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Showing posts from May, 2012

Redefining Marketing

Ana Isabel Canhoto, Senior Lecturer at Oxford Brookes, has written an interesting post on her blog, discussing ‘This thing called marketing'.

A few years ago, I had posted something related on my old Warwick blog on "Selling is not marketing". Anyway, Ana mentions that the definition she usually refers to is the one given by the Chartered Institute of Marketing which describes marketing as:
‘The management process responsible for identifying, anticipating and satisfying customer requirements profitably.’  This definition is my favourite as well. However, I feel that there is a need to update this definition.

As I commented on Ana's post,  the growing importance of Social marketing has presented some unique issues, where positive social change is the main objective and not fiscal targets. This may mean that the term "profitably" in the CIM definition may not be applicable all the time.

Furthermore, I would add 'and maintaining' just after 'sat…

Jubilympic celebrations

I was on air today morning on the Annie Othen Show on BBC Coventry and Warwickshire. I was asked to give my opinion on whether I thought businesses taking advantage of the Jubilee and Olympics (Jubilympics!) celebrations.

You can listen to the recording here: http://www.bbc.co.uk/radio/player/p00rxydt

 In case you are not aware, the 2012 Olympics and the Queen’s Diamond Jubilee celebrations are coming up soon. Everyone is getting into the mood. However, some feel that stores are taking advantage. One listener had complained that a shop had wrapped up her favourite sponge cakes in new packaging (the Union jack), increased the prices and reduced the number of cakes.

 Of course this is nothing new. Businesses do it all the time - "making hay while the Sun shines" and in this case, profiteering from patriotism. However, they have to remember that consumers are not stupid and they risk alienating their costumers, as it happened in this case with the lady and the cakes.

 I also …

VW engaging customers via social media

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Volkswagen, the German car maker is actively targeting customers on Facebook by getting them involved in their advertising campaigns. No, I am not talking about customer generated advertising which is a popular buzz word today but rather about getting customers to say nice things about the brand or product (positive testimonials) and using these in their advertising campaigns.

This is not a new concept in advertising and businesses and organisations often use positive testimonials to promote their products. However, it is the way that VW is actively soliciting and appealing to the "ego" of customers or the novelty effect and making innovative use of the technology, which is quite interesting.

I took part in two of their campaigns - just for the experience.

The first one was the " Beetle Billboard Times Square Experience". All I had to do was "like" the new Beetle (targeted at Men) and my face appeared live on the Volkswagen Beetle Billboard in Times Squa…