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

  • CML Earth sunset

    CML Earth – the sudden disappearance of a social network

    Yesterday Novartis Oncology sent out an email to the subscribers of a small global community called CMLEarth.

    Dear Subscriber,

    Since the launch of CML Earth in December 2008, the mission of the social network has been to provide members of the CML community with a place to give and receive support, make valuable connections and share personal experiences, and connect with members for further support.

    At this time, Novartis Oncology, sponsor of CML Earth, has decided to close the social network. The platform is not optimized for current technologies (such as mobile devices and tablets), which compromises the user experience and lessens the value of the platform.

    Thank you for your participation, dedication, and support of the CML community.

    Sincerely,
    Your CML Earth Team

    CML Earth was designed to support a small global community of patients, healthcare professionals and patient families – all of whom were dealing with a rare form of leukaemia (Chronic Myelogenous Leukemia).
    novartis
    What’s interesting about this is:

    • How sudden the shutdown seems to have come
    • Where was a migration strategy? There was a community that had value to each other, if not to Novartis, what about having a Facebook group that they could self-administer?
    • That there wasn’t an opportunity to hand the community over to the members, nor a migration strategy articulated to say form a Facebook group, there are a number of existing groups on there

    It also is a classic example of the transitory nature of platforms. What seemed hip just a few years ago is now a technology that is no longer supported (Adobe Flash, Microsoft Silverlight – not that Silverlight was ever hip outside Redmond, WA).

    It was even odder, that this decision was not shared on the home page of CML Earth, here is a screen shot that I took this evening.
    CML Earth

    More related content here.