- Published: February 27, 2010
How to Write a Code of Ethics for Business (Inc. Magazine)
Business ethics is much discussed in the business press and within the academic arena, but few firms outside of the largest companies bother to write a formal Code of Ethics statement for their employees. Considering the potential loss of trust from customers, not to mention possible legal ramifications, that may result from a perceived violation of expected ethical standards, it is probably wise for companies of all sizes to produce a business ethics statement. While a Code of Ethics applies to all within an organization, it is particularly important for marketing personnel as they are the ones most connected to customers, suppliers, channel partners, the media, and other influential stakeholders.
- Published: February 25, 2010
Marketing to the Ubiquitous Cellphone (E-Commerce Times)
The North Face To Begin Texting Customers (brandchannel.com)
Prognosticators have for many years predicted the impending impact of mobile marketing. Yet it seems that only within the last year has this really taken hold (thanks in large part to the Apple iPhone). While we’ve discussed mobile marketing in previous posts, we have never really defined the concept.
So what is mobile marketing? Here is how we will define it but like the field itself this definition is bound to evolve:
Mobile marketing consists of marketing strategies and techniques that focus on emerging information and distribution channels accessible through easily transportable and wireless connected devices.
- Published: February 21, 2010
Dot-Complicated: Measuring Traffic on the Web (Wall Street Journal)
On the surface, determining what an advertiser should pay to place an ad through an advertising media outlet seems like a simple enough concept: ad rates are a function of the number and type of customers accessible through a particular media outlet. For advertisers the key to this pricing model is for media outlets to be honest in what they report regarding the traffic (e.g., viewers, listeners, website visitors, etc.) to their outlet. But this concept assumes advertisers trust what the media outlets report, and from the beginning of advertising that has not worked very well.
- Published: February 17, 2010
General Growth to Simon: Thanks, but No Thanks (New York Times)
When most marketers talk about distribution decisions they almost always focus their discussion on the strategies needed to move a product from one point to another point. In its most fundamental form the marketer engages in activities that end up moving the product from the marketer’s hands to the customer's hands. Of course, for consumer goods companies this means finding ways to get the product into the hands of the final consumer that they are targeting. And for these marketers, gaining distribution often requires finding retailers who will handle the product.
- Published: February 16, 2010
Many companies sell products that work as both component products within a larger product or stand alone as a final product. For example, electronic audio manufacturers sell radios to car manufacturers as built-in components but also sell stand-alone products for general consumer purchase. But selling to manufacturers requires a different marketing strategy than selling to consumers since these markets are fundamentally different and buyers in each market respond differently to the message coming from the marketer.