B2B Marketing Blog
Recently by Gifford Morley-Fletcher

The Times Pay wall: Rupert Murdoch is right from a B2B perspective, but wrong about Google

July 15, 2010 11:22 AM | By Gifford Morley-Fletcher
There's been a lot of talk recently about the new pay wall approach taken by The Times newspaper. In a bold move, Rupert Murdoch has decided to make readers pay to access The Times Online - £1 per day or £2 per week, going against the generally accepted practice of providing online news for free and thus attracting a huge audience that can be monetised in other ways than via subscription. Commentators have been divided in their response. Ok, many if not most have come out with a resounding 'it won't work', but quite a few are watching and waiting....
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What can marketers learn from the #cashgordon fiasco?

March 24, 2010 7:10 PM | By Gifford Morley-Fletcher
At the beginning of March, I spoke at B2B Marketing’s seminar, ‘Social Networking: Effective marketing through online business communities’. It provided an invaluable introduction to online communities from a B2B perspective with useful pointers on how to identify the relevant ones and engage with them, as well as some key general pieces of advice on social media marketing. The most interesting point of the day for me was made by my colleague John Bottom, and I particularly loved its simplicity: ‘Our customers don’t need our permission to talk about us or to decide what they want to talk about’.This statement...
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Is limited internet access an issue when engaging businesses with Social Media?

October 2, 2009 1:15 PM | By Gifford Morley-Fletcher
I was recently talking on Social Media Marketing for B2B at a conference when I was asked the following question: 'Many of my clients and potential clients work for financial and government institutions, where internet access is limited, and sites and tools such as Facebook, YouTube and Twitter are forbidden. What's the point of incorporating Social Media into your marketing strategy if your target audience can't use it at work?' My first reaction was to rail against 'big brother' companies, limiting their employees' access to harmless but useful information, but this wasn't going to solve anything, let alone answer the...
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Search Agencies - not walking the talk?

June 26, 2009 10:48 AM | By Gifford Morley-Fletcher
We're currently looking at making some changes to the Base One web site, and naturally I have been tasked with ensuring that whatever we do is fully optimised for search. As search and social media are a core part of our offering, I decided to look at some of my competitors' sites to see how they go about ensuring they achieve page one positioning on Google for relevant search terms. I looked at some of what I would consider to be the top UK search agencies, and searched using obvious terms to see how well they were positioned. To my...
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