Ged Carroll

Category: marketing | 營銷 | 마케팅 | マーケティング

According to the AMA – Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. This has contained a wide range of content as a section over the years including

  • Super Bowl advertising
  • Spanx
  • Content marketing
  • Fake product reviews on Amazon
  • Fear of finding out
  • Genesis the Korean luxury car brand
  • Guo chao – Chinese national pride
  • Harmony Korine’s creative work for 7-Eleven
  • Advertising legend Bill Bernbach
  • Japanese consumer insights
  • Chinese New Year adverts from China, Hong Kong, Malaysia and Singapore
  • Doughnutism
  • Consumer Electronics Show (CES)
  • Influencer promotions
  • A media diary
  • Luxe streetwear
  • Consumerology by marketing behaviour expert Phil Graves
  • Payola
  • Dettol’s back to work advertising campaign
  • Eat Your Greens edited by Wiemer Snijders
  • Dove #washtocare advertising campaign
  • The fallacy of generations such as gen-z
  • Cultural marketing with Stüssy
  • How Brands Grow Part 2 by Jenni Romaniuk and Byron Sharp
  • Facebook’s misleading ad metrics
  • The role of salience in advertising
  • SAS – What is truly Scandinavian? advertising campaign
  • Brand winter
  • Treasure hunt as defined by NPD is the process of consumers bargain hunting
  • Lovemarks
  • How Louis Vuitton has re-engineered its business to handle the modern luxury consumer’s needs and tastes
  • Korean TV shopping celebrity Choi Hyun woo
  • qCPM
  • Planning and communications
  • The Jeremy Renner store
  • Cashierless stores
  • BMW NEXTGen
  • Creativity in data event that I spoke at
  • Beauty marketing trends
  • Kraft Mothers Day marketing
  • RESIST – counter disinformation tool
  • Facebook pivots to WeChat’s business model
  • Smartphone launches

  • Changing definition of what social means

    What social means

    This inspiration for this post about what social means came from working with business-to-business marketing clients and prospects. Its based on thinking I’ve done over the past six months or so. Based on the experience I had talking to clients and the work that I have been doing I came up with a what I’ll describe as a working hypothesis.
    Sale

    The past Cluetrain Manifesto

    For a number of years, business and consumer social marketers have taken The Cluetrain Manifesto as their talisman. What social means was defined by a series of statements or beliefs outlined in the book. The outcome was that social media marketing was seen in terms of  re-defining the relationship between stakeholders and a business. This was around a number of values including:

    • Transparency
    • Speedy response
    • Humane
    • Resp0nsiveness

    What social means now

    What social means has changed, at least in Europe. I would put part of the change down to technological capabilities influencing the philosophy around social and the fact that business-to-business are measured exclusively on sales when they are not corporate HQ. And if they are corporate HQ for a non-US domiciled company the focus is much more quarterly results-orientated, so even the corporate social accounts are expected to carry their weight in terms of delivering regular prospective customers.

    The focus has changed:

    • Brand communities and corporate reputation have given way to performance marketing
    • Influencer programmes have given way to prospect-baiting content marketing
    • Engagement has given way to CTA (call to action) and customer path to purchase
    • Building customer loyalty has given way to purchase satisfaction

    The emphasis has moved from the brand to performance marketing, even for what would be seen to be corporate communications. The fig leaf of reputation used to protect corporate PR has been torn away in social media. A secondary aspect of this is a less tangible decline in the stock of social media or community professionals at least within the business-to-business context.

    Whilst the organisations I have been dealing with are in the early stages of thinking about marketing automation, with only a few going through the costly integration process for the likes of Eloquia or Pardot – the philosophy behind them has become the defacto view.

    I spent far too long writing this post, in between starting drafting this post and pressing publish, two of the authors (David Weinberger and Doc Searls) responsible for the Cluetrain Manifesto have updated it to reflect marketing realities online which broadly touch on areas of my hypothesis and I have included a link at the bottom.

    In the words of Bill Hicks business-to-business marketers run the risk of knowing the price of everything and the value of nothing.

    More information
    The Cluetrain Manifesto
    New Clues
    #NewClues and #VRM – Watching The Watchers

  • The ten most popular posts of 2014

    First of all thank you for having visited my site this year, I thought I would revisit the most popular posts of 2014.

    1. The WhatsApp | Facebook post (part I) – On February 20, I woke up to find out that Facebook had acquired OTT messenger service Whatsapp for an apparently very large sum. I wrote two posts that day which tried to make sense of what was happening. I drafted the posts in a franchise Starbucks on the edge of the A41. If I had to sum up this post in one word it would be gobsmacked. You can read part II here
    2. Throwback gadget: Apple iPod hi-fi – my throwback gadget posts I write seem to do very well on an ongoing basis. I had a new old stock unit in storage which I brought out of storage and pressed into use when I moved back to the UK and wrote about what attracted me to this system. It seems to have a marmite reputation even amongst Apple fan boys
    3. The WhatsApp | Facebook post (part II) – part two of my analysis for the Whatsapp / Facebook acquisition came together later that morning after a Facebook and WeChat conversation with my friend Calvin Wong. I started to think about the why of the purchase in more detail
    4. Throwback gadget: Nokia E90 Communicator – Ironically for someone who maybe perceived for being digitally forward, I miss having a proper keyboard that I can still slip in a (Carhartt) jacket pocket. My ode to the E90 got picked up by Tomi Ahonen and the rest as they say was history
    5. On smart watches, I’ve decided to take the plunge – At the beginning of October I decided to experiment using a smart watch. This was the first of a couple of posts that outlined my thought process and what I found out through using the Casio G-Shock G+ watch
    6. Jargon watch: app constellation – I started off what I thought was a pretty straightforward post and got to be a bit of handful in the end. I went down the rabbit hole looking at the different app constellations rolled out by the worlds major internet companies. The research was manageable, but editing the HTML on the table turned turned out to be more of a handful than I expected
    7. The Apple Watch post – I stayed up to watch Apple’s messy online presentation of the Apple Watch. Whilst I was impressed by the technical expertise, I was unimpressed by the likely customer experience and was struck by the obvious ‘borrowing’ of design elements from Marc Newson’s Ikepod watch range of yore
    8. Garnier’s PS Cream campaign – Garnier’s advertising agency doing a classic PR hijack in China that shows the innovative environment of Chinese platforms and the blurring of lines of what PR actually means now
    9. My digital tool box – I was doing some work at the end of April and was struck by how many tools and hacks that I used to use in my daily work life were no longer available. I thought it would be a good idea to do a snapshot of the stuff I currently used for posterity. I hope to revisit it on a regular basis, we’ll see how it works out
    10. The Amazon Dash post – I am intrigued by new technology that seems to reject the icons-under-glass metaphor that seems to dominate convergence these days. Amazon Dash is a dedicated order-input device for Amazon’s grocery service in the US that wouldn’t have looked out of place in a Braun product brochure from the 1970s

    According to the site analytics that was the most popular posts of 2014. What was the favourite thing you read in 2014?

  • People that made 2014

    2014 has been a year of disruption for me. I changed jobs. I changed where I lived. Here are some of the people that made 2014 for me:

    My Hong Kong partner-in-crime Calvin Wong who brought a wealth of expertise in measurement and analytics to our role at Burson-Marsteller and is a great friend

    My former colleague Emma Xu Meng lin, who has just started a new role at Landor Beijing, we learned a lot about WeChat as we set up and ran the CIVB (the Bordeaux wine marketing board WeChat account. Wine consumption is just one sign of China’s rapidly growing middle class.

    My good friend and go to creative Stephen Holmes at Bloodybigspider. If you are looking for someone to deliver a challenge brief in a tight timeline, pick up the phone and give them a call

     Tom List at Sysomos who has put up with some of my annoying questions around advanced use of the Sysomos social media monitoring tool.

    My good friend Cecily Liu at China Daily, who is always a great source of intellectual discussion across a range of topics.

    My friend Becky McMichael over at Ruder Finn, and Alex Banks at Social Bakers, both of whom I caught with far too little as this year was exceptionally hectic in nature.

    Who where the people that made 2014 for you? More about what I do here.

  • SLS coupe & other things that made last week

    Interesting and funny film from Mercedes for the SLS coupe AMG. The way the businessman loses his mind trying to define luxury feels like a parody of Zen and The Art of Motorcycle Maintenance. Are the metaphysics of luxury and the metaphysics of quality the same? The SLS coupe AMG is a very impressive looking vehicle. But surely its performance is a bigger draw than its luxury, it’s ride is likely to be very firm. Especially given the AMG heritage.

    Vice put together a great documentary about a veteran tattooist in Hong Kong. His work goes back to when Hong Kong was a port of call for the merchant navy as well as the US and Royal navies.  More Hong Kong related posts here.

    I love the way Honda taps into the inner child of potential customers. With there being no truly bad cars now and green pressures, so brand and emotion becomes so much more important for car brands.  Honda has been consistently been ahead of the curve.

    PBS have animated interviews that were done with Robin Williams back in 1991, and they’re really good. Really smart and thoughtful stuff that makes you realise the huge hole that the loss of Williams made in the entertainment industry.

    TOMY’s Cocoro scanner which detects stress (and according to the maker, lies). I could see managers thinking that it would be a good idea to keep the Cocoro scanner ton their desk. Though I would keep it out of view if I were you,  as the display would be stress raising in its own right.

  • FES watch + more things

    Who’s Behind the E-paper FES Watch? – Digits – WSJ – interesting the way Sony has become an internal VC operation. It makes sense since they need disruptive innovation and they still have smart people. they also need to allow their engineering talent to keep having an outlet for their creativity. The FES watch is a classic quirky Sony product that is very clever. The disappointing bit was hearing them working with an external product design agency on the FES watch. Especially given the internal industrial design capability to deliver iconic designs and a wider design language across product ranges. More design related content here.

    Tightening too frightening for UK | HSBC – interest rate increase and lower than expected economic growth

    Oh No They Didn’t: European Parliament Calls For Break Up Of Google | SearchEngineLand – inevitable but not sure it will make an impact, Google must have expected this?

    Maglev elevators are coming that can go up, down, and sideways | Quartz – I love this

    Flickr is about to sell off your Creative Commons photos | Dazed – Tech entrepreneur Stewart Butterfield left the company in 2008, but says that Yahoo-ordained plan is “a little shortsighted”. He added: “It’s hard to imagine the revenue from selling the prints will cover the cost of lost goodwill”. It’s the equivalent of looking for pennies that may have fallen down a crack in the sofa. Flickr photos are already used in the online and offline media. They have also been used to train image recognition algorithms, both of which are allowed by the licensing. The prints seems like a cheap, low value move.

    Supermarket own-brands generate more than half of UK grocery sales | BrandRepublic – bad news for CPG brands. And bad news for brands in general, particularly when one thinks about how Amazon is building its private label lines across several sectors