If you had to venture a guess, would you say that digital technology has increased diversity in the music industry, or decreased it? The dawn of the Internet promised to increase diversity in markets. Diversity would come about because digital technology reduces the costs of production, distribution and promotion, making it economically viable to … Continue reading Digital technology reduced diversity in music charts
Following the closure of the print edition of the newspaper ‘Independent’, Andrew Marr wrote the following, in The Guardian: The big story is well understood. Digital is much cheaper than analogue, or Gutenberg technology. The cumbersome is collapsing, outpaced by the nimble. That allows new voices into an old debate-cartel. But it’s not all … Continue reading What can we do about social media cul-de-sacs?
Recently, I attended a workshop at the HCCM where Russell Davis, Director of Strategy at Government Digital Service, talked us through the process of transforming the government’s online presence. He said that, very early on in the process, he affixed this picture on the wall, to remind everyone of who the websites’ users were: It … Continue reading Ladies and gentlemen: meet the user
Last week, one of the articles shared on my Twitter timeline claimed that digital technology heralds the dawn of a new golden age for marketing. The article, which was published in McKinsey Quarterly and can be accessed here, states that: “CEOs are looking to their CMOs more than ever, because they need top-line growth and … Continue reading If digital were a game, the result at half time would be marketing 1:marketers 0
This month was super-busy on the work front, with lots and lots of marking (dissertations), teaching, and planning for the next semester. Still, I managed to submit the journal article I was working on at the end of last month, and made good progress on two other projects. So, it was a good month, overall. … Continue reading November round-up
Research into the investment priorities of marketing managers in the UK revealed that marketing managers in the business to consumer (B2C) sector changed their priorities as a result of the 2008-2010 recession. From a focus on target marketing and the development of value-led propositions at the beginning of the decade, marketers turned to pricing, promotions (particularly … Continue reading Impact of the economic recession on marketing – B2C vs. B2B
It has been a whirlwind, but we did it: the team has now concluded the research project investigating Customer data in the Digital Age. And one day before the deadline 😉 Together with 5 other colleagues from Oxford Brookes University, Open University and the University of Liverpool, we completed in-depth interviews with 15 senior marketing practitioners. … Continue reading Research project completed: Customer data in the digital age