Tag Archives: Advertising

3 points to measure e-marketing productivity.

When looked at from the “helicopter perspective ” there seems to be three points of threshold competitive activity that you simply have to get right, or all else is irrelevant. Having a few meaningful measures at those three points is … Continue reading

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6 reasons you might be “engaged”.

Many put forward the notion of “Engagement” as the objective of Social Media and web based activity, it crops up with the regularity of a hot dog seller at a big football game. However, I have yet to see a … Continue reading

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2 vital and connected KPI’s for SME’s

Share of wallet, share of attention Share of Wallet is, very simply, your share of an existing customers total purchases in a domain you service. You can fiddle at the edges in the way you define the domain, but it … Continue reading

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You can go nude at home

Your facebook, linkedin accounts, and all the other social media platforms with which you interact are not home, they are places you visit, and perhaps rent a space to leave something behind for storage and easier access and use. They … Continue reading

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6 imperatives for effective SME email marketing.

Cold emails are usually no more welcome that a cold phone call. However, For small businesses, the emergence of email marketing has transformed the opportunities they have to communicate, but so many fail to do some pretty simple things before … Continue reading

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5 classic marketing steps that still work.

In 1968 a seminal Book called “Consumer behaviour”  Engel, Blackwell & Kollat described the 5 steps in the marketing process that dominated marketing thinking for the next 45 years. It is clear that they are still as valid now as … Continue reading

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Native advertising or news fraud

Last night Media Watch on the ABC did a piece on the “news report” done on one of the 6.30 current affairs programs on a commercial station. The “report” was a 15 minute advertising free  expose on the sourcing of … Continue reading

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9 tips to crafting effective headlines

David Ogilvy said many things that have gone into the marketing lexicon, one that is particularly relevant to the ways we are communicating today: “On the average, five times as many people read the headline as read the body copy. … Continue reading

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6 Really simple steps to increase the effectiveness of your website.

The blokes I saw as a youngster who had outrageous success with the girls were not always the best looking, or the most interesting, or had the best cars (although all these assets did seem to help) they were the … Continue reading

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7 tips to improve your marketing.

Marketing has changed very rapidly from the mass outbound marketing upon which all the marketing theory and practice until about 2000, to what is often called “inbound” marketing, or in other words, finding ways to attract customers to you. There … Continue reading

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6 challenges (and 3 rules) of content creation

The single biggest stumbling block I see to successful digital marketing is not the technology, or the money, desire, or need, it is simply the unwillingness or inability to create relevant, engaging content of value that suits the context in … Continue reading

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Why B2B websites do not work

Have you ever been in a conversation where despite the language being clear, the subject of the conversation is absolutely muddled? I have, many times, and it occurs particularly where there is an individual in the conversation who has a … Continue reading

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10 rules for small retailers to out-compete chains

Chain stores dominate our grocery shopping environment, they have developed all the advantages of scale, and use them to the advantage of their shareholders, by delivering returns, and to customers by delivering low prices. The model works, in Australia 75% … Continue reading

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Greatest marketing mistake

  One of the most memorable, and biggest mistakes I made as a young product manager was to redesign a pack. The product was an old fashioned, relatively low value product on supermarket shelves, it had a small niche to … Continue reading

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9 thoughts for SME’s on Friday 13th.

  Walk under any ladders yet? It seemed appropriate to have a think about some of the silly superstitions that infest the world of marketing, and proffer a view about the reality. “The internet will never be a good marketing … Continue reading

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Everyone is in Marketing & Sales!

We all know  the world of sales has changed. Consumers now have virtually all the information they need to make a purchase choice without any assistance from a “sales assistant”. Before a significant purchase, consumers now review all sorts of … Continue reading

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Call centre to Social centre

On Friday I got another of those calls from an offshore call centre flogging a product I did not need or want. Some poor person obligingly named “Kevin” whose first language was not English, scrolling through a prepared screed that … Continue reading

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Word of mouth is not free

This morning a friend was telling me about a product he had used recently, and how it changed his life. Well, made a small piece of it better at least. Next time I am looking for a product in that … Continue reading

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Show the value

Fountain Tomato Sauce used to be the market leader in NSW, daylight was second and third. This was a long time ago, and responsibility for the Fountain brand was my first real job as a product manager who had real … Continue reading

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Socialised branding

Building brands has always been the core of successful marketing efforts, and by comparison to what it is now, it used to be simple. Do a bit of market research, make stuff, generate distribution, throw money at advertising, generate volume, … Continue reading

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