B2B Marketing Blog
July 2008 Archives

Q&A: Blogging for event promotion

July 30, 2008 5:33 PM | By Joel Harrison
"How can I use blogs on third party sites to promote my products in a way which does not appear overtly commercial and therefore compromise the neutrality of the forum?"Question posed by Suzannah Povey of IQPC...
3 comments | Full story

It's an ill wind...

July 29, 2008 1:51 PM | By Joel Harrison
Is the downturn an opportunity? It is if you’re in business PR, apparently. I’m getting slightly naffed-off with attempts to use the current economic climate as an attempt to justify the promotion of a random – and totally unrelated – product or service. In particular I’m getting fed up with the growing number of press releases I am receiving with headlines like “new pencil sharpener is essential for businesses seeking to get through the credit crunch”.My favourite was the proposal for an article that I received a few weeks ago which suggested that marketers’ best response to the down turn...
2 comments | Full story

One idea or many interlinked ideas?

July 19, 2008 7:42 PM | By Richard Bush
For a while at Base One we’ve been questioning the logic of the single big idea as the basis of a brand’s campaigns. Having spent years creating consistent and compelling campaigns around a single idea, why change? It’s been proven to work and buyers are still buyers surely? Well yes, and no. The fact is that Buyers are changing as this extract from a post by Chris Tacy, Chief Innovation Officer at Brand Experience Agency, Method implies:  … now we have an entire new demographic who have grown up not having to take it. And as a result, the...
1 comments | Full story

Q&A: Data cleansing/data hygiene

July 16, 2008 5:07 PM | By Joel Harrison
Given the alarming rate at which B2B data decays, how do you find the right data cleansing or data hygiene solution for your needs, from the many different options available?...
11 comments | Full story

Apple versus BlackBerry – the battle for the briefcase is on

July 15, 2008 4:31 PM | By Joel Harrison
Regular readers will have already noted my admiration for all things Apple, but also my dismay that its recent marketing has sought to distance itself from its B2B heritage. This was illustrated in its campaign using comics Mitchell & Webb, suggesting the PC is for work, and the Mac is for home – ironic given that it was the design and publishing industries that kept Apple alive in the 1990s. I can’t blame Apple for moving with the times, but it seemed rather disingenuous to abandon its heritage and – more importantly – its core market in such a fickle...
1 comments | Full story

There's a fine line between the work/life balance...

July 2, 2008 9:41 AM | By Scot McKee
I stumbled out of bed, went downstairs and staggered through the Saturday morning ritual of forcing as much finely ground coffee into the espresso maker as is physically possible, to achieve the necessary caffeine hit to deal with the kids’ inexplicable enthusiasm for early morning daylight – which had been audible for several hours earlier. The next stage, prior to Saturday’s light fluffy pancakes – griddle baked to a golden brown, lovingly stroked with lightly salted butter and smothered with lashings of Canadian maple syrup – was to open the post whilst waiting for the caffeine to make sense of...
3 comments | Full story

Could email be the next blockbuster?

July 2, 2008 9:30 AM | By Paul Cash
Spielberg’s been caught out for once. For the latest Indy adventure, he used the latest CGI technology. Unfortunately his audience hated it, preferring the old days when stunts were performed by real spiders. Sometimes, though, there’s no option but to keep up with the times. Take email, for example. It’s amazing to think it’s now 37 years since the first true email was sent by Ray Tomlinson. Even more amazingly, it took another seven years for a Disasters Emergency Committee (DEC) marketing rep to create the first spam. History doesn’t record the response rates, but boy, were people angry. Not...
1 comments | Full story
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