The truth is not enough
If we’ve learned anything from the COVID-19 pandemic, it is that the truth alone is insufficient to elicit or change behaviour. Carpet-bombing the media with apparently clear messages like “COVID-19 vaccines are safe and effective” (CDC) exacerbated the infodemic1 that stunned millions into inaction rather than action. Responding to pandemics is as much about communications studies, […]
In-house digital expert or outsourced digital marketing?
Sourcing an experienced digital marketing employee is a challenging task. True technical know-how and, more specifically, being digitally oriented — fearless of new things and having a burning desire to constantly learn new things — is often hard to validate during a recruitment process. This makes a long-term digital agency partner an attractive option. Digital […]
6 ways to differentiate your brand online
We don’t build a brand by selling something. We build a brand by being something and letting that culture shape the way we behave and communicate. But, to build trust and connect with our audience, we must stand out from the noise and make ourselves personal and relatable. Here are six ways to do just […]
Know your customer – why creating buyer personas is great for business
To create compelling content that draws customers down the buying funnel, it’s essential to know your audience intimately. Creating personas is a powerful first step. What are buyer personas? Buyer personas are semi-fictional representations of your primary customers, that help you get a deeper insight into your audience. Use this post as a guide for […]
The benefits of mindfulness in marketing
DPR&Co’s Digital Manager, Madeleine Kemp, says being present in the moment and mindful in your actions can do wonders for your wellbeing both in and out of the office. CMO Magazine recently covered the topic of mindfulness in marketing and asked Madeleine for her insight. Read on to hear what she had to say. Mindfulness. […]
From the transactional influencer to the brand ambassador
In 2018, roughly 25% of people used ad blockers when browsing online. So it’s no surprise that brands are turning to influencers and leaving traditional digital ads behind. Influencers do the hard work for us. They build loyal followings within their niche and create highly engaging content. Smart brands leverage this platform while maintaining the […]
Tradies: smart, high-earning and ready to spend
Tradies are the new, affluent cohort that deserve our attention. DPR&Co recently partnered with Workwear Group to develop a campaign for the 100-year-old KingGee brand. Aside from the honour of working with an Australian apparel icon, the project was a profound learning experience for our team. As is normally the case, our work began with […]
Are you marketing to the attention web?
DPR&Co’s Digital Manager, Madeleine Kemp, featured in B&T with three insights for marketers to consider when executing on their digital marketing strategy this year. Madeleine affirms that marketing to the ‘attention web’ doesn’t necessarily require a complete overhaul of your marketing approach. But it does require several small shifts in your customer engagement efforts across channels. […]
Stop the leaking funnel!
Why investing in ‘funnel’ communications may be the smartest money you’ve ever spent. The traditional sales funnel describes the pathway buyers take from awareness to purchase and (hopefully) to advocacy. Many marketers believe this pathway involves advertising and search, a website, some re-marketing and a fair amount of hope. Those more attuned to customer needs […]
Influencer collaborations: getting the best results for your brand
While new digital and consumer trends emerge, influencer marketing continues to saturate our screens and supersede many forms of traditional marketing. A growing epidemic of hashtags, Boomerangs and live feeds… Finding themselves in the firing line of scrutiny and speculation, influencers have had to recently lift their game (and we’re not complaining). Content has had […]