We already are equipped with the most robust and least expensive toolset for communications that the world has ever seen. We possess massive distribution networks with tiny transmission costs. We are our own authors, publishers, printers and distributors.
Why do we seem wary of this new medium? Because resources don’t follow distribution in the obvious way as it did with the other media (radio, TV, films, outdoor). But maybe that’s not where we need to make an immediate margin?
A lot has been said about the need for brands communicating online to shift from a mindset of control to one that’s a little more relaxed and open and engaging from a customer perspective. Smarter companies are ceding a degree of control of their brands to the public and, in doing so, are building communities [...]
Last night, I gave a short presentation to a CIDS meeting in Stockport, Greater Manchester, UK, on social media management. As an experiment, I asked the audience of 50 smaller businesses and advisors to stand up and, as I called out various social media platforms and they confirmed that they had registered an account, they [...]
Public sector communicators have been following the digital divide debate with interest. Whilst most are convinced of the need for digital communications with their stakeholders some are concerned about those excluded from 21st century means of access to information.
In a recent interview Paul Murphy, MP, minister for digital inclusion commented on the Oxford Internet Association’s [...]
If you run an online business or trade in areas where you have no physical shops, factories or salespeople, then a strong online branding campaign will be an essential part of your marketing toolkit. Real customer loyalty and success online will only be achieved if your brand becomes influential and respected.
Traditional marketers will tell you [...]
The Prime Minister’s Office ePetitions system is a standard-bearer for government-stakeholder communications. By the end of 2007, petitions attracted nearly 5.5 million signatures, from nearly 3.7 million different email addresses. During the peak times of the biggest petition (which attracted 1.8m signatures) the site was servicing up to 150 transactions per second.
As far as local [...]
It’s one thing appreciating and understanding that you need to exploit phenomena like social media to help your business grow: it is quite another implementing a digital marketing programme.
There are three issues here: the first is familiarity with the technology. Setting up a blog, running an email campaign, devising social media news releases, managing data [...]
Recently, we blogged about how lessons from Obama’s presidential campaign could be applied to nearly every business or organisation.
Here are ten lessons based on the writing of David Meerman Scott who publishes a blog called Web Ink Now.
1. Social media are now mainstream. The other campaigns seemed to be fighting using the rules of past [...]
If you ever needed persuading of the effectiveness of Social Media Marketing, have a look at how the most influential human on the planet used it to effect life-altering change.
Take a look at his blog http://my.barackobama.com/page/content/hqblog/ then scroll down and look at Obama Everywhere and see how he and his campaign team truly harnessed the [...]
Although e-commerce has taken off at national level, cross-border e-commerce is failing to keep pace. The share of EU consumers that have shopped across border has hardly increased since 2006. Consumers are increasingly confident about shopping cross-border but the number of retailers offering them this opportunity is failing to keep pace. Perhaps surprisingly, 75% of [...]