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Do Not Commit The ‘Cardinal Sin’ Of Modern Marketing

The seven ‘deadly’ or ‘cardinal’ sins are commonly thought of as envy, gluttony, greed, lust, pride, sloth and wrath. However, in marketing today, there is another sin being committed by companies the world over. This offence creates so much dissatisfaction for prospects and customers alike, the punishment for committing such a crime is becoming increasingly severe.

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Google vs Facebook – Where The Real Battle Lines Are Drawn

Since Google launched their Google + social network in June 2011 a lot has been written about whether it will be able to rival Facebook as a real alternative. Many people make a big deal of the numbers. While Facebook currently has somewhere in the region of 800 million users globally, Google + has around 65million. If a social network is only as valuable as the users it has, then clearly Google + has some way to go before it becomes as useful or as important as Facebook.

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Star Wars, Recruitment and Creating ‘Sticky’ Content

Marketing is no longer purely transactional. Historically, the major measure to assess whether a company’s marketing was effective, or not, was Return On Investment (ROI). A company would undertake, for example, a direct mail campaign and the metrics they would look at were the number of responses and deals done.

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The Importance Of The Social Graph

For a vast majority of companies Social Media is still new. However, because many of the customers a business would like to reach, spend an increasing amount of time on these platforms, companies have come to recognize the importance of being involved. Therein the frustration starts to build. Businesses recognize the importance of social media and yet are struggling to make it work in any tangible way.

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Welcome To The Social Web

The Web has enabled all of us to create and access this knowledge, in a way not previously known. So, for example, we can follow the collective train of thought, on any particular issue of the day, by following the comments posted on Twitter. We can evaluate the best place to stay, when abroad, by tapping into the collective wisdom on a website like tripadvisor.com.

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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’.