Clik here to view.
Social Customer Lifetime Value
In marketing text books, Customer Lifetime Value (CLV) is definined as “the present value of the future cash flows attributed to the customer relationship”, and is calculated something like this: CLV...
View ArticleClik here to view.
Social media doesn’t change the basics of marketing
There’s a lot of talk on the web about Pepsi Refresh, saying that social media is failing, or at least that it’s not the marketing panacea that some had suggested. Certainly Pepsi spent a lot of money...
View ArticleClik here to view.
Social Media and Competitive Advantage
I have said before that you don’t need a social media strategy, you need a strategy. Social Media is one possible way to create the value that is needed to have a competitive business. Chris Kirubi,...
View ArticleClik here to view.
Create value and the profits will come.
According to the classic economic theory, the social responsibility of business is to create profits. But if making profit is your only reason to be in business and guides all your decisions then –...
View ArticleClik here to view.
Quality time, not quantity of time.
“Time spent on site” is a classic digital marketing Key Performance Indicator, but it is usually a poor measure of marketing effectiveness. A while back, I was responsible for the European digital...
View ArticleClik here to view.
The POSSE media model
It’s been a few years since I posted the original Own, Bought and Earned media model and the slightly updated version a little while later. Although it is still a good way to think through your media...
View ArticleClik here to view.
Freelancers: Do at least 2 of these 3 things to keep getting hired.
According to Neil Gaiman, you need 2 of the following 3 things if you are to be hired regularly as a freewlancer: 1. Be a pleasure to work with 2. Produce good work 3. Always deliver on time “People...
View ArticleClik here to view.
Branded Content is older than your Grandad.
It’s funny to me that people think that “Branded Content” is a new idea. It’s so old. (Vanha, as we say in Finland). MIchelin first published its Michelin Guides in 1900. Michelin Stars are still the...
View ArticleClik here to view.
“There is no such thing as a low-interest category…
… only low interest thinking” Richard Huntington, Director of Strategy at Saatchi & Saatchi. So true. Agencies always want to work for the Dream Client, for example Nike or Apple. But perhaps the...
View ArticleClik here to view.
Giving your Social Content “LEGS”
Renowned ‘social media guru’ Gary Vaynerchuk has released a book called Jab, Jab, Jab, Hook. The basic principle is that your attempts at selling in social media will not be successful if you have not...
View Article
