Tag: marketing

Connecting some dots around social, earned and satisfaction

Working through the connections between these things… …Oliver Blanchard says: If you treat earned media like paid media long enough, you will teach it to act like paid media. …This is connected with the idea we explored that editors should be in charge of paid digital media (or at least have control of their own budgets)…… Continue reading Connecting some dots around social, earned and satisfaction

Crocombe’s postcards from WPP Stream

Marketing services giant WPP holds its own tech events  looking at what’s coming next in digital – WPP Stream.  Ian Crocombe, head of strategy at Possible – has posted a nice, concise account of his favourite bits from the October unconference – a kind of set of slide postcards…  Well worth a read for the…… Continue reading Crocombe’s postcards from WPP Stream

B2B social media marketing and the niche of one

Peter Thompson is working in a really interesting book about B2B social media marketing. He’s posted the outline on his blog. In what he describes as the “most controversial” chapter he proposes a “niche of one” model for social media campaigns to influence a single business decision maker: creating a dossier of their online habits,…… Continue reading B2B social media marketing and the niche of one

Reckitt’s strategic approach to Facebook marketing

Reckitt Benckheiser is taking social media seriously enough to start joint business planning with Facebook, according to AdAge: Reckitt Benckiser, like other packaged-goods players, has long done business planning with major retailers such as Walmart and Target, where it maps out long-term promotional products and marketing programs. Now, RB is applying the concept to Facebook.…… Continue reading Reckitt’s strategic approach to Facebook marketing

Six brilliant things social businesses and brands do

Image: an excerpt from Strories, Numbers & Conversations.  So, this week my company, Brilliant Noise, published its first paper: Stories, Numbers & Conversations: Nokia’s principles for social media. It may sound strange to say about a strategy paper, but it was a labour of love, and Endless Studios did a great job on making it…… Continue reading Six brilliant things social businesses and brands do

Brand content as culture

The North Face Ultra Trail Mont Blanc race is taking place today. The runners will cover over a 100km on some unseasonably wintry mountains in the next few hours. There’s a double interest here for me. I love running, and seem to love running ever increasing distances. So ultra-marathons have a fascination for me, even…… Continue reading Brand content as culture

Brands should think like talent, not publishers

“Brands publishers” is a very useful metaphor: it’s helped us explore the possibilities of inbound media, weaning marketing off the idea that attention is something you just pay for. But is it the right metaphor, or can it be limiting, at the very moment that we need to be thinking in a more open way?…… Continue reading Brands should think like talent, not publishers

“Gravity-defying” TV advertising in danger of a crash

Business Insider editor Henry Blodget reckons that what happened to newspapers in the last decade is about to happen to TV: an advertising collapse. Decline was worried about by newspapers for a long time, but denial and hope prevailed until things, well, fell off a cliff: Against this picture of doom, you could offer a number…… Continue reading “Gravity-defying” TV advertising in danger of a crash

Media needs its architects

At the Edinburgh International TV Festival last month, Google executive chairman, Eric Schmidt, told delegates to “ignore Lord Sugar” and bring more engineers, more science, into the TV industry. This was essential, he argued, if they wanted to break the pattern of UK innovating things that would be scaled up into global businesses elsewhere. Over the…… Continue reading Media needs its architects