The Death Of Print: rumours much exaggerated?

“May you live in interesting times” is something of a cliché, often referred to as ‘The Chinese Curse’ and generally agreed to be apocryphal (whatever that means).

Whoever first said it, it would certainly appear to be true if you’re involved in print publishing right now.

Earlier this year Encyclopaedia Britannica ceased publication of its print edition which was first published in Edinburgh in 1768. Last month Bertelsmann and Pearson announced the merger of their respective subsidiaries, Random House and Penguin. Around the same time, Newsweek announced that it is to stop publishing its print edition at the […]

2012-11-15T21:47:00+00:00 November 15th, 2012|General, Integration, Trends|2 Comments

Online display: clicks are nice but response is essential

Why is Online Display Advertising so named? After Offline Display Advertising of course. But why was that so named? To distinguish it from Classified. We’re talking about the full colour double-page-spread ad for the new Porsche vs. the densely packed page-full of ads for lonely-hearts and second-hand cars. And like offline, Online display is about finding the audience while they’re doing something else and attracting them to your brand; representing, at its best, a skilful combination of targeting, creative ideas and high-quality execution.

We’ve heard of ‘banner blindness’. Many people claim never to click on display ads and many regard them […]

2012-09-07T10:42:30+00:00 September 7th, 2012|General, Trends|1 Comment

How the web changed business. Forever.

It has become fashionable in business/ technology circles to talk about ‘disruption’. As a ‘good’ thing. Not like a broken-down train on the London Underground which causes chaos in the evening ‘Rush Hour’, or the threatened strike by Immigration staff at Heathrow Airport the day before the London Olympic Games, nor even the biblical scale flooding that turned Silverstone Motor Racing circuit into a sea of mud before and during the British F1 Grand Prix.

No: we’re talking about ‘positive’ disruption which shakes up something that really needs it; e.g. an industry that has collected cobwebs, which has become inefficient, complacent, […]

2012-07-21T07:03:06+00:00 July 20th, 2012|Integration, Trends|0 Comments

Making the business case for Digital Marketing

How does one ‘sell’ digital internally?

Those of us who would describe ourselves as ‘digital specialists’ have a vested interest in evangelizing digital; we love it, we believe in it and we want to do more. However: working in real-world organisations, we need to make the business case to convince those who control the budgets which we require to implement our digital plans.  Otherwise nothing will change and the effectiveness of our marketing activity is likely to decline as consumers/ business customers switch to new platforms; as brand owners we risk ‘missing the boat’.

Let’s be clear: the reality is that ‘the internet revolution’ […]

2012-06-18T11:22:40+00:00 June 17th, 2012|General, Integration|0 Comments

Digital Marketing In Sri Lanka

Mike Berry gave this interview ahead of his trip to Colombo, Sri Lanka to present a 1-Day Seminar,  ‘Marketing In The Digital Age’.

 

Q. Your show is about the best, effective digital campaigns. Can you generalize – what are the key success factors of digital marketing campaigns?

A. Digital has made a massive difference to marketing, particularly as regards the technical skills needed to make the most of the new communications platforms, but deep down the fundamentals are pretty much unchanged. The role of the CMO is the same as in the days of ‘Mad Men’ (the US TV Show about a 1960s US ad agency). It follows that successful digital […]

2012-05-29T19:33:50+00:00 May 29th, 2012|General|0 Comments

So is B2B just B2C without the budgets and the glamour?

I remember when they called it Trade Marketing. And Industrial Marketing. And then BTB. Now it’s B2B. Whatever we call it, it’s about marketing to buyers who are buying on behalf of companies. And they’re not the same as consumers. That is to say they are still human, but in this part of their lives, they’re at work and spending their company’s money. In many cases, they are professional buyers. This changes various things: mainly they need to be seen to be getting the best value for money for the organisation i.e. selecting, briefing and managing suppliers who will deliver […]

2012-05-04T13:38:19+00:00 April 9th, 2012|Integration|5 Comments

Where next for the Digital Mad Men?

Two apparently contradictory stories from the UK marketing press caught my eye recently, each from an impeccable source. One set of figures came from the Institute of Practitioners in Advertising (IPA) and the other from the Advertising Agency Register (AAR).

Firstly, UK Digital ad spend is still increasing and senior marketers expect this to continue. Indeed according to the respected IPA Bellwether report, online display spend forecasts were revised up 13.4% and Paid Search budgets revised up 14.9% during the last quarter of 2011; this despite the fact that marketing chiefs are, overall, more pessimistic about the year ahead than they […]

2012-03-11T09:35:09+00:00 February 27th, 2012|Agencies|2 Comments

Need for Speed online

I read recently that in the ‘Browser Wars’, Microsoft’s Internet Explorer’s share has dipped below 50% of all users (on all devices, globally). Lest we forget, in 2004, IE’s share was 95%. Firefox was the first real challenger to IE and continues to gain ground, but the big winner is Google Chrome, which positions itself as a new, fast browser.

‘New’ is a familiar advertising copy word which has been proven to be effective (after all, new must be ‘improved’…). But what about ‘fast’? The car manufacturers aren’t allowed to sell ‘speed’ any more but browser makers still can.

Google announced last […]

2012-04-06T10:18:38+00:00 December 29th, 2011|Trends|1 Comment

Email marketing: timeless classic or just horribly old-fashioned?

I recently chaired the Econsultancy Client Roundtable for email marketing specialists. Over an afternoon in London, we discussed email marketing – trends, challenges and best practice. Attendees were people who know; they do this stuff every day for major corporations and charities.

The discussion was very stimulating and wide-ranging.

The whole session was held under ‘Chatham House Rules’; so I won’t associate specific comments with individuals.

2011-09-02T13:28:15+00:00 May 24th, 2011|Email marketing|11 Comments