tag:blogger.com,1999:blog-27520132703555782652024-02-19T03:29:15.367-08:00City Digital Marketing AcademyA new resource in Digital Marketing - Adding value with: Education,
information, news and views for marketers everywhere.
Achieve more.City Digital Marketing Academyhttp://www.blogger.com/profile/13105261060199432402noreply@blogger.comBlogger56125tag:blogger.com,1999:blog-2752013270355578265.post-70477492295913489752012-06-24T02:33:00.000-07:002012-06-24T02:33:22.311-07:00Best Digital Marketing Resources on the Internet<div class="separator" style="clear: both; text-align: center;">
<a href="http://ow.ly/bMJBJ" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="281" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiUocbjYbsbbULJsxsZSKOV7_DjaLuOTdKm1cS7DYoWaZ3tUip5nwsYz4sFflh-Hq0IUX46sOwNAY-vWX2QRRV4prmikALOLT1k6ltFF_WKhCcTx2kvWW9hS74FDs7ZI0RMwckEQxiV7u6q/s400/Digital+Marketing+Mind+Map.JPG" width="400" /></a></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">From our friends at www.digitalmindmap.com</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><a href="http://ow.ly/bMJBJ">Download Mindmap Infographic</a></span></div>
<br />Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com25tag:blogger.com,1999:blog-2752013270355578265.post-11426163554338429342012-04-18T01:49:00.000-07:002012-04-18T01:55:32.310-07:00Doing Digital - Going Mobile<br />
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<b><span style="font-family: Arial, sans-serif; font-size: 12pt; line-height: 115%;">The Whole World’s Gone Global!<o:p></o:p></span></b></div>
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<span style="font-family: Arial, sans-serif;">The
late 20<sup>th</sup> and early 21<sup>st</sup> centuries were typified by
fundamental changes in consumer behaviour and in markets. These were largely enabled
by two significant technological advances; the Personal Computer and the
Internet. <o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif;">The
first allowed users in business, and later the home, to access unrivalled
computing power, without the restrictions and control of an IT department. <o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif;">Secondly,
during this period, the Internet evolved into a fully functional platform for
global information exchange, communications and commerce.<o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif;">Mobile
technology represents the third wave of this technological tsunami and builds
upon it. It puts significant, compact computer processing power <u>literally</u>
in the hands of all of us, connecting everything together across the World Wide
Web.<o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEibTgU7wEm_RO-lIjOYHa39E958zzZib7ZkQgvPnZa0Dv3aL7tQ1WoMBMpPZKgxsLcYydANbxeGpr7Vcu_B_8g87ofeRGpySyGYZxTV5irKBTj3pExcttGN8Dt6S9ucDEBVeb-NOcpq8cLx/s1600/Ceci+mobile.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEibTgU7wEm_RO-lIjOYHa39E958zzZib7ZkQgvPnZa0Dv3aL7tQ1WoMBMpPZKgxsLcYydANbxeGpr7Vcu_B_8g87ofeRGpySyGYZxTV5irKBTj3pExcttGN8Dt6S9ucDEBVeb-NOcpq8cLx/s400/Ceci+mobile.jpg" width="400" /></a></div>
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<span style="font-family: Arial, sans-serif;">It is
estimated that about 30% of the world’s 7 Billion population have access to the
Internet, while globally there are about 5.8 billion mobile subscriptions. In
the UK there are now more mobile devices than people! Imagine the potential
that this level of technology penetration gives to marketers.<o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif;">A striking
feature of Mobile and Mobile Marketing is its ubiquity. Mobile devices are
always connected and in contact. This allows consumers to access the
functionality that they want, at the time, location and in the form in which
they want it.<o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif;">We are moving
away from a world where media owners and marketers strive to get their message
across just at the times and places of their choosing. Whether in advertising,
news or entertainment, the consumer is now the final arbiter. <o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif;">As consumers,
we increasingly expect to be addressed and serviced as individuals, rather than
just ‘one of the crowd’. We are conceptually moving from ‘one market of a
million’ to ‘a million markets of one’. <o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif;">A far cry
from the days when Henry Ford offered his cars in ‘any color you want, as long
as it’s black’!<br />
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<span style="font-family: Arial, sans-serif;"><img height="128" src="http://www.barefootsworld.net/tpics/fordmodelt.gif" width="200" /> </span></div>
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In time, I believe that the mobile devices of today will evolve to become a
kind of digital ‘Swiss army knife of the future. Imagine a device which; holds
your money and id, captures or delivers media, communicates, navigates, scans,
entertains, informs and educates. <o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif;">Geo-location
allows our Mobile device to be ‘aware’ of where it is and what is around it.
With a device that goes everywhere with the consumer and which ‘knows’ where
they are, there are many potential benefits for advertisers. Combining geo-targeted
Mobile advertising with known customer data, for example from a web based CRM
system, can provide highly relevant messaging which will add value to the recipient.<br />
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Delivered through a Concierge or PA application, services can be envisaged that
advise the consumer of where to go and what to do, based on their location and predicted
or specified preferences and tastes.<o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif;">A further
growth area will be in the case where the Mobile device acts as a ‘Social
Object Controller’. With the development of web 3.0, more and more ‘inanimate’
objects will have web connectivity. These will include; cars, household
appliances, games and media devices. In future, most of these will interact
with, or be accessible and controllable from, the consumer’s Mobile device(s). <o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif;">Consider a
retail environment where your Mobile ‘knew’ where you were and could guide your
shopping trip to nearby outlets and stores which stocked the items in which you
were interested, alerted staff when you had arrived in the shop, performed a
price-check and delivered personalised
offers, discounts and deals, uniquely tailored to you.<o:p></o:p></span><br />
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<img height="147" src="http://caberz.files.wordpress.com/2012/02/aa12-12532_bugatti-veyron.jpg" width="320" />
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<span style="font-family: Arial, sans-serif;">Imagine a
world where your car not only had a sat-nav but would also generate active
recommendations for restaurants, rest stops and places of interest en route,
all based on your personal preferences and diary. When it became time for a vehicle
service, the embedded Mobile device could notify the driver, contact the garage
to inform them of areas for attention, and book the appointment. Bugatti Veyron
technology today – in most vehicles in the future.<o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif;">In a recent
discussion with some of my students, these ideas raised some concerns about
safety and security, with so much of a user’s personal information on one
Mobile device. Today, with services such as Apple’s iCloud it is possible to
remotely locate, lock or wipe a misplaced iPhone. Compare that with the
nightmare of trying to contact all of the credit, debit and store card
companies, after your purse or wallet is lost or stolen.<o:p></o:p></span><br />
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<img height="135" src="http://www.winextra.com/wp-content/uploads/2012/01/space-invaders.jpg" width="200" />
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<span style="font-family: Arial, sans-serif;">At present,
many of these predictions may seem far-fetched or fanciful. In the past, many
of us marvelled at the first ‘green screen’ PC’s, mobile phones the size and
weight of a house-brick and even ‘Space Invaders’ or ‘Pong’ on the games
machine in our local pub. <o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif;">In future,
the next generation of consumers will adopt and adapt to ubiquitous Mobile
devices as an accepted and expected aspect of everyday life.<o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif;">I, for one,
can’t wait to join them!<o:p></o:p></span></div>
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<b><span style="font-family: Arial, sans-serif; font-size: 12pt;">Peter Rees</span></b><span style="font-family: Arial, sans-serif; font-size: 12pt;"> </span><span style="font-family: Arial, sans-serif; font-size: 7.5pt;">DipM FCIM FRSA MCIPR MIDM, Chartered Marketer</span><span style="font-family: Arial, sans-serif; font-size: 12pt;"><br />
Principal<o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 12pt;">City Digital Marketing Academy<o:p></o:p></span></div>
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<a href="http://www.citydigital.org/" target="_blank"><span style="color: blue; font-family: Arial, sans-serif; font-size: 12pt;"> www.citydigital.org</span></a><span style="font-family: Arial, sans-serif; font-size: 12pt;"> <o:p></o:p></span></div>
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<a href="http://www.city-digital.blogspot.com/" target="_blank"><span style="color: blue; font-family: Arial, sans-serif; font-size: 12pt;">www.city-digital.blogspot.com</span></a><span style="font-family: Arial, sans-serif; font-size: 12pt;"><o:p></o:p></span></div>Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com12tag:blogger.com,1999:blog-2752013270355578265.post-32501958747511845862012-02-16T00:43:00.000-08:002012-02-16T00:43:33.048-08:0017 R's of Mobile Marketing - a Hubspot Infographic<div style="background-color: white; font: 14px/21px HelveticaNeue-Light,Helvetica Neue Light,Helvetica Neue,Helvetica,Arial,sans-serif; padding: 10px 20px 20px; width: 600px;">
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17 R's of Mobile Marketing Infographic</h3>
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<a href="http://blog.hubspot.com/blog/tabid/6307/bid/31103/The-17-R-s-of-Savvy-Mobile-Marketing-INFOGRAPHIC.aspx/" style="margin-left: 1em; margin-right: 1em;"><img alt="17 R's of Mobile Marketing Infographic" height="640" src="http://blog.hubspot.com/Portals/249/images/17RsOfMM_V2.png" width="388" /></a></div>
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<div style="margin-top: 5px; text-align: center; width: 100%;">
From: <a href="http://www.hubspot.com/internet-marketing-company/" style="color: #565656; text-decoration: none;">HubSpot Marketing Software</a></div>
</div>Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com3tag:blogger.com,1999:blog-2752013270355578265.post-43792896859954592332012-02-06T04:14:00.000-08:002012-02-06T05:01:42.908-08:00EXCLUSIVE - e-interview with Dr. Dave Chaffey<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">After many months in the planning, I am delighted to post this EXCLUSIVE interview with stellar Digital Marketer Dr Dave Chaffey, to whom very many thanks!!</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">Dr Dave Chaffey is CEO and co-founder of Smart Insights (<a href="http://www.smartinsights.com/">www.smartinsights.com</a>), a digital
marketing advice site that helps businesses succeed online. He is author of 5
bestselling books on Ecommerce including <i>Internet
Marketing: Strategy, Implementation and Practice</i> and has been recognised as
one of 50 marketing ‘gurus’ worldwide who have shaped the future of Marketing. </span></div>
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<b><span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">Question 1: Many companies and
managers today are overwhelmed with all the hype around Digital Marketing. What
practical advice would you give them, to help get started in this area?<o:p></o:p></span></b></div>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">Yes, I think
many “rabbits in the headlights” moments with the growing pace of change and
the speed at which the key players introduce new features. The great thing
about digital marketing is that you can “dive in” and start small by creating a
blog or Facebook page. The problem is, you’ll often then lurch to the next
latest hype to see whether that helps. It’s currently Google+ and Pinterest for
example, this time last year it was Quora. None of these will help build
commercial growth if you don’t get the marketing fundamentals right.<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">At
SmartInsights.com we're firm believers in a planned, structured approach to
help make sure your online marketing activities are aligned with business
objectives. Planning also really helps you prioritise on the areas you can have
the biggest impact, maybe opportunities in tactics that competitors have
ignored. It's also essential to get inside customers’ minds to see what they
think, feel and do online and work out how that connects with your brand.<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">It’s crazy
really, with how much is invested in digital media today, how few have a
planned approach. We asked this question in a post about <a href="http://www.smartinsights.com/digital-marketing-strategy/digital-strategy-development/need-for-digital-marketing-strategy/">digital planning</a> a couple of years ago and were not surprised to see that the
majority have an ad-hoc approach. We repeated this informal poll again this
year and found there was little change:<o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtG2RNwXxK_HcL9DJxbQYGKxxjvqQgbNrfg956RhnBRgjeYubnkTU2XGXMX7dthfKSoR6WWt27BOHIXORvR_1zSkORuLlTIzUmacYYgoUPyA9zOD47McN4EMC2w3_-1Toju13bX5Ndu-O1/s1600/Poll+results.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Arial, Helvetica, sans-serif;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtG2RNwXxK_HcL9DJxbQYGKxxjvqQgbNrfg956RhnBRgjeYubnkTU2XGXMX7dthfKSoR6WWt27BOHIXORvR_1zSkORuLlTIzUmacYYgoUPyA9zOD47McN4EMC2w3_-1Toju13bX5Ndu-O1/s1600/Poll+results.JPG" /></span></a></div>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">So, my
practical advice is “don’t just jump in”, think about what you want to achieve
and how you’re going to position yourself online, to differentiate yourself. A
practical tip here, is to improve how you communicate your value proposition
across your website and social outposts. If you’re an established brand this is
less necessary, but if you’re starting out, it’s essential. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;"><br /></span><br />
<span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">See our advice on
crafting an <a href="http://www.smartinsights.com/digital-marketing-strategy/online-value-proposition/">online value proposition</a> (OVP).</span><br />
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<b><span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">Question 2: What place do Social Media
tools have in the Digital Marketing Mix? Are they simply additional advertising
channels or something more?<o:p></o:p></span></b></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 115%;">Sure, you
can think of social media platforms as advertising channels, but as you know
Peter, that’s completely missing the point. We had an <a href="http://draft.blogger.com/goog_1318400949">interesting discussion</a></span><span style="line-height: 115%;"><a href="http://lnkd.in/5PervG"> of this topic on our LinkedIn Group</a> just yesterday. <o:p></o:p></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">A student
studying digital marketing was asking about the scope of social media and their
relevance to marketing. The short definition from my book is that<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">"<i>Social media encourage audience
participation, interaction and sharing</i>"<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">You can see
that doesn’t sit at all well with advertising; we all know we don’t want to be
advertised to when we’re socialising. That’s not to say that advertising on the
social platforms doesn’t have value in raising awareness and connecting with
advocates, far from it. But social media has an impact across the whole of
digital marketing mix as you suggest.<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">Jen Law, one
of our expert members expressed it better, saying “<i>Social media is about conversations, community, connecting with
personalities and building relationships. It is not just a broadcast channel or
a sales and marketing tool</i>”.<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">I think it’s
interesting that in 2011-12 we are seeing company response to social media
growing up and many now see it more broadly and are thinking how best to
harness social media marketing across the business. We’re seeing companies talk
about broader management of social media. In the same discussion, Paul
Fennemore, a social media specialist, said:<o:p></o:p></span></div>
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<i><span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">A purist would say 'social media' is
media. In this case Web2.0 interactive, real-time based media
including: Video, Blogs, Wikis, Gaming, Photos, Music and so on.<br />
<br />
However, social media has come to mean than this and is not a good term for
what it represents, Social Media Marketing, Social Commerce, Social Business,
Social Enterprise are better terms depending on the context.<o:p></o:p></span></i></div>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">Here, the
CEO of Burberry talks about how fundamental social media are to the way they
operate today:<o:p></o:p></span></div>
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<b><span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">Question 3: Today, consumers are
exposed to a vast amount of data. How can marketers make it easier for them to
find and hear what they need and filter out extraneous messages and information,
from all the noise?<o:p></o:p></span></span></b></div>
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<span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">Analytics is
a passion of mine thanks to my background as a scientist when I was studying in
the 1980s. It’s one of the reasons why I was attracted to Internet marketing as
it was known in the mid 1990s. It seemed to offer an opportunity to understand
our customers much better and deliver relevance in our communications to help
secure better business outcomes and ROI on our media investments. Yet, sadly I
think most companies fail to filter out the noise. <o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">There are
certainly technical challenges with attributing influence to multiple media
across complex customer journeys and how we use cookies to do this. I also
think the web analytics systems as designed, are mostly designed “by geeks, for
geeks” and they’re not structured around the questions that marketers ask –
that’s why we’ve developed guides to step marketers through these questions on
SmartInsights.com. But the bigger problems are todo with the classic governance
issues of people, process and systems. You need the right KPIs, dashboards
tailored to your business and a regular review/action process. Out-of-the box,
the analytics or social listening tools don’t give you this. Some big companies
do get this right, here’s one example we covered:</span><span style="font-size: 12pt;"><o:p></o:p></span></span></div>
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<span style="font-size: 12pt; line-height: 115%;"> <o:p></o:p></span></div>
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<span style="font-size: 12pt; line-height: 115%;"><o:p> </o:p></span><b><span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">Question 4: What steps can companies
take to measure and validate the returns that they get from their Digital
Marketing investment?</span></span></b></div>
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<span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">To answer
you’re question directly, I recommend these steps:<o:p></o:p></span></span></div>
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<ol>
<li><span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">Define value of outcomes on your site – setup goals in Google
Analytics with values assigned to represent value.</span></span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Put in place tracking of all media, on and offline,
with consistent marketing source codes</span></li>
<li><span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">With this in place start using rarely used measures like
revenue or goal value per visit and $Index value</span></span></li>
<li><span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">Understand, at a granular level which media including sites,
search terms, placement and creative create value for you.</span></span></li>
<li><span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">Maximise value, prioritising the media with the best
conversion rates and ROI.</span></span></li>
<li><span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">Understand more complex journeys through multichannel funnels
so you are crediting assists earlier in the journey rather than just “last
click wins”</span></span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif;">Find solutions to assess the value within social media
marketing – 1 to 6 will help, but specialist tools are still needed!</span></li>
</ol>
<span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">If you want
more detail on this, see an article I wrote for Brian Clifton , <a href="http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/">Show Me The Money</a>, or buy Brian’s book on Google Analytics – this stuff
matters!</span><span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;"><o:p> </o:p></span><br />
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<b><span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">Question 5: As the Web evolves into
the Cloud and becomes even more pervasive, what changes do you predict for Marketing,
resulting from the growth of mobile and the ubiquitous connection of less
animate objects?<o:p></o:p></span></span></b></div>
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<span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">A
challenging question to end! Regardless of the cloud, I think many don’t have a
good conception of the their creative assets and how to make them most
effective. We still have this mental idea of creative placed on our site or an
advertisers site we need to use to get our message across. In 2007, I think
there was a lot of discussion of “atomisation” and I think this is a better way
to think of creative assets today. </span></span></div>
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<span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">My colleague, Dan Bosomworth on
SmartInsights.com likes to call these “social objects” and they are the
fundamental units for effective content
marketing today. They are incredibly
effective in some markets such as tech products and fashion. Companies like
Hubspot, Eloqua in B2B, ASOS, Burberry in Fashion are masters in creating
effective assets and campaigns around these which expand their reach and
preference and link through to commercial goals. There are examples from many
sectors though. </span></span></div>
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<span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">For me a solid content marketing strategy is key to online
success today and it’s fundamental to success in search, social, email marketing
and conversion. It unifies brand communications in disparate channels. So if
you don’t have a content strategy you’re falling behind.<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">We find
discussions of the potential of mobile marketing are some of the most popular
on our blog, whether this is about QR codes, mobile apps or effective mobile
design. It certainly gives increased opportunities for connecting with
consumers in a more personal way, but I can’t see examples where how a company
deploys mobile marketing has transformed their brand in the way that content
and social media have for some of the examples above. </span></span></div>
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<span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">At some levels a mobile
or tablet device is just an alternative to the desktop platformand gives a
channel choice for similar content and experience. It doesn’t give so many
brands so many new opportunities to engage. But I’d like to hear of more
examples, particularly around proximity or location-based marketing with
experiential marketing events. This is
where it can give companies an edge.<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">Looking
further into the future, more objects will be web-enabled whether that’s cars,
household items or people! PR Smith talked about this in our Emarketing
Excellence book as earlier as 2001 about the Post-PC customer. </span></span></div>
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<span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">We haven’t seen
real progress in this area although the <a href="http://www.google.co.uk/search?q=verichip">Verichip</a> was touted as an implantable RFID chip. Health and privacy concerns seemed to
have stopped it and I’m not too sorry about that – I think we all need to
unplug sometime! </span></span></div>
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<span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">It will happen, but “not in my lifetime”.<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;"><b><i><u>Useful links and resources:</u></i></b></span></span></div>
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<span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">If readers
of this post would like to learn more about digital marketing, we've created a
framework on <b>Smart Insights</b> which can help marketers explore a topic without
being reliant on Google or Wikipedia. </span></span></div>
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<span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">Here are the starting points I'd
recommend:<o:p></o:p></span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">Our home page has a widget
we developed based on the <a href="http://www.smartinsights.com/">PRACE framework</a> to explore
over 200 digital marketing techniques </span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;"><br /></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">For a quick scan of all
techniques try our <a href="http://www.smartinsights.com/digital-marketing-best-practice/">Best Practices review</a>- grouped in 25 key marketing activities</span></div>
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<span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></div>
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<span style="line-height: 115%;"><span style="font-family: Arial, Helvetica, sans-serif;">We also have a <a href="http://www.smartinsights.com/digital-marketing-strategy-guide/">Digital Marketing Strategy Guide</a> and simplified
marketing planning framework.</span></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">Find out more about our <a href="http://www.smartinsights.com/digital-marketing-advice/">Ebooksand training courses</a>.</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">Thank you Dr Chaffey!</span></div>
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</div>Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com5tag:blogger.com,1999:blog-2752013270355578265.post-35840469093758694042012-01-31T01:47:00.001-08:002012-01-31T01:47:24.522-08:00(UN)SATISFACTORY? ENHANCING LIFE CHANCES BY IMPROVING ‘SATISFACTORY’ SCHOOLS<br />
<span style="font-family: Arial, Helvetica, sans-serif;">Becky Francis, RSA Director of Education</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;">December 2011</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKa9XTKneX7SsBB6i2k_RYupw-jKjif6M2OpAsiwsR3BCxQOn47dIZThAxfzKunOr0nD9Oj3MhxXddHbACcQEAcdrmcL6WXsHHhRhoeZsQQuu3y5oLuwNalLp7DKz6WFjG79AcG_0QNgQ/s1600/Unsatisfactory+Schools.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgKa9XTKneX7SsBB6i2k_RYupw-jKjif6M2OpAsiwsR3BCxQOn47dIZThAxfzKunOr0nD9Oj3MhxXddHbACcQEAcdrmcL6WXsHHhRhoeZsQQuu3y5oLuwNalLp7DKz6WFjG79AcG_0QNgQ/s640/Unsatisfactory+Schools.JPG" width="448" /></a></div>
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<span style="font-family: Arial, Helvetica, sans-serif;">A report from our friends at the RSA.</span></div>
<div class="separator" style="clear: both; text-align: center;">
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<span style="font-family: Arial, Helvetica, sans-serif;">Download it <a href="http://dl.dropbox.com/u/4766507/Unsatisfactory_schools_updated.pdf">HERE</a></span></div>
<br class="Apple-interchange-newline" />Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com1tag:blogger.com,1999:blog-2752013270355578265.post-34031734657592825102011-12-09T08:44:00.001-08:002011-12-21T07:37:31.254-08:00Twitter for the Tentative<br />
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<b><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"> “I’m in the #bath”<o:p></o:p></span></span></b></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjTdN3pG32xNVyee8zbn-q2NBKPuGor3DwCTyueXNVTDfq3jaxzW3JfDeUOYXHO5rr_RxUf3QVRHGWf0RZ1LCdmq9aO5X3RKGHmtfnrOmqWNQRYopqHeGUL73oYJ5S94tdowBwHTQdZXcbp/s1600/bathtweet.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="246" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjTdN3pG32xNVyee8zbn-q2NBKPuGor3DwCTyueXNVTDfq3jaxzW3JfDeUOYXHO5rr_RxUf3QVRHGWf0RZ1LCdmq9aO5X3RKGHmtfnrOmqWNQRYopqHeGUL73oYJ5S94tdowBwHTQdZXcbp/s320/bathtweet.JPG" width="320" /></a></div>
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<i><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></i></div>
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<i><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Welcome to the world of Twitter!<o:p></o:p></span></span></i></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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, <u>are</u>
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. <o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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. <o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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. <o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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!<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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. </span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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’. </span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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! <o:p></o:p></span></span></div>
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<img height="212" src="http://us.123rf.com/400wm/400/400/stockbroker/stockbroker0908/stockbroker090800059/5296934-hot-tap-on-hand-basin.jpg" width="320" /></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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. </span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Consider the
opportunity that this presents to marketers.<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></div>
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<img height="132" src="http://upload.wikimedia.org/wikipedia/en/4/40/Plughole.JPG" width="200" /></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Of much greater
value for marketers than the news that.....</span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">“I’m in the </span></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; line-height: 23px;">#bath”.</span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Follow CDMA on Twitter @citydigital<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://www.citydigital.org/">www.citydigital.org</a></span></span></div>
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<br /></div>Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com1tag:blogger.com,1999:blog-2752013270355578265.post-51814492954680582842011-11-10T03:53:00.001-08:002011-11-21T10:09:48.259-08:00Confessions of a Serial Entrepreneur<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">I am delighted to post this e-interview with Sue Reeves, co-founder of the hugely successful 'Business Biscotti' business networking site and service.</span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Sue is a top marketer and serial entrepreneur.</span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">I caught up with her and asked for some of her secrets for success.</span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span><br />
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; margin-left: 1em; margin-right: 1em;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZ7uHmX9qRQtZxGViVIrbGhbV6-MyETb5ydIOeqCsTL2ae7OflvcptvnNAglJViEGsu77r1vhcARVKCk1DCubcURI9p1TfWd2ougntRJ3hHFxGgfrCBdEbJ12xP0KKW-cnZtyIYH-eSjkf/s1600/sue_reeves.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZ7uHmX9qRQtZxGViVIrbGhbV6-MyETb5ydIOeqCsTL2ae7OflvcptvnNAglJViEGsu77r1vhcARVKCk1DCubcURI9p1TfWd2ougntRJ3hHFxGgfrCBdEbJ12xP0KKW-cnZtyIYH-eSjkf/s400/sue_reeves.JPG" width="266" /></a></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b>Sue Reeves</b> - Marketing Director 'Business Biscotti'</span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<span class="Apple-style-span" style="text-align: -webkit-auto;"> </span><span class="Apple-style-span" style="text-align: -webkit-auto;">I now run 2
businesses!</span></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
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!<br />
<br />
I am also the Marketing Director for Business Biscotti Ltd.</span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">My new blog
site for SuePIx goes live late November 2011.<o:p></o:p></span></span></div>
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<b><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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?<o:p></o:p></span></span></b></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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!</span></span><br />
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<b><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Question 2: To what extent has a
marketing orientation helped in these ventures?<o:p></o:p></span></span></b></div>
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<span lang="EN-GB" style="line-height: 18px;"><span style="font-family: Arial, Helvetica, sans-serif;">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. </span></span></div>
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<span class="Apple-style-span" style="line-height: 18px;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.</span></span></div>
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<span lang="EN-GB" style="line-height: 18px;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">The network that I have built over the last 25 years has been pivotal in securing business over the long term.</span></span></div>
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<span lang="EN-GB" style="line-height: 18px;"><span style="font-family: Arial, Helvetica, sans-serif;">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.</span></span></div>
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<b><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Question 3: What advice would you give
to others thinking of setting up new entrepreneurial business ventures?<o:p></o:p></span></span></b></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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. </span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></div>
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<b><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Question 4: What is your view of the
strengths and weaknesses with new ‘Digital Marketing’ techniques in business
development?<o:p></o:p></span></span></b></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Remember –
digital marketing is a part of your Marketing Mix – its not the only marketing
you need to do.<o:p></o:p></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 115%;">Moreover, <u><b>be consistent</b></u> </span><span class="Apple-style-span" style="line-height: 18px;">in your
messages, your delivery, your approach, the use of your digital channels.</span><span class="Apple-style-span" style="line-height: 18px;"> </span><span class="Apple-style-span" style="line-height: 18px;">Its also easy to get it very wrong.</span></span></div>
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<b><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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?<o:p></o:p></span></span></b></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Business Biscotti
- is a Business Community
experiencing exponential growth</span><b><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></b><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><u>Background</u></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="background-color: white; line-height: 18px;">Business Biscotti provides Free Business Networking, both offline and through an online Community Portal.</span><span class="Apple-style-span" style="background-color: white; line-height: 18px;"> </span><a href="http://www.businessbiscotti.co.uk/" style="background-color: white; color: #0000cc; line-height: 18px;" target="_blank">www.businessbiscotti.co.uk</a></span><br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span><br />
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<span lang="EN-GB"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">What makes Business Biscotti really different from any other networing organisation is that we are a <strong>COMMUNITY</strong> of business people. Who meet to network in neighbourhood groups across the UK - and then continue to network online with others. </span></span></div>
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<span lang="EN-GB"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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)! </span></span></div>
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<span lang="EN-GB"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.</span></span></div>
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<span lang="EN-GB"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.</span></span></div>
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<span lang="EN-GB"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">People are now building long last business relationships and these are manifesting in sales. Someone posted yesterday on<a href="http://businessbiscotti.co.uk/" style="color: #0000cc;" target="_blank">Businessbiscotti.co.uk</a> </span></span></div>
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<span lang="EN-GB"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">"<strong> just ask me about doing business with Business Biscotti ---- I am snowed in!" Peter Morris Pinewood Asset </strong><strong>Finance </strong></span></span><strong style="font-family: Arial, Helvetica, sans-serif;">(November 8th 2012)</strong><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"> </span></div>
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<span lang="EN-GB"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">This is one example of many comments posted everyday in the community.</span></span></div>
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<span lang="EN-GB"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">This community is growing daily without any advertising or PR - purely from an exceptional Digital Marketing strategy. That is being implemented continuously.</span></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">The web site provides a dual function that:</span></div>
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<ul>
<li><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="text-indent: -24px;"><span lang="EN-US">Provides a community
platform for those members wishing to continue networking online. </span></span><span lang="EN-US" style="text-indent: -24px;"><span style="font: normal normal normal 7pt/normal 'Times New Roman';"> </span></span></span></li>
<li><span lang="EN-US" style="font-family: Arial, Helvetica, sans-serif; text-indent: -24px;">It is a resource and
information portal for members who wish to access information about all the
events, meeting times, dates, directions etc.</span></li>
</ul>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Communication from Head Office to the membership is
undertaken through 3 channels:</span></div>
<div class="MsoNormal">
</div>
<ul>
<li><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Website notices and information </span></li>
<li><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Monthly e-newsletter</span></li>
<li><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Ambassadors who run each of the monthly group events</span></li>
</ul>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Currently Business Biscotti has an audience in excess of
20,000 members through the online membership and the 80 physical groups across
the UK.</span></div>
<br />
<div class="MsoNormal">
</div>
<div class="MsoNormal">
<b><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Where we are going<o:p></o:p></span></b></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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. </span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">The most commercially sound option is from commercial sales.</span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Success<o:p></o:p></span></span></b></div>
<div class="MsoNormal">
<b><span style="line-height: 115%;"><o:p><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"> </span></o:p></span></b><span style="font-family: Arial, Helvetica, sans-serif; line-height: 115%;">Business Biscotti has grown organically –
through a viral campaign via the physical groups </span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; line-height: 18px;">and the
online community.</span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; line-height: 18px;"> </span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; line-height: 18px;">Last month (October 2011)
we had 30,000 uniquevisitors.</span></div>
<br />
<div class="MsoNormal">
<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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<b>.<o:p></o:p></b></span></span></div>
<div class="MsoNormal">
<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b><br /></b></span></span></div>
<div class="MsoNormal">
<img height="318" src="http://webdesigndublin.org/wp-content/uploads/2011/05/increase-website-traffic.jpg" width="320" /></div>
<div class="MsoNormal">
<span style="line-height: 115%;"><b><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></b></span></div>
<div class="MsoNormal">
<span style="line-height: 115%;"><b><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Resources and links:</span></b></span></div>
<div class="MsoNormal">
<span style="line-height: 115%;"><b><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></b></span></div>
<div class="MsoNormal">
</div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://www.businessbiscotti.co.uk/">http://www.businessbiscotti.co.uk </a></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://www.suepix.co.uk/">http://www.suepix.co.uk</a></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">The new blog
site for SuePix is now live at: </span></span><a href="http://www.suepix.co.uk/" style="font-family: Arial, Helvetica, sans-serif;">http://www.suepix.co.uk</a><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">/blog</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Facebook: <a href="http://www.facebook.com/biscottier">http://www.facebook.com/biscottier</a><o:p></o:p></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Follow us on
Twitter @biscottier<o:p></o:p></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Linkedin: http://www.linkedin.com/groups/Business-Biscotti-UK-3666077?gid=3666077&mostPopular=&trk=tyah<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Videos:</span></span></div>
<div class="MsoNormal">
<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">How to open a Business Biscotti group<o:p></o:p></span></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://youtu.be/YYkbRhrgTao"><span style="line-height: 115%;">http://youtu.be/YYkbRhrgTao</span></a><span style="line-height: 115%;"><o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Reading Central Business Biscotti first birthday<o:p></o:p></span></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://youtu.be/YNjWIaOllOA"><span style="line-height: 115%;">http://youtu.be/YNjWIaOllOA</span></a><span style="line-height: 115%;"><o:p></o:p></span></span></div>
<br />
<div class="MsoNormal">
<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Welcome to Wentworth Business Biscotti<o:p></o:p></span></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://youtu.be/ZsPF4TNPj5o"><span style="line-height: 115%;">http://youtu.be/ZsPF4TNPj5o</span></a><span style="line-height: 115%;"><o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Suepix wedding photogrpahy video<o:p></o:p></span></span></div>
<div class="MsoNormal">
<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">http://youtu.be/HgvSFaLzapk </span><span class="Apple-style-span" style="font-family: Verdana, sans-serif; font-size: 10pt;"><o:p></o:p></span></span></div>Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com6tag:blogger.com,1999:blog-2752013270355578265.post-495778729085926902011-10-09T06:11:00.000-07:002012-05-12T02:43:12.472-07:00‘DOING DIGITAL’ – A Marketers View<br />
<div class="MsoNormal">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgZEtID43UbZLR_jef9Gd93p2qwGo8WfTGh7z6Ts2Irc_yhFTMfwbv4T1XGO_31LWlnMA51QXW7xR-2xZfYEAUU43OTGqxLK4ysWDd9dRROB5KF9g8J0RYzEiRrT3FTbOv0c3VgoEeoWpR/s1600/tag+cloud.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="216" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhgZEtID43UbZLR_jef9Gd93p2qwGo8WfTGh7z6Ts2Irc_yhFTMfwbv4T1XGO_31LWlnMA51QXW7xR-2xZfYEAUU43OTGqxLK4ysWDd9dRROB5KF9g8J0RYzEiRrT3FTbOv0c3VgoEeoWpR/s320/tag+cloud.JPG" width="320" /></a></div>
<span class="Apple-style-span" style="font-family: 'Century Gothic', sans-serif;"><span class="Apple-style-span" style="font-size: 22px; line-height: 25px;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: center;">
<span class="Apple-style-span" style="font-family: 'Century Gothic', sans-serif;"><span class="Apple-style-span" style="font-size: 22px; line-height: 25px;"></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<b><span style="font-family: 'Century Gothic', sans-serif;">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.<o:p></o:p></span></b></div>
<div class="MsoNormal" style="text-align: justify;">
<b><span style="font-family: 'Century Gothic', sans-serif;"><br /></span></b></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;">I
recently met author James Glieck who said in his latest book <i>The Information</i>, “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.”<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;">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. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;">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. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;">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. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;">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.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;">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. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;">People
often have concerns relating to; safety and security, relevance and ‘noise’.
Let me address these.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;">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.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;">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?<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;">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. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;">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.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;">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”. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;">It
is time that we evolved!<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Century Gothic', sans-serif;"><br /></span></div>
<div class="MsoNormal" style="text-align: right;">
</div>
<div style="text-align: left;">
<b><i><span style="font-family: 'Century Gothic', sans-serif;">Peter
Rees </span></i></b><i><span style="font-family: 'Century Gothic', sans-serif; font-size: 10pt; line-height: 115%;">DipM FCIM FRSA MCIPR Chartered Marketer</span></i></div>
<div style="text-align: left;">
<br /></div>
<br />
<div class="MsoNormal" style="text-align: right;">
</div>
<div style="text-align: left;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://www.citydigital.org/">www.citydigital.org</a></span></div>
<div style="text-align: left;">
<b><i><span style="font-family: 'Century Gothic', sans-serif;"><br /></span></i></b></div>
<div style="text-align: left;">
<b><i><span style="font-family: 'Century Gothic', sans-serif;">Twitter @citydigital</span></i></b></div>
<br />
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<br /></div>Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com0tag:blogger.com,1999:blog-2752013270355578265.post-60580958844923499392011-10-09T03:19:00.000-07:002011-10-09T03:28:27.682-07:00Future of Marketing - EXCLUSIVE Article by Prof Malcolm McDonald<span class="Apple-style-span" style="background-color: white; font-family: Arial, Helvetica, sans-serif;">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.</span><br />
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0cm; mso-layout-grid-align: none; text-autospace: none;">
<span class="apple-style-span"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1CUumqXkqDg8OauBNuGSkAivVsHcG8Q8f2dKhbEJEUwWJIVVFMCH-HIoEilo86ZuhdL4Ft1EmTcRgYRdPbC5-UE0DvsZMXa3RwFzP312ACBXp-1_pi3ARS4fVvznIzySrbJt3x8sjQ4Mf/s1600/Prof+Malcolm+McDonald.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg1CUumqXkqDg8OauBNuGSkAivVsHcG8Q8f2dKhbEJEUwWJIVVFMCH-HIoEilo86ZuhdL4Ft1EmTcRgYRdPbC5-UE0DvsZMXa3RwFzP312ACBXp-1_pi3ARS4fVvznIzySrbJt3x8sjQ4Mf/s1600/Prof+Malcolm+McDonald.JPG" /></a></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: 0.0001pt; text-align: center;">
<span class="apple-style-span"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0cm; mso-layout-grid-align: none; text-autospace: none;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0cm; mso-layout-grid-align: none; text-autospace: none;">
<span class="apple-style-span"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; color: black;">Prof McDonald is the Academic Adviser to the City
Digital Marketing Academy.</span><o:p></o:p></span></span></div>
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<br /></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0cm; mso-layout-grid-align: none; text-autospace: none;">
<b><u><span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">THE
FUTURE OF MARKETING<o:p></o:p></span></span></u></b></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0cm; mso-layout-grid-align: none; text-autospace: none;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0cm; mso-layout-grid-align: none; text-autospace: none;">
<b><span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></b></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0cm; mso-layout-grid-align: none; text-autospace: none;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0cm; mso-layout-grid-align: none; text-autospace: none;">
<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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<o:p></o:p></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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<o:p></o:p></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b><span style="color: black;">CONSUMER
SOVEREIGNTY AND THE MORAL FOUNDATIONS</span></b><span style="color: black;"><o:p></o:p></span></span></div>
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<b><span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">OF
MARKETING<o:p></o:p></span></span></b></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span style="color: black;">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 </span><i><span style="color: black;">Greening of America, </span></i><span style="color: black;">Theodore Roszak’s </span><i><span style="color: black;">The Making of a</span></i><span style="color: black;"> </span><i><span style="color: black;">Counter Culture </span></i><span style="color: black;">and Alvin Toffler’s </span><i><span style="color: black;">Future Shock </span></i><span style="color: black;">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.<o:p></o:p></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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<o:p></o:p></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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<o:p></o:p></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></div>
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<b><span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">MARKETING
ETHICS<o:p></o:p></span></span></b></div>
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<b><span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Several
specific issues have formed the focus of the debate on the ethics of marketing
including:<o:p></o:p></span></span></b></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">• the
contribution of marketing to materialism<o:p></o:p></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">• rising
consumer expectations as a result of marketing<o:p></o:p></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"> pressure;
and<o:p></o:p></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">• the use
of advertising to mislead or distort<o:p></o:p></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"> Marketing, it has been suggested, helps to
feed the materialistic<br /> and </span></span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">acquisitive urges of society, and in turn
feeds on them itself.<br /> Of course </span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">implicit in such criticism is the value
judgement that<br /> materialism and </span><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">acquisitiveness are in themselves
undesirable.</span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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<o:p></o:p></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></div>
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<b><span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">CONSUMERISM<o:p></o:p></span></span></b></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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<o:p></o:p></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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<o:p></o:p></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">protected and to enjoy a higher quality of
life.<o:p></o:p></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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<o:p></o:p></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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<o:p></o:p></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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<o:p></o:p></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span style="color: black;">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.</span></span></div>
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<b><i><span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Emeritus Professor Malcolm McDonald <o:p></o:p></span></span></i></b></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial;"><o:p></o:p></span></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial;"><o:p></o:p></span></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">In 2006 he was listed by the Times as one of the country’s top ten
consultants<span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial;"><o:p></o:p></span></span></span></div>
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<span style="color: black;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">He is Visiting Professor at Henley, Warwick, Aston and
Bradford Business Schools and Emeritus Professor at Cranfield.<span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial;"><o:p></o:p></span></span></span></div>
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Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com1tag:blogger.com,1999:blog-2752013270355578265.post-56726167763646330742011-09-29T10:07:00.000-07:002011-09-30T13:29:18.882-07:00CRM Insights - Interview with MASTER Marketer - Prof. Merlin Stone<br />
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="line-height: 115%;">Customer R</span><span class="Apple-style-span" style="line-height: 15px;">elationship</span><span class="Apple-style-span" style="line-height: 115%;"> Management (CRM) is one of the <b><span class="Apple-style-span" style="color: red;">hot </span></b>topics in marketing today.</span></span></div>
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<span class="Apple-style-span" style="line-height: 15px;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">We are therefore delighted to post this interview with one of the most advanced practitioners and pioneers in this important area -<b> Professor Merlin Stone.</b></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 115%;">He advises a number of smaller companies in marketing services
and related areas. These include Clear Cell, MarketPoint and Aerice.</span><span style="line-height: 115%;"><o:p></o:p></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 115%;">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 </span><span style="line-height: 115%;">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. </span><span style="line-height: 115%;">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 <st1:personname w:st="on">b</st1:personname>oards of several academic journals<o:p></o:p></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 115%;">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. </span><span style="line-height: 115%;">He is now a visiting professor at De Montfort, Oxford Brookes and
Portsmouth Universities and teaches economics for the Open University.<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"></span></span></div>
<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b><span style="line-height: 115%;">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?<o:p></o:p></span></b></span></div>
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</span><br />
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 115%;">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.</span></span></div>
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">
</span><br />
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 115%;">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.<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"></span></div>
<div class="MsoNormal">
<b><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Question 2: Why is it so important
and what is different about it?<o:p></o:p></span></span></b></div>
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<b><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></b></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><img height="109" src="http://lwhinventories.co.uk/wp-content/uploads/handshake.png" width="200" /></span></span></div>
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<span style="line-height: 115%;"></span></div>
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<b><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Question 3: What are the differences
and similarities between ‘Relationship Marketing’ and ‘Customer Relationship
Management’ (CRM)?<o:p></o:p></span></span></b></div>
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<b><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></b></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></div>
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<a href="http://www.businessgrowthdynamics.co.uk/wp-content/uploads/2010/07/business-to-business-leads.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="http://www.businessgrowthdynamics.co.uk/wp-content/uploads/2010/07/business-to-business-leads.jpg" width="199" /></a></div>
<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></div>
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<b><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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’?<o:p></o:p></span></span></b></div>
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<b><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></b></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><img height="233" src="http://whatsnextnow.net/wp-content/uploads/2008/08/bob_finch_optimized_tag_cloud.jpg" width="400" /></span></span></div>
</div>
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<div style="text-align: center;">
<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></div>
</div>
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<b><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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?<o:p></o:p></span></span></b></div>
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<b><span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></b></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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. </span></span><br />
<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span><br />
<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><b><i><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Further information:</span></i></b></span></div>
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<span style="line-height: 115%;"></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://www.thecustomerframework.com/"><span style="line-height: 115%;">www.thecustomerframework.com</span></a><span style="line-height: 115%;"><o:p></o:p></span></span></div>
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<br /></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">It covers
all our work in the above areas, so please explore the full content.</span><span class="Apple-style-span" style="font-family: Arial, sans-serif;"><o:p></o:p></span></span></div>
<br />Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com0tag:blogger.com,1999:blog-2752013270355578265.post-80182295098215519242011-09-29T09:02:00.000-07:002011-09-29T10:47:42.196-07:00CAM Diploma in Digital Marketing (DipDM) Syllabus<div class="separator" style="clear: both; text-align: center;">
<a href="http://dl.dropbox.com/u/4766507/1198ED_CAM_DipDigMktg_WEB.pdf" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgqYJPNt8PFCBENjG0CJt9FFz6gM7I_EHoXqa0k1nWaE_Ax90CTlfGKdSREKOaPhoVGw9QgJuoa2BuAfDZihg1tAalw0qwlV83P39RwmQBTquGigwjd20OB5swcVOshfUpXxG21u3mtR_zZ/s400/Dip+DM+Syllabus.JPG" width="303" /></a></div>
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://dl.dropbox.com/u/4766507/1198ED_CAM_DipDigMktg_WEB.pdf"><b>Download Syllabus HERE</b></a></span></div>
<div class="separator" style="clear: both; text-align: center;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Achieve More</span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://www.citydigital.org/">www.citydigital.org</a></span></div>
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<div class="separator" style="clear: both; text-align: center;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Twitter @citydigital</span></div>
<br />Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com6tag:blogger.com,1999:blog-2752013270355578265.post-14836159211497070032011-09-22T03:23:00.000-07:002011-09-22T03:44:15.200-07:00CDMA Tutor & Digital Master Marketer Mike Berry - Interview and Video<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh44NNU_Kgz3xYFpfIQ6VB8mv5eR7LPKEHF3nIbisTEXwAZD05qhchmXnH1UCMzGYbmlnL_b7TYrq7VsTrF5i_BfKo2u_VVQqSm-mFU0KMN1Jflgk23ateYT8jkU2RdQEAFLD0xlVtEvF_l/s1600/MB+2011.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span class="Apple-style-span" style="color: black; font-family: Arial, Helvetica, sans-serif;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh44NNU_Kgz3xYFpfIQ6VB8mv5eR7LPKEHF3nIbisTEXwAZD05qhchmXnH1UCMzGYbmlnL_b7TYrq7VsTrF5i_BfKo2u_VVQqSm-mFU0KMN1Jflgk23ateYT8jkU2RdQEAFLD0xlVtEvF_l/s200/MB+2011.jpg" width="177" /></span></a></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></div>
<div class="MsoNormal">
<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">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.<o:p></o:p></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">You can see and hear Mike in many of the lessons in the Chatered Institut of Marketing Diploma in Digital Marketing, that we offer.</span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Achieve More.</span></span></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></div>
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dwGWYdY2revxQJosbAevXQ-GPyIcpepNIwbe-_fqrf2QOKTiA6cjLRn5hAZGnffke1ZgV4pOnw8VI-SJKVXPg' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
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<span style="line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 115%;"><b>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?</b><o:p></o:p></span></span></div>
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</span><br />
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</span><br />
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span style="color: #000099; line-height: 115%;">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 <i>integrated </i>marketing
mix.<o:p></o:p></span></span></div>
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">
</span><br />
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjnMXlhRFO2xNWNaJeO5eMkRm-s4bMdDazILn4PZpr8aZX4b5lA7NGhsT9HKuGFXBQzSCGaHmtabeWxDm7rcR9r70-ZKE_8SQcSqnOCNeoS9YPzw-ryud-zR22ZyZyxQqcmA-LhaR_Dacfk/s1600/tag-cloud2_thumb%255B4%255D.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="248" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjnMXlhRFO2xNWNaJeO5eMkRm-s4bMdDazILn4PZpr8aZX4b5lA7NGhsT9HKuGFXBQzSCGaHmtabeWxDm7rcR9r70-ZKE_8SQcSqnOCNeoS9YPzw-ryud-zR22ZyZyxQqcmA-LhaR_Dacfk/s320/tag-cloud2_thumb%255B4%255D.png" width="320" /></a></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 115%;"><b>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?</b><o:p></o:p></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span style="color: #000099; line-height: 115%;">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 <i>thinking</i> 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.<o:p></o:p></span></span></div>
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">
</span><br />
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<span style="line-height: 115%;"><b>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?</b><o:p></o:p></span></div>
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<span style="color: #000099; line-height: 115%;">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!.<o:p></o:p></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh8UxicDLWFcYw_UwjlBqlAt0bQGSHuJPWR4Fw5X5D46kpCMhI1pmkCPZo24rCPSd__EJkoaRsn_F_ZcQUAtGHNYnHgoGa9geChj2Md0zB09t6MxeoAX2cKo3gqYQIalMcKcCr-8Q3wuoOj/s1600/about.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="260" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh8UxicDLWFcYw_UwjlBqlAt0bQGSHuJPWR4Fw5X5D46kpCMhI1pmkCPZo24rCPSd__EJkoaRsn_F_ZcQUAtGHNYnHgoGa9geChj2Md0zB09t6MxeoAX2cKo3gqYQIalMcKcCr-8Q3wuoOj/s320/about.jpg" width="320" /></a></div>
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<span style="line-height: 115%;"><b>Question 4: How significant will
‘mobile’ platforms and approaches become? And why?</b><o:p></o:p></span></div>
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<span style="color: #000099; line-height: 115%;">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.<o:p></o:p></span></div>
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<span style="line-height: 115%;"><b>Question 5: What advice would you
offer marketers and companies who want to take full advantage of the
opportunities provided by Digital Marketing?</b><o:p></o:p></span></div>
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<span style="line-height: 115%;">Get high-quality
training<o:p></o:p></span></div>
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<span style="line-height: 115%;">Find out about Social Media
and Mobile<o:p></o:p></span></div>
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<span style="line-height: 115%;">Be aware of privacy
issues<o:p></o:p></span></div>
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<i><span style="line-height: 115%;">Test,
learn, improve<span class="Apple-style-span" style="color: #000099;"><o:p></o:p></span></span></i></div>
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<span style="line-height: 115%;"><i><u>Other links and Resources:</u></i></span></div>
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<i><span class="apple-style-span"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial;">Twitter:</span><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; color: #000099;"> </span></span><a href="http://twitter.com/mikeberrytweets" target="_blank"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; color: #000099;">@mikeberrytweets</span></a><span class="apple-style-span"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; color: #000099;"> <o:p></o:p></span></span></i></div>
<i>
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<span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial;">Blog</span><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; color: #000099;">:
</span><a href="http://blogbymikeberry.blogspot.com/" target="_blank"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; color: #000099;">blogbymikeberry.blogspot.com</span></a><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial;"><br />LinkedIn<span class="Apple-style-span" style="color: #000099;">: </span></span><a href="http://uk.linkedin.com/in/mikeberrylinkedin%20"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; color: #000099;">http://uk.linkedin.com/in/mikeberrylinkedin</span></a><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; color: #000099;"> <o:p></o:p></span></div>
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Videos<span style="color: #000099;">: </span><a href="http://www.youtube.com/user/mikeberryassociates?blend=6&ob=5"><span style="color: #000099;">http://www.youtube.com/user/mikeberryassociates</span></a><span style="color: #000099;"><o:p></o:p></span></div>
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Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com0tag:blogger.com,1999:blog-2752013270355578265.post-91612839142358377702011-09-20T01:14:00.000-07:002011-09-22T03:43:42.094-07:00The future of Mobile Marketing - It's not a phone....<div class="separator" style="clear: both; text-align: center;">
<a href="http://www.cim.co.uk/shop/books/bookDetails/mobilemarketingwhitepaper.aspx" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiI-LHDIKPdKeIl-RMyreL2qObSOii1tHYlPOrvUI3-78RdwZEw2HtGCRm88XS93oSOMJQjs41nOPZsjnbPF7nmwJAg94ounQxRsnTP7lXNrCR73_dbsfOF27GghS_WM3oxlXrl6boOzGlG/s400/Mobile.JPG" width="280" /></a></div>
<div class="separator" style="clear: both; text-align: center;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">From our colleagues at the Chartered Institute of Marketing.</span></div>
<div style="text-align: center;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://www.cim.co.uk/shop/books/bookDetails/mobilemarketingwhitepaper.aspx">Buy the report HERE</a> - (<b>FREE to CIM members)</b></span></div>
<div style="text-align: center;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
<div style="text-align: center;">
<a href="http://www.citydigital.org/"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">www.citydigital.org</span></a></div>
Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com0tag:blogger.com,1999:blog-2752013270355578265.post-18011611329866891642011-09-18T03:55:00.000-07:002011-09-18T03:56:01.272-07:00Unicorns and Rainbows - The Science of Social Media<div style="text-align: left;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">This is a lecture given by Dan Zarrella, HubSpot's social media scientist, at Harvard a little earlier this year.</span></div>
<div style="text-align: center;">
<br /></div>
<div style="text-align: center;">
<iframe allowfullscreen="" frameborder="0" height="225" src="http://player.vimeo.com/video/19228431?title=0&byline=0&portrait=0" webkitallowfullscreen="" width="400"></iframe></div>
<div style="text-align: center;">
<br /></div>
<div style="text-align: center;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">The Science of Social Media from HubSpot on Vimeo.</span></div>
Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com0tag:blogger.com,1999:blog-2752013270355578265.post-45712771031213048472011-09-06T01:01:00.000-07:002011-09-06T01:07:53.319-07:00Social Media Revolution 2011 - Video<br />
<div style="text-align: center;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">From our friends at Socionomics - to whom MANY THANKS!</span></div>
<br />
<iframe allowfullscreen="" frameborder="0" height="345" src="http://www.youtube.com/embed/3SuNx0UrnEo?rel=0" width="560"></iframe><br />
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City Digital Marketing Academyhttp://www.blogger.com/profile/13105261060199432402noreply@blogger.com17tag:blogger.com,1999:blog-2752013270355578265.post-48257071785274052462011-09-02T04:02:00.000-07:002011-09-02T04:02:33.217-07:00CSR & Sustainability - Interview with Master Marketer David Whiting<br />
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<span style="font-size: 12.0pt; line-height: 115%; mso-ascii-font-family: Calibri; mso-bidi-font-size: 11.0pt; mso-hansi-font-family: Calibri;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">I am delighted to be able to post this e-interview from David Whiting, on one of marketing's really current 'hot topics',</span></span></div>
<a name='more'></a><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"> <i>CSR & Sustainability</i>.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhcWgHudG5RF13fYczvD7t8xgF-6hzm4BLeJyvZinuOgzzDqCh_qAkX6r58StlRnJAkvjRNBz014USU6tM5nBwif7y6ucD0trzYaNp_JxynYKBHBz15PsIkZ1LDQg5aijxWresPe5H8c4cJ/s1600/David+Whiting.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhcWgHudG5RF13fYczvD7t8xgF-6hzm4BLeJyvZinuOgzzDqCh_qAkX6r58StlRnJAkvjRNBz014USU6tM5nBwif7y6ucD0trzYaNp_JxynYKBHBz15PsIkZ1LDQg5aijxWresPe5H8c4cJ/s200/David+Whiting.jpg" width="150" /></span></a></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 12.0pt; line-height: 115%; mso-ascii-font-family: Calibri; mso-bidi-font-size: 11.0pt; mso-hansi-font-family: Calibri;">David
gained extensive marketing and business experience from working for a number of</span> <span style="font-size: 12.0pt; line-height: 115%; mso-ascii-font-family: Calibri; mso-bidi-font-size: 11.0pt; mso-hansi-font-family: Calibri;">large companies, including Boots, Nestlé, CPC
(now Unilever) and Duracell.<span> </span>He became
Duracell UK Marketing Director, followed by an international marketing
development role for Duracell Inc.<span>
</span>Whilst working for these companies, he was responsible for the
profitable development of a number of major brands in a wide range of markets.</span></span></div>
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<span lang="EN-US" style="font-size: 12pt;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">He subsequently moved into marketing and business consulting and training.<span> </span>He worked initially for Saatchi & Saatchi
Marketing, followed by three years as a Director of Added Value, before
establishing his own consultancy.<span> </span>David
is also a Course Director for the Chartered Institute of Marketing and has run
a wide range of training programmes in Europe and Asia.<span> </span>He has a particular interest in the
integration of sustainability into business and marketing strategy.<o:p></o:p></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 12.0pt; line-height: 115%; mso-ascii-font-family: Calibri; mso-bidi-font-size: 11.0pt; mso-hansi-font-family: Calibri;">David
holds a BA Honours degree in Industrial Economics from Nottingham University
and an MA degree in Marketing from Lancaster University.<span> </span></span><span style="font-size: 12.0pt; line-height: 115%; mso-ascii-font-family: Calibri; mso-bidi-font-size: 11.0pt; mso-hansi-font-family: Calibri;">He is a Member of the Chartered Institute of Marketing,
a Chartered Marketer, a Member of the Marketing Society, a Member of the
Institute of Consulting and a Certified Management Consultant.<span> </span><o:p></o:p></span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhiTAPY53asKM4boqK8a4fIyRktXGVC9iXUux2-onC4oldiZ_eyjV4-zdyRMokmcA_4BKi4gEfrYwcOWZydRFHizOp3mX-glA1pJR9-3aioOWtmTW1206s9624ODisL3Oa7L3WQdwwNaoKG/s1600/sustainability.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><img border="0" height="183" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhiTAPY53asKM4boqK8a4fIyRktXGVC9iXUux2-onC4oldiZ_eyjV4-zdyRMokmcA_4BKi4gEfrYwcOWZydRFHizOp3mX-glA1pJR9-3aioOWtmTW1206s9624ODisL3Oa7L3WQdwwNaoKG/s200/sustainability.jpg" width="200" /></span></a></div>
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<b><span style="font-size: 12pt;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Question 1: Many companies today are making lots of noise about ‘Corporate Social Responsibility’. Why do you think this is? And what are they trying to achieve?<o:p></o:p></span></span></b></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 12pt;">Companies are under growing pressure from a number of stakeholder groups, such as customers, investors, employees, the government, NGOs and the community, to become more societally conscious and sustainable and to demonstrate that progress.<span> </span>Initially, companies embarking on CSR programmes were driven primarily by the need for compliance and risk management and some are still stuck at this ‘minimum’ stage.<span> </span>However, most companies now recognise the advantage of looking more strategically at the issue and can see how more proactive CSR programmes can deliver tangible benefits in areas such as corporate reputation, employee retention and community relationships.</span><span style="font-size: 12pt;"><span> </span>These programmes will typically include philanthropic elements, and CSR functions will prepare reports on their performance, but they frequently tend to be fairly tactical and short-term in focus. <span> </span>Michael Porter has disparaged these types of programme by referring to </span><em><span style="font-size: 12pt;">them too often being:</span></em></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="st"><span style="font-size: 12pt;">“…a </span></span><em><span style="font-size: 12pt;">hodgepodge</span></em><span class="st"><span style="font-size: 12pt;"> <i>of</i> </span></span><em><span style="font-size: 12pt;">uncoordinated CSR</span></em><span class="st"><span style="font-size: 12pt;"> <i>and </i></span></span><em><span style="font-size: 12pt;">philanthropic activities disconnected</span></em><span class="st"><span style="font-size: 12pt;"> <i>from the</i> </span></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><em><span style="font-size: 12pt;">company's strategy</span></em><span class="st"><span style="font-size: 12pt;"> <i>that </i></span></span><em><span style="font-size: 12pt;">neither make any meaningful social impact nor strengthen</span></em><span class="st"><span style="font-size: 12pt;"> <i>the</i> </span></span><em><span style="font-size: 12pt;">firm's long</span></em><span class="st"><span style="font-size: 12pt;">-</span></span><em><span style="font-size: 12pt;">term competitiveness”</span></em></span></div>
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<span style="font-size: 12pt;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Confusingly, however, whilst many organizations see CSR being concerned primarily with issues related broadly to its ‘social’ responsibilities towards communities it is involved with down the supply chain, others (often referring instead to ‘Corporate Responsibility’) see it as a much more ambitious concept.<span> </span>To these companies, CSR/CR is a discipline that also encompasses environmental and economic issues, and which is more frequently referred to these days as ‘sustainability’.</span></span></div>
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<b><span style="font-size: 12.0pt; line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Question 2: Where does sustainability
and ‘green marketing’ fit in with CSR?<o:p></o:p></span></span></b></div>
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<span style="font-size: 12.0pt; line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Sustainability
as a modern concept has its origins in the Brundtland Report of 1987, the outcome
of a commission set up by the UN.</span></span><span style="font-size: 12.0pt; line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span> </span>It
declared that:</span></span></div>
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<i><span style="font-size: 12.0pt; line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">“Sustainable
development seeks to meet the needs and aspirations of </span></span></i><i><span style="font-size: 12.0pt; line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">the </span></span></i><i><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: 12pt; line-height: 115%;">present without
compromising the ability to meet those of the future”.</span><span style="font-size: 12pt; line-height: 115%;"> </span></span></i><br />
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<i><span style="font-size: 12.0pt; line-height: 115%;"><o:p><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></o:p></span></i></div>
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<span style="font-size: 12.0pt; line-height: 115%; mso-bidi-font-style: italic;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">This established the important notion that future generations should be
treated as an important stakeholder by organizations.<span> </span>Assisted by John Elkington’s framework of the
Triple Bottom Line – the need to recognise the importance of environmental and
social factors as well as economic – leading companies began to develop a
transformative concept.<o:p></o:p></span></span></div>
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<span style="font-size: 12.0pt; line-height: 115%; mso-bidi-font-style: italic;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Major companies such as GE, Unilever, Procter & Gamble,
Interfaceflor, Marks & Spencer, Pepsico and Nike are using sustainability
to drive their entire business strategies, setting out ambitious plans and targets
for themselves (e.g. zero carbon emissions) to secure stakeholder belief in
their integrity.<span> </span><br />Whereas CSR, in its
traditional role, is primarily a senior but advisory function, sustainability
requires every part of the organization building it into its planning and
operations.<span> </span>Thus, in time, there ceases
to be a sustainability strategy since the whole organization is sustainable.</span></span><span style="font-size: 12.0pt; line-height: 115%; mso-bidi-font-style: italic;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span> </span>Jeff Immelt, CEO of GE, has said: <o:p></o:p></span></span></div>
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<i><span style="font-size: 12.0pt; line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">“Sustainability
<u>i</u>s the business strategy.<span> </span>It’s
our roadmap for how we operate <br />and how we innovate”.<o:p></o:p></span></span></i></div>
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<span style="font-size: 12.0pt; line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Sustainability
is seen by these leading companies not as a drag on earnings, or a peripheral
activity, but the biggest driver of earnings in the future – because they have
understood what the future is likely to look like.<span> </span>Whilst they are busy creating new sources of
competitive advantage, driving new source of innovation, building trust in
their brands, developing new sources of revenue and working with legislators to
influence new legislation, the gap between them and their competitors will grow
ever wider.<o:p></o:p></span></span></div>
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<span style="font-size: 12.0pt; line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Green
marketing has its origins in the 1980s, but much of it was cynical and
opportunistic and was a manifestation of the short-term focus that has
sometimes made this marketer despair of his profession.<span> </span>Too little of it was based upon securing
insights on to which to build viable propositions, rather than ‘greenwash’ or
the product of optimistic worthiness.<span>
</span>Most brands created in that era failed to survive.<span> </span>Cause-related marketing followed, but this
was largely tactical, short-term and peripheral in nature.<span> </span>However, in the last few years, particularly
since the growing understanding of the impacts of climate change, there has
been a revival of a </span></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: 16px; line-height: 18px;">more considered kind of green marketing as part of the
larger sustainability trend.</span><br /></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhED8IFiFe1WKTBCowt4RLjkM8q0zNeIS3w77TR5ZSZ9OmbsIZ_dTCLgkoD1hm08gaa-Y91xmprfMkRd6jkBUc21OgI6tQ_zVkUZTnbaQmnFk5PNTTgPK6b2_2HXlH9P__j_jAk3BLSNjoi/s1600/renewable-energy.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhED8IFiFe1WKTBCowt4RLjkM8q0zNeIS3w77TR5ZSZ9OmbsIZ_dTCLgkoD1hm08gaa-Y91xmprfMkRd6jkBUc21OgI6tQ_zVkUZTnbaQmnFk5PNTTgPK6b2_2HXlH9P__j_jAk3BLSNjoi/s200/renewable-energy.png" width="200" /></a></span></div>
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<b><span style="font-size: 12.0pt; line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Question 3: To what extent should
these sorts of approach be imbedded in the overall marketing plan?<o:p></o:p></span></span></b></div>
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<br /></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: 12pt; line-height: 115%;">Marketing
has been slow to recognise the seismic importance of sustainability due to a
variety of factors, including the ongoing economic downturn, the obfuscation
created by the less strategic nature of much CSR activity, its ownership by
separate central CSR functions and marketing’s increasing concentration on short-term
communications activity at the expense of strategic brand building.</span><span style="font-size: 12pt; line-height: 115%;"> </span><span class="Apple-style-span" style="font-size: 12pt; line-height: 115%;">Yet marketing has a critical, indeed pivotal,
role to play in embedding sustainability into an organization’s business
strategy, particularly since all the leading companies in this space see brands
as the best place to ‘anchor’ sustainability.</span><span style="font-size: 12pt; line-height: 115%;"> </span><br /><span class="Apple-style-span" style="font-size: 12pt; line-height: 115%;">Marketers are not only the brand guardians but possess the best insight
into consumers, they lead communications activity and are naturally challenging
and creative by nature.</span><span style="font-size: 12pt; line-height: 115%;"> </span><span class="Apple-style-span" style="font-size: 12pt; line-height: 115%;">They also
understand planning concepts such as segmentation and positioning, critical to
strategy development, as well as a wide range of executional tools and media.</span></span></div>
<div style="text-align: center;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: 16px; line-height: 18px;"><br /></span></span></div>
<br />
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<span style="font-size: 12.0pt; line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">As companies
follow the current leaders in recognising how sustainability needs to become
the driver for developing business strategy, and therefore brand strategy,
sustainability will need to become embedded in marketing strategy and planning.<span> </span>Marketers have traditionally been concerned
with only a part of the product life cycle, but in future will need to become
conversant with every stage, including sourcing and disposal.<span> </span>Acquaintance with the supply chain and with
concepts such as carbon and water footprinting will become a necessary part of
the brand manager’s responsibilities.<span>
</span></span></span><span style="font-size: 12.0pt; line-height: 115%;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Unilever has undertaken an examination of its 1,600 brands, using its
Brand Imprint tools that combine lifecycle analysis with marketing processes,
to understand their social, environmental and economic impacts.<br /><b><span style="font-size: 12.0pt; line-height: 115%;"><br /><br />Question 4: How can these ideas allow
companies to build sustainable competitive advantage?</span></b></span></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">
</span></div>
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<br /></div>
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">
<div class="MsoNormal" style="font-size: 12pt; line-height: 115%;">
<span style="font-size: 12.0pt; line-height: 115%;">Companies
have taken a variety of approaches to capitalizing on their sustainability/CSR
efforts.<span> </span>For some it is enough for now
to have embarked on a journey, partly because it is simply the right thing to
do, enabling them to get to grips with the issues, develop their future
strategies and reassure investors.<span>
</span>H&M, for instance, have taken a long time to begin to communicate to
customers their impressive sustainability track record.<span> </span>For others, such as Nike, driven by the
necessity to act caused by the scandal of conditions for workers in its
developing world suppliers, transparency has been a driving motivation.<o:p></o:p></span></div>
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<o:p><span class="Apple-style-span" style="font-size: 12pt; line-height: 115%;"> </span></o:p></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh_TQ9W4soyRZ4_7gR_7sZMohQm_KxO5p0O33J4ZQZ6sYYrUI7N9CB19F3eR0WCwE94p8TRm-BvZQ1Su8YKFN6GhXIgoqi3BcPyWFW6JM3S9FYN8EofBKHdoSX3fIOexL64Tjz6eD3dk8nV/s1600/greenwash.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh_TQ9W4soyRZ4_7gR_7sZMohQm_KxO5p0O33J4ZQZ6sYYrUI7N9CB19F3eR0WCwE94p8TRm-BvZQ1Su8YKFN6GhXIgoqi3BcPyWFW6JM3S9FYN8EofBKHdoSX3fIOexL64Tjz6eD3dk8nV/s200/greenwash.jpg" width="188" /></a></div>
<div style="text-align: center;">
<span class="Apple-style-span" style="font-size: 16px; line-height: 18px;"><br /></span></div>
<br /><br />
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<span style="font-size: 12.0pt; line-height: 115%;">Whilst fear
of being accused of ‘greenwashing’ has held some companies back there is a
growing realisation that customers and consumers are willing to accept that the
ideal cannot be attained overnight, if ever.<span>
</span>So long as organizations are seen to be honest and transparent about
their intentions, and have set out a vision and goals about which they
communicate regularly, they have the opportunity to build an enhanced level of
trust in their brands and hence brand equity.<span>
</span>This perceived integrity is a precious long-term asset, driving loyalty,
growth and revenue, which brands such as Dove, Marks & Spencer, John Lewis,
Timberland and Innocent have placed at the centre of their brand strategies.<o:p></o:p></span></div>
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<br /></div>
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<span style="font-size: 12.0pt; line-height: 115%;">Choices have
to be made about whether to use a corporate brand, product/service brands, or
both, as the vehicle for sustainability/CSR claims.<span> </span>It is no coincidence that companies such as
Unilever and Procter & Gamble have been developing their corporate umbrella
names as consumer brands for the first time in recent years.<span> </span>Other decisions have to be made as to whether
the strategy will include developing a brand halo; providing a ‘nudge’ to
consumers, e.g. via product labelling (as Tesco are doing); instigating an
educational programme; or offering a more explicit competitive advantage.<span> </span>In this last case the claimed benefit may be
indirect, such as with Fairtrade or Levi’s Water>Less jeans, where the story
is the benefit, or of direct advantage to the customer, such as the Michelin
Energy Saver tyre.<o:p></o:p></span></div>
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<br /></div>
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<span style="font-size: 12.0pt; line-height: 115%;">This often-complex
strategic decision-making needs the skills of marketers to bring together the
insights from the marketplace together with the sustainability drivers
internally.<span> </span>In particular, the potential
sustainability claims have to be carefully balanced against other motivators,
which may need to be more predominant components of the brand proposition.<span> </span>For instance, organic milk could have been
promoted primarily on its environmental benefits, but the most compelling story
for consumers was the health platform.<span>
</span>Sustainability is at the end of the day the desired outcome, not
necessarily the communications strategy.<o:p></o:p></span></div>
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<span style="font-size: 12.0pt; line-height: 115%;"><br /></span></div>
<div class="separator" style="clear: both; font-size: 12pt; line-height: 115%; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgNMgh8xyii8Uj39kvkUY-LnqKC9GQjmbHsw44pRZfoqyORvEDpdmagw95Myf6ex9fkS7IWFYEpo_iZ6qPRyOnL4oFb-_77ooM2mCazn6BS6ffLmChJcnSqLdycyokZmwpp0PUgezvDq4Ui/s1600/gantt.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="204" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgNMgh8xyii8Uj39kvkUY-LnqKC9GQjmbHsw44pRZfoqyORvEDpdmagw95Myf6ex9fkS7IWFYEpo_iZ6qPRyOnL4oFb-_77ooM2mCazn6BS6ffLmChJcnSqLdycyokZmwpp0PUgezvDq4Ui/s320/gantt.jpg" width="320" /></a></div>
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<span style="font-size: 12.0pt; line-height: 115%;"><br /></span></div>
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<span style="font-size: 12.0pt; line-height: 115%;"></span></div>
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<b><span style="font-size: 12.0pt; line-height: 115%;">Question 5: What advice would you
give for organisations wishing to start out on this journey? Can you suggest a
roadmap?<o:p></o:p></span></b></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-size: 12.0pt; line-height: 115%;">Make a
start!<span> </span>Be a Unilever, not an Exxon.<span> </span>However small the organization, the market is
likely to reward the prime movers and punish the laggards in due course.<o:p></o:p></span></div>
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<br /></div>
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<span style="font-size: 12.0pt; line-height: 115%;">Legal compliance
and risk management are hygiene factors that must be covered off, but
consideration should also be given to achieving the requirements of voluntary
codes such the Greenhouse Gas Protocol, ISO standards, PAS2050 (for carbon
footprinting), FSC (Forestry Stewardship Council), etc.<span> </span>Working towards one of more of these
certifications will furnish vital information, engage the whole organization,
require target setting and throw up potential new opportunities.<span> </span>In any case, as with the development of a
sound marketing strategy, a sustainability/CSR strategy should commence with a
comprehensive audit, encompassing not only key data (relating to social and
environmental impacts) on the company operations and supply chain, but also ongoing
trends, competitors’ progress and customer/consumer expectations and
aspirations.<o:p></o:p></span></div>
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<span style="font-size: 12.0pt; line-height: 115%;">Strategy
development can progress in stages, depending upon priorities, resources,
market conditions, etc.<span> </span>For instance,
compliance with a code will improve business practices and may provide an
opportunity for accessing new customers and markets; this could be followed by
the gradual development of a more sustainable supply chain, facilitating new
working partnerships, cutting costs and generating efficiencies and an enhanced
story to tell.<span> </span>In turn, greater
understanding of what is physically possible and developing market
potentialities could lead to new products and services, or completely new
market models.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-size: 12.0pt; line-height: 115%;">Setting up
and reporting KPIs (Key Performance Indicators) will not only provide focus for
the sustainability/CSR strategy but facilitate reporting on progress to all the
key stakeholders. Reporting on progress, and the achievement of goals, provides
a growing reassurance to customers, employees, investors and business partners
that this is a company that deserves their trust and loyalty and that inspires
their higher aspirations.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-size: 12.0pt; line-height: 115%;">It is worth
bearing in mind that (according to the CEO of Aviva Investors in February 2011)
less than 20% of 20,000 publicly listed companies reported the previous year on
even a single piece of quantitative data on environmental, social or governance
issues – yet the vast majority of Fortune 500 companies measure, manage and
publicly disclose their carbon emissions, in part because of a greater legal
onus to do so.<span> </span>This is both a reminder
of the gap between the top companies and the rest, but also the opportunity to
stand out, particularly because most companies’ targets are weak and
short-term.<o:p></o:p></span></div>
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<span style="font-size: 12.0pt; line-height: 115%;">Be honest,
rather than perfect!<o:p></o:p></span></div>
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<span style="font-size: 12.0pt; line-height: 115%;"><br /></span></div>
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<span style="font-size: 12.0pt; line-height: 115%;"><b><u>Web sites and Resources:</u></b></span></div>
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<span style="font-size: 12.0pt; line-height: 115%;"><b><u><br /></u></b></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgs41Zt6QWPoFZ72XY1ZYQae2cqNCsekfzC206GBvQHOwwWhFALGhAaEgbXiDFN9o9mv9UqyzPk638hB25VX6wDCph6kO0sc_No3v2yKUlBI3svRwdZY84W_6BnMIljp_1ACqhuB6AtNnMr/s1600/DWAL+graphic.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgs41Zt6QWPoFZ72XY1ZYQae2cqNCsekfzC206GBvQHOwwWhFALGhAaEgbXiDFN9o9mv9UqyzPk638hB25VX6wDCph6kO0sc_No3v2yKUlBI3svRwdZY84W_6BnMIljp_1ACqhuB6AtNnMr/s200/DWAL+graphic.gif" width="200" /></a></div>
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<b><u><br /></u></b></div>
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<span style="font-size: 12.0pt; line-height: 115%;"></span></div>
<div class="MsoNormal">
<a href="http://uk.linkedin.com/in/davidwhitingassociates"><span style="font-size: 12.0pt; line-height: 115%;">http://uk.linkedin.com/in/davidwhitingassociates</span></a><span style="font-size: 12.0pt; line-height: 115%;"> - further details on interviewee
background and services.<span> </span>Refer to
article ‘Why is Marketing missing from the sustainability agenda’ (originally
published in ‘Market Leader’) under Applications heading for more on topic.<o:p></o:p></span></div>
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<br /></div>
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<a href="http://www.sustainablelifemedia.com/"><span style="font-size: 12.0pt; line-height: 115%;">www.sustainablelifemedia.com/</span></a><span style="font-size: 12.0pt; line-height: 115%;"> - Sustainable Life Media: US-based information
site concerned with development of sustainable brands, which also produces
regular e-newsletters for members.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<a href="http://www.guardian.co.uk/sustainable-business"><span style="font-size: 12.0pt; line-height: 115%;">www.guardian.co.uk/sustainable-business</span></a><span style="font-size: 12.0pt; line-height: 115%;"> - Guardian Sustainable Business:
UK-based information site concerned with wide range of business sustainability
issues.<span> </span>Produces regular e-newsletters
and holds regular events for members.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-size: 12.0pt; line-height: 115%;"><a href="http://www.forumforthefuture.org/">www.forumforthefuture.org/</a> - Forum
for the Future: UK-based NGO which works with businesses and governments to
develop pioneering thinking on sustainability.<span>
</span>Publishes quarterly magazine ‘Green Futures’<o:p></o:p></span></div>
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<br /></div>
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<a href="http://www.wbcsd.org/"><span style="font-size: 12.0pt; line-height: 115%;">www.wbcsd.org</span></a><span style="font-size: 12.0pt; line-height: 115%;"> - World Business Council for Sustainable Development:
international body, based in Geneva, which brings together 200 global companies
to progress thinking on sustainable development.<span> </span>Produces papers and e-newsletters.<o:p></o:p></span></div>
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<a href="http://www.ethicalcorp.com/"><span style="font-size: 12.0pt; line-height: 115%;">www.ethicalcorp.com/</span></a><span style="font-size: 12.0pt; line-height: 115%;"> - Ethical Corporation: reports on
wide range of sustainability issues.<o:p></o:p></span></div>
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<span style="font-size: 12.0pt; line-height: 115%;"><br /></span></div>
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<span style="font-size: 12.0pt; line-height: 115%;">Thank you David!</span></div>
<br />
</span><br />
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Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com0tag:blogger.com,1999:blog-2752013270355578265.post-29629313050562988402011-09-01T03:37:00.000-07:002011-09-01T03:39:08.426-07:00Games for Brands - Great Video and Conference Details<br />
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<div style="text-align: center;">
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dxSWlOAH18Psf7KX2Xg6ZWaWd50A7Qf7wxphNk_ugxDTbwyE8Vie_Q74XDG0A9E1bEXPqDpyM8tO9Ax00S7yA' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
<h2>
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: small;"><br /></span></h2>
<h2>
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: small;">Great, you’re a brand.</span></h2>
<div class="one_half">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Presumably, you’re doing some activities in social media already. You know all about email marketing, search, display advertising and all the other tools for acquiring and retaining customers online.<br /></span></div>
<div class="one_half">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">How do you feel about things right now? Worried that email’s impact is declining? Concerned that nothing seems to work quite as well as it used to when everything was new and shiny? Excited at the prospect of an explosively emerging medium where new frontiers wait to be explored?</span><br />
<h4>
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Then you’ve come to the right place. Games for Brands is the world’s first conference dedicated to helping marketers understand the power of games.</span></h4>
<h4 style="text-align: center;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><a href="http://gamesforbrands.com/">Conference details HERE</a></span></h4>
<div style="text-align: center;">
<br /></div>
<div style="text-align: center;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://www.citydigital.org/">www.citydigital.org</a></span></div>
<div style="text-align: center;">
<br /></div>
<div style="text-align: center;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Twitter @citydigital</span></div>
</div>
Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com0tag:blogger.com,1999:blog-2752013270355578265.post-29268320290453706402011-09-01T02:22:00.000-07:002011-09-01T02:22:13.221-07:00Harvard System of Referencing - CIM Sep 2011 A Guide for Studying Members<div class="separator" style="clear: both; text-align: center;">
<a href="http://dl.dropbox.com/u/4766507/Harvard_System_of_Referencing_September2011.pdf" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhpfl0u26iHQ5XjCNVngwZZhxetbM-NPvb52H5ry_BLFfYxvx_Iz8reWY0y-Derq4JJsLiwlIMGFg7QerscUJGqOpF7JGXAgGHjkIkGN6PnUuMoFBIQ7lLThis43ES9XnSb_MxrVWhhyWR9/s400/Harvard+Referencing.jpg" width="308" /></a></div>
<div class="separator" style="clear: both; text-align: center;">
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://dl.dropbox.com/u/4766507/Harvard_System_of_Referencing_September2011.pdf">Download HERE</a></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://www.citydigital.org/">www.citydigital.org</a></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Twitter 'citydigital</span></div>
<br />Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com0tag:blogger.com,1999:blog-2752013270355578265.post-13554940797522602862011-08-29T05:26:00.000-07:002011-08-29T05:26:21.732-07:00Marketing Planning - Intro Video<div class="separator" style="clear: both; text-align: center;">
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<br /><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dwlIsxOW86qttp5P-8N2XRkAK4aukn1LmIzXcAkhwwimtPnjalQrbJg2SqVZvjymQF0l26qAazSIzxG4l0_sg' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">The next in our series of tuition videos </span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">from Master Marketer, Peter Rees. </span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">To whom, many thanks!</span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://www.citydigital.org/">www.citydigital.org</a></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Twitter @citydigital</span></div>
City Digital Marketing Academyhttp://www.blogger.com/profile/13105261060199432402noreply@blogger.com0tag:blogger.com,1999:blog-2752013270355578265.post-78063329074184594242011-08-27T08:16:00.001-07:002011-08-27T08:25:14.421-07:00City Digital Marketing Academy - Course Video<div class="separator" style="clear: both; text-align: center;">
<a href="http://dl.dropbox.com/u/4766507/CDMA%20Course%20Animations%20v1.wmv" imageanchor="1"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhteEHIVt6X0O8Qrw-WD3jsxHAZ5P37BZ2CuDd_my4SPHC3FV4OkJV5DLogRUWOnuCJ037Am3anL0rBB_oilra-ytmaemDpbG-hw6TUfNdNfycozHorCEJQ8hkudFCXp5ik2tIcjcc39P2F/s400/Slide24.JPG" width="400" /></a></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"> <a href="http://dl.dropbox.com/u/4766507/CDMA%20Course%20Animations%20v1.wmv"><b>Click</b> to play</a></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Music and video composed and produced especially for us by our friend, Master Marketer, Peter Rees.</span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">For more information, and to enrol visit our web site</span></div>
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City Digital Marketing Academyhttp://www.blogger.com/profile/13105261060199432402noreply@blogger.com1tag:blogger.com,1999:blog-2752013270355578265.post-27522977833337848882011-08-25T11:08:00.000-07:002011-08-25T11:08:45.197-07:00Effective mobile marketing: Eight golden rules<span class="Apple-style-span" style="background-color: white;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Pointer" style="display: block; text-align: center; text-indent: 35px;"><b>With thanks to Marketer Magazine</b></span><span class="Pointer" style="color: black; display: block; text-indent: 35px;"><br /></span><span class="Pointer" style="color: black; display: block; text-indent: 35px;">Effective mobile marketing: eight golden rules</span></span></span><br />
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Crossheads" style="color: black; font-weight: bold;">1)</span> Creativity and content are key. Avoid banner ads or intrusive message that are little more than spam.</span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /><span class="Crossheads" style="color: black; font-weight: bold;">2)</span> Where advertising is used, sponsorship is far more acceptable to users than direct advertising. It creates and builds an effective brand presence, without interrupting or irritating the customer.</span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /><span class="Crossheads" style="color: black; font-weight: bold;">3)</span> Take advantage of personal location – the fact that the phone is always with us, and always knows where we are. </span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Crossheads" style="color: black; font-weight: bold;">4) </span>Incentivise uptake – and make the incentives interactive.</span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /><span class="Crossheads" style="color: black; font-weight: bold;">5)</span> Exploit the technology where others are not doing so, but don’t use the technology for its own sake. It must always answer a need or want. Any apps developed merely because the technology is exciting will fail.</span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /><span class="Crossheads" style="color: black; font-weight: bold;">6)</span> Personal recommendations are now one of the best ways customers make decisions. Tapping into this means recognising and accepting it, rather than devaluing it by “faking” recommendations – which is, in any case, illegal.</span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /><span class="Crossheads" style="color: black; font-weight: bold;">7)</span> Don’t view mobile in isolation. It’s not a separate channel; it’s what people use when they visit other channels. The difference between the Internet and mobile will soon be invisible.</span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br /><span class="Crossheads" style="color: black; font-weight: bold;">8)</span> Ensure your website has a mobile-friendly version – not just one that works on mobiles.</span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://www.citydigital.org/">www.citydigital.org</a></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Twitter @citydigital</span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b>Achieve More.</b></span></div>
Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com0tag:blogger.com,1999:blog-2752013270355578265.post-80685383149336902342011-08-22T00:07:00.001-07:002011-08-22T00:07:30.769-07:00'Ansoff Explained' - Watch our tutorial video<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dy8lYlyRM1X6JC1OxyXWsMnwrw_Ur_xR8QLSbJVRBJLwhqb_LvxphBAZzedaDISa4-IMjHofapkn1E2WqvsQw' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Another excellent tutorial video from Master Marketer, Peter Rees.</span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b><br /></b></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><b>Achieve More.</b></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><a href="http://www.citydigital.org/">www.citydigital.org</a></span></div>
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Twitter @citydigital</span></div>
<br />City Digital Marketing Academyhttp://www.blogger.com/profile/13105261060199432402noreply@blogger.com1tag:blogger.com,1999:blog-2752013270355578265.post-17133792135107410982011-08-21T15:27:00.000-07:002011-08-21T15:27:28.630-07:00Promoting your Blog - Tips for BLOGGER users<div style="text-align: center;">
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<span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; color: black; font-family: Arial, sans-serif; font-size: 12pt;"><br /></span></div>
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<span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; color: black; font-family: Arial, sans-serif; font-size: 12pt;">This is in no way a science or guarantee; it's simply a few suggestions with which many bloggers have found success.<o:p></o:p></span></div>
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<span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; color: black; font-family: Arial, sans-serif; font-size: 12pt;"><br /></span></div>
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<b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;">Set your blog to Send Pings.</span></b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">When</span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><a href="http://help.blogger.com/bin/answer.py?answer=41373"><span style="color: #0000cc;">this setting is activated</span></a>, your blog will be included in various "recently updated" lists on the web as well as other blog-related services.<o:p></o:p></span></span></div>
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<b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;">Activate Your Navbar.</span></b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">Do this and you might start to see the effects right away! One of the features on the</span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><a href="http://help.blogger.com/bin/answer.py?answer=42269"><span style="color: #0000cc;">Blogger Navbar</span></a></span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">is a button called NextBlog - click it to visit the next Navbar-enabled blog.<o:p></o:p></span></span></div>
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<b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;">Install Email This Post.</span></b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">If you use</span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><a href="http://help.blogger.com/bin/answer.py?answer=42283"><span style="color: #0000cc;">Email This Post</span></a></span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">on your blog, people will be able to forward your posts to friends. This may not have an immediate impact on your site stats but it enables others to publicize your blog for you.<o:p></o:p></span></span></div>
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<span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><br /></span></span></div>
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<b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;">Turn on Post Pages.</span></b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">By publishing every post as its very own web page with</span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><a href="http://help.blogger.com/bin/answer.py?answer=42048"><span style="color: #0000cc;">Post Pages</span></a>, you ensure that your entries are way more link-able and more attractive to search engines.<o:p></o:p></span></span></div>
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<span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><br /></span></span></div>
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<b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;">Turn on your site feed.</span></b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">When people subscribe to your</span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><a href="http://help.blogger.com/bin/answer.py?answer=41450"><span style="color: #0000cc;">site feed</span></a></span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">in their newsreaders, they're very likely going to read your post.<o:p></o:p></span></span></div>
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<span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><br /></span></span></div>
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<b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;">Add your blog to Blogger's listings.</span></b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">When you</span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><a href="http://help.blogger.com/bin/answer.py?answer=41373"><span style="color: #0000cc;">add your blog to our listings</span></a></span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">it shows up in Nextblog, Recently Updated, and other places. It's like opting-in to traffic.<o:p></o:p></span></span></div>
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<span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><br /></span></span></div>
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<b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;">Write quality content and do it well.</span></b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">If your "style" is bad writing, worse grammar, no punctuation, and an ugly design, that might be okay for a niche crowd. But the idea here is to achieve mass appeal, so fix yourself up a bit.<o:p></o:p></span></span></div>
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<span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><br /></span></span></div>
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<b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;">Publish regular updates.</span></b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">Simple: the more you blog, the more traffic you'll get.<o:p></o:p></span></span></div>
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<span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><br /></span></span></div>
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<b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;">Think of your audience.</span></b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">A good way to build an audience is to speak to one in particular. When you keep your audience in mind, your writing gains focus. Focus goes a long way toward repeat visitors.<o:p></o:p></span></span></div>
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<span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><br /></span></span></div>
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<b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;">Keep search engines in mind.</span></b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">There are a few things you can do to make your blog more search engine friendly. Use</span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><a href="http://help.blogger.com/bin/answer.py?answer=41380"><span style="color: #0000cc;">post titles</span></a></span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">and post page archiving. This will automatically give each of your post pages an intelligent name based on the title of your post. Also, try to be descriptive when you blog. A well crafted post about something very specific can end up very near the top results of a search.<o:p></o:p></span></span></div>
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<span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><br /></span></span></div>
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<b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;">Keep your posts and paragraphs short.</span></b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">Strive for succinct posts that pump pertinent new information into the blogosphere and move on. Keep it short and sweet so visitors can pop in, read up, and click on.<o:p></o:p></span></span></div>
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<span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><br /></span></span></div>
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<b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;">Put your blog URL in your email signature.</span></b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">Think of how many forwarded emails you've seen in your day, and just imagine the possibilities.<o:p></o:p></span></span></div>
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<span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><br /></span></span></div>
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<b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;">Sumbit your address to blog search sites and directories.</span></b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">People look for blog content at</span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><a href="http://www.technorati.com/"><span style="color: #0000cc;">Technorati</span></a></span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">every day, are you</span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><a href="http://technorati.com/members/authors.html"><span style="color: #0000cc;">on their list</span></a>? You should be. Submit your blog's url to</span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><a href="http://www.technorati.com/"><span style="color: #0000cc;">Technorati</span></a>,</span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><a href="http://www.daypop.com/"><span style="color: #0000cc;">Daypop</span></a>,</span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><a href="http://www.blogdex.net/"><span style="color: #0000cc;">Blogdex</span></a>,</span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><a href="http://www.popdex.com/"><span style="color: #0000cc;">Popdex</span></a>, and any other site of that ilk you come across.<o:p></o:p></span></span></div>
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<span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><br /></span></span></div>
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<b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;">Link to other blogs.</span></b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">Links are the currency of the blogosphere and it takes money to make money so start linking.<o:p></o:p></span></span></div>
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<span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><br /></span></span></div>
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<b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;">Install a blogroll.</span></b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">It's a very simple yet effective social networking scheme and it has the same result as a simple link if not stronger: traffic! So if you don't have one yet, sign up for a</span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><a href="http://www.blogrolling.com/"><span style="color: #0000cc;">blogroll</span></a></span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">and get that link-list going.<o:p></o:p></span></span></div>
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<span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><br /></span></span></div>
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<b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;">Be an active commenter.</span></b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">This is in the same vein as linking. Most comment systems also provide a way for you to leave a link back to your blog which begs a visit at the very least. So if you feel inspired, leave a comment or two in your blog travels. It behooves you.<o:p></o:p></span></span></div>
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<span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><br /></span></span></div>
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<b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;">Enable Following on your blog.</span></b><span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><a href="http://help.blogger.com/bin/answer.py?hl=en&answer=104226"><span style="color: #0000cc;">Following</span></a></span> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">a is a great way to keep your friends updated on the latest activity on your blog. New blogs will have this blog feature enabled by default, but for older blogs you will have to enable it from the</span> <b>Layout | Page Elements</b> <span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;">tab.<o:p></o:p></span></span></div>
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<span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><br /></span></span></div>
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<span style="color: black; font-family: Arial, sans-serif; font-size: 12pt;"><span style="background-attachment: initial; background-clip: initial; background-color: white; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial;"><b>Blog on! :-D</b></span></span></div>
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Anonymoushttp://www.blogger.com/profile/12946500133713954076noreply@blogger.com0tag:blogger.com,1999:blog-2752013270355578265.post-59094642888823598142011-08-21T14:54:00.000-07:002011-08-21T14:54:36.033-07:00CIM studying members - Guidance on Assessment Formats<div class="separator" style="clear: both; text-align: center;">
<a href="http://dl.dropbox.com/u/4766507/Guidance_on_formats_for_CIM_assessments.pdf" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="340" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEinfnFxs9y4mIlsrc8aT9sME66L4UTYHCDO3fgRMnM1fmQOV_ahPNDjxLh9d95M5CoFQ81IV6S9d9znU79_JGU8VUccm9gW45uEfPakneeekzCn7qPJCSw_6cwtGt-02eNMNFbIdd9l_b_m/s400/CIM+Assessment+Formats.JPG" width="400" /></a></div>
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<br />City Digital Marketing Academyhttp://www.blogger.com/profile/13105261060199432402noreply@blogger.com0tag:blogger.com,1999:blog-2752013270355578265.post-86092081492768005202011-08-21T14:14:00.001-07:002011-08-21T14:15:00.663-07:00What is Marketing...? - Introduction video<div class="separator" style="clear: both; text-align: center;">
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<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;">Thank you, to our marketing friend, Peter Rees, experienced marketing executive, CIM tutor, author, composer, video producer and magician!</span></div>
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