Archive for the 'Strategy' Category
Can you control the message in social media?
November 6th, 2009Trevor Cook is someone I’ve been following for some time, because of his insights in media and PR. He wrote this (altogether good) article. There was just one quote that got me thinking:
Business needs to keep perspective on social media – Corporate Engagement
The Obama campaign is the current gold standard of this approach – […]
Food for thought - differentiating in a commodity market
January 29th, 2009A quick story about fresh food and little Aussie battlers.
In Australia the groceries business is largely controlled by two players, Coles and Woolworths. There are many things wrong with that. For example, you can imagine the negotiating power these guys wield over their suppliers. Or their motivation to give you the best products possible.
As a […]
Age of Conversation 2 - The Rising Water Level of B2B Marketing
November 2nd, 2008Where we had 100 people collaborating on the first book, “The Age of Conversation”, the sequel, “The Age of Conversation - Why don’t they get it?” involved 237 people from around the world. My contribution this time around is called: “The rising water level of B2B Marketing”, looking at how B2B marketers will have to […]
How much do you focus on competitors?
October 8th, 2008It’s an interesting question. After all, our customers see us both and make their decisions accordingly. But where do you stop? How much information is enough, and how much is too much? It’s quite easy to get a bit obsessive about competitors. If a competitor has a feature, you need it too. If […]
Accident or marketing strategy?
September 6th, 2008Google’s Chrome browser needs more polish - BizTech - Technology - theage.com.au
“The browser was released this week after Google accidentally sent a comic book explaining Chrome’s features to a blogger a day early.”
Really? accidentally? Some online marketing strategist would see “leaking” a release to a blogger as the most effective way to ensure that the […]
How web 2.0/social media is offering opportunities to B2B marketers
May 19th, 2008I subscribe to few newsletters these days, instead preferring RSS feeds, but the “Modern B2B Marketing” newsletter from Marketo is one that I like. Probably due to the easy lay out and great content. So the e-newsletter is not dead yet.
The discussion about social media/web 2.0 (I wish there was better terminology for this) tends […]
B2B + social media = natural fit
February 20th, 2008For business, words like “social media”, blogging, or Youtube don’t often inspire a great deal of confidence. Really, they are mostly associated with staff wasting time on “socialising”.
At best, social media is seen as an interesting experiment for consumer brands, but hardly a useful strategy for business to business marketing. But if you have a […]
Does digital marketing work for professional services firms?
December 21st, 2007Professional services firms should in theory be one of the most prolific users of the internet and digital media. Their business is about knowledge, ideas and relationships; perfect.
From my observations, they lag behind as an industry online, instead of leading the pack. I asked David Maister, one of the leading international business strategist focused on […]
The Brand Gap - must see slideshow
December 17th, 2007Sometimes other people tell the story so well, you just get out of the way.
Click through to this simple, powerful presentation.
“Director, Differentiation Strategy” is a title at Boeing
November 19th, 2007Boeing Blog: Randy’s Journal: Dashing -8
Randy Baseler, CEO of Boeing and noted CEO blogger writes: “My colleague Blake Emery, who has the unique title of Director, Differentiation Strategy…”
What a great idea. A person whose sole focus is to differentiate the brand, the products and the services from competitors. It’s explicit, it’s on the agenda. I […]
