This article appeared in B&T Weekly (9 May 2003).
“There are a number of ways to bring consistency and focus to your online brand. And more important than the specific approach you take is the fact that you are taking one in the first place…” [read the full article]
This article appeared in B&T Weekly (6 Sep 2002).
“The Australian Web Measurement Standards and Guidelines released in July this year are an important step towards normalising the Internet as a commercial medium. However the guidelines neglect to address the ways in which these measurement tools can be used to add value to marketing spend…” [read the full article]
This article appeared in Marketing & eBusiness (Feb 2002). It also appeared in New Zealand’s Espy magazine (Apr/May 2002) as ‘The End of Digital Advertising’.
“Digital advertising has suffered considerable negative press over the past eighteen months, much of it deservedly. How can companies maximise the value of this medium as the technologies, agencies, advertisers and audience reach new levels of maturity?” [read the full article]
This article was co-written with telecommunications strategist Paul Budde and appeared in B&T Weekly (21 Sep 2001).
“Is widespread adoption of this technology really around the corner, or is it over-hyped vapour-ware? And how will the ability to access content at these speeds affect the way advertisers can utilise the digital medium?” [read the full article]
This article appeared in B&T Weekly (22 Jun 2001).
“A viral marketing campaign relies on ‘process flow’. Rather than a single event communicating a marketing message, it is the continual propagation of that message…” [read the full article]
This article appeared in B&T Weekly (27 Apr 2001).
“When deployed correctly, online buzz marketing achieves specific objectives, within a specific scope, efficiently, and cost effectively…” [read the full article]
This article appeared in B&T Weekly (9 Mar 2001).
“Just as the initial hype about the marketing value of the WAP channel had been exaggerated, so had the backlash. But to identify the real opportunities, it’s first necessary to go back and look at the mechanisms of WAP itself…” [read the full article]