Strategic Marketing

The 10 commandments of content

Scott Donaton. The challenge is clear by now: Intrusive, interruptive, self-centered marketing no longer works the way it once did, and its effectiveness will only continue to diminish in the social age. The question is what will replace the legacy model. There's a one-word answer: stories. It makes sense. Finding--or creating--a narrative thread has always been how we a...

Challenge new frontiers - Change your thinking!

Dawid Malherbe reports. Albert Einstein suggested that "the significant problems we face cannot be solved at the same level of thinking we were at when we created them." To overcome a problem (or challenge), we need a different mindset or strategy. It was also Einstein who apparently said, "insanity is doing the same thing over and over again and expecting different results!"Today's cust...

Strategic forecast: How marketing will change in 2013 - Part Two

By Co.Create Staff. In Part One of our 2013 marketing forecast, we asked a number of high-level creative types for their educated predictions on how their jobs and the marketing landscape would change in 2013.Now, we're passing the mic to the strategists. These are the people who are said to represent the consumer in the marketing process--they're the masters of research, the experts in media and ...

Creative forecast: How marketing will change in 2013 - Part One

By Co.Create Staff. In part one of a two-part series, creative professionals forecast how tech and social changes will impact marketing and how they are going to up their creative game in 2013.Anyone working in or observing the marketing world (and reading Co.Create) can predict a few of the bigger themes and issues that will be of increased relevance in the coming year. The continued growth of mo...

'Made in China' aims for sophistication

Iris Mir. it's time to give 'Made in China' a makeover. Fifth October was recently designated as Thinkpad Day by the US state of North Carolina, a date which commemorates the 20th anniversary of Lenovo's Thinkpad label. Lenovo, which recently gained the mantle of the world's largest PC manufacturer, will also soon inaugurate its first US manufacturing plant. It is expected to start operations earl...

The art of strategy

Henry DeLozier. For anyone unfamiliar with strategic and business plans, here are five key points.Steve Johnston, my colleague and the founder of Global Golf Advisors, says this about the importance of strategic planning: "The lack of a strategic plan may not be as dangerous as not having fire insurance, but it's certainly playing with fire." Evidently, based on the turnout last month for my first...

Marketing's role is to re-humanise business

David Blyth, Yellowwood Future Architects. "Most CEO's believe that marketers lack business credibility. Moreover, they feel marketers are not the business growth generators they should be, and are not focused enough on effectiveness."This was the key finding of a recent survey conducted by global consultancy, the Fournaise Marketing Group. The survey interviewed over 600 decision-makers in large ...

Branding London: selling an Olympic city of contradictions

Sam Jones. Those tasked with marketing the capital for the 2012 Games have been working on what they hope is a winning strategy. For the past four years, while thousands of Olympic and Paralympic athletes have been pounding tracks, lifting weights and ploughing along pools in preparation for the London Games, those tasked with marketing the city have been plugging away at what they hope is a winni...

Transformation of global manufacturing under way, fueled by innovation and collaboration

KPMG. The prevailing climate of low economic growth is driving global manufacturers to seek new approaches in innovation and collaboration across the value chain, and creating a somewhat surprising shared optimism for expected high-margin growth in the next 12 to 24 months, according to a new survey report from KPMG International.According to KPMG's 2012 Global Manufacturing Outlook: Fostering Gro...

De-marketing: Battle axe in competition?

Kunle Adetola. Marketing battle is synonymous with competition, bearing in mind the market cluster and consumer decision instability. It is a game of the smartest, but caution should not be thrown to the wind in the name of marketing engagement whereby industry players carelessly engage in marketing gimmick to achieve their long-term business objectives.It is often heard how some market leaders, m...

Non-specialised marketing a financial risk

Fuseworks Media. Leaving marketing implementation in the hands of unskilled staff is rolling the dice with one of the business's most critical spends. Nicole Crump, Director of marketing plan specialists Tactix, says tasking unskilled staff with strategic elements of marketing communications has a major part to play in New Zealand SMEs failing to achieve the growth they desire."While most director...

Six habits of true strategic thinkers

Paul J. H. Schoemaker. You're the boss, but you still spend too much time on the day-to-day. Here's how to become the strategic leader your company needs. In the beginning, there was just you and your partners. You did every job. You coded, you met with investors, you emptied the trash and phoned in the midnight pizza. Now you have others to do all that and it's time for you to "be strategic." Wha...

Winning strategies for marketers

Louise Marsland. Marketers have three jobs, according to the 'father of marketing as we know it', Philip Kotler, who was in Johannesburg live for one day only yesterday, Thursday, 27 July 2006. He said in order to fulfill their mandate, marketers have to "explore value, create value and deliver value". Kotler brought real-word examples, case studies and best practice to 450 marketers in Gauten...

Strategic minds at work

Lowell L. Bryan. Developing sound corporate strategy has become both more important and more difficult as the euphoria of the 1990s has yielded to the realities of managing a company in today's uncertain and confusing business environment. With the world economy becoming increasingly integrated and geopolitical tensions continuing to rise, the challenge of crafting and implementing strategies succ...

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