Twitter for the Tentative

 “I’m in the #bath”

Nothing generates more debate and exemplifies the perceived problems with Digital Marketing and Social Media than the high profile, often highly publicised, crumbs of consciousness emitted by ‘A’ and even ‘Z’ list celebrities, in 160 byte-sized bursts.

Welcome to the world of Twitter!

Before I try to explore the business areas where Digital Marketing and Social Media can make a very real contribution to professionally planned and managed marketing activities, it is worth recognising that vast numbers of people, for whatever reason, are actually interested in the day-to-day minutiae of celebrity lives. Lady Gaga and Justin Bieber have followers numbered in the tens of millions, larger even than the total populations of whole countries.

This has been labelled as ‘ambient intimacy’ and is an effective approach to build familiarity, favourability and interest for the ones being followed. These are all very recognisable and desirable outcomes for those with a background in or experience of PR.

Though it may be difficult for many to comprehend the underlying rationale for such a following, this reality could actually present a market opportunity, if these followers were to represent a significant target segment for your marketing and communications activities.

Think of Twitter as a subscription based news or information broadcasting service where its readers (Followers) can choose to subscribe and follow the articles (Tweets) of their specifically chosen authors. Each author has a unique name starting with an @ symbol.

Twitter was designed for compatibility with SMS text messaging, giving the well known 140 character limit for the content of a Tweet. What can you say in 160 characters? Not much admittedly, though some people try, with varying degrees of success!

Once you use Twitter, you will soon realise that most Tweets actually contain a link to a web page, typically shortened by one of the many tools available, to reduce a lengthy web address to fit within the 140 character limit. This link very quickly and dramatically increases the utility of a Tweet, directing the follower to a place where they can access extensive and interesting information, videos, music or whatever. Twitter is a wonderful tool for sharing news and commentary. 

Recent examples, related to the ‘Arab spring’, show just what a powerful system Twitter is for broadcasting breaking news, often in advance of the major media agencies. As with the BBC charter, used in this way, Twitter can be a powerful method to inform, educate as well as entertain.

How then can we sort through the tens of millions of Tweets to identify those in which we may be interested? - and how can we make sure that the Tweets we send can be found by those with whom we wish to communicate?  Twitter has an excellent and simple indexing technique called the ‘hashtag’. 

Putting the # symbol in a Tweet before a chosen keyword or words (e.g. #marketing) will add it to the Twitter global index. A subsequent search will find Tweets containing this hashtag. Read these Tweets and ‘Follow’ authors who interest you. You can quickly learn what people think about your company, your products and possibly you!

The top 10 ‘hot topics’ on Twitter are displayed and updated in real time on your screen, giving you an insight into the things that are being actively discussed. Although by default Tweets are public, it is possible to write directly and privately to other Twitter users. Just think of the possibilities for customer engagement, having identified those with strong positive or (maybe more importantly) negative views about your products and services. Now you can conduct market research in real time and on a global basis. 

Consider the opportunity that this presents to marketers.

Though it is not widely realised, it is common Twitter etiquette to follow back those that follow you. In this way it can be very quick to build a community or interest group clustered about a specific, product, service or organisation.

Once you have established such contacts, you can conduct brand and business based conversations with your current or potential customers. Satisfaction surveys, consumer input on new product developments and online sales promotions all become possible, much more quickly and at a fraction of the cost incurred using non digital techniques.

Twitter therefore provides a platform for indentifying audiences and market segments with specific interests and opinions. It allows us to develop contacts and build intimacy with them and engage in a meaningful two-way conversation, regarding those interests which we both share. We can now achieve all this, much more effectively and efficiently than has ever been possible in the past.

Of much greater value for marketers than the news that.....

“I’m in the #bath”.

Follow CDMA on Twitter @citydigital

www.citydigital.org

Confessions of a Serial Entrepreneur

I am delighted to post this e-interview with Sue Reeves, co-founder of the hugely successful 'Business Biscotti' business networking site and service.


Sue is a top marketer and serial entrepreneur.


I caught up with her and asked for some of her secrets for success.

Sue Reeves - Marketing Director 'Business Biscotti'

I am a serial entrepreneur. Having set up from scratch 5 businesses which have employed staff, had premises, traded profitably and then been sold successfully.  I now run 2 businesses!

I have also been a freelance photographer since February 2004. I have City and Guilds level 3 qualification,  in Photography as well as an HND in Hotel Management!

I am also the Marketing Director for Business Biscotti Ltd.

My new blog site for SuePIx goes live late November 2011.

Question 1: You have developed a lot of expertise as a ‘serial entrepreneur’ – what attracted you to this rather unusual approach to business life? What businesses have you developed?

I just like setting up new businesses and creating something from scratch.  My first business at the age of 24 was an Outside Catering business based in Stainland, Halifax, West Yorks.

I have run an import business (lowgrade recycled paper products), Printing and Graphic Design House, Web development Agency, Below the Line promotions business, Online Training, and now I run SuePix photography and Business Biscotti Ltd!

Question 2: To what extent has a marketing orientation helped in these ventures?

I have always been the marketing Director for each of the companies that I have run, and taken a very hands-on approach to marketing.  I believe that people buy products and services from people that they like.  With that in mind a marketing strategy needs to involve face to face enagagement with people.  The implementation of my marketing plans has always involved attending and running networking events.  The specific objective of attending these events has been to become the prefered supplier in that network for my product or service offering and moreover to build a NETWORK of trusted advocates of my services.  

In many instances I have been involved on committees to get profile and become noticed within the higher reaches of the networking organisation.  Being involved in charity work is also key to being accessable in a community.

The network that I have built over the last 25 years has been pivotal in securing business over the long term.

My current network is UK wide, as Business Biscotti becomes known and trusted as a National brand.  To reach these businesses requires time to be spent researching key players in certain organisations who can help to promote our brand.

Question 3: What advice would you give to others thinking of setting up new entrepreneurial business ventures?

You need to have very clear goals from the outset.  You don’t need a lot of money to set up in business – even today its possible to start on a low capital base.  I have never borrowed from the bank.  You need tenacity, and self belief.  You also require lots of energy and postivitity especially when setting up in a recession.  

I have set 3 businesses up in recession and it's the best time.  Costs are lower, and providing you market yourself effectively you will flourish.

Question 4: What is your view of the strengths and weaknesses with new ‘Digital Marketing’ techniques in business development?

Its easy to do – however you need a Strategy.  You also need clear guidelines on how to use social/digital media for your business.  Do something well and don’t try to take it all on. Employ a specialist – even part-time to do it for you.

Remember – digital marketing is a part of your Marketing Mix – its not the only marketing you need to do.

Moreover, be consistent in your messages, your delivery, your approach, the use of your digital channels.  Its also easy to get it very wrong.

Question 5: You latest venture ‘Business Biscotti’ seems to be growing enormously fast! To what do you attribute it’s huge success and where is it going?

Business Biscotti  -  is a Business Community experiencing exponential growth

Background

Business Biscotti provides Free Business Networking, both offline and through an online Community Portal. www.businessbiscotti.co.uk

What makes Business Biscotti really different from any other networing organisation is that we are a COMMUNITY of business people.    Who meet to network in neighbourhood groups across the UK - and then continue to network online with others. 

And Its all FREE.  There is no membership fee, no committment to attend meetings, its flexible - you can turn up without booking in advance, for 1 hour or 2, and simple pay for your tea or coffee to the VENUE.  Its also open to anyone to attend, men and women, new to business and experienced entreprenuers of any profession (as long as its legal)!  

There are no speakers, no formalities and you can join the online community and never go to a meeting.  We have many people who are happy to interact online only.

Everyone in the organisation seems to give a small amount of their time to help one another in some way, whether thats by running a group, offering their business premises free for networking, or providing tips and advice to other members.

People are now building long last business relationships and these are manifesting in sales.  Someone posted yesterday onBusinessbiscotti.co.uk    

" just ask me about doing business with Business Biscotti ---- I am snowed in!"  Peter Morris Pinewood Asset Finance (November 8th 2012) 

This is one example of many comments posted everyday in the community.

This community is growing daily without any advertising or PR -  purely from an exceptional Digital Marketing strategy. That is being implemented continuously.

The web site provides a dual function that:

• Provides a community platform for those members wishing to continue networking online.  
• It is a resource and information portal for members who wish to access information about all the events, meeting times, dates, directions etc.

Communication from Head Office to the membership is undertaken through 3 channels:

• Website notices and information   
• Monthly e-newsletter
• Ambassadors who run each of the monthly group events

Currently Business Biscotti has an audience in excess of 20,000 members through the online membership and the 80 physical groups across the UK.

Where we are going

Growth will continue through the opening of more physical groups in targeted areas of the UK and the organic growth that brings to the online community.  

The business model for Business Biscotti does not rely on 'paid for' membership or sponsors.  In order to facilitate the growth of Business Biscotti, the directors have explored several options; including advertising, charging members to attend meetings and sponsorship. 

The most commercially sound option is from commercial sales.

We have identified that there is currently no vehicle on the internet that provides a comprehensive set of products and services aimed specifically at the SME market.

We conducted a survey of our community members to establish if this is something that they would use.  The overwhelming response was positive, and furthermore a significant number would welcome some sort of ‘buyers club’, where members could collaborate to achieve better pricing on products and services.

Success

 Business Biscotti has grown organically – through a viral campaign via the physical groups and the online community.  Last month (October 2011) we had 30,000 uniquevisitors.

Its greatest strength is that people stay on the site for an average of 9 minures per visite and view an average of 6-7 pages each time.

                                        

Resources and links:

http://www.businessbiscotti.co.uk

http://www.suepix.co.uk

The new blog site for SuePix is now live at: http://www.suepix.co.uk/blog

Facebook: http://www.facebook.com/biscottier

Follow us on Twitter @biscottier

Linkedin: http://www.linkedin.com/groups/Business-Biscotti-UK-3666077?gid=3666077&mostPopular=&trk=tyah

Videos:

How to open a Business Biscotti group

http://youtu.be/YYkbRhrgTao

Reading Central Business Biscotti first birthday

http://youtu.be/YNjWIaOllOA

Welcome to Wentworth Business Biscotti

http://youtu.be/ZsPF4TNPj5o

Suepix wedding photogrpahy video

http://youtu.be/HgvSFaLzapk 

‘DOING DIGITAL’ – A Marketers View

Since its creation, the Internet has evolved from a nuclear resistant military communications network, via an academic knowledge-base, into a fully functional platform for global information, communications and commerce.

I recently met author James Glieck who said in his latest book The Information, “As the printing press, the telegraph, the typewriter, the telephone, the radio, the computer and the Internet prospered, each in its turn, people said, as if for the first time, that a burden had been placed upon human communication: new complexity, new detachment and a frightening excess.”

These advances have had a profound and disruptive effect on markets and marketing, and radically altered the way media is consumed, commerce is transacted and communications are facilitated.

I often characterise this as moving from ‘one market of a million’ to a ‘million markets of one’. This inversion permits different ways and new opportunities to engage with our customers, as individuals. It has changed how we might now undertake market research, new product development, channel selection, customer relationship management, advertising and marketing communications.

As all these processes undoubtedly contribute to successful marketing, how much more effective will we be when we increase two-way customer engagement and focus?  Digital marketing helps us to do this. 

If marketing is about ‘anticipating, identifying and satisfying customer wants and needs’, and creating products and services that ‘add value to, and are valued by customers’, we now have a far  broader range of tools and techniques available to realise these goals.

Some organisations believe that Digital Marketing should be outsourced to ‘specialists’. While there are some technical aspects that may demand this approach, I believe that it is critical for all executives and managers in all organisations to understand this new field, develop winning digital strategies, and then use appropriate internal or external resources to manage their tactical implementation.

People often have concerns relating to; safety and security, relevance and ‘noise’. Let me address these.

By far the biggest worry is data privacy and protection, hacking and bullying. The reality online is the same as it has always been in the non-digital world. Just as we secure our property and premises, it is important that we adopt Best Practice online in terms of up to date anti-virus and anti-hacking software. Take sensible precautions regarding passwords and backup data regularly. Decide how detailed and how publically visible you wish your online information to be and set the access controls accordingly. All reputable sites have facilities to block and even report unwanted attention, often in far more permanent and effective ways than in the non-digital world.

Some look at the main platforms available online; Google, Twitter, Facebook, LinkedIn, YouTube and the rest, and decide that these sites have certain drawbacks -  a lack of relevance, being just for younger people or the online equivalent of ‘junk-mail’. These views are largely due to a misunderstanding of their different strengths and weaknesses. Properly used as part of an integrated marketing and communications plan, they can provide substantial competitive and cost advantage. If Facebook was a country it would be the world’s third largest! Is that something we can really afford to ignore?

Problems can be caused by the enormous volumes of inconsistent and inconsequential data available online. Companies may find it hard to be heard, whilst consumers sometimes find it difficult to ‘cut through the noise’ to locate the information that they seek.

The solution requires efficient information filtering and sorting, in both directions. Search Engine Marketing and Search Engine Optimisation techniques are now very well developed and used to make sure that companies have a usable, prominent and visible web presence. On the customer side, communications delivery channels such as social media, Blogs, Wikis and mobile platforms allow them to receive just the information that they want, in the places and at the times that they want it.

In summary, a good digital strategy, properly implemented, can be a significant source of improved customer satisfaction, differentiation and cost reduction. As Charles Darwin said “it is not the strongest that survive, nor the most intelligent, but those most adaptable to change”.

It is time that we evolved!

Peter Rees DipM FCIM FRSA MCIPR Chartered Marketer

www.citydigital.org

Twitter @citydigital

Future of Marketing - EXCLUSIVE Article by Prof Malcolm McDonald

We are delighted to post this exclusive article by  Emeritus Professor Malcolm H.B. McDonald MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA.and reproduced here with his kind permission.

Prof McDonald is the Academic Adviser to the City Digital Marketing Academy.

THE FUTURE OF MARKETING

In a paper published in the UK’s leading academic journal, I cited fifty scholarly references testifying to the fact that marketing’s bright beginnings in the 1960s were not built on, that the academic community had become largely an irrelevancy, and that practitioners in the main have failed to embrace the marketing concept and the proven tools and techniques of marketing.

In the arid desert of marketing as a discipline, however, there still exists a wonderful oasis of very professional, market-orientated organisations that practice marketing

as I teach it, as a fully accountable discipline which drives corporate success. So, let me attempt to summarise briefly why some of the poisonous slurs thrown at our

discipline are, in the main, ill-judged and ill-founded and why we can be proud of the exemplary standards demonstrated by our leading companies.

CONSUMER SOVEREIGNTY AND THE MORAL FOUNDATIONS

OF MARKETING

In the late 1960s and early 1970s, there was a growing consciousness of the problems that mass consumption brought with it. A movement was formed which quickly Greening of America, Theodore Roszak’s The Making of a Counter Culture and Alvin Toffler’s Future Shock were published at that time. The basic message articulated was that the people could no longer be thought of as ‘consumers’ - some aggregate variable in the grand marketing design. Such feelings had led to a view that capitalism presented an unacceptable face in promoting an acquisitive and materialistic society. As a more visible manifestation of such activity, marketing was singled out for attention for playing on people’s weaknesses – by insidious means persuading the consumer to do things without which their lives would be incomplete.

This argument deserves closer examination, for it confuses needs with wants. But, even worse, it involves the notion of a defenceless consumer, a characterisation that any scrupulous marketer must reject. For no matter what ‘marketing’ is performed, the consumer remains free to make choices – either between competing products or

not to buy at all. Indeed, it could be argued that by extending the range of choices that the consumer has available, marketing is enhancing consumer sovereignty

rather than eroding it. Although promotional activity may persuade an individual to buy a product or service for the first time, promotion is unlikely to be the persuasive factor in any subsequent purchase, when the consumer will act from first-hand experience of the product.

MARKETING ETHICS

Several specific issues have formed the focus of the debate on the ethics of marketing including:

• the contribution of marketing to materialism

• rising consumer expectations as a result of marketing

  pressure; and

• the use of advertising to mislead or distort

  Marketing, it has been suggested, helps to feed the materialistic
  and acquisitive urges of society, and in turn feeds on them itself.
  Of course implicit in such criticism is the value judgement that
  materialism and acquisitiveness are in themselves undesirable.

The argument is that marketing raises the level of consumer expectations. More than simple aspirations, there is desire to acquire a specific set of gratifications through the purchase of goods and services, fuelled by marketing’s insistent messages. Further, if at the same time the individual lacks the financial resources with which to

fulfil such expectations, then marketing inevitably adds to a greater awareness of differences in society, and to dissatisfaction and unrest among those finding themselves in this situation, as those apologists for the street riots in August claimed.

The counter-argument here is that marketing itself does not contribute to rising expectations and thus to social and economic disparity; it merely makes people aware of and better informed about the differences that already exist in society. In this respect, it can be claimed that its effects are beneficial, since it supports, even hastens, pressures for fairer distribution. It can also be argued that materialism is not a recent phenomenon correlated with the advent of mass marketing.

CONSUMERISM

Closely connected with the ethics of marketing is that of consumerism (in the sense of the existence of a consumer movement and consumer activists). Ironically, this

movement is pro-marketing; it wants the marketing approach to business implemented in a sincere rather than cynical spirit. The ‘cynical’ implementation, which consumerists claim has been too widely practised, is no better than high-pressure salesmanship or misleading puffery. The ‘sincere’ implementation of a marketing based approach entails respect for each individual consumer served. Better marketing has always emanated from a deep understanding of consumer expectations combined with the consumer’s right to be informed and

protected and to enjoy a higher quality of life.

Most of the outstanding marketing skills on which most theory is based still reside in the FMCG sector. Whilst certainly adopted by leading industrial companies such

as GE and 3M, and by some of the top retailers such as Tesco and Sainsbury, in the main marketing has yet to storm the citadels of B2B and service sectors which

account for the majority of the UK’s GDP. In these, marketing is merely communications and a parody of best practice. For example, in the financial and

insurance sectors, very few brands have managed to create a complete set of perceptions in people’s minds. The large majority of consumers still cannot differentiate between the brands of major banks, building societies and insurance companies, in spite of the billions of pounds spent each year on image advertising.

Emeritus Professor Malcolm McDonald  

Malcolm, author of 43 books, was Professor of Marketing and Deputy Director Cranfield School of Management, is a graduate in English from Oxford University, in Business Studies from Bradford University Management Centre, has a PhD from Cranfield University and a D.Lit from Bradford University .  His extensive industrial experience includes a number of years as Marketing Director of Canada Dry.

He is Chairman of Brand Finance plc and five other companies. He spends much of his time working globally with the operating boards of the world’s biggest multinational companies.

In 2006 he was  listed by the Times as one of the country’s top ten consultants

He is Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools and Emeritus Professor at Cranfield.

CRM Insights - Interview with MASTER Marketer - Prof. Merlin Stone

Customer Relationship Management (CRM) is one of the hot topics in marketing today.

 

We are therefore delighted to post this interview with one of the most advanced practitioners and pioneers in this important area - Professor Merlin Stone.

Merlin is Head of Research at The Customer Framework. He is a leading expert in customer management, including strategies and tactics for customer recruitment, retention, and development and has been a leading contributor to the development of the customer management assessment methodologies for which The Customer Framework is best known. His work focuses on improving customer experience, satisfaction, loyalty and trust, and also the customer research, data analysis, systems decisions and supplier selection and management needed to support improved management of customers. He is also well known for his work on thought leadership and public relations – improving clients’ communications to the media and customers, including explaining complex propositions and conducting media interviews. This includes conference speaking (especially for client events) and thought leadership research, which focuses on clients’ customers and prospects, the issues they face, how they handle them, and where they need help. He is an active researcher on many aspects of customer management.

He advises a number of smaller companies in marketing services and related areas. These include Clear Cell, MarketPoint and Aerice.

He is author or co-author of many articles and thirty books on customer management, many of them with Neil Woodcock, Chairman of the Customer Framework The UK’s Chartered Institute of Marketing listed him in 2003 as one of the world’s top 50 marketing thinkers, he was nominated as one of the 20 most influential people in the direct marketing industry in a Precision Marketing readership poll in 2003, while NOP World nominated him in 2004 as one of 100 most influential individuals for their input and influence on the development and growth of e-commerce and the internet in the UK over the previous 10 years. He is a Fellow of the Chartered Institute of Marketing and an Honorary Life Fellow of the UK’s Institute of Direct Marketing. He is also on the editorial advisory boards of several academic journals

He has a first class honours degree and doctorate in economics from Sussex University, UK. In parallel to his business career, he has also pursued a full academic career, holding senior posts at various universities. He is now a visiting professor at De Montfort, Oxford Brookes and Portsmouth Universities and teaches economics for the Open University.

Question 1: You are perhaps best known for your innovation and developments in the field of Relationship Marketing. What attracted you to this field, and how would you define it?

I was invited into it, when a client (Mike Wallbridge), who had been at Xerox with me and had moved to BT to manage their below the line communications, asked me to help. He met me while I was training the marketing department of Xerox’s UK operation, and said I talked sense, which was very kind of him. I did know a lot about the marketing of computers (and industrial products in general – I’d worked in the engineering industry), and applied it to learning about the use of computers in marketing. It fitted well with my academic training – my doctorate was on product innovation, and the work I did at university on the diffusion of innovations has always been useful to me, even today. Much of my work since then has been with big users of CRM e.g. financial services, telcos, media, retailing and high tech.

The definition is still the same as it was – with the balance more even between suppliers and customers – so today it would be more about helping suppliers and customers to manage each other to mutual benefit. Of course, we’ve used lots of different ways of expressing the same idea.

Question 2: Why is it so important and what is different about it?

It’s at the core of marketing – perhaps a different angle on it - so it doesn’t need justifying. It’s special because it blends the classic marketing mix disciplines with a range of other areas - IT, customer service, quality, social media etc.

Question 3: What are the differences and similarities between ‘Relationship Marketing’ and ‘Customer Relationship Management’ (CRM)?

They represent different stages of historical evolution. RM was a grown-up version of direct marketing, with much more emphasis on databases. CRM focuses on all aspects of how the mutual relationship is managed, across all functions and throughout the relationship.

Question 4: How do these approaches fit in with traditional approaches to the Marketing Planning process and to Marketing Tactics, such as the ‘Marketing Mix’?

I think they fit very well, but there are still some classic marketers, brought up in traditions such as brand management and market research, and perhaps some sales managers, who don’t value the CRM approach as much as they ought, but the advent of social media is starting to change their minds, even in business to business markets, where customers talk to each other all the time, and are often ahead of their suppliers in learning how to use the latter’s products and services.

Question 5: How will the emergent area of ‘Digital Marketing’ affect things and how can these technique be used to build better, enduring Customer Relationships?

It has revolutionised much of what we do, so it is impossible to consult or teach in this area without strong experience of using the digital approach. There are of course fad elements around, and we’re wary of those, but in most markets, with most customers, their migration to the use of digital communications has meant that we’ve had to use the same channels as them – at a minimum, although the most advanced companies are leading customers rather than following them. At The Customer Framework, we’ve revised all our toolsets to include the latest digital marketing ideas, and are heavily engaged in social media-based CRM work with some of the world’s leading consumer brands. 


This doesn’t mean that all our work has a big digital element, as there is plenty to do in the classic CRM area as well.

Further information:

www.thecustomerframework.com

It covers all our work in the above areas, so please explore the full content.

CAM Diploma in Digital Marketing (DipDM) Syllabus

Download Syllabus HERE

Achieve More

www.citydigital.org

Twitter @citydigital

CDMA Tutor & Digital Master Marketer Mike Berry - Interview and Video

Mike Berry is a highly experienced Digital Marketing Consultant, Trainer and Blogger. His career includes Procter & Gamble, EHS (Havas), Wunderman (Y&R) and Head of Digital EMEA at Jack Morton (IPG). Mike has worked with many of the world's top brands, in a career spanning over 20 years. He is the author of 'The New Integrated Direct Marketing' (Gower) and has over 5,000 Twitter followers.

You can see and hear Mike in many of the lessons in the Chatered Institut of Marketing Diploma in Digital Marketing, that we offer.

Achieve More.

Question 1: The main obsession with marketers today seems to be digital and in particular Social Media. Is this just the ‘next big thing’ or are we at the start of a new era of marketing and communications?

Like all new platforms, Social Media is getting a lot of hype currently. However there is already evidence of a backlash, as CFOs ask: "Where is the ROI?" As the novelty wears off, the new Digital channels will rapidly settle down alongside the old channels as part of the integrated marketing mix.

Question 2: Some companies think that they should outsource digital marketing to ‘experts’. Is this a sensible approach? What is the best way to implement a digital strategy?

With the current pace of change, I believe it is important for Client Marketing Departments to keep a firm grip on their digital activities. This means learning, getting training and thinking about digital. Agency partners should be brought in selectively to handle tasks which can't be delivered with in-house resources, but they should be managed carefully by 'expert' digital marketing personnel who are on the payroll.

Question 3:  Companies and consumers find it very difficult to ‘cut through the noise’ – to get their messages across or to find what they want. What can each group do to improve things?

Decide whom you need to communicate with and what you need to say to them; plan all activity in a single-minded manner to achieve this and only this. Set KPIs and measure against them. If it works, do more. If not, try something different!.

Question 4: How significant will ‘mobile’ platforms and approaches become? And why?

Very important since the technology is improving and users are increasingly choosing to access the web via mobile devices, including smartphones and tablets. All marketers need to be thinking mobile now.

Question 5: What advice would you offer marketers and companies who want to take full advantage of the opportunities provided by Digital Marketing?

Get high-quality training

Find out about Social Media and Mobile

Be aware of privacy issues

Test, learn, improve

Other links and Resources:

Twitter:       @mikeberrytweets

Blog:           blogbymikeberry.blogspot.com
LinkedIn:    http://uk.linkedin.com/in/mikeberrylinkedin

Videos:      http://www.youtube.com/user/mikeberryassociates