May 16th, 2010 by Lowell D'Souza
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Philip Kotler is the master of marketing. Many a book that has been written by him has been hungrily gobbled up by eager marketing students. In one of his more recent books on Modern Marketing, Kotler explains how traditional marketing tools are no longer as effective as they were in the past.
Not that a revelation like this was a shock to me. In today’s world with the proliferation of the Internet as a major channel in terms of getting customer attention, brand building, product sales and customer management, the marketing playbook has changed. Drastically. » Read more: Modern Marketing: New Rules
May 15th, 2010 by Lowell D'Souza
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Threat of New Entrants
If there are low barriers to entry in an industry, the easier it is for other firms to enter this industry. In such a situation, new entrants could change major determinants of the market environment (e.g. market share, product pricing, customer loyalty) at any time. There is always a hidden pressure for reaction to any change in the market dynamics and adjustment for existing players in this industry. » Read more: Porter’s Five Competitor Forces Model – Part II
May 14th, 2010 by Lowell D'Souza
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Michael Porter’s 5 competitive forces model is the basis of modern business strategy. His model is based on the insight that a corporate strategy should take into account the opportunities and threats in the external environment that the organization operates in.
The competitive strategy should be based on a strong understanding of the industry structure and how it may possibly change. In the online world, this principle does apply though in slightly different ways. » Read more: Porter’s Five Competitor Forces Model – Part I
April 22nd, 2010 by Lowell D'Souza
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Situation: You’re a business in a capitalist environment. Sales are good, you have your customers and life goes on. You also have one more thing to reckon with: competition. Competition is of two types – offline and online. Offline competitors are the companies who you view as brick and mortar competition in your marketplace.
For example, if you’re Borders, you probably view Amazon and Barnes and Noble as your competitor. The three of you all sell books, DVDs and other entertainment/leisure accessories. Therefore all of you are vying for the same audience to market to in both offline and online channels. » Read more: Online Competitor Analysis 101
April 18th, 2010 by Lowell D'Souza
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As humans we seek happiness or things that give and/or extend the feeling of happiness. As consumers, unfortunately, we think the same way. A major reason for why we think this way is because of the successful manipulation that Madison Ave has carried out on the population to make us desire things we don’t need.
But, what happens during times of hardship? Like today, for instance where we’re in the middle of a recession. As always, we try to escape from the stark realities that surround us and in a recession, we try to do more of the same. » Read more: Consumer Behavior 2010 – Some insights
April 13th, 2010 by Lowell D'Souza
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NTEN’s 2010 Nonprofit Technology Conference was quite a success. The keynote speaker Andrew Sullivan spoke about new online media and articulated his thoughts on the same. While the monetary motives of non-profits vary from that of a full-fledged business, from an operational and marketing standpoint, there are many similarities.
Here are Andrew Sullivan’s thoughts on modern digital media. » Read more: Andrew Sullivan’s thoughts on Blogs & the Web
April 10th, 2010 by Lowell D'Souza
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SEO Book, a definitive resource on optimizing your website for the search engines is pretty neat. As some folks may know, I’m process oriented and like to have activities centered around a clean and simple process. Aaron Wall describes the keyword research process with the help of this neat graphic.
Enjoy!
» Read more: Aaron Wall’s Keyword Research Process
