Marketing Matters
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Marketing Matters
Current issues relating to marketing and business strategy - because marketing matters
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Strategic Plan Samples

Strategic Plan Samples | Marketing Matters | Scoop.it
Strategic Plan Samples. he fact is that simple, written plans are critical as communication, alignment, and decision-making tools.
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Actions not ads – How Tesco can repair its relationship with customers | The Drum

Actions not ads – How Tesco can repair its relationship with customers | The Drum | Marketing Matters | Scoop.it
Andrew Sherratt's insight:
Some really good thinking in this article, I really like the idea of Tesco working for local communities.
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What are brands for?

What are brands for? | Marketing Matters | Scoop.it
WHEN Imperial Tobacco, the world’s fourth-largest cigarette-maker, said in July that it would spend $7.1 billion to expand its business in America, its chief...
Andrew Sherratt's insight:
This is a great article which also highlights the problems of valuing brands
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Sustainability Doesn't Mean Less Profit, It Means Profit Forever

Sustainability Doesn't Mean Less Profit, It Means Profit Forever | Marketing Matters | Scoop.it
Reframing what a tired term really means for the business world.
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Yes, You're Ready to Do Strategic Planning

It's easier than you think, and it really will help you chart the best path to growth.
Andrew Sherratt's insight:

Some good advice here

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What Happens When You Break Up With Facebook: Nothing

What Happens When You Break Up With Facebook: Nothing | Marketing Matters | Scoop.it
Here's your contradictory marketing idea for the day: One month after deleting its Facebook page, food delivery app Eat24 is on the rebound--with more...
Andrew Sherratt's insight:

Interesting case study - does your Facebook page help?

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Three Long-Held Concepts Every Marketer Should Rethink

Three Long-Held Concepts Every Marketer Should Rethink | Marketing Matters | Scoop.it
Brand, loyalty, and positioning aren't what they used to be.
Andrew Sherratt's insight:

Some great insights here that we really need to consider - do you agree that brand, loyalty and positioning are less important to marketers now?

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Why Google Bought Nest and What It Could Mean for Your Home

Why Google Bought Nest and What It Could Mean for Your Home | Marketing Matters | Scoop.it
Google's acquisition of Nest could change the way we control our home appliances.
Andrew Sherratt's insight:

Google will be gaining even more information about the way we live with this acquisition, helping them to provide even more tailoring to search results (along with closer targeted adverts too, of course). A good way to support a core product through peripheral activities. Love the tweet in the article about how it might affect Apple users!

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Insights - Browser Market Share :: Toshiba :: Computers, Laptops/Notebooks, Tablets, Televisions, DVD and Blu-Ray Players, Camcorders, Storage, Accessories, and more

Insights - Browser Market Share :: Toshiba :: Computers, Laptops/Notebooks, Tablets, Televisions, DVD and Blu-Ray Players, Camcorders, Storage, Accessories, and more | Marketing Matters | Scoop.it
Andrew Sherratt's insight:

Interesting insight into the market shares of different internet browsers - makes it all the more puzzling that there are still some site which don't work fully with Chrome

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Why Sales and Marketing Don't Get Along

Why Sales and Marketing Don't Get Along | Marketing Matters | Scoop.it
The good news: tension between these interdependent functions can spark creativity.
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The Essential Guide To Writing Amazing, Quite Clickable Email Subject Lines

The Essential Guide To Writing Amazing, Quite Clickable Email Subject Lines | Marketing Matters | Scoop.it
Your path to a better subject lines: Make them super searchable readily actionable and possibly edible.
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Apple's iPhone Pricing Strategy: Good, Not Great

Apple's iPhone Pricing Strategy: Good, Not Great | Marketing Matters | Scoop.it
And the intended outcome could have been accomplished with a better strategy.
Andrew Sherratt's insight:

Good insights into pricinng generally here.

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: Customer service – everybody needs to be involved. It's a culture thing

: Customer service – everybody needs to be involved. It's a culture thing | Marketing Matters | Scoop.it
When considering customer service, you immediately think ‘make/keep the customers happy’ but many do not realise that great customer service isn’t just the product of sales assistants being helpful or having brilliant telephone etiquette.
Andrew Sherratt's insight:

A good article discussing how everyone is involved in custoemr service.

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gillkelley's curator insight, July 19, 2013 4:25 AM

That's what it's all about - customer at the centre of everything!

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The dawn of marketing’s new golden age | McKinsey & Company

The dawn of marketing’s new golden age | McKinsey & Company | Marketing Matters | Scoop.it
Marketers are boosting their precision, broadening their scope, moving more quickly, and telling better stories. A McKinsey Quarterly article.
Andrew Sherratt's insight:

This is a must-read article for all marketers.

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Why Twitter’s Mission Statement Matters

Why Twitter’s Mission Statement Matters | Marketing Matters | Scoop.it
How else do you know what has to stay the same, and what needs to change?
Andrew Sherratt's insight:
There is great advice here for setting mission statements, particularly useful for those studying for the Chartered Institute of Marketing - CIM - Strategic Marketing module of the Diploma in Professional Marketing qualification.
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Social Sentiment and Sentiment Analysis - An Overview

Social Sentiment and Sentiment Analysis - An Overview | Marketing Matters | Scoop.it
How does automated sentiment analysis actually work? How accurate is it, and what does the future hold for it?
Andrew Sherratt's insight:

Really useful article for understanding measurement of sentiment.

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Amazon's Phone Has Already Fixed The Most Annoying Thing About My iPhone

Amazon's Phone Has Already Fixed The Most Annoying Thing About My iPhone | Marketing Matters | Scoop.it
Amazon's free storage is a big feature for customers.
Andrew Sherratt's insight:
Great example of sacrificing short term profit to build customer satisfaction long term.
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The 9 Worst Mission Statements of All Time

If your mission statement contains no typos, mentions what your company does, and doesn't go on for a whole page, you're already doing better than these major brands.
Andrew Sherratt's insight:

These are pretty poor - have you seen worse?

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Recognising risk in project management

Recognising risk in project management | Marketing Matters | Scoop.it
Most of us want to work on projects that make a difference. So we have to deal with risk.
Andrew Sherratt's insight:

Good advice here on risk in Project Management - particularly useful for anyone doing the Project Management in Marketing unit for the CIM Professional Diploma.

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Matt Cutts declares the death of guest blogging for SEO

Matt Cutts declares the death of guest blogging for SEO | Marketing Matters | Scoop.it
Matt Cutts made his strongest statement yet on guest blogging, declaring it dead as a linkbuilding tactic.
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Insights - Browser Market Share :: Toshiba :: Computers, Laptops/Notebooks, Tablets, Televisions, DVD and Blu-Ray Players, Camcorders, Storage, Accessories, and more

Insights - Browser Market Share :: Toshiba :: Computers, Laptops/Notebooks, Tablets, Televisions, DVD and Blu-Ray Players, Camcorders, Storage, Accessories, and more | Marketing Matters | Scoop.it
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Britons now spend one in every 12 waking minutes online as mobile advertising spend reaches record £3bn+ in six months

Britons now spend one in every 12 waking minutes online as mobile advertising spend reaches record £3bn+ in six months | Marketing Matters | Scoop.it
A new study into Britain's online habits has found that consumers now average 43 hours a month online, equivalent to one in every 12...
Andrew Sherratt's insight:

Are you average? Or do you spend even more time than this online?

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What does a perfect agile marketing strategy look like?

What does a perfect agile marketing strategy look like? | Marketing Matters | Scoop.it
A few months ago I compiled a list of 26 wonderful agile marketing campaigns, which proves that there are some serious wins to be had for brands that can act fast.
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