Marketing Mag
Australia's only dedicated resource for professional marketers
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Latest posts
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The next battle for marketers is intent
By Joanne Ng For years, marketers could rely on a simple equation: if you could earn attention, you could influence consideration. Reach became the industry’s favourite currency, and entire strategies were built around acquiring more of it. Today, that equation is breaking down.…
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The missing middle: why marketing needs a ‘validation layer’
By Cassie Gilbert Think about how you make big decisions in real life. Before booking a trip, buying new tech or trying a spot in town, what’s the first thing most of us do? We dive straight into online communities to see what real people are saying. We often put far more faith…
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With B2B content, cultivating community matters more than building audience numbers
By Debbie Hatumale-Uy For most of my career, success in content was measured by the size of the crowd. At McDonald’s, I worked in social media when follower counts were the scoreboard, and at Canon I managed digital communications for a brand people already loved. What the…
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When AI can read the audience, who controls the influence?
By Professor Rocky Scopelliti For most of advertising history, marketers have tried to understand audiences indirectly. They used demographics, surveys, behavioural segments, purchase histories and, more recently, digital traces. AI is now changing that relationship. The next…
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An algorithm opt-out option makes relevant content more important than ever before
By Sabri Suby Australia’s proposed social media algorithm opt-out has already sparked plenty of speculation about what happens if users start switching off personalised recommendations and returning to feeds dominated by the accounts they actively follow. Most of us know that…
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When the buyer is a machine that thinks like a human, what breaks the tie?
By Raine Gaisford Buyers lean on AI-generated answers more and more these days, but when a business realises it’s not featuring in those results, the instinct is almost always to go and ‘fix’ the website. They rewrite the copy, sharpen the messaging and tidy up positioning. It…
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Content Marketing Mag is the official media partner for CMO Summit 2027
Content Marketing Mag has teamed up with Marcus Evans to become the official media partner for the 20th edition of the CMO Summit 2027. The event will take place on 24-25 February 2027 at the InterContinental Melbourne The Rialto. With the marketing function of most businesses…
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Are your B2B customers relying on incorrect content evidence?
By Joel Thomson AI can’t recommend what it can’t reach. Strictly speaking, it can. That’s the problem. If an AI system researching suppliers for a buyer can’t retrieve your current product pages, technical documentation or case studies, it may still answer. It can fall back on…
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Mad Mex rebuilds loyalty and accelerates growth
Mad Mex, one of Australia’s leading Mexican quick-service restaurant franchises, with more than 75 locations, partnered with Taguchi and other technology providers to rebuild its loyalty program and digital customer experience. Customer research had identified two major barriers…
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Owned versus rented: the platform dependence risk hiding in your marketing stack
For most of the past decade, the smartest place to spend a marketing dollar was on someone else’s platform: Meta, Google and, more recently, TikTok. They offered targeting, reach and measurability older channels could not match, and the returns justified the spend. That…