B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • WPP
  • B&T Women in Media
  • AFL
  • Thinkerbell
  • Pinterest
  • State of Origin
  • Anthony Albanese
  • imaa
  • Meta
  • ARN
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: The Smartphone Has Revolutionised Marketing As We Know It: Google CMO
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > The Smartphone Has Revolutionised Marketing As We Know It: Google CMO
FeaturedMarketingMedia

The Smartphone Has Revolutionised Marketing As We Know It: Google CMO

Staff Writers
Published on: 30th September 2015 at 6:00 AM
Staff Writers
Share
2 Min Read
SHARE

Welcome to the third instalment of B&T’s video series IN THE KNOW. The series – brought to you by the fine people at film production company In The Thicket – is designed to give professional tips to modern-day marketers among B&T’s readership.

In today’s episode we speak to Google Australia’s head of marketing, Lucinda Barlow, who says smartphones have utterly changed the playing field for marketers and what they can do for customers.

Barlow says what a phone can do these days to say five years ago is “incredible”.

“People are living on mobile, they’re expecting they can act in a moment, they’re empowered, they can get instant information, they are much more loyal to their need at that moment than a brand they have used before that they are loyal to,” Barlow said.

“As a marketer you always need to think the best thing you can do is solve your customer’s needs, to understand them; to solve their needs that’s about being conscious of the mind set, of the situation, even of the location that your audience is in and that’s completely changed how we (at Google) do our marketing.

“It’s meant that we’ve got to rely on much more scalable ways to get really thousands of creative elements out… but technology is great for doing that,” she said.

Did you miss last week’s IN THE KNOW with Redkite’s general manager of marketing and fundraising Monique Keighery? Check it out here…

The IN THE KNOW video series is produced by In The Thicket, a production company with offices in Sydney and Melbourne.  To learn more about In The Thicket visit www.inthethicket.com.au

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Advertising Standards Bureau, Digital Agency Star Chart, Leanne Glamuzina-Gibb, Photoplay Films
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

NSW Blues & Adidas Kick-Off Game III With ‘House Of Blue’
04/07/2025
TV Ratings (03/07/2025): Nearly 800K Tune In For Joanna Lumley’s ‘Absolutely Fabulous’ Danube Tour
04/07/2025
Google’s Veo 3 Being Used To Create Racist Videos For Social
04/07/2025
Enrichd Group & Greg Inglis Launch ‘Stick With It’ Mental Health Movement
04/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?