In the discussion about the paper “A Heteronomous Consumer Romance”, for the Tell Me a Story podcast, Mike Molesworth (who authored that paper) reflected on how the job of a marketer has changed as a result of the digitalisation of consumption. It’s a topic that Lee Quinn, Sally Dibb, Lyndon Simkin, Mathew Analogbei and I also discussed in the paper “Troubled Waters: The … Continue reading Developing professionals for the digital era
Tag: Digital marketing
Understanding the Social Media landscape in China
The difference between the social media landscape in China and, say, the UK goes beyond which apps are popular in the different countries. Sure, it is important to know that customers based in China won’t be able to access YouTube and, therefore, provide another way for them to access your “How To” videos. And it … Continue reading Understanding the Social Media landscape in China
Planning a digital marketing campaign – Interview with @nelspoon
Last week I ran a session on Digital Marketing Campaigns, for the MBA class at City University Hong Kong. Nelson Jordan – a former student of mine who went on to pursue a very successful career in marketing - joined us as a guest speaker. We talked about his career, the range of clients he … Continue reading Planning a digital marketing campaign – Interview with @nelspoon
The limited value of ad views
Think with Google published the results of a very interesting study measuring the effectiveness of different video versions of an ad for a new product. The study uses three alternative approaches – with very different results. The product The ad was for a new line of make up from L’Oreal Paris. The ad … Continue reading The limited value of ad views
No digital marketing, please; just marketing, says @markritson
I still remember my marketing classes with Professor Mark Ritson, during my MBA programme at London Business School. They were very entertaining, but also very challenging. Mark Ritson was not afraid to question well accepted beliefs, or dispel marketing myths, in very direct (and, often, colourful) terms. So, when I found Mark Ritson on Twitter … Continue reading No digital marketing, please; just marketing, says @markritson
August round-up
August = school and family holidays. Therefore, it is no surprise that this was a somehow unproductive month. For me, August included the following highlights. Researching As I am working on a paper on using social media for customer insight, I spent some time catching up with literature on this topic. I have also … Continue reading August round-up
June round-up
June was a very weird month. Following some health problems, I had to take time off at the start of the month. Really off –the ‘not-even-reading-a-book-kind-of- being-off' off. That means that I failed to achieve most of the things on my To Do list. Still, there were some highlights during the month. Researching … Continue reading June round-up
Brand management during economic recession
This is a presentation I did at Oxford Brookes University, some time ago. It highlights how marketers' priorities have been shaped by changes in consumer behaviour and expectations, and by the economic recession. In this age of choice and value conscious consumers, digital is seen as the panacea: the way to demonstrate relevance and value … Continue reading Brand management during economic recession
The state of segmentation and customer engagement research
What does digital mean for the development of target market strategy, segmentation and customer engagement? That’s what several academics discussed today at a workshop combining the interest of two of the Academy of Marketing’s Special Interest Groups (SIGs): the Market Segmentation and Target Market Strategy SIG and the newly formed SIG in Customer Relationship Management … Continue reading The state of segmentation and customer engagement research
The tools any marketer needs to be familiar with, today
Whenever I ask recruiters or those working in digital marketing what single thing my students ought to do to increase their chances of getting an interview, the response is unanimous: have a digital presence... and that such presence needs to go (well) beyond having a Facebook account! According to top executive recruiters interviewed by Forbes, … Continue reading The tools any marketer needs to be familiar with, today
Ana Canhoto 