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Look Back – There
are Rich Treasures to Discover
Andy Owen delivers a strong case to
show that a lot of people out there are still novices in the art of copywriting.
This month, he takes us back to the good old days, when copywriting for response
was recognised as a specialist art, providing some fine examples as it should
be done.
Read the full article
The Top
10 E-marketing Strategy Issues of Today and Tomorrow?
How
can E-marketing best support marketing activities? In this article Dave Chaffey
answers this question by looking at the top 10 strategic issues of E-marketing
as he experiences them from working with marketers who are actively integrating
online channels into their marketing activity.
Read the full article
Quick-win
Strategy for the era of the 500-day CEO
Shareholders
are becoming more and more impatient with CEOs who fail to deliver above average
returns. Despite the best efforts of the CEO, strategy is found wanting. Beth
Rogers and Merlin Stone summarise the latest recommendations on identifying and
realising growth potential, and quickly!
Read the full article
Innovation
– Fly the Flag
This
month, Jonathan Gabay heads across the pond and stumbles upon some stories of
innovation from the past. But these days, do companies really pay allegiance to
openness towards innovation and innovators?
Read the full article
Fat Cat
Excalibur is back again with another
tale from the business world. Most people think that being a fat cat is easy.
But who are the most important people to stay on the right side of? The other
fat cats, or the people who really know what’s going on?
Read the full article
Organic
Search – As popular as ever, but why?
The message is still loud and clear for search marketers;
free search is still one of the most important variables in getting the most from
the search environment. But why? This article investigates whether or not the
old ways are still the best.
Read the full article
Brand ambassador:
are you one?
We all know that a brand is more than a shiny logo. It’s an experience which every
employee can reinforce. Pip Frankish, General Manager, Corporate Marketing & Communication,
3M UK, examines the employee’s role as a brand ambassador.
Read the full article
Calculating the Pay-Back from Advertising
When spending on advertising
is so high, why is ROI not calculated? £17 billion is spent on advertising by
UK companies each year. Karl Weaver looks at how, for many marketers, the phrase
“I know half my dollars are wasted, but I don’t know which half” is all too common.
Read the full article
The
Four Ps of Customer Retention
It has been approximately 40
years since marketing professor (and subsequent guru) Dr. Philip Kotler coined
the concept of the four P’s of marketing. But do these apply to customer retention?
In this article, Steve Howard suggests an alternative set of four P’s for this
purpose.
Read the full article
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