’s customers, and may be more aware of a prospect’s common questions and challenges.

The key here is to open the communication lines between your marketing and sales teams so they can share valuable information that can be turned into useful resources.

Resources can help a sales team identify what stage a customer is at and what information or encouragement they may need to move forward.

You might start with a simple resource such as a ‘frequently asked questions and answers’ fact sheet or informative company blogs. You could also create graphs, diagrams and technical explanations that can be used as resources.

Make sure the resources are available via mobile so your sales team can access them on the go instead of waiting to get back to the office to follow up with customers.

2. Align marketing with buying cycle

Content is important for bringing prospective customers into the sales funnel, but research has shown that content marketing works best when it is targeted to particular stages of the buying cycle.

Articles on innovation and industry trends, for example, are often successful for creating awareness and bringing users into the sales funnel, while case studies or solution-specific content are better for leads toward the middle/bottom of the funnel.

The marketing department needs to create content for particular stages of the sales cycles so that efforts from both teams can align with overall business objectives.

3 ways your marketing can assist your sales process

3. Generate qualified prospects

The aim of targeted marketing is to generate leads or prospects, but it is important that these are qualified leads so that the sales team can respond quickly and effectively.

Marketers should always use the data available to them to ensure high quality leads for the sales team.

Leads should also include as much detail as possible, such as the lead source, campaign, event or web page they converted from, and any known demographic data from advertising.

With a good customer relationship management (CRM) program and marketing automation tools in place, you can also capture and include customer behaviours, such as surveys completed, content downloaded, and events attended.

All of this information provides the sales team with a better picture of what the prospect wants, their needs and challenges, and will enable the sales team to better tailor their conversion strategies.

Need marketing to support your sales?

At Assemblo, we tailor marketing activities and campaigns to support sales functions within a business.

Talk to us to find out how we can create a bespoke solution for your business. Phone (03) 9079 2555 or send us a note via the contact form below.

When it comes to marketing your brand or business, and subsequently connecting with potential customers, there are few things more valuable than creating trust.

Nowadays, many digital marketers connect with a prospect on social media, through a Google search, or via email and immediately begin ramming their products or services in the potential customer’s face. They haven’t taken the time to get to know the prospect, foster a relationship or even prove why they should be trusted.

This approach is not only a massive blunder, it could have dire consequences for the brand.

Today, it is critical for marketers to create trust with prospective customers – and only once trust is established can products and services be sold.

The importance of trust

These days, so many brands and companies are being scrutinised by customers, so building trust is more important than ever before.

It’s simply not enough to get your product or service out there and hope that the sales will come.

Building trust helps people to see the value in your brand. But trust cannot be sustained if people fail to see your value. What value does your brand offer potential customers and how are you delivering that value?

Firstly, ask yourself how your brand or business resonates with people. What is your brand doing to establish importance and meaning in the marketplace? Does your business have a strong ethos or mission? Define what you want your business to be renowned for and start incorporating that message in your marketing activities. When a brand resonates, people will have less resistance to it.

Once your brand resonates with people, you can work on building trust.

Why it's crucial to create trust in your marketing

How to create trust in your marketing

When it comes to building trust, content is king.

Publishing compelling and valuable content is a great way to demonstrate your brand’s commitment to being honest and transparent, while having a conversation about topics that matter to your prospective clients.

This can position your business as a genuine and credible source of information that people can come back to time and again, thereby creating trust.

Create valuable content

When you share something valuable with people, you give them a good reason to come back to your business. If that value is continually offered, potential customers will view your brand as useful and appealing, and they’ll start trusting you.

Value can be shared through digital content in a number of ways including informative articles, helpful graphics, step-by-step video tutorials, and entertaining social media posts.

Your content must be useful – it should inform, entertain, help, make people’s lives easier etc – for it to be perceived as valuable.

Take it a step further and create valuable content that can’t be found elsewhere, so your brand can be the exclusive provider of that information that will keep people coming back to your brand as the trusted source.

Be likeable

While you’re creating great content, adding value and getting to know your prospective customers, you’re increasing your likeability.

And the more likeable your brand is, the more people will engage.

As digital marketing veteran Bill Carmody said: “The more someone likes you, the more they begin to trust you. This transforms the relationship from one of ‘buyer and seller’ to the preferred position of ‘subject matter expert and interested party’.”

How do you become more likeable? According to Tim Sanders, author of The Likeability Factor, you can enhance your likeability by being:

  • Friendly: having open communication with others
  • Relevant: your ability to connect with the interests, wants and needs of your customers
  • Empathetic: recognising and acknowledging your customer’s feelings
  • Real: the aspects that show your integrity, honesty and authenticity.

Can you find a way to be friendly, relevant, empathetic and real in your content and other marketing activities?

Become a trusted brand

Every business has the opportunity to become its own publishing house where it can create and share meaningful content that provides value for their customers.

Publishing quality content on a consistent basis will also help build your brand’s visibility, credibility and trust.

But don’t just add to the noise – share your ideas, opinions, expertise and insight generously and in a way that will bring value to your customer’s life. That is where trust is truly formed.

When was the last time you watched a video on social media in complete silence?

It was probably this morning when you woke up and scrolled through your Facebook or Instagram feed on your phone, stumbled upon a video and wanted to watch it without making any noise. Or perhaps it was during your commute to or from work – again, you watched on in silence so not to disturb fellow passengers or draw attention from them.

Whatever the circumstance, silent video is on the rise.

Is this growing trend due to the autoplay feature on Facebook and Instagram, and the ability to mute sound on Snapchat videos, or a user preference? Perhaps a mix of all of the above.

Speaking at the 2016 Interactive Minds Digital Summit in Melbourne, Director of Audience Development at TechCrunch, Travis Bernard, said few users turned on the sound when watching videos.

“As much as 85 per cent of videos on Facebook are watched without sound,” he said.

And you may have noticed that brands are jumping on the bandwagon and finding new ways to deliver video content that conforms to this silent trend.

More and more videos on Facebook now include explanatory captions or subtitles as a way to captivate users quickly, even in a silent environment.

Mr Bernard said TechCrunch had adopted this approach and that captions were key to their video strategy.

As mobile, social media and video content continues to increase, it’s no wonder users are gravitating toward the autoplay feature. It makes it easier to absorb video content as a user scrolls through their social media feed because when the sound is muted, the disruption is minimal.

But this is not to say that you should ignore sound in video altogether – some platforms, such as YouTube, play videos with sound by default. Rather, pay attention to the platform and tailor your video content to suit the way users prefer to consume it.

Silent film

Why silent video should be part of your marketing mix

When you create video content specific to the platform, your efforts will be rewarded because you’re putting your audience first. For Facebook, users don’t have to turn on the volume to enjoy videos and a constraint of the platform is that videos autoplay silently in the news feed.

To make the experience engaging for Facebook users, consider tailoring your video to perform well on this platform – upload it directly to Facebook rather than sharing the same video from YouTube, use striking visuals and include descriptive text or subtitles. Think of tailoring your video content to suit Facebook’s user trends as one part of your social media strategy.

As marketers, it’s vital to pay attention to consumer behaviour and work within the limitations of specific marketing channels or, in this case, social media platforms. There’s no denying that consumer behaviour drives marketing so as user attention shifts, so too should your approach to content creation.

Since its inception, Facebook users have changed their behaviour a great deal – from simple text updates, to a strong focus on imagery and now silent video dominating the platform.

What will come next? Only time will tell. But, for now, it seems silence is golden.

We’re always interested in learning something new and keeping up-to-date with trends and ideas in the marketing space.

We encourage sharing our skills and knowledge with each other and we also like to regularly consume information produced by experts in the marketing, advertising and digital space. So, we’ve put together a list of our five favourite and most-trusted resources in the hopes that it might help you, too.

Adnews Magazine

AdNews

Format: Magazine

About: AdNews is Australia’s leading trade publication serving the advertising, marketing and media industries. The magazine was founded in 1928 and is published as a fortnightly print title as well as a daily email newsletter and website.

Why we love it: A staple in most advertising and media agencies, AdNews provides information about the advertising and marketing sectors which we find both interesting and invaluable. We especially like the features on real campaigns which demonstrate how agencies have taken ideas and created tangible messages. The magazine is also full of lots of insider goss, and little insider secrets and snarky remarks. The print magazine is also a great keepsake and we often have several past copies floating around our office.

Brand Newsroom podcast

Brand Newsroom

Format: Podcast

About: Brand Newsroom is an Australian podcast about content marketing produced by Lush Digital. Three presenters including James Lush, Nic Hayes and Sarah Mitchell weigh in each week on current issues and challenges in content marketing.

Why we love it: The presenters of this podcast bring extensive industry experience and knowledge to every podcast, making for thought-provoking discussions. Australian case studies are often cited, meaning the information shared is relevant to our marketplace. Content marketing is also a relatively new and growing area in the digital space and this podcast helps us to follow current trends, findings and practices. With each podcast running for about 20 minutes, it’s a great one to listen to on our daily commute.

The Moz Blog

The Moz Blog

Format: Blog

About: The Moz Blog offers up the best advice, research, how-tos, and insights about SEO and online marketing.

Why we love it: With several articles published each week, it helps us to stay in the loop with new information in the digital marketing space including SEO, conversion rate optimisation, landing pages, search data, online customer relationship management and so on. We find the articles valuable because they’re written by industry leaders and professionals who are ‘in the know’ about the latest developments. The tips shared are directly applicable to the work we do, and the level of expertise shared is second to none. We’re especially big fans of Rand Fishkin’s Whiteboard Fridays which provide some great insights with practical examples.

Tim Burrows Mumbrella

Mumbrella

Format: Digital magazine

About: Mumbrella is an online news publication that covers everything under Australia’s media, marketing and entertainment umbrella.

Why we love it: The publication is a leading source of news for the marketing and media industries, meaning we can keep our finger on the pulse. We often find out about latest moves and news in the industry at Mumbrella first, before it is published elsewhere. They also share an interesting mix of news and opinion pieces about the people and businesses that operate in Australia’s media industry. They’re also not afraid of some strong editorial, and often highlight some pretty great marketing bullshit.

A List Apart

A List Apart

Format: blog/ digital magazine

About: A List Apart explores the design, development, and meaning of web content, with a special focus on web standards and best practices.

Why we love it: This online publication is a great thought leadership tool for marketing and creative agencies, designers and developers. Their articles cover a broad range of topics and are quite forward-thinking when it comes to new techniques and considerations. They have a strong focus on digital and cover topics including usability, accessibility and user experience design, as well as issues that affect the day-to-day of an agency.


TELL US: What is your favourite resource for marketing, advertising or digital information?  

Wednesday saw the launch of the Australian arm of UK-based  non-profit organisation, The Marketing Academy.

As part of their launch, The Marketing Academy are offering 30 places in a free, nine month program aimed at the best emerging leadership talent in Marketing, Media and Advertising. The goal is to develop the next generation of CMOs, to increase the number of marketers at board level and in CEO positions.

The program runs from February to October 2015 with participants gaining access to the industry’s greatest minds to develop their leadership and higher level business skills. Delegates will take part in one-on-one mentoring, lectures, leadership development, residential ‘Boot Camps’ and executive coaching.

Their ‘Australia Leaders Programme’ includes some great names, Philip Earl, EVP Activision, Matthew Melhuish, CEO of Enero Group, Tony Phillips, CMO Woolworths, Matthew Tapper, National Marketing Director, LionCo, David Scribner, Head of Virgin Mobile, Vittoria Shortt, CMO, Commonwealth Bank, Ed Smith, CMO, Foxtel, John Steedman, Chariman, GroupM, and Inese Kingsmill, Director of Corporate Marketing, Telstra.

The Marketing Academy, a not for profit organisation, has been operating in the United Kingdom for the last five years. Their program boasts great results in the UK, since graduating from their respective UK programs all of the 120 alumni have been promoted, 16 have become Marketing or Board Directors and nine are CEO’s. All attribute the program to making them better leaders.

The Marketing Academy are offering 30 places in a free, nine month program aimed at the best emerging leadership talent in Marketing, Media and Advertising.

The Australian program, sponsored by Commonwealth Bank, News Corp, Google and Foxtel, is aimed at the high flyers who will benefit from being nurtured by the entire industry. Would be candidates can be nominated by their bosses, and will then be run through a strict selection criteria.

It will be interesting to see the long term impacts of another industry body, considering it’s a pretty crowded space in Australia (CommsCouncil, MFA, ADMA, AAMA. IAB, AMI), but it looks like their program will be a great addition to growing local talent and keeping our talent in Australia.

You can find out more at their website.

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