Strategy

Capitalising on other people’s content marketing

I’m not a fan of passing someone else’s work or research off as your own, but there is a quick – and ethical – way to score additional Google ranking using other people’s Content Marketing. And search ranking is a vital part of being found online. Tap into Google’s priorities Google rates the quality of…

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Customer service is strategic marketing

Yesterday was exactly one month since I logged a complaint on the FNB website.  I know this because they sent me an acknowledgement, complete with a reference number and a promise that they’d contact me “shortly”. Now, I’m not sure what they consider shortly, but I don’t think I’m unfair in suggesting that a full…

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Advertising you just can’t ignore

On Friday, a very strange green car sped past me as I crossed the Umgeni River.  I was fascinated and needed a better view. Now isn’t that the ideal response to an ad?  This road is notorious for speed traps, so I wasn’t going to chase after it, but for once, I hoped for a…

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Provocative advertising can be risky

This week, all hell has broken loose in England over a simple TV commercial. Okay, that might be a little overstated, but there’s certainly been controversy.  The ad has had over 350 000 online views in a week, and I thought you might like to see it too. It’s a case study in how advertising…

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Taking content marketing offline

It’s a bit embarrassing; in a severe case of the cobbler’s children having no shoes, I’ve been offline, neglecting my content marketing for a few weeks while I was focused on a client’s content project; not exactly living up to the fundamental truths that: content marketing has to be planned and executed timeously, and no-one…

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I’m not a shoplifter

I tend to be fairly easy-going about the hoops we jump through because of other people’s lack of integrity.  I understand that retailers may tread a fine line between treating their customers like would-be criminals and having shrinkage eat up all their profits, and usually I see their security measures as a little irritating, but…

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Negative marketing can produce great advertising

I’ve never been a big fan of negative marketing.  I don’t believe that slinging mud at your competitor is a sustainable brand positioning, and there is no doubt that you can build awareness of your competitor instead of your own brand. Years ago, you may recall, Mercedes Benz ran a TV commercial based on the…

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How to get great creative advertising

We’ve all seen them, the ads we wish we’d been part of creating. The ones that stop you in your tracks, make you turn back the page or maybe rewind the PVR. Advertising that tells a story, entertains, or makes you catch your breath. It doesn’t have to be a big budget campaign. It might…

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Social media is a marketing decision

Social media is a polarising force among marketers.  Self-proclaimed gurus, and even business publications like the Harvard Business Review, spew out provocative pronouncements like “Traditional marketing is dead”, “Advertising is dead” and “Advertising agencies just don’t get social media.” Antagonists respond that social media doesn’t sell and demand “Show me the ROI”.  I doubt that…

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