Social media marketing vs User generated content vs Electronic word of mouth – Crib sheet

It’s that time of the year when I am supervising dissertation projects. And, again, I find myself clarifying the difference between three terms that often get confused and wrongly used as synonyms: Social media marketing (SMM), user generated content (UGC) and electronic word of mouth (eWoM). So, I ended up creating this table for my … Continue reading Social media marketing vs User generated content vs Electronic word of mouth – Crib sheet

Personalisation vs customisation – Do you know the difference?

“Personalisation” and “customisation” are two terms often used in marketing, to refer to ways in which customers are treated as individuals. In some cases, the two terms are treated as synonyms, which is wrong because, really, “personalisation” and “customisation” solve opposite problems. Here is an overview of the main differences. Personalisation In the … Continue reading Personalisation vs customisation – Do you know the difference?

A brief and non-techy introduction to the Internet of Things for marketers

This paper aims to demystify the Internet of Things (IoT) for marketers. It provides a non-technical introduction to what the IoT is, and how it creates value for users (and, hence, why there has been so much excitement about it). The paper also presents a general overview of key implications for marketers to consider, … Continue reading A brief and non-techy introduction to the Internet of Things for marketers