Nilewide Marketing Review articles from January 2006

Nilewide Marketing Review archives from January 2006

My demise is premature.(mid-market )
January 16, 2006... Analysis The rumors of my death have been greatly exaggerated. Mark Twain Today there is no avoiding the polarisation of markets. While the degree and direction differs between sectors, there seems to be a universal shift to the...

On purpose, on brand.(building product brands)
January 22, 2006... Procter & Gamble CEO, AG Lafley, is just one of a growing number of people to suggest that the current marketing model is broken and we need to create a new one. While there may be general agreement with the sentiment, there are few new models...

It's a bird, it's a plane!
January 22, 2006... After many years, it is still not very clear what we mean by customer relationship management (CRM). For some, it is a technological solution and for others, it is a way of organising the whole company around the customer. One academic review...

Who's in control of technology?
January 22, 2006... Socrates told the tale of King Thamus who refused the gift of writing because he feared it would take away his people's memory. An early Luddite perhaps, but he had a point and, in the digital age, technology can also take away as much as it...

The key to keywords.
January 22, 2006... Search optimising consultants might like to reinforce the belief that effective search engine listings are a black art, but successful search-linked ads follow sets of guidelines similar to much of direct marketing. Unsurprisingly, successful...

Nebulous placement.(product placement trends)
January 22, 2006... As traditional advertising bows under the weight of negative press, and the 30 second spot teeters, it is perhaps no surprise that product placement is increasing. It is perceived as one way to get under the audience's radar at a time of ad...

Who owns brand communities?
January 22, 2006... The success of a few brand communities, such as Harley-Davidson's, is often cited as a reason why all brands should create and manage brand communities. We must overlook the overstated claims of many consultants and recognise that not all...

Why Rolex cannot be a wine.
January 22, 2006... It is a well accepted fact that luxury brands generate greater profits the more consumers perceive they offer more value. Yet some luxury brands seem to fail rapidly when they extend into new categories, such as Diane von Furstenberg and Pierre...

Marketing's placebo effect.
January 29, 2006... The goal of many marketing actions is to change or influence consumers' perceptions about a brand. For example, advertising may make a strong claims about performance and price is often used to signal quality. A recent study takes these common...

CRM V 2.0.
January 29, 2006... While better service may have been the public message associated with CRM implementations, consolidation in the software industry may be leading to the death of CRM as it is currently conceived. The problem with the original configuration of...

It doesn't hurt to tell.(word of mouth)
January 29, 2006... As industry bodies move to demand that people who are being paid in some form or another to spread positive word of mouth disclose this information when recommending a brand, the question becomes: does disclosure reduce the effectiveness of the...

Too much trouble = profit.
January 29, 2006... Promotions that require a buyer to purchase a brand at full price and then claim a rebate later are increasingly popular with marketers. This popularity is no doubt related to the increase in sales and lack of redemptions of the rebates. Trade...

Click fraud.
January 29, 2006... Google's $6 billion plus ad revenue makes it a bigger ad medium than any of the US TV networks or newspaper chains. But this massive growth in ad revenue has come with a taint of fraud, not on the part of Google or any of the other search...

From TV to search.
January 29, 2006... The recent GM ad for Pontiac (USA) ending with a screen shot of a Google page and encourages viewers to Google Pontiac has attracted significant attention and discussion, at least among marketing commentators. The excitement is about the...

The killer Apps.
January 29, 2006... Email may have been the killer app on the internet for the past 10 years, but search engines are rapidly catching up in terms of the number of daily users. Pew Internet data show that, on an average day, 94 mill US adults use the internet. 77%...

The potential for conflict.(critical business tool )(Brief Article)
January 29, 2006... Email may be a critical business tool but, because users are free of non-verbal and social cues, it frees them from some of the inhibitions of social norms. This leads to potential problems, including extreme and tactless language, poor...

Blissfully incompetent.(Brief Article)
January 29, 2006... Asking people questions is the mainstay of market research, but it is also fraught with dangers. For example, people will rationalise things they have not previously thought about if asked a question. Unfortunately more potential risks are...

They missed the number two.
January 29, 2006... The desire to be number one drives most business leaders but, as PepsiCo passes Coca-Cola in market value, it is clear that being number one is not always the best position. In the case of PepsiCo versus Coca-Cola, the big gains came because...