Category Archives: Postcards from the digital frontier

A collection of content from digital marketing books, reports, papers, talks, slideshares and keynote speeches

December 05

Digital Marketing redefined

In search of a definition I have been working on a Module for an online course which had me scrabbling around for a succinct one-liner describing digital marketing. First time of note is that finding anything outside of Wiki’s version is nigh on impossible. The next issue is the fact that those who bother to […]

December 04

Google+ adds up by helping reduce your social footprint

Can less really be more? Reduce your social footprint? How counter-intuitive is that to the current zeitgeist? Well to borrow from creative guru John Hegarty and his Levis campaigns of 1982: “When the world zigs, zag.” Perhaps we need to reconsider our obsession with numbers and consider meaningful relationships. This notion is at the heart […]

November 29

Too young to write briefs for an ageing population

A new twist on an old problem. When I see client and agency teams struggling to get a brief together or push work out the door that is actually irrelevant to the target audience, I am reminded that I too was once young. While a lack of audience segmentation is often at the root of poor […]

November 26

Why market when you can UnMarket?

Calling time on the old rule book. Scott Stratten is President of UnMarketing and is, demonstrably, an expert in social engagement. What constitutes the title “Expert in the field?” His client’s viral marketing videos have been viewed over 60 million times. More importantly, his book, Unmarketing – Stop Marketing. Start Engaging (Revised and updated edition), […]

November 23

The future is faster than one click

I am deep in the thought-provoking book, One~Click – Jeff Bezos and the rise of amazon.com. by Richard L. Brandt. It is an engaging read that goes behind the scenes on how a business like Amazon comes into being. This is not a story of a single brainstorming moment of conception. At its heart, the narrative surrounds  an entrepreneur with the […]

November 15

Out of the comfort zone and into the event horizon

Feel the fear and read it anyway There are many points of fear and enlightenment on the road to gaining an academic qualification  in digital marketing. As a lead tutor on the IDM’s world class Diploma in Digital course, I watch professionals with considerable experience leafing through Dave Chaffey and Fiona Ellis-Chadwick’s brilliant reference work, […]

November 15

The 3.0 world belongs to creative thinkers

Make the world a better place – with marketing – seriously? In 2010, the marketing legend Philip Kotler, together with Herman Kartajaya and Iwan Sitiawan collaborated on the publication of Marketing 3.0. This thought-provoking book explores the transition of marketing from product-based (1.0) through the current consumer-based focus (2.0) and into an age of collaborative […]