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New Marketing Is About Building Assets

‘Old Marketing’ was transactional in nature. One would organise a direct mail, telemarketing or advertising campaign, and one would measure the results obtained. If it achieved a ‘return on investment’ the campaign was deemed successful. If not, it failed. As soon as activities were undertaken, e.g., phone calls were made or letters landed on the doormat of prospects, one could hope to receive some sort of response. Therefore, using this old model there was always a possibility of some ‘quick wins’.

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Marketing Is A Conversation? Oh Yeah… About What?

There is an adage which is regularly used by ‘progressive’ marketers today. That is, marketing is no longer about broadcast messaging as it was before the Web. Rather, marketing is now about engaging with customers via online tools where customers have the right of reply. Consequently, marketing becomes less about broadcast messaging and more about a conversation. That is the move from ‘one way communication’ to ‘two way communication’.

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Why Does Your Marketing Need To Be Sticky?

In traditional marketing, companies succeeded by ‘shouting’ their message very loudly. Whether this ‘shouting’ was delivered via advertising on TV and radio,on billboards and in newspapers, or via direct channels such as direct mail or cold calling, a marketing department’s job was to choose the channels which would capture the most attention of their particular client base.

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How To Make Your Marketing Messages Stick

Marketers were always taught to segment their customers based on demography. That is; characteristics such as age, sex, ethnicity, geography etc. There was good reason for this. If you were going to advertise washing powder during a commercial break on television, there was one aspect of the audience’s behaviour that you could absolutely guarantee… they were not buying washing powder. Rather, they were engaged in watching television at the time!

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How To Become Well Connected On Twitter

Social Media now accounts for almost a third of all activity undertaken on the Web. A lot is spoken about how it can be a fantastic tool for companies to accelerate growth. However, many businesses venture into this brave new world only to be left disappointed with the results.

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Where Is The Value In iTunes?

One of the challenges facing all companies today, is the changing face of value. We all value speed and convenience in a way that was unheard of twenty years ago. The Web has taught us that instant gratification is possible, and we expect everything at the touch of a button in all facets of our lives.