Tag: marketing strategy

From Integrated Marcoms to Content Marketing

October 29th, 2012   •   7 comments   

Integrated Marcoms to Content Marketing
Courtesy of fedobe

What is the difference between Integrated Marketing Communication and Content Marketing? Why is Content Marketing taking the world by storm?

The old paradigm of Integrated Marketing Communication (or IMC) is dying. In a world fragmented by zillions of online, mobile and offline channels, consumers are tuning out advertisements faster than you can produce them. With endless “ad-free” options to choose from, nobody wants to be interrupted by your brand anymore.

What can marketers do in such a landscape?
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Don’t Monkey Around with Kipling’s Ape

September 15th, 2012   •   1 comment   

A perennial favourite amongst my family members, Kipling has carved a niche for itself with its selection of well designed handbags, haversacks, satchels, wallets and suitcases. Arrayed in an attractive range of colours, designs and styles, Kipling offers something for everybody.

What I find unique about Kipling is that furry little simian dangling from the zipper. My son goes ape over those little critters. He has amassed a tidy little collection of different gorillas in shades of orange, green, red, brown, and black.

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Likeonomics: A Book Review

August 27th, 2012   •   no comments   

rohit-bhargava-and-likeonomics

Rohit Bhargava and Likeonomics (source of image)

We are facing a crisis of believability in big businesses and brands.

Triggered by the collapse of the financial system in 2008, widespread deceit by big corporate brands and sheer volume of advertising “clutter”, consumers distrust big brands, companies and governments more than ever before.
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Why Customers Really Buy: Book Review

August 20th, 2012   •   no comments   

How do you find out what truly makes your customers tick? Can you understand what your customer REALLY wants through surveys, focus groups, and structured interviews?

The answer, according to Linda Goodman and Michelle Helin, is “No”. Debunking traditional research predicated on the above yardsticks, the authors of “Why Customers Really Buy – Uncovering the Emotional Triggers that Drive Sales” claim that true insight can only be achieved through conducting emotional-trigger research.
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What Chinese Want: Book Review

July 29th, 2012   •   1 comment   

With a population of 1.3 billion sprawled over a gargantuan 9.6 million sq km, the People’s Republic of China is widely known as the factory of the world. The middle kingdom’s dominance of global economic and socio-political affairs is impressive, with many regarding them as the “factory of the world”. Its ability to mobilise epic resources to achieve ambitious goals are also much-lauded.

However, what is the average Chinese person really like? What elements constitute the building blocks of China’s society – the very essence of being Chinese?

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The 7 Triggers of Fascination

July 11th, 2012   •   no comments   

7 Triggers of Fascination

Designed by Freepik

Why do certain marketing messages attract our attention while others leave us cold?

Thanks to a fascinating podcast by Derek Halpern of the Social Triggers website, I managed to uncover the answer.
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Why Major Retailers are Largely Local

July 3rd, 2012   •   1 comment   

Why Major Retailers are Largely Local
NTUC FairPrice holds its ground through innovative concepts like FairPrice Express (courtesy of FairPrice)

Wonder why NTUC Fairprice and Cold Storage rules the grocery retail scene in Singapore?

Or why huge players like Wal-Mart and Target have largely stayed away from our shores?
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The Role of Semiotics in Marketing

May 13th, 2012   •   15 comments   

semiotics-in-advertising-guns-and-lives

What does this ad tell you? (source of image)

What is the relationship between signs and marketing communications? Why do certain symbols and icons work more effectively as advertisements in reaching consumers than others?

A brand of cultural anthropology which looks at the use of signs and symbols as a means of communicating and conveying meaning, semiotics is a vital discipline in the science of marketing communications, advertising and branding. 
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Marketing – Fact, Fantasy or Fallacy?

May 6th, 2012   •   2 comments   


Too bad marketers don’t have growing noses like Pinnochio! (source of image)

In the world of marketing, there are three schools of thought.

The first is the school of facts. Proponents of this idea hinge much of their marketing on bread and butter issues, focusing on very tangible aspects of their products or services such as cost, value, features, utility, convenience and savings.
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The Right Stories for the Right Audience

April 19th, 2012   •   no comments   


Bob Rogers (source of image)

What is the magic behind creating truly memorable and delightful guest experiences at visitor attractions?

According to renowned experience designer Bob Rogers, the secret lies in finding the right story, shaping it for the right audience, and ensuring that it is an original tale.
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