Imagine the scenario: It’s planning time and budgets are still really tough. Many consultancies and agencies will be talking to their clients about incremental growth, incremental volume, incremental profit, and incremental process improvements.
It’s such a lovely, feel-good adjective. It’s like the growth is there so long as you can find best practice, harness capability and galvanise action… yes, this is straight from the manual of consultants’ ‘bullshit bingo’.
The problem with incremental is that it says improvement, but with no real effort or worse, anything will do. While businesses are shuffling the deck chairs looking for internal best practice, the consumers and market are making their own best practice. And, at a pace that will outrun any ‘ways of working’ manual or online toolkit. Read More
I love Raffles Place in Singapore’s CBD as it’s always a hive of marketing activity. There are always a plethora of brands trying to capture the attention of busy business executives who are dashing around. You soon learn that “free” is the only message that truly works to achieve this objective.
The era of ‘buy now’, ‘experience this’ and ‘order yours today’ in above the line advertising is over. With so many media channels for people to choose from and so much competition for attention, these traditional call to actions (CTAs) are becoming less effective – they are too obvious.
Welcome instead to the age where CTAs encourage their audiences to scrutinise and debate. The age where advertising promotes brand interaction instead of product sales. The age of ‘search for us’.
But why should you be driving customers to Google, instead of straight to your website? Read More
Both Facebook and Twitter have recently announced separate e-commerce plays which will make it easier to shop online using their services. Facebook has declared they are testing a ‘buy’ button, while Twitter has acquired payment startup CardSpring.
It’s a step by both to help brands deliver a ‘last click’ which can only be a good thing as social media companies progress with their push towards improved monetisation. Nevertheless it’s come at a time when marketers are increasingly embracing social content on their digital properties and moving away from engaging with consumers inside a social network.
Research by Rosetta Consulting suggests it is worth putting the investment in. It found companies who follow customer engagement best practices are 2.2 times more likely to have increased market share in the past year. Read More
Many organisations have recognised women as being an important and growing market based on factors such as income, workforce participation and influence in purchase decision-making. In the US, for example, women make more than 85% of the consumer purchases, yet only 9% of women feel that brands are effectively marketed to them. I have four concerns with current approaches to marketing to women:
As the ‘Facebook is invading our lives’ saga continues, new backlash campaigns are springing up to react. A Dutch movement called ‘99 Days of Freedom’ is a counter experiment that looks at what the impact could be on our moods if we left the social network altogether.
Already in the last week, 26,015 people have joined in. The campaign encourages users to join the 99 days of freedom experiment, boasting that it only takes a few minutes to join, yet saves the average user 1,683 minutes – which totals up to well over 28 hours of freedom. The non-profit will contact users after 33, 66 and 99 days to monitor users’ moods. Read More
Weber Shandwick recently conducted research investigating the trend of ‘hybridised’ marketing and communications functions. Ten chief communications and marketing officers (“CCMOs”) shared insights into the drivers and benefits of convergence at their organisations, as well as the challenges they faced in the process of integrating two traditionally disparate functions. Our study reveals firsthand knowledge about what to expect when integrating communications and marketing. Read More