Category Archives: marketers

Cultivating a Culture of Failure

Posted on January 5, 2011 by Behind the Line

In 2000/01 I was fortunate enough to work for http://www.lastminute.com in the UK.  During this time I worked very closely with Carl Lyons – Marketing Director, and had a great amount of contact with co founders Martha Lane Fox and Brent … Continue reading →

Posted in culture, failure, keeping it simple, lastminute.com, marketers, opinion, Uncategorized | 1 Comment

Digital – live it, love it!

Posted on July 1, 2010 by Behind the Line

A friend recently said to me she wanted to learn more about digital marketing and the digital world in general. She asked what she should read and how I got so involved in it. Her questions made me realise digital isn’t … Continue reading →

Posted in career, digital life, marketers, online purchase, opinion, personal brand, social media | Tagged , , | 1 Comment

Playing dumb – making it work for you

Posted on June 17, 2010 by Behind the Line

Much of my career has been spent liaising between marketing/the business and the IT department in number of industries I knew nothing about until I was part of them. With CRM and web being my major specialities since my first … Continue reading →

Posted in building trust, career, marketers, personal brand | Leave a comment

Me and my masters in fluff

Posted on June 10, 2010 by Behind the Line

From 2002 to 2005 I did my Masters in Marketing (aka Masters in Fluff) at Swinburne University and it was the hardest and most rewarding task I have ever completed. I had decided in about 1999 that I would start my … Continue reading →

Posted in career, education, marketers, personal brand | Leave a comment

Pricing, Finance/Admin and Customers

Posted on June 9, 2010 by Behind the Line

I have been very closely associated with call centres for a large part of my career and I now have overall responsibility for a small customer service centre. Last week one of my staff called me up to say a customer had purchased … Continue reading →

Posted in customer Experience, customer loyalty, customer service, lifetime value, marketers, pricing | 2 Comments

Expect to be made redundant

Posted on June 8, 2010 by Behind the Line

Recently I was at a mentor induction program for women in marketing and two of the other mentors, whom I think were a couple of years older than I am, were discussing how they had recently been made redundant. I … Continue reading →

Posted in career, marketers, personal brand | Tagged | 1 Comment

Brand promise – are you keeping it?

Posted on June 3, 2010 by Behind the Line

Reading the mumbrella article by Tony Richardson on how much he loves the ANZ Banks’ Barbara Ads reminds me of how much I don’t love them. The ANZ ads annoy me and highlight the gap between what their brand campaign promises and the … Continue reading →

Posted in ATL, brand promise, customer service, marketers | Tagged , | Leave a comment

Facebook Advertising – building your brand or theirs?

Posted on June 3, 2010 by Behind the Line

Steve Sammartino (@sammartino), who writes an excellent start-up blog and inspired me to start this blog,  recently said he doesn’t believe people pay to advertise on Facebook because it builds up that Facebook page, and not their own site. I … Continue reading →

Posted in ATL, Facebook, marketers, social media | 3 Comments

Tourism Australia’s New Ad Campaign

Posted on June 2, 2010 by Behind the Line

ATL marketing is not my area of expertise, but reading about Tourism Australia’s new ad campaign on mumbrella, and the subsequent comments, has got me thinkin’. Many people are saying the ad is cheesy and not representative of what Australia has to … Continue reading →

Posted in ATL, Australian Tourism, marketers, opinion, unique selling proposition | 1 Comment