December 30

It’s time for Digital to become the marketing thought leader

Digital is beginning to take centre stage in the advertising and marketing process. Where brand advertising creates awareness, digital shapes preference and conversion. Where direct marketing builds customer relationships, digital expedites the process in real time. Resistance from the vested interests of channel-focused silos will soon be swept away by customer preference for the sheer utility […]

VW logo December 22

From one way traffic to interpersonal traffic with VW

I love this linear commercial for VW.  It’s called 30 years in the making and it shows the changing life of the manufacturers working on the car’s design and production over the lifespan of the car. It’s a perfect example of linear communication. The brand speaks. Tells us a brand-centric story about it’s own narrative […]

December 18

It’s the experience not the budget or the channel that counts

Thinking outside the silo As the age of blow it all on TV marketing driven by the silo-centric interests of mega agency networks sputters in and out of temporal existence, I notice a worrying trend: rumour has it that mobile advertising is set to reap the budgetary fallout. Didn’t we go through this a few years back when TV […]

December 18

It’s briefing Jim but not as we know it

In search of a little mojo I was recently tasked with the job of helping a major mobile phone company rediscover their briefing mojo.  The core of this kind of mission is not to underestimate, berate or patronise the group you are working with. Most clients and agencies still work on the basis of … “If […]

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 […]