In a recent article in B&T magazine, David Lindberg ANZ’s MD of Strategy, Marketing and Customer Segmentation was quoted as saying “The way I think of strategy is that marketing is an extension of strategy rather than a separate function.”

He was also quoted as saying “Most of my career, the line between strategy and marketing has been blurred.”

As a marketing strategist, David’s quote got me thinking about the main reasons why business and a sizeable portion of the marketing community still separate business strategy and marketing strategy.

I think marketing is a terribly misunderstood subject in business circles and in the public’s mind. I’m not saying that David is wrong or that he may have been misquoted. But the truth is marketing is too often confused with selling and advertising.

Even the Australia Marketing Institute wants to place marketing under the control of finance. Now that is barking mad…

So here is my question: Is David right? Is marketing just an extension of strategy?

Your thoughts please…

The new director of BBC Global News, Peter Horrocks recently warned his staff that “it was important for editorial staff to make better use of social media and become more collaborative in producing stories.”

“This isn’t just a kind of fad from someone who’s an enthusiast of technology. I’m afraid you’re not doing your job if you can’t do those things. It’s not discretionary.”

He also said ‘If you don’t like it, if you think that level of change or that different way of working isn’t right for me, then go and do something else, because it’s going to happen. You’re not going to be able to stop it.”

Strong words, but I feel his views reflect the new realities of the digital economy.

I’ve been talking to a lot of very senior marketing and advertising executives about social media and how it is affecting their industries. Surprisingly, most appear to be resisting or ignorant of social media. It’s like they have decided to opt-out.

Read the rest of this entry »

The question I get asked by fellow marketers more than any other is: what is inbound marketing? Simply, it’s completely the opposite to the long-established method of broadcast advertising.

Inbound marketing is focused on the idea of being found by people who are looking for you, your product or your service. It mainly consists of intelligent web design, search engine optimisation, social media and conversion strategies with the aim of drawing motivated people to you.

Whereas broadcast advertising is typically focused on trying to influence your buying behaviour and habits by means of commercials on television and radio, printed advertisements in newspapers and magazines and printed directories such as Yellow Pages.

So, rather than forcing yourself onto the poor unsuspecting masses, inbound marketing allows potential customers to find you when THEY are ready. Any time, any place. It delivers motivated, qualified consumers to your door (website) 24 hours a day, 7 days per week.

Read the rest of this entry »

Every week, I read and watch lots of business and marketing articles and videos. Most are just good opinions pieces, but every few weeks there is a real corker that I want to share with people.

And this video by Gary Vaynerchuck is a corker. So please enjoy:)

Welcome to my first ‘Incomplete Guide to Newcastle’s New Influencers’ list for 2010. It’s populated with a lot more local Newie bloggers (including business blogs) and a few Newcastle expats.

But, I’m still on the look out for a local user-generated site (please help).

So, if you have time please go and visit as many of our new influencers as possible. And when you get there, don’t be afraid join the conversation. Make a comment.

Some write often. Some don’t. Some use images. Some use words. Some are on radio and most are not. But, they all look at the world in a very different way.

Life In General & Armchair Philosophy

Blackbird Corner, The Spice Rack, Crow’s Garage, pryorcommitment, the best of all possible worlds, Mitchell Davies Blog, My kid is too funny, Belinda-Jane,  Miss Kool, Killing Mind, Glen Evans, Puff Pieces, Adam Purcell.com, Whalen Flynn, Oh, the Thinks You Can Think, An Account of Social Commentary, Five Thumbs Down, That Ducati Guy, Lexxie Couper, The Rant-O-Matic, Tonight,Captain?, Miss Koolmeister, BryAntics, My Take On It,

Art, Technology, Design & Entertainment

eCommerce and Online Shopping Systems, Trends in Communication, Peter Bower, Just Creative Design, Deanjrobinson.com, RocksolidPR, Newcastle Music Directory, The Plastic Age, Matthew Packer, Deadly Bloody Serious, Ivan Vanderbyl, One fine Day, I’m With The Band, Newism, Zen Harris, Living Light, Steve Happ, Jacob Talbot, Hunter Arts Network

Read the rest of this entry »