As a marketing graduate I read with interest David Meerman Scott’s views on how many marketing professors could be guilty of malpractice in the way they teach the subject. Part of me agreed, I remember in a tutor group session explaining Chasm Theory to my fellow students and the lecturer. But then I thought ‘how…
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Customer retention seems to get little thought in some companies. The fact that retention tactics only kick in when you tell them you want to terminate your contract is a significant part of the problem. Customer acquisition is an expensive business but it seems that some marketers are obsessed with it, accepting churn as a…
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I often come across advertising here in the Czech Republic that makes me think ‘wow, that’d cause a fuss in the UK/US/Middle East’. This is one of those campaigns. It’s for a gym, advertising their ‘low prices from’. This one is ground-breaking only in that it’s the most striking of their poster campaigns so…
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A couple of days before Mother’s Day here in the UK, I saw a TV commercial for - billed as The Perfect Gift for Mother’s Day. Sure, if you want to get a smack upside the head! When you’re marketing your products, who do you market to, the buyer or the intended end user?…
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Here in Prague we’ve got 3 players in the ‘Starbucks style’ coffee shop market (and some pretty decent small ‘classic’ cafes, and a fair few ‘grand cafe’ type places too). Personally I’ll have a coffee anywhere that serves a decent cup, but some of the smaller places are losing out to the chains. It would…
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We all like to be treated well by companies we use frequently and the loyalty card is the simplest tool at a marketer’s disposal to identify your best customers. Used well they’re very effective – they keep a customer using your airline, even when the others are more expensive, they allow you to track customer…
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So, according to Nielsen (pdf) the big problem with advertising on social media is: “The current level of advertising activity on social networks isn’t consummate with the size–and highly engaged levels–of the audience.” and “standard ad models – such as contextual search and standard unit sizes – won’t cut it.” It’s been obvious to most…
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Marketing 1.0 still has its place – just because you’re hyper-connected that doesn’t mean your customers are. Learn to reach out to them in the spaces they’re in.
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