Trends in Marketing interview
[John Ling (Chartered Institute of Marketing Trends Researcher)]:
1) What have been the most significant changes in marketing since 1976?
[Dave Chaffey]: As a digital marketing specialist, I would naturally also say that the role of digital
media and in particular the Internet have significantly changed customer behaviour and the way that marketers can deliver value.
The online customer value proposition
Many have said that the Internet is "€˜just another channel to market"€™, and while this is
true to an extent, successful online startups and traditional companies have
innovated and developed differential propositions and communications approaches
for this channel which target audiences in ways not possible before the
personalization possible through digital media.
Of course, integration between traditional and digital channels is important and with the rise of other direct
channels such as phone and direct mail, communications integration and
multichannel marketing other significant changes since 1976.
I have written extensively about the need for marketers to…
In this interview we look at the major SEO trends and innovation including personalised search, social media, vertical search and paid linking.
With thousands of posts weekly on the main search engine marketing portals like SearchEngineLand and compilations of "€˜must-read"€™ search blogs numbering in the hundreds, it can be tricky to spot the changes which will make a real difference to your search engine marketing efforts.
In this interview, I talk to an expert who has to sift through the seo blogs and identify the developments which will make a real difference to his clients. Andrew Girdwood is Head of Search at bigmouthmedia who as part of the Global Media Group have hundreds of search marketing clients from SME's to major global brands.
Andrew has been in Search for over nine years…
