March 31st, 2010 by Lowell D'Souza
No comments »
It’s no secret, folks! My admiration for Jack Trout and his works are evident enough in the way I go about using his ideas to propagate marketing concepts during work and in my writings on my blog. Here’s the thing: I challenge anyone who speaks about ‘viral’ marketing. To me viral marketing is an ‘X’ factor of luck or a windfall effect that comes through for reasons that people find hard to comprehend. It is also short-term and not sustaining.
The word-of-mouth (WOM) effect is something that makes me feel the same way. Jack Trout, some years ago, wrote an article on WOM in Forbes about how this word-of-mouth marketing phenomenon is getting out of hand. » Read more: Why Jack Trout doesn’t like WOM Marketing
March 30th, 2010 by Lowell D'Souza
No comments »
This is an idea that intrigued me. Why would someone not try to increase their market share? The reasons to do so are overwhelming. All modern and traditional learning stresses that we strive to increase market share as much as possible. The upside is manifold. Increase share equals increased revenue which in turn means happy stockholders.
But, sometimes, it does make sense to hold back and actually not increase your market share. Here are the reasons why… » Read more: When NOT to increase market share
March 29th, 2010 by Lowell D'Souza
No comments »
With online brands being subject to so much scrutiny and dissection, its imperative that a crystal-clear branding strategy is created to define the brand clearly, identify and promote differentiating factors that are sustaining and linked to the brand’s identity and finally, deliver messaging that is aligned with the brand’s objectives.
That being said, here are a few tips on how to build an online brand: » Read more: 4 Online Brand Building tips
March 29th, 2010 by Lowell D'Souza
No comments »
I read about the Line2 app on Yahoo News a few days back and was intrigued by its possibilities. At first, everything about it seemed like it was just another $1 iPhone application. However, as it turned out, it is way more than that.
Line2 gives you a second phone number on your iPhone or iTouch complete with its own contacts list, voice mail etc. The company behind it, Toktumi is confident that early adopters of this app will distribute their Line2 number to business contacts while they distribute their iPhone number to friends and family.
» Read more: 10 reasons why the Line2 iPhone App rocks
March 28th, 2010 by Lowell D'Souza
No comments »
See the graphic below which illustrates how many people in the marketing department are involved with online marketing in a company. No wonder, almost all the eMarketing initiatives that companies launch crash and burn.
It’s imperative that folks understand that one of the most critical parts of the online marketing process other than planning and resource allocation is ‘Execution’.
Hopefully, we’ll all learn this in time… » Read more: Too many marketing chefs…
March 27th, 2010 by Lowell D'Souza
4 comments »
Rarely, do I come across someone who tends to leave a lasting impression on me because of their logical thinking and incisive writing.
Estelle Metayer is one of these people. Her insights and advanced thinking into marketing and competitor intelligence are very potent. But, her ability to translate these concepts into day-to-day actionable changes is what makes her such a powerful communicator. Gosh, maybe I’m in love!
In any case, here’s a two part adaptation of her article on how to calculate market share. To say that, this helped me immensely is an understatement. » Read more: Market Share – How to Calculate it
March 26th, 2010 by Lowell D'Souza
No comments »
I came across this neat graphic by Compete which the Social Reflexion guys had referenced and thought that this was worth sharing.
Essentially, this graphic actually details the social graph and the effect that one strategic action can have all over the social landscape. » Read more: The Social Media Wildfire effect
