INNOVATE OR DIE » White Papers

My whitepaper for the Australian Direct Marketing Association: The Line Doesn’t Exist

Chris Maloney — Sat, 25 Sep 2010 18:23:12 +0000

Back in 2008 I was lucky enough to be named Young Marketer of the Year by the Australian Direct Marketing Association.

A big part of why was my philosophy that “the line does not exist”, or that the historical divide between above-the-line, below-the-line, and online is dead.

In order to share this philosophy, I was named as a founding member of ADMA Multi-Channel Acquisition Council Executive Committee. and set out with Alison Ells from Australia Post to interview a series of industry experts across online advertising, interactive television, digital radio, outdoor advertising, mobile phones and print advertising, to prove our philosophy.

As a result of these interviews, back in May 2010, the council presented a popular seminar called ‘Are all channels now direct?

They have also now released the white paper that I wrote with Alison on the topic “The line doesn’t exist. An overview of how above-the-line media are becoming direct”

The Line Doesn't Exist White Paper

Check it out and let me know what you think!

Like this article?

Please make a donation to help keep this site ad-free.

Like this article?

Please make a donation to help keep this site ad-free.

Filed under: Advertising, Digital Marketing, Direct Marketing, Marketing Strategy, Multi Channel Marketing, White Papers Tagged: Advertising, Direct Marketing, Direct Marketing Association, Marketing and Advertising, White paper

Corporate Social Responsibility: The new strategic marketing battleground

Chris Maloney — Thu, 02 Jul 2009 11:02:00 +0000

Most multi-national companies now engage in some form of Corporate Social Responsibility, with a strategic approach involving a combination of corporate giving, philanthropic sponsorships and cause related marketing.

This Maloney on Marketing eBook titled Corporate Social Responsibility: The new strategic marketing battleground looks at how multi-nationals are integrating Corporate Social Responsibility into their marketing strategy to build and sustain a competitive advantage.

Corporate Social Responsibility eBook

The eBook covers:

What Corporate Social Responsibility (CSR) is
Why businesses should engage in Corporate Social Responsibility
What businesses should be aware of when engaging in Corporate Social Responsibility
How multi-nationals companies are integrating Corporate Social Responsibility into their marketing strategies

Corporate Social Responsibility: The new strategic marketing battleground eBook is available to sample and buy for only $0.99 at Smashwords. Download your copy today!

Posted in Corporate Social Responsibility, International Marketing, Marketing Strategy, White Papers Tagged: cause related marketing, corporate giving, Corporate Social Responsibility, CSR Marketing Strategy, Marketing Strategy, multinational corporate social responsibility, multinational marketing strategy, philanthropic sponsorships, sustainability, sustainable competitive advantage

Emerging Baby Boomer Consumer Trends: Maturialism (mature materialism) and SKI-ing (Spending the Kids Inheritance)

Chris Maloney — Tue, 30 Jun 2009 11:12:05 +0000

Despite the doom and gloom about the global economy, Baby Boomers are bucking the trend.

This eBook looks at the underlying factors driving the emerging Baby Boomer consumer trends of Maturialism (mature materialism) and SKI-ing (Spending the Kids Inheritance).

It also looks as how they will impact on the need for financial planning services in order for Baby Boomers to continue the level of consumerism they have become accustomed to into retirement.

Emerging Baby Boomer Trends eBook

Emerging Baby Boomer Consumer Trends – Maturialism (mature materialism) and SKI-ing (Spending the Kids Inheritance)eBook is available to sample and buy for only $0.99 at Smashwords.

Posted in Consumer Trends, Marketing Strategy, Psychology, White Papers Tagged: Baby Boomer Consumer Trends, baby boomer financial planning, Baby Boomer Generation, baby boomer retirement, Consumer Trends, emerging consumer trends, financial planning marketing, Hugh MacKay, Marketing to Baby Boomers, Maturialism, SKI-ing, Spending the Kids Inheritance, The Me Generation, White paper

A trend bigger than Twitter: What rural to urban migration in China means for business

Chris Maloney — Sun, 28 Jun 2009 09:07:51 +0000

In a recent post I looked at “Chuppies“, the group at the forefront of the Chinese consumption revolution and predicted to be the most powerful consumer group in the world within the next 15-20 years.

However, there is one other major consumer trend in China worth being aware of: rural to urban migration.

It is mind blowing to think that every year around 18 million people, equivalent to the population of Australia, migrate from rural to urban areas in China.

The next big consumer group: Rural Chinese Migrants

To learn about this game changing trend download my eBook that looks into how it came about, and what it means for business moving forward.

Rural to Urban Migration in China eBook

It covers:

Why rural-urban migration was not an issue in China prior to reform
What changed to cause rural-urban migration
What the rural-urban migration issue in China is
The extent of influence on business opportunities
How the Chinese Government has responded
Business opportunities looking forward

Rural to Urban Migraion in China: A Look at an Emerging Trend eBook is available to sample and buy for only $0.99 at Smashwords. Download your copy today!

Posted in International Marketing, White Papers Tagged: Brands in China, China consumer economy, China rural to urban migration, Chinese consumers, Marketing in China, Trends bigger than Twitter, Western brands in China, White paper