Marketing 2010.

Marketing 2010 will be the same as Marketing 2009.Media sellers will continue to claim their media is the best vehicle for you.Advertising agencies will continue to create many bad advertisements.Prognosticators will continue to declare that we face a new paradigm.And reality will go on. Unaugmented.The true role of marketing will continue to be about meeting customer needs and retaining their patronage. So, rather than make wild guesses about future trends that may or may not impact on your business, I'm going to start 2010 by getting some smart...

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Thinking From Outside The Box.

Thinking outside the box is a phrase that has always annoyed me because it conflates two very different problem-solving approaches. If you think the box is the problem, then you should be discarding it completely rather than merely thinking outside it (with the incremental change that implies). On the other hand, if you're happy with the box but need to approach it in a different way, you could quite profitably focus on thinking inside the box rather...

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The Media Is The Message.

Having written in my previous post that Eurostar's failure was a communication issue, I noticed a letter in today's Times from one of the passengers who had been trapped for 14 hours."The worst part wasn’t the length of the stoppage, nor the unbearable heat and darkness in the train before our painfully slow evacuation in the tunnel, nor even the lack of food and water. It was the deplorable dearth of information that really made it difficult.I would much rather have been told that it was going to take 20 hours, then at least I could have accepted...

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Have Yourself A Merry Little Christmas, It May Be Your Last

Wartime cheerTyler's Mum was a great Judy Garland fan, so he's pretty familiar with the back catalogue. And this particular number from the 1944 film Meet Me in St Louis seems to sum up Xmas 2009 quite well. Especially with its original lyrics, which were so depressing they had to be toned down for Garland to sing in the film - play the vid and read along with the original below to see how comprehensively MGM wimped...

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Social Media Panacea.

Snow arrives and the UK grinds to a halt. So too, it seems, do Eurostar trains. Techcrunch highlight the lack of communication 2.0 to bewildered and suffering customers, but that's to miss the wood for the trees.The problem is not that they're not using Twitter - that's a symptom. The problem is that they have no information to provide. Social media is not the solution to that. A joined-up customer service strategy that acknowledges the ameliorating power of a flow of information, how ever depressing, would ...

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Priests Screw Up - We're Doomed

So they get 15,000 priests, 5,000 scribes, and 45,000 worshippers, cart them all off to the Great Pyramid of the Sun, and then screw up. No mass sacrifice. No bloodied beating hearts tossed down the steps. Just a bunch of weird attention-seekers thrusting themselves into the global pulpit whenever possible.I tell you, the Gods ain't gonna like this. ****What a shambles. If they can't even organise a £130m piss-up in...

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The Importance Of Being Consistent.

The national rail company changed their website and it led me to send a couple of intemperate emails to their senior executives because the new journey planner left me baffled. I tweeted about it and some people seemed to agree with me.Now, admittedly there were seeemingly issues with Firefox which meant that the crucial calender icon did not appear, but there were also loading time and loading order issues for others who could see it.My main gripe...

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No Serious Economist Thinks

Pol was on BBC R4 Today this am with the indefatigable Ruth Lee. They were discussing the question of government debt and whether we might lose our AAA credit rating.According to Pol, the risks have been hugely exaggerated by the City and their groupthink apologists. She says:"No serious economist thinks Britain will default on its debt."Well now, let's just think about that.First off, we need to be clear about the meaning of default. When a...

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Bubble Dependency

As we noted last week, the government's projections of tax revenue rest on some wildly optimistic assumptions. And none more optimisitic than what they are apparently assuming on house prices.The chart shows what the Pre-Budget Report projected for total tax receipts from the housing and finance sectors combined (see here). Receipts have slumped since the onset of the financial crisis, but by 2014-15 they are projected...

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The IDC Marketing Operations Holiday Gift List

This month I was delighted to join the Advisory Board of MOCCA: The Marketing Operations Cross-Company Alliance. In this new role I am looking forward to working with a number of current IDC CMO Advisory clients and also many new colleagues as we help to expand the professional capabilities of the important Marketing Operations (MO) role.At the initial Advisory Board meeting, the basic theme of the discussion centered around the complexity and expansion of the MO role. “Our typical member needs so much and the role is evolving so quickly” …we concurred…...

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Signposts From Ireland

There must be some way out of hereLast week, the Irish government unveiled the toughest budget in the country's history. It was effectively the third budget in one year.The centrepiece comprised further spending cuts, focused on two areas which had already suffered previous cuts - public sector pay and welfare payments. On pay, there will be reductions of between 5% and 15%, plus additional savings on public sector pensions. On welfare, there...

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Getting Close To The Customer.

In Gary Vaynerchuk's talk that I mentioned in the last post, he recounted how officials of the NHL had resisted his idea that they should respond to every tweet and social media message. They felt it would be costly in terms of time and staff even though he pointed out that he personally got more than they did and he responded to all of them himself.I'd go further. I'd insist that every senior executive regularly spent a day with the people employed to do that job. It's a much better way of understanding your customers than an orchestrated focus...

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Government By Deceit

Deception all roundBliar's last Director of Public Prosecutions is now back practising law with Cherie at Matrix Chambers, the operation he set up with her in the late 1990s. A long-time Labour insider, he was appointed DPP in 2003 just after the invasion of Iraq, but it seems he's finally recognised a horribly inconvenient truth:"The degree of deceit involved in our decision to go to war on Iraq becomes steadily clearer....

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News From BOM Correspondents - 22

Absolutely fabulous darlingIt's been a while since we did a correspondent round-up, so here's a quick selection:1 Latest from Stoke on TrentThe terminally awful Stoke City Council has featured on BOM several times (eg here). Among its other triumphs was the decision to close its only properly functioning secondary school on ideological grounds (see here). Now Tom W draws our attention to the following:"Concerns have been raised over why a firm was...

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Labour's Debt Explosion

When the unelected idiot Brown took over in 2007, the UK's official government debt stood at 47% of GDP. By the end of 2011 it will be 94%, a literal doubling over just four years. Under his incompetent management, the UK will have clocked up the biggest increase in debt of any major OECD economy.So says the OECD itself in its latest World Economic Outlook (see here Annex Table 32). But remember: the OECD's debt measure excludes most...

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More Of Your Cash Wibbled Away

I'll give you £1.5bn if I can wear the Big HatNever mind that we are stoney broke, the arrogant unelected clown masquarading as our PM has just blown another £1.5bn of our money in an attempt to buy himself some international status:"At an EU summit in Brussels, the Prime Minister offered to pay the money into an EU fund intended to help poorer countries to cut their carbon emissions. The offer will make Britain the largest contributor. France and...

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Fiddling While Blighty Burns

There goes our future prosperityThe Pre-Budget Report (PBR) has to be one of the most disreputable documents ever to emerge from HM Treasury - and that's against some pretty stiff competition over recent years.As we blogged here, it failed on all three critical counts:Borrowing - no progess on reducing it fasterTaxes - higher taxes on jobs and a risky low yielding tax on bank bonusesSpending - unbelievably, spending was actually increased...

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Customer Service Isn't New.

Gary Vaynerchuk and Tony Hsieh have picked up a lots of plaudits for focussing their Le Web talks on customer service. Deservedly so. But this is nothing new. That they seem so insightful to many people is simply an indictment of the levels to which things have been allowed to fall. Customer service has always been there. It's encapsulated in the P of product. If you think that your product is simply that which your customer buys from you, you're deluding yourself. They're buying the product/service plus everything that you provide to make the...

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Way Too Optimistic

The fiscal projections in yesterday's PBR - just like last April's budget - rest on economic growth assumptions that are ludicrously optimistic.Here is the relevant table from the PBR (click on image to enlarge):As we can see, GDP growth is assumed to bounce back in very short order to reach 3.25% pa from 2011-12 onwards. Over the five year forecast period from 2010-11 it is supposed to average 3% pa.Yeah, right. In a world of over-indebtedness,...

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What A Shocker

Labour's final Pre-Budget Report (PBR) was a real shocker. Key points:Borrowing - no action to cut borrowing faster than the leisurely pace set out in the April budget, and the Treasury forecasts rest on the ludicrously optimistic assumption that our GDP growth rate will soon return to 3.25% pa; the UK has been left as the developed world's borrowing basket case, and a catastrophic capital flight is that much closer.Tax - no action to cut taxes in...

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World Basket Case? It's Us

When Darling stands up at lunchtime to deliver his Pre-Election Budget Report, he will doubtless repeat the old formula about how they're innocent victims of global circumstance. The reality is that Labour have dropped us into a fiscal hole bigger than that of any other OECD member - including the supposed basket cases of Ireland, Iceland, and Greece.Here are the OECD's lastest borrowing league tables for 2010 and 2011...

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Wonderful Wonderful Copenhagen

The biggest bunfight in world historyNo time for a proper blog today, but as you watch the wall-to-wall BBC/C4 coverage of the Copenhagen grandstandingfest, we wanted to make sure you've got the TPA's analysis of the costs in front of you (see TPA research note here, and Mail article here).Overall, the direct cost to taxpayers is estimated at £130m. This comprises the travel, accommodation, food, and salary costs of the 15000 - yes,...

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You Heard It Here First.

The Nokia store that I criticised on this blog back in April and August of 2008 is to close. In this report, it is claimed that the failure of the £4 million investment was because "the store may have proved a little “extravagant” in terms of cost". No, it was because you couldn't use the phones. And worse than that, it was just a store.Addendum: The Apple store across the street continues to flourish, but I notice that the staff are getting a little...

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Looney Tunes

So after 12 years incinerating mountains of our cash, this high spending low performance "government"  wants to tell us it can be more efficient. To be frank, I can't be bothered to read Brown's speech. In essence he's after the same headlines the Tories got months ago - a crackdown on public sector fatcat pay, cuts in top civil service jobs, and cuts in the use of consultants (yes, all these items were identified long ago by the TPA - which just goes to show what conviction and persistence can achieve). On top of that, Brown...

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Behavioural Marketing.

Iain really liked this campaign and bracketed it with Burger King's Whopper Sacrifice. While I like it, it's not much more than a digital version of the traditional promotional competition. The key for me is that it's utilising technology rather than the behaviours related to that technology. It works but it's not new.Social media and digital aren't inherently new behaviours, they're new technologies/ecosystems that facilitate existing behaviours. But where Burger King was really smart was in placing a new version of that behaviour - Facebook...

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Pre-Election Budget Report - Those Treasury Leaks In Full

BOM sources inside HM Treasury have smuggled out key passages from Wednesday's Pre-Budget Report. Quote:Growth - due to unforeeable global circumstances entirely beyond the government's control, GDP this year may have fallen by somewhat more than the 2.75% decline forecast in April's Budget. But next year and forever after, growth will be much much stronger - the central estimate is now 7% pa, reflecting the fruits of the government's...

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The Joke Is On You

A life of privilege In case you've never heard of him, comedian Marcus Brigstocke is yet another privileged public schoolboy* employed by the BBC. His routine comprises slagging off capitalism and the Evil Tories. Among his other BBC jobs, he has a regular slot on R4's Now Show, a weekly 30 mins of "comedy sketches and satirical comments". And this week, after wittily describing John Redwood as a "glassy-eyed replicant MP",  he spent...

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Flat Earthers And Assholes

OK, it's warmer... but why?Two, ahem, thoughtful contributions to the climate debate yesterday:"With only days to go before Copenhagen, we mustn't be distracted by the behind-the-times, anti-science, flat-earth climate sceptics. We know the science. We know what we must do. We must now act." (Mr G Brown, a public employee with a direct career interest in extending the role of the state)"What an asshole." (Professor Andrew Watson, a public employee...

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