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Welcome to the April issue
of What's New in Marketing.
This month we are launching
the new agenda from The Chartered Institute
of Marketing Insights Team, providing you with
the very latest in topical discussion from the
world of marketing. The new agenda, entitled
"The Devil and the Deep Blue A, B or C"
addresses the use of segmentation in the maturing
marketplace. Does segmentation still work? And
how does it work with the increased desire from
consumers for customisation?
Segment or die,
or … just be happy?
This month an author
who wishes to remain anonymous looks at the
use segmentation and the timing of it’s
use.
Read
the full article
Segmentation in
the maturing market place
Segmentation
is an invaluable tool for companies seeking
to increase market share. But many companies
are not implementing effective segmentation
strategies. Even household names can be guilty
of schemes that purport to be segmentation,
but which in fact are merely data-enabled selling
schemes. The answer for these companies is to
engage in real segmentation, rather than data
collecting and guesswork. The Devil and the
Deep Blue A, B or C calls on marketers to address
this lapse in marketing thinking by focusing
on context, instead of outmoded concepts of
‘the customer’.
Read the
full article
E-marketing Insights: Pay Per Click Search engine
marketing
Pay Per Click
search engine marketing is arguably the hottest
area of advertising on the planet – online
or offline. We can get an idea of how hot by
looking at the two biggest companies offering
online Paid Performance advertising. This article
introduces what is involved with starting a
Paid Performance search marketing programme
and gives some best-practice tips to get the
most from this form of e-communications.
Read
the full article
Forecasting Paid
Search Performance
Any search engine marketing
campaign requires research and without appropriate
keyword identification the best laid intentions
fail to deliver. This article studies a number
of different approaches for researching the
paid search space and understanding the potential
within.
Read
the full article
A class act to
follow
The CIM quarterly agenda
paper focuses on segmentation. In this article
Jonathan Gabay looks at UK marketing segmentation,
which has long been based on a formula devised
in 1921 for a very different society than currently
exists…
Read
the full article
Spam and the Marketer
As SPAM slowly takes
over the Inbox, Steve King, senior consultant
at Xpedite Systems, offers his top tips for
marketers to avoid being labelled Spammers
Read the
full article
People, communication
and customer service in the retail supply chain
Dr. Tony Wild and Professor
Merlin Stone say the term "supply chain"
is a great term. We're not sure where it came
from. Was it invented by management consultants
keen to encourage clients to believe that the
process of supply was as simple as a chain -
a single strand of solid metallic ovals, each
linked to only two other ovals, except at the
beginning and the end?
Read the
full article
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