The topic of audience measurement has been hotly debated for many years. Whether it be the debate about how accurately a media property can measure its reach, how many people in Australia REALLY use the internet or how many people were touched by the message of a campaign. For equally as long, the evangelists of online marketing have sung the praises of the medium because it is so measureable. The challenge is that although as a medium, it is infinitely more measurable than any other medium, there is no consistency in that measurement. No common currency on which the media can be bought and sold and no universally agreed standard for counting eyeballs.

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I spoke with Yvette Mayer, National Digital Director, Starcom about the role of digital strategy. Here’s a video of our chat:

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Marketing is ultimately about connecting with a group of people and communicating a message to them. Simple in essence; enormously challenging in execution. The myriad of information, options and opportunities at hand mean that you can approach the connection/communication task from a variety of angles.

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Jenny Williams spoke to Harry Lowes, Executive Manager - Digital Marketing, Commonwealth Bank about the campaigns that he’s admired most this year and why he things the financial services industry are often ‘first’ with digital media:

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Reputation management is a critical issue in the digital space. With the advent of social media and the growth in user generated content, anyone can say anything they want about a brand and there is very little that the brand can do to control this.

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