Web Design | Graphic Design | Marketing | Wordpress | Social Media
Barclays is repositioning its brand for the fourth time in eight years, and will return to TV advertising later this year after an absence of 18 months.
From: http://www.marketingweek.co.uk/include/qbe/rss_latest_news.xml
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The Department of Work and Pensions (DWP) is seeking an agency for a major campaign highlighting a strategic shift in the pension system.
From: http://www.marketingweek.co.uk/include/qbe/rss_latest_news.xml
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T-Mobile is boosting its marketing spend by 15% this year in a move that will take its UK spend to over £115m.
From: http://www.marketingweek.co.uk/include/qbe/rss_latest_news.xml
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Marks & Spencer will shut 27 “underperforming” stores and cut 1,230 jobs in response to “challenging economic conditions”. The cost-cutting measures come as M&S, the UK’s biggest clothing retail, reports its worst Christmas trading in a decade.
From: http://www.marketingweek.co.uk/include/qbe/rss_latest_news.xml
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I could write a thesis on this, but I’ll try not to…
The world has changed. Until recently, organisations produced information and everyone else read it. The web was an extension of the brand and it was largely a one-way communication process, at best two-way. That is the flow to which the first question refers.
As for the second question, social media does not alter the direction or introduce a new flow, it replaces the flow with an explosion!
Now, if you want to find out about something, you are more likely to seek out Wikipaedia than to consult a corporate website. If you don’t agree with what you read in Wikipaedia, you might amend it. That will get referenced, copied and republished in other places. You will also use Google to seek out relevant forums or blogs. You might ask for information through forums as well.
In short you will seek information on your own terms and change it by publishing opinions about it as you go. You may go further and publish a tweet, a post, a comment on FaceBook etc. In this way the information evolves and moves on, perhaps now with a negative connotation.
So information placed on the web does not stay still. You can drop a comment on a blog which will tag into any number of other blogs. You can find articles, forums or comments which are blog-rolled or bookmarked from all sorts of other sites. Information finds itself being aggregated through RSS feeds into many other places on and off-line. The routes to, from and through the information become impossible to predict and track. It is not flowing from one place to another like a river in two dimensions it is exploding in all directions and not necessarily from a single central point.
Imagine the web-sphere out there as a matrix (which it is). Information can be placed onto the matrix either singley (e.g. on a blog) or plurally (blog + website + newswire + RSS + Twitter + YouTube + etc. + etc) where it automatically explodes across the matrix. It gets indexed by search engines, replicated, copied and changed, republished via RSS, picked up as topics in blogs and forums, commented on further and so on until often contradictory variations of it exist in many places at once.
If it is ‘important’ (or sensational) information the ‘explosion’ will be more powerful and the information will occupy a greater volume of this matrix and will evolve more as more people have opinions, change it and move it on.
There is no clear template for a strategic approach to managing information in this scenario. But as readers now publishers around other information, so publishers should become readers of their own information and find a way to enter into the dialogue it creates.
Royal Bank of Scotland chief executive Sir Fred Goodwin has resigned as the Government agrees to inject £20bn of new capital into the bank in an effort to stabilise the markets. A further £17bn of taxpayers’ cash will be injected into HBOS and Lloyds TSB.
From: http://www.marketingweek.co.uk/include/qbe/rss_latest_news.xml
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The Evening Standard was the only newspaper to record strong growth both month on month and year on year in the latest Audit Bureau of Circulations (ABC) figures for the six months to September. Times Media and Guardian News & Media newspapers also did well month on month.
From: http://www.marketingweek.co.uk/include/qbe/rss_latest_news.xml
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Bartle Bogle Hegarty is launching two new brands, created in-house by the agency’s brand invention company Zag. Pick Me, a vegetable ready-meal, has launched in Tesco and a personal alarm system called IlaDusk will debut in Marks & Spencer.
From: http://www.marketingweek.co.uk/include/qbe/rss_latest_news.xml
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The National Housing Federation claims 5 million people should receive up to £70 in fuel rebates. It comes after Ofgem published its investigation into the energy market last week.
From: http://www.marketingweek.co.uk/include/qbe/rss_latest_news.xml
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Heinz has scrapped the role of chief marketing officer following the departure of Suzanne Douglas. She is returning to Heinz Australia to become managing director of the division.
From: http://www.marketingweek.co.uk/include/qbe/rss_latest_news.xml
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