Australian businesses that want to operate internationally must develop and manage a brand that resonates with both global and local audiences. New research from The CMO Club and Oracle Marketing Cloud shows that there are six common elements required to building a global brand.
Marketing has changed much over the past few years. New digital channels, new technology, mobility, new marketing and advertising technologies, and new consumer expectations have fundamentally redefined what is expected of marketing leaders.
Digital marketing is on the up despite nearly a third of marketers being unable to accurately measure its ROI.