Posted by John Webb on May 20, 2012 · Leave a Comment
The First Age – Broadcast Marketing The dawn of marketing began with broadcast – an age defined by mass media, limited consumer choice, and the dominance of big brands. Achieving mass coverage for their brand and message was the marketers’ objective…the days of the ‘mad men’…of the ‘Superbowl spot’. Messaging and offers were universal, with … Continue reading →
Filed under Marketing · Tagged with brand, brand definition, brand engagement, branding, brands, broadcast marketing, customer satisfaction, engagement, loyalty, marketing, marketing definitions, marketing funnel, marketing model, online marketing, permission marketing, seth godin, social marketing, target audience, target marketing
Posted by John Webb on February 14, 2012 · Leave a Comment
Filed under CRM, Models, Online, Planning · Tagged with acquisition funnel, activation, adoption, adoption curve, awareness, CRM, CRM model, customer, customer funnel, customer relationship management, customer satisfaction, ecommerce funnel, funnel, loyalty, marketing, marketing definitions, marketing funnel, marketing model, net promoter score, NPS, online marketing, preference, purchase intent, retention
Posted by John Webb on August 2, 2011 · 2 Comments
Brand owners should shift their focus from trying to ‘sell’, to gaining endorsement and evangelism for their branded content. ‘Branded content’ is anything that is created by or, significantly on behalf of a brand; this could be an advert, product website, Twitter feed, Facebook post, blog review, mobile app, mash-up video and so on. A successful … Continue reading →
Filed under Branding, Models, Online, Social Media · Tagged with brand, branding, content, content distribution, engagement, marketing, marketing definitions, marketing model, online, online marketing, social marketing, social networks
Posted by John Webb on February 1, 2011 · Leave a Comment
In my recent post on ‘Friendtelligence – Engagement is the New Awareness‘ I put forward the view that brand engagement needs to be the key objective for brand owners and that delivering positive engagement experiences facilitates endorsement, word-of-mouth proliferation and evangelism of the brand message. I wanted to develop this thinking by presenting a model for … Continue reading →
Filed under Branding, Models, Online, Social Media · Tagged with brand, brand amplification, brand engagement, brand model, brand proliferation, brand visibility, branding, brands, engagement, marketing, marketing definitions, online, online marketing, social marketing, social networks
Posted by John Webb on January 7, 2011 · 1 Comment
One of the key challenges facing Marketers is how to ‘create’ brands, and consequently how to build ‘value’ in those brands over time. Yet a brand doesn’t merely come into being. It must ‘evolve’ through stages in a process developing from a ‘Concept’, becoming a ‘Product’ and eventually reaching the status of a ‘Brand’. But … Continue reading →
Filed under Branding, Models · Tagged with brand, brand definition, brand description, brand model, branding, brands, franchise, marketing, marketing definitions, marketing model, product, product definition, vibe
Posted by John Webb on January 7, 2011 · 1 Comment
The historic definition of a brand was one of consistency. The basic premise of what constituted a “brand” was the constant repetition of messages and behaviour to form a promise of future behaviour in the mind of the consumer. The limited media channels available and negligible opportunities for customer feedback or interaction meant that the … Continue reading →
Filed under Branding, Social Media · Tagged with brand, brand definition, branding, brands, internet, marketing, marketing definition, marketing definitions, online, online marketing, social, social marketing, social media, social networks