Sally Tobin

💡 AI-powered search is going mainstream. Traditional search engines are evolving into advanced metasearch platforms. 🚀 Insight 4/8 from ‘The Future of Search in Travel’ series. Tomorrow, we’ll dive deeper with Google & TikTok at Mumbrella Travel Marketing Summit. ⚡ More insights coming soon. 👉 Download our white paper for full details: https://lnkd.in/gZwDkYt7 #AIsearch

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From chess champion to Chief Tinker, Adam Ferrier spills the tea on brand... and turning awkward into awesome. A couple of key take-outs in my words (not the only ones)… brand is connection between business strategy and consumer… everything in the middle is brand. We need to stop being consumer centric. No consumer needs your brand, they need the category… ie I don’t need an Audi, I need a car. Your brand needs to stand out in the category. The stronger your vision of brand is, the deeper the connection with consumer. In a market where multiple brands are trying to meet consumer needs and therefore doing the same thing, stop trying to be a car, be an Audi (you’re welcome, Audi 😊). Loved this Adam… made sense to a non-marketer marketer, if you know what I mean. #strategy #marketing #lovewhatyoudo Thinkerbell Lynda Pallone Margie Reid B&T Dan Krigstein

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More great media for TAG 🎉 Big thanks to Mumbrella and B&T for covering our exciting new partnership with HubSpot’s Customer Platform. Kaan Kural: "TAG’s deep understanding of their clients’ needs, combined with their expertise, makes them an ideal partner to leverage the power of HubSpot’s Customer Platform." We’ve been busy behind the scenes: ✅ Setting up new HubSpot accounts ✅ Developing strategies to boost engagement and conversion ✅ Migrating our clients onto the platform ✅ Managing their ongoing activities via HubSpot Some of the industries we've been playing in include professional services, property, finance, SaaS and tech. This partnership is just the beginning... stay tuned 🚀

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🏠 🏠 October 2024 Property Purchaser Intent Data 🏠 🏠 Quantitative snapshot of aggregated intent data across 70+ Social Garden property brand awareness and lead generation campaigns. ⏳ Timeframe To Purchase ⏳ Q = When are you looking to purchase? 0-3 months = 43% 3-6 months = 16% 6-12 months = 17% 12+ months = 24% 0-3 months remains steady after a large jump in Sep 24. 12+ months slight drop after a large jump in Sep 24. Mid-term buyers (3-12 months) have experienced the largest decline in the past quarter. 💰 Finance Status 💰 Q = What is your finance status? Finance approved = 37% Have deposit, not approved = 27% Seeking financial advice = 5% Still saving = 31% Finance approved leads have hit their largest % since Feb 22. Largest decline has been in leads with deposits (down from a high of 33% in Jun 24). Leads still saving has declined for the first time since Jan 24. 🪴 Land Status 🪴 Q = What is your land status? Titled = 31% Untitled = 7% I don't own land = 38% Not yet, I am still reviewing land options = 20% Not yet, but I am interested in a particular land option = 4% Titled land has experienced a steady MoM decline since a high of 44% in Jan 24. Leads without land rebounded from a drop to 34% in Sep 24. ❓ What Does It Mean ❓ From an overall intent perspective, we are definitely seeing early positive signs of active buyer numbers growing. The ongoing trend of cautious researchers continues (although they continue to enquire). Talks of potential interest rate cuts in Feb 25 could be the trigger that pushes these researchers into a more active purchase phase. Maintaining brand awareness (or nurturing prospects on your database) over the next quarter will be critical for making the most of this shift when it occurs.

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Do you know what your competitors are up to? The tough economy is driving price sensitivity and behaviour change across many categories, making it really important to monitor competitors' actions. This article provides tips on how to conduct quick and cost-effective research to monitor your category's dynamics.

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It's that time of the year again - the new financial year has arrived in Aus, where on earth has the calendar year gone?! 🇦🇺💰 Despite recent economic challenges and shrinking marketing budgets, it's inspiring to witness brands like Intrepid Travel, Koh and Airtasker leveraging the power of brand communications to drive growth and the bottom line. In a landscape saturated with clickbait and 'buy now' messages, consumers crave authentic connections. They're tired of being shouted at with a constant stream of sales spam. But investing in your brand, values, and narrative is crucial for long-term customer loyalty. What happens when performance ads stop? So do the customers if that's where you're investing all of your marketing budget. As highlighted by Leigh Barnes, Charli Walters, and Tim Fung in The Growth Agenda Editor Danielle Long's article in The Australian, the impact of this strategy is undeniable. Kudos to these industry leaders for championing brand-centric approaches amidst evolving market dynamics. #FinancialYear #BrandPower #MarketingStrategy 🚀📈

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Thanks Mumbrella for the opportunity to share my thoughts on increased fragmentation amongst Influencers in the Creator Economy, driving a new approach from marketing leaders around Influencer marketing and social content. With the creator economy exploding the demand for premium creators means that a massive investment is required to engage them, and these partnerships should be leveraged across paid, earned and owned at a minimum. Here are my main considerations to maximise investment in creators / influencers: ⚡Rethink Metrics: Traditional follower counts are no longer the best measure of a creator's value. Engagement metrics like comments, shares, watch time, and audience overlap across platforms provide deeper insights into a creator's influence. ⚡Collaborative Partnerships: Brands should move beyond transactional relationships, viewing creators as collaborators who can contribute to creative strategy, content development, and multi-channel amplification. ⚡Long-term Investment: Building lasting partnerships with premium creators fosters authentic integration of brands into content and ensures greater return on investment. ⚡Integrated Strategies: Effective creator partnerships blur the lines between paid, earned, and owned media, leveraging creators' creativity and credibility across multiple marketing channels. ⚡ Premium production values - Creators can be talent in shoots to deliver high-quality advertising assets that elevate your brand. Premium creators offer access to more than audiences—they bring meaningful engagement, innovative content, and a unique edge across the marketing mix. To unlock their potential and maximise the return on the investment, brands need to prioritise strategic thinking, true influence over reach, and embracing these creators as key collaborators. #creatoreconomy #influencermarketing #snackdrawer

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Branded merchandise shines when it’s practical and useful for the recipient. Every time they reach for that item – whether it’s a pen or an umbrella – your brand is front and centre, and they’ll appreciate it more. While pens are great (who doesn’t need a pen?), with the rainy season here, it’s time to think bigger. 🌧️ Our eco-friendly, branded umbrellas made from recycled ocean-bound bottles are a great way to stand out! ♻️ We’ve had a surge in enquiries, and we’re ready to help you make an impact too. DM us or email [email protected] to discuss your branded merchandise today! #SustainableBranding #EcoFriendlyProducts #UmbrellaWeather #BrandedMerchandise #WeInspire

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You want to create, craft, help… And, hit business goals (especially that holiday in Fiji 🤤) Competitors have: Clever names. Great-looking logos, Sexy fonts and colour palettes. 3 billion, very vocal, social media followers. A website that makes sales to actual people. It leaves you thinking: How do I get customers? Why would they trust me? Should I use emojis in my branding? Does my business need a personality? Why would they want to shop with me? And, why are everyone's posts the same? Building a business into a brand isn’t quick. And a brand can’t be built by someone who’s not actively part of your business (don’t let anyone tell you they can build your brand!) Building a brand comes from within – it’s you and your team that do the heavy lifting. You are the one solving those daily questions. Attracting new customers and making their experience better. Not some mysterious external force. You could: Build your strategy. Identify your audience. Find a gap in the market. Embrace your passion and knowledge. Uncover your voice and plan the message. Cook up a brand that makes customers dribble. But, that’s an area of business you know nothing about. You need someone with a particular set of skills. Who solves problems. Works closely with you. Clarifies your brand strategy. Gets kicks out of understanding your audience. Fine-tunes your brand so you can stand out more. And, creates tools for managing the brand after they’re gone. You need me. My branding work leads to instant sales in EDMs, confidence in your abilities and clients count me as one of the most special people in the world. Let’s build a brand together. Send me a DM with 'info' to learn more.

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Amazing latest episode on the Mi3Australia podcast with Jann Martin Schwarz and Mimi Turner giving their insights from a major global study conducted with Bain across 500-plus enterprise B2B buyers: - 40-60 per cent of deals get stalled because B2B marketers are focusing on the wrong things and the wrong people. They are missing the “hidden buyers” that don’t show up in individual-focused lead gen. - Across the study, at every stage, familiarity and trust in a brand or vendor's reputation was the casting vote. - Industry leaders need to realise we need to be less basic in the way that we look at metrics, being more strategic and value focused, rather than just data-focused. They didn't say this in the episode but there's no better medium than podcasts for communicating your brand amongst these "hidden buyers". We know where they're listening and we have their attention.

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Ready to unlock new revenue opportunities? Join our live webinar, 'The CEO's Guide to Growth Levers,' on Tuesday, 22nd October 2024 at 10am Discover 7 powerful growth levers that can transform your revenue with simple adjustments. It's not all about leads! Built from the experiences of almost 100 fractional CMOs and marketing directors, this is your chance to gain actionable insights from industry experts, Julie Brook and Tim Parrack (yes, that's me!). You can find out more, and sign up, here:

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If this can happen to Nike, it sure as hell can happen to you. Why Nike’s $27.5 billion loss is a wake-up call for businesses everywhere.    In his recent article in Mi3Australia - Luke Brown, CEO of AFFINITY Group, spells out how Nike managed to take itself out of the premier league after several own goals.   A must-read for anyone looking to build sustainable business growth. Link in the comments below.   #PotentialRealised #BusinessGrowth #PhysicalAvailability #incentives

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Ready to boost your sales? 🚀 Discover how Daily Leads uses AI to optimize lead capture and conversion. Empower your business effortlessly! 💡 Schedule your FREE demo today: ai.dailyleads.com.au #LeadCapture

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There are many ways to weave stories into your brand. One very simple way is the product names you choose. The Ordinary create a strong narrative simply by NOT naming their products. And Montezuma's Chocolates have found a wonderful way to showcase who they are as a brand. A chocolate bar called Fitzroy, you say? 😕 Yup. Because there's an interesting story behind the name and it links directly to their brand values. And you remember it, don't you? I don't know who Simon is, but he's onto a winner with his "a dark chocolate for all mankind" line. Well done Montezuma's. 👏 Much love, The Content Wolf. 🐺 [If you'd like help writing epic brand stories, email [email protected] before I get all booked up!) #brand #brandstories #brandstorytelling #copywriting #freelancewriter #brandstoryteller #copywriterunite #contentmarketing #packaging #packagingdesign #products #productnames

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Understanding a customer's price sensitivity can be key to unlocking their purchase decision. In our latest episode of Brand Behavior, Jessica Couch shares insightful perspectives on factors influencing buying decisions and how to cater to different shoppers. Watch the full episode here: https://lnkd.in/eS-Cjjp2 #newepisode #listennow #tunein #brandbehavior #newrelease#podcast #podcastlife #podcastshow #podcaster #digital #brandmarketing

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🌟 Up in the clouds, literally and figuratively on Monday... I came across a stat in the latest Kia Ora magazine that resonated with me: "77% of consumers are more likely to buy from brands that share the same values as they do." Truth bombs. This reminder fuels my enthusiasm for bridging the gap between a brand and its consumers, ensuring that this connection is recognised and celebrated. It's why I love what I do, and why I believe so deeply in the power of genuine brand-consumer relationships. For all my fellow marketers out there, remember: our work in crafting these stories and aligning values is not just important, it's essential. Here's to creating meaningful engagements and memorable brands! 🚀 #BrandStorytelling #Marketing #ConsumerBehavior #BrandValues #Engagement

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🔑 Marketing and Business Development: The Perfect Harmony for ROI 🔑 Unless you have thousands of pounds of marketing budget to waste, your marketing efforts must be in total alignment with your business development goals to deliver a solid ROI. This means syncing your revenue targets, new client acquisition goals, segments, and account management strategies.... Each step in your business objectives should be driven by marketing activities. Without this approach, you're likely throwing money down the drain and setting yourself up for disappointment. 💡 Example from Experience: While working with blue-chip organisations, the sales teams strictly adhered to the marketing strategy and revenue goals set by the top of the business. This alignment included setting clear revenue goals, specific targets, and tailored messaging for the target market. The results were phenomenal: coordinated efforts led to efficient use of resources and impressive ROI. However, had the sales teams and marketing gone in different directions, success would have been elusive, and waste inevitable. ➡️ Takeaway: Ensure your marketing and business development are in sync. It’s not just a strategy; it's the key to unlocking your ROI potential. https://lnkd.in/ebEUWKsy #MarketingStrategy #BusinessDevelopment #ROI #Sales #MarketingAlignment

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If you're keen to know more about the intricacies of Influencer Agreements, you're in luck. This month (14 May), I'll be hosting a session for AiMCO – Australian Influencer Marketing Council which you can register for here - https://lnkd.in/g_Rhenqt. This one is free for AiMCO members (check your emails if you're a member) and $100 + fees for non-members. It will be a great practical session, and perfect for marketers working, or wanting to work, in the influencer space. If you're a lawyer and want to know more about the legal framework governing influencer marketing, strategies for mitigating key risks and essential clauses for agreements (and perhaps score yourself some CPDs in the process), you can register to come along to the Legalwise Seminars Advertising and Marketing Law Conference in Sydney (and online) on 18 June this year (tip - early bird discount ends a week from today). Register for that one here - https://lnkd.in/gvCMwbUC. #influencermarketing #whatscomingup #training #influencers #lawyers #inhouselawyers #marketers #digitalmarketing #sociallawco #cpds

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