Tag Archives: digital strategy

Getting more from what you have

It’s difficult to find a consumer facing business that is not being disrupted by the rapid pace of digital evolution. Social media has altered customers’ expectations of the quality of services and communications they receive, smart phones and mobile apps are changing the way people search for products, and the continued rise of e-commerce models […]

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The age of the customer

Customers have never had so much power. The rapid adoption of technologies, such as search engines, social media and smart mobile devices, has moved us from an information poor world to one that is information rich in less than two decades. Access to immense amounts of information is having a dramatic impact on the way […]

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Rethinking customer loyalty

Customer loyalty programs have long been a staple of enterprise marketing activities. The thinking has always been that rewarding repeat transactions – the behaviour most desired by the brand running the program – will drive revenue and long term brand interactions. In other words, brand loyalty can be incentivised and measured. But there is a problem, […]

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How does your customer experience your brand?

Customer’s today are dealing with a complex array of digital channels and messages. Social media, websites, mobile apps, email and in-store digital displays are all playing a part in the brand experience – and on top of this is the different types of content each of these channels distribute like text, audio, interactivity and video. […]

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Brands are looking for digital specialisation

Marketers, looking for measurability and accountability, are continuing to shift their budgets to the digital space. Spending on digital marketing overtook print and radio spend some time ago. More recently, a report from ZenithOptimedia suggests that digital advertising spend will overtake TV as the top marketing category in Australia for the first time this year. […]

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Relationship marketing is coming

I meet many leaders of large businesses in the course of my job as the CEO of a digital strategy consultancy. Our engagements are revealing an emerging trend. When it comes to understanding customers big data is becoming a big problem. Many businesses have more data than they know what to do with. They have customer […]

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Becoming C2B

An ever increasing number of businesses are reinventing the way they interact with their customers by leveraging the investment they have made in marketing technology software. The proliferation of social media and advances in “adtech” and “big-data” analytics means that brands are now able to gain insights into their customers in ways never possible before. […]

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Are you being creepy?

When former NSA IT specialist Edward Snowden told the world that the US government was collecting vast amounts of data on all of us in an unprecedented eavesdropping program called “Prism”, Orwell’s 1984 and the omnipresent “Big Brother” came to mind. Thoughtcrimes and the Ministry of Truth aside, many were not surprised to learn that the US (and likely […]

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Becoming inbound

If you want to generate a return on your online marketing effort you can devise all sorts of metrics but in the end there is really only one way to do it. Your brand needs to become relevant to your customers. The marketing author, speaker and blogger Seth Godin put it like this: “Real permission […]

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Dear brands. Stop ruining the internet.

I’m a big believer in the power of technology to change the world. But lately I’ve noticed that the old world and the new world just aren’t getting on that well. Not so long ago social media platforms were meant to make us all more connected and be the catalyst for customer-centric change in behaviour […]

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The state of social media marketing

A few times a year I like to look at the available statistics for social media usage and develop some insights for my articles. As we are now into the second half of 2013 I thought I’d  go through that exercise again. What became obvious, almost immediately, is that social media is rapidly becoming  an […]

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Pinterest’s part in selling

Many brands have been focusing on and developing their online content strategies this year. Focusing on the performance of different pieces of content has allowed brands to dig deep into the content preferences of their customers. Consumer brands in particular have recognised that pictures and graphics regularly lead to increased engagement, compared with other types […]

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The changing face of Facebook

I was lucky enough to recently visit Facebook HQ in Menlo Park, just outside of San Francisco. The multi-building campus is incredible and feels like it could have been designed by Willy Wonka, if Mr Wonka was a software developer with a penchant for working long hours. I didn’t lick any walls though so my […]

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Being responsible with consumer data

Social media is changing the way that marketers think about the world around them. Platforms like Facebook are not just new ways of reaching audiences, they also contain huge volumes of data about each individual. Every time a Facebook user “likes” a page or connects with someone else a record of that event is created. […]

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Building a content culture

While many media outlets are still debating the various “pay for use models”, such as premium content paywalls, much of the rest of the business world has come to the conclusion that the real value is the audience, not the content itself. As a result, businesses are now more focused on generating and distributing high […]

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Kmart makes me want to ship my pants

Kmart USA has been dealing with very intense competition lately. On one hand, Walmart and CostCo have outplayed most other department stores. On the other hand, Amazon and online retail in general have squeezed the whole category with the delivery of products to the customer’s door, at lower cost. However, in the last couple of […]

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Lessons in social business from Virgin

Few companies have adopted social media with the enthusiasm Virgin has. It is said that everyone in the company is now active on social media platforms. Virgin has jumped feet first into this new form of communication led by the man who is the driving force behind one of the world’s most desirable brands – […]

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What social media marketers can learn from the army

Social media has been mainstream for long enough now for “best practice” examples to be widely available. Many of these are focused on marketing[campaigns] but it’s worth looking at a broader horizon to get a real feel for what works and what doesn’t. The U.S. Army has, for the last few years, published the “U.S. Army Social Media […]

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Evolving social media metrics signal a change

The proportion of marketing budgets that gets allocated to the digital and social media space is growing inexorably. As a consequence, the focus on how to measure return on investment is intensifying. There is much debate about how to best design social media metrics. This is a symptom of the tension between “digital as add-on” […]

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Round up your Posse to change the way you search

South by Southwest, or SXSW as it has come to be known, is a mecca for those involved in the tech start-up scene. The March SXSW festival is held each year in Austin, Texas and it has been the launching pad for mobile apps and social media platforms that have now become household names. This […]

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