Digital creates new battlegrounds where brands can win (or lose)
Dave and I were reminded of this 2009 McKinsey model recently since it raises useful questions about modern marketing which marketing managers need to answer when creating plans to get the best results. In 2012 Google's Zero Moment of Truth (ZMOT) which paints a similar picture of changing consumer behaviour is also gaining a lot of interest. Originally published in 2011, it's worth downloading the latest free 2012 PDF handbook .
Both new models show that funnel models of purchase are becoming less useful (if they ever were) and we need to use new models to plan effectively. We thought it best to summarise both models in a two-part format under the umbrella of 'customer purchase journeys'. So here, in Part 1 I review the relevance of the McKinsey consumer purchase journey.
A question originally asked by Procter & Gamble
It's important to credit Procter…
Why social media dashboards aren't a substitute for deeper customer understanding using digital ethnography
Considering how fast social media came upon us, social media marketing has reached an interesting point in its evolution: complacency. Not in the media itself, nor in how users are behaving online, or in how quickly new spaces are popping up and evolving – but in how marketers are becoming comfortable in how they are using (and not using) social media.
This complacency is driven by marketers’ need to create short cuts in analysis and implementation without necessarily understanding the ground-level view of what it is they are analysing and implementing.
Speed trumps understanding
On the face of it the very premise of trying to speed up assessments and actions in social media seems absurd: we are trying to cut corners from the fastest, quickest medium we have.
It might be…
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July 13, 2012
Digital marketing features in more adjudications - especially email marketing
This used to be the strap line in the Advertising Standards Authority ads reminding marketers of their obligations under the advertising practice codes and the relevant law. Today, the ASA still regularly field complaints about the claims made in digital and offline advertisements.
As we alerted you in a previous post, the ASA’s 01/03/2011 online extensions to the marketing guidelines mean the self-regulatory CAP code now applies to websites, PPC, social media conversations, promotional video and email marketing, in addition to more obvious advertisement formats. Press releases and natural search do not come under the guidelines.
Reviewing adjudications can help you avoid creating misleading advertising communications
The majority of consumer complaints are about ‘misleading’ rather than ‘offensive’ advertising, and it is not always apparent how ‘misleading’ will be officially interpreted. There have…
Alert: June 13th 2012 ICANN gTLD announcement gives new creative opportunities or scope for more trademark infringements?
Value/Importance: [rating=2] (It won’t be an option used by most companies)
Recommended link: ICANN announcement and FAQ
Our summary of the domain name changes
Over the years we’re used to the periodic release of new top-level domains such as .info or .name.
This new approach is more significant, ICANN, the domain authority describes it as
“The new gTLD program is one the most substantive changes to the Domain Name System (DNS) in the Internet’s history”.
Today, the first names applications were revealed on June 13th. They have been kept secret, but the examples above have all been applied for. Some that caught my eye are:
.baby .life .design .Paris .degree .dell .hotel .coupon .gripe
This ICANN video gives a good introduction to the reasons behind the changes and the…
5 reasons why SWOT analysis is still relevant to marketing strategy development
Over the last few years, it sometimes feels like the SWOT analysis is under attack. Only a few years ago I remember the contrarian views of Mark Ritson in his column for Marketing Week when he started knocking SWOT analysis, a technique that I continue to use and recommend for creating digital marketing strategies.
Here's a flavour of his views, from the post for Marketing Week which was expanded on in a post for Australia's B&T titled the utter pointlessness of SWOT, Ritson said:
"The big clue to the utter pointlessness of the SWOT approach can be gleaned from its total lack of value to any marketer".
He was talking about the application in the real-world and bemoaning why it is still taught in universities and colleges. I'd certainly agree - if it doesn't work in the real world, it shouldn't…
Our evaluation, recommendations and examples for UK companies
With the new UK “cookie law” now in force, many UK companies will be wondering what they need to do to be within the law. Given the difficulties in interpreting the guidance on this law we thought it would be helpful to create a summary of what the largest companies have done to comply.
If you missed it the ICO issued new, detailed guidance on Friday 25th May, this included a big change with more advice on implied consent. If you haven't read that, it's important to "get your head around it". It's actually good news since it means explicit opt-in, e.g. through a pop-up isn't necessary as we thought it might be at one point.
The companies I evaluate here will have the resources to implement the changes and to take the decisions balancing interpretation of legal requirements against problems against a…
New detailed guidance for marketers released by the Information Commissioner (ICO)
Value/Importance: [rating=5]
As of 27th May 2012, the new "cookie law" which is part of the 2011 amendment to the Privacy and Electronic Communications Regulation 2011 is now in force. There was a dramatic change in guidance from the ICO just before the new law came into force stating that "implicit consent" is the main requirement now. If you're involved with managing websites we recommend you download the new PDF from the ICO, read our short summary below or read the Guardian announcement.
In a separate post we've taken a look at examples of how UK companies are complying with the UK cookie law.
Recommended links:
18th June 2012 - ClickThrough 9 page whitepaper advising on compliance
26th May - Cookies law changed at 11th hour to introduce 'implied consent' - Guardian
25th May - Download PDF new guidance released by information…
What actions do email marketers need to take?
The new cookie law is not really only about cookies; the law does not even mention cookies by name. Instead, its focus is improving consumer privacy and consumer awareness of how their information is used online.
15th May 2012 update: Since Tim wrote this post, the DMA have created new email marketing privacy guidance for email marketers with the IAB. Tim says the guidance is essentially the same as his interpretation of the law in this post. The DMA also have a downloadable guide for Email and cookie legislation.
The key change is in clause 6, which is headed Confidentiality of communications, of The Privacy and Electronic Communications Regulations (or its friendly name PECR).
Eight words were removed from sub-clause 1 so it now reads:
"6. —(1) Subject to paragraph (4), a…
Only one month from today to comply with the new law
Value/Importance: [rating=5]
Recommended link: Ecomplished survey
We’re getting close to the deadline for compliance with this law, it’s a month away today.
In previous posts we’ve alerted readers to the latest guidance from the ICO on implementation for the cookie law and different solutions (Solution #1, Solution #2 and Solution #3).
With a month to go, here is a timely survey of 100 retailers’ response to the directive published by Ecomplished. The survey suggests:
29% of UK retailers believe on-site 3rd party cookies are someone else’s problem
34% plan to use compulsory pop-ups for opt-in
47% believe their cookies are non-intrusive and therefore exempt
Implications of the survey results
The Ecomplished survey suggests if you…
How E-retailers can make a sustainable ‘price match promise’ to grow business while protecting margins
As recession continues to bite, forcing even well known and loved names into receivership, we all know it’s essential to keep customers buying from us. And, in order to achieve this, you have to be absolutely certain you are offering the best price around.
Of course in any market sector, there are many online retailers, all competing for the same customers and, more importantly, their money. To triumph in the face of such intense opposition you’re going to need an angle or edge; something to make sure you’re ahead of the competition and that allows you prove it too.
This is where services like Competitor Price Watch (CPW) can help. In this post I'll describe the concept behind these services and finish with three…
