You may not be able to start that company up on the back of this but a nice summary of some new models of business. Neat slideshare presentation spotted, thanks Peter.
http://tinyurl.com/378xvak
Showing posts with label digital. Show all posts
Showing posts with label digital. Show all posts
Tuesday, 4 January 2011
Monday, 21 September 2009
Light at the end of the tunnel
I have not written anything in the last month because in the words of a colleague - I have even got bored with myself. Don't be silly, that is not possible! But i know what they meant. I don't know whether this is a common affliction in marketing, I suspect it is.
The problem is similar to the one in the 90s when we all talked about the wonderful world of what CRM technologies would deliver. We could all talk an infinitely better game than any clients internal system would let us deliver. And even today when businesses undergo a CRM audit or CRM capability analysis, the good ones score 40% or even lower. That wouldn't even get you an A* in media studies.
The same is happening with digital. We can can create a wonderful vision of tags, cookies, virtual databases, personalised web environments and collaborative filtering (what amazon do) but delivering is a bit tricky. The frustration is the deliverable gets diluted and can be miles away from what we can do or are allowed to - unless of course you are a pure play e-commerce or your business is doing badly enough to force you to re-engineer yourself.
That i am afraid is the silver lining upbeat swing at the end of the downbeat article, some organisations have no choice but to do things differently. Lack of budget focuses the mind. However i am an optimist - eventually.
And no I am not thinking about my clients.
Only positive cheery comments please.
The problem is similar to the one in the 90s when we all talked about the wonderful world of what CRM technologies would deliver. We could all talk an infinitely better game than any clients internal system would let us deliver. And even today when businesses undergo a CRM audit or CRM capability analysis, the good ones score 40% or even lower. That wouldn't even get you an A* in media studies.
The same is happening with digital. We can can create a wonderful vision of tags, cookies, virtual databases, personalised web environments and collaborative filtering (what amazon do) but delivering is a bit tricky. The frustration is the deliverable gets diluted and can be miles away from what we can do or are allowed to - unless of course you are a pure play e-commerce or your business is doing badly enough to force you to re-engineer yourself.
That i am afraid is the silver lining upbeat swing at the end of the downbeat article, some organisations have no choice but to do things differently. Lack of budget focuses the mind. However i am an optimist - eventually.
And no I am not thinking about my clients.
Only positive cheery comments please.
Friday, 24 April 2009
No more clicks
I did something very strange the other day. I clicked on a banner. Now with click through rates hovering around 0.2% on a so so day and the fact that we know there are some habitual clickers (god knows why) and some accidental clickers like my children (god knows where to). I think it is something to be remarked on. I don't click is becoming the modern equivalent of i don't watch ads.
Now I have to fess up. It was on a business site and the banner was taking me to a sister publication so you could argue it was a button or a link dressed up as a banner. So the only time i have clicked on a banner is in a contextual environment. I am not saying network buys don't cost in. Network buys clearly make sense for mass market products and awareness objectives but for specialist categories and b2b you may be better off looking at specialist networks or finding different ways to spend your money, like sponsored email, smarter search, links and buttons. Focussing on those people in the market mood. Never the less it still feels odd that this great thing the internet is premised on its ability to serve up relevant content but we still deliver marketing messages on a semi random basis.
The easy counter argument to this is that brands do invest in network display campaigns because it works; but you would be assuming that they can track activity through to sale. You would be surprised how few brands do this as well as they profess to.
Do you click?
Now I have to fess up. It was on a business site and the banner was taking me to a sister publication so you could argue it was a button or a link dressed up as a banner. So the only time i have clicked on a banner is in a contextual environment. I am not saying network buys don't cost in. Network buys clearly make sense for mass market products and awareness objectives but for specialist categories and b2b you may be better off looking at specialist networks or finding different ways to spend your money, like sponsored email, smarter search, links and buttons. Focussing on those people in the market mood. Never the less it still feels odd that this great thing the internet is premised on its ability to serve up relevant content but we still deliver marketing messages on a semi random basis.
The easy counter argument to this is that brands do invest in network display campaigns because it works; but you would be assuming that they can track activity through to sale. You would be surprised how few brands do this as well as they profess to.
Do you click?
Sunday, 5 April 2009
Big budgets can lead to lazy marketing
Some marketers have too much money. If they had limited budget they would :-
(1) Make sure the website was a focal point of the business
(2) Invest time in creating interesting content covering the category, events to video.
(3) Get a few staff to blog their little socks off
(4) Optimise the site for organic search
(5) Share as much as possible with key influencers
(6) Capture customer data, give customers a personal service, do CRM, maximise retention
(7) Give their brand personality
(8) Develop affiliate relationships - old style and new style affiliates
(9) Link, link, link
... and so on and so on
If they have too much money they :-
(a) Do big ads and talk about big ideas, (not lots of great little ideas)
(b) Run regular DM programs, saying the same thing to the same prospects again and again.
(c) Do lots of paid search
(d) Try to sell off the page
(e) Talk about being customer centric
(f) Copy their nearest competitors
Technorati Profile
(1) Make sure the website was a focal point of the business
(2) Invest time in creating interesting content covering the category, events to video.
(3) Get a few staff to blog their little socks off
(4) Optimise the site for organic search
(5) Share as much as possible with key influencers
(6) Capture customer data, give customers a personal service, do CRM, maximise retention
(7) Give their brand personality
(8) Develop affiliate relationships - old style and new style affiliates
(9) Link, link, link
... and so on and so on
If they have too much money they :-
(a) Do big ads and talk about big ideas, (not lots of great little ideas)
(b) Run regular DM programs, saying the same thing to the same prospects again and again.
(c) Do lots of paid search
(d) Try to sell off the page
(e) Talk about being customer centric
(f) Copy their nearest competitors
Technorati Profile
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About Me
- thinking marketing
- United Kingdom
- Just curious about marketing, psychology, economics, business, irrational behaviour, people, models, communications, advertising, market imperfections, b2b marketing. I work in the marketing communications industry for OgilvyOne.