If you haven't heard of Web 2.0n yet, you will. In the most simple terms, it is the next generation of the web. It is promising to be more social and interactive then ever.
The web is not just content anymore. It is filled with places to share ideas and discussions--to publish and share. Blogs, RSS feeds, networking sites, video publishing are a reality and will continue to refine and evolve, just as the web has over the last decade. Much like the growing pains we encountered previously, we will surely hit some bumps regarding issues such as copyrights laws, privacy, metrics and online safety. However, the new web will provide a much richer and productive experience than what we already know.
We already have seen such a dramatic change in the last year. The next five years will no doubt change marketing even more rapidly. Opportunities are abundant.
Tuesday, February 27, 2007
Friday, February 23, 2007
Marketing 101: Advice for Small Biz
If you've ever spent many years in large corporations, you would become accustomed to the vast resources available. Analysts, technology, subject-matter experts and sizeable budgets are all familiar. However, small business owners are wearing many hats and have limited amounts of money to throw at a problem.
The two major Marketing mistakes I see smaller businesses make is: 1. the lack of real attention to Marketing until business is slow; and 2. they buy into a quick fix that usually doesn't get the results they wanted. The result is a low ROI and a semi-failed project. In addition, their marketing is disjointed and confusing.
Would you get a prescription from the drug store before you go to the doctor? No. The same holds true for Marketing. You can't fix the problem without knowing what is wrong or which medicine is the right one for you. Good Marketing requires a great deal of diagnosis before execution--maybe even some tests.
What is the answer? If you are going to invest in Marketing, make it part of your regular business operations. Make sure you think about multiple strategies and don't just jump into a project without having the most essential elements in place. Finally, make sure that the cheaper solutions will not cost you more down the road.
The two major Marketing mistakes I see smaller businesses make is: 1. the lack of real attention to Marketing until business is slow; and 2. they buy into a quick fix that usually doesn't get the results they wanted. The result is a low ROI and a semi-failed project. In addition, their marketing is disjointed and confusing.
Would you get a prescription from the drug store before you go to the doctor? No. The same holds true for Marketing. You can't fix the problem without knowing what is wrong or which medicine is the right one for you. Good Marketing requires a great deal of diagnosis before execution--maybe even some tests.
What is the answer? If you are going to invest in Marketing, make it part of your regular business operations. Make sure you think about multiple strategies and don't just jump into a project without having the most essential elements in place. Finally, make sure that the cheaper solutions will not cost you more down the road.
Thursday, February 22, 2007
RFID: Great Marketing or Invasion of Privacy?
RFID, or Radio Frequency Identification, is a technology used to track retail inventory. Much like a bar code it is used to identify an item. It also has a chip and antenna, which can send information via radio waves when activated. It is a great tool for retailers to: ensure shelves are stocked; track the delivery route; and assist in recalls. However, if left activated, it can track your use and whereabouts with the product when tied to a credit card or loyalty card transaction.
As a marketer, I'm a great believer is utilizing data, such as loyalty cards or CRM databases. It allows for better decision making and ROI. As a consumer, however, I am disturbed by the ability to abuse this technology.
The key difference between this technology and other forms of data collection is in customer choice. We have become more accustom over recent years to "opt-out" of being on a list. We have a choice to use a credit or loyalty card. However, technologies like RFID become instrusive when the customer does not have either the knowledge or ability to refuse being tracked. This is not only a privacy issue, but a marketing and PR issue. Sooner or later, the public will become tired of the intrusions in their life. Similiar to what has happened to direct marketing--telemarketing, "junk" direct mail and "spam" email--the consumer will rebel. In the end, a dissatisfied consumer will make it harder for marketers to do our jobs.
RFID and similiar technologies must stop at the transaction level and put the control back in the consumer's hands if we are to have long-term success.
http://www.nj1015.com/absolutenm/templates/?a=5817&z=2
As a marketer, I'm a great believer is utilizing data, such as loyalty cards or CRM databases. It allows for better decision making and ROI. As a consumer, however, I am disturbed by the ability to abuse this technology.
The key difference between this technology and other forms of data collection is in customer choice. We have become more accustom over recent years to "opt-out" of being on a list. We have a choice to use a credit or loyalty card. However, technologies like RFID become instrusive when the customer does not have either the knowledge or ability to refuse being tracked. This is not only a privacy issue, but a marketing and PR issue. Sooner or later, the public will become tired of the intrusions in their life. Similiar to what has happened to direct marketing--telemarketing, "junk" direct mail and "spam" email--the consumer will rebel. In the end, a dissatisfied consumer will make it harder for marketers to do our jobs.
RFID and similiar technologies must stop at the transaction level and put the control back in the consumer's hands if we are to have long-term success.
http://www.nj1015.com/absolutenm/templates/?a=5817&z=2
Wednesday, February 21, 2007
More on JetBlue: Bill of Rights
JetBlue's crisis PR campaign is still going strong with an ad campaing and a customer "Bill of Rights." According to an analyst on the Fox 5 (NYC) news broadcast, JetBlue is positioning themselves as a leader in the industry for travler advocacy. He called the move a "homerun."
The Bill of Rights will allow for more open passenger communication, as well as refunds. The passengers may even be allowed to deplane if they are on the tarmac for five hours. Check out the Bill of Rights here http://www.foxnews.com/story/0,2933,253027,00.html.
On the JetBlue homepage they have a link to CEO David Neeleman's message to the public. Their new policies and a videotaped message appear. http://www.jetblue.com/about/ourcompany/promise/index.html?&intcmp=imgHPpromise20070219&
JetBlue's proactive position will surely win them back their customers and their reputation very soon.
The Bill of Rights will allow for more open passenger communication, as well as refunds. The passengers may even be allowed to deplane if they are on the tarmac for five hours. Check out the Bill of Rights here http://www.foxnews.com/story/0,2933,253027,00.html.
On the JetBlue homepage they have a link to CEO David Neeleman's message to the public. Their new policies and a videotaped message appear. http://www.jetblue.com/about/ourcompany/promise/index.html?&intcmp=imgHPpromise20070219&
JetBlue's proactive position will surely win them back their customers and their reputation very soon.
Tuesday, February 20, 2007
PR Crisis: JetBlue
In this age of instant communication, any mistake a company makes is amplified even more than in the past. The recent issue with JetBlue is a great example.
It is no secret to the frequent travler that delays and hassles happen. But the 8 or so hours JetBlue passengers had to endure on the tarmac is pretty tough--even for the most experienced of us. What makes matters worse is the airline's excellent reputation for client service has set high expectations.
The fact is that bad news happens. There is always the possibility that an unforseen event can impact a business and/or its reputation. The key to riding out the storm--good PR.
According to cnn.com, the company stands to loose millions due the weather-related problems encountered by JetBlue. The good news in all of this, is that the founder and CEO David Neeleman is committed to fixing the problem. "I'm not focused on the first quarter. I'm focused on the second, third and fourth quarter and rebuilding our reputation in the eyes of our customers and crew members," he said.
Rebuilidng reputation is paramount to riding the wave of a crisis. Neeleman's recent actions including apologies, media blitz and revised policies is a great example of good crisis management.
We can all learn a lesson from the JetBlue crisis. Let's keep our eyes on Neeleman to see if he keeps up the good work!
http://money.cnn.com/2007/02/20/news/companies/jet_blue/index.htm?cnn=yes
It is no secret to the frequent travler that delays and hassles happen. But the 8 or so hours JetBlue passengers had to endure on the tarmac is pretty tough--even for the most experienced of us. What makes matters worse is the airline's excellent reputation for client service has set high expectations.
The fact is that bad news happens. There is always the possibility that an unforseen event can impact a business and/or its reputation. The key to riding out the storm--good PR.
According to cnn.com, the company stands to loose millions due the weather-related problems encountered by JetBlue. The good news in all of this, is that the founder and CEO David Neeleman is committed to fixing the problem. "I'm not focused on the first quarter. I'm focused on the second, third and fourth quarter and rebuilding our reputation in the eyes of our customers and crew members," he said.
Rebuilidng reputation is paramount to riding the wave of a crisis. Neeleman's recent actions including apologies, media blitz and revised policies is a great example of good crisis management.
We can all learn a lesson from the JetBlue crisis. Let's keep our eyes on Neeleman to see if he keeps up the good work!
http://money.cnn.com/2007/02/20/news/companies/jet_blue/index.htm?cnn=yes
Monday, February 19, 2007
Welcome!
Welcome to my blog. Many of you who read this may have knowledge or questions about Integrated Marketing Communication. This blog is intended to touch on some of those issues.
One major topic today is the Baby Boomer market. Most people have some knowledge of this group.They are an influential group born between 1946-1964. Their numbers are large--somewhere around the 76 million mark. And their impact is a great one for marketers. In particular, certain industries such as healthcare will be most impacted by the lifestages of this group.
Check out my firm's site for an overview. www.murphycommunication.com/News_and_Articles.aspx
How is your business preparing for the next great Boomer wave? Share your thoughts.
One major topic today is the Baby Boomer market. Most people have some knowledge of this group.They are an influential group born between 1946-1964. Their numbers are large--somewhere around the 76 million mark. And their impact is a great one for marketers. In particular, certain industries such as healthcare will be most impacted by the lifestages of this group.
Check out my firm's site for an overview. www.murphycommunication.com/News_and_Articles.aspx
How is your business preparing for the next great Boomer wave? Share your thoughts.
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