5 reasons why SWOT analysis is still relevant to marketing strategy development
Over the last few years, it sometimes feels like the SWOT analysis is under attack. Only a few years ago I remember the contrarian views of Mark Ritson in his column for Marketing Week when he started knocking SWOT analysis, a technique that I continue to use and recommend for creating digital marketing strategies.
Here's a flavour of his views, from the post for Marketing Week which was expanded on in a post for Australia's B&T titled the utter pointlessness of SWOT, Ritson said:
"The big clue to the utter pointlessness of the SWOT approach can be gleaned from its total lack of value to any marketer".
He was talking about the application in the real-world and bemoaning why it is still taught in universities and colleges. I'd certainly agree - if it doesn't work in the real world, it shouldn't…
A mobile development dilemma
We know instinctively the time is now to take mobile seriously. But as your prepare have you considered what exactly you're preparing for?
A mobile app or mobile site?
Though mobile site browsing outnumbers app users, those app users consume 2.4 times more impressions! So what do you do? This infographic is useful if only to reinforce how serious you need to take it the question.
We'd suggest that the answer may be around what are you using mobile for - recent research suggests that apps are more about accessing data and connecting with others, especially where leveraging the phones native services (like geo-location) are important. Mobile sites on the other hand are proving more popular for shopping and entertainment, for now.
Also remember that from a pragmatic perspective, it's going to be cheaper to try and test via a mobile site. Food for thought!
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Our evaluation, recommendations and examples for UK companies
With the new UK “cookie law” now in force, many UK companies will be wondering what they need to do to be within the law. Given the difficulties in interpreting the guidance on this law we thought it would be helpful to create a summary of what the largest companies have done to comply.
If you missed it the ICO issued new, detailed guidance on Friday 25th May, this included a big change with more advice on implied consent. If you haven't read that, it's important to "get your head around it". It's actually good news since it means explicit opt-in, e.g. through a pop-up isn't necessary as we thought it might be at one point.
The companies I evaluate here will have the resources to implement the changes and to take the decisions balancing interpretation of legal requirements against problems against a…
New detailed guidance for marketers released by the Information Commissioner (ICO)
Value/Importance: [rating=5]
As of 27th May 2012, the new "cookie law" which is part of the 2011 amendment to the Privacy and Electronic Communications Regulation 2011 is now in force. There was a dramatic change in guidance from the ICO just before the new law came into force stating that "implicit consent" is the main requirement now. If you're involved with managing websites we recommend you download the new PDF from the ICO, read our short summary below or read the Guardian announcement.
In a separate post we've taken a look at examples of how UK companies are complying with the UK cookie law.
Recommended links:
18th June 2012 - ClickThrough 9 page whitepaper advising on compliance
26th May - Cookies law changed at 11th hour to introduce 'implied consent' - Guardian
25th May - Download PDF new guidance released by information…
"From the trenches" advice from web managers
Managing a website relaunch is not straightforward, there are so many issues to consider from marketing strategy, customer experience to content strategy to the technical challenges of selecting and integrating different technology platforms and web services.
We recently saw just how many challenges there are when Larry Peterson asked this question on the Web Managers Group on LinkedIn:
“What are the top five things a web manager should take into consideration when redesigning and launching a new website?”
There was such a great response from the group that we thought it would be a good idea to summarise the common advice from the discussion here. Altogether, there were 20 key points, so let's get straight to them.
1. Define Vision, strategy, goals
This is “the concrete vision of where you want the site to go,” according to website transformation consultant David…
What are the implications of Microsoft’s So.cl?
Importance: [rating=1] (currently)
Recommended link: Previous announcement of So.cl launch
So.cl was launched over the last weekend. It's a strange time to launch a product, particularly following the big Facebook IPO announcement. Apparently Microsoft wasn’t looking to make a big bang and are still refining their new service and how to position it.
Still, Microsoft is still a major provider of search, so we think it warrants an alert since you may be asked about it by colleagues or clients. You may need to say “it’s not relevant to our digital strategy”. This post explains why.
What is So.cl?
So what is So.cl? Is it a social network? Well no, not really, despite the headline that's what it will be called... The main welcome page carousel doesn't clearly show any differentiation - we have many ways to "connect…
By
15 May 2012
Social media marketing gives new options for segmentation
Since the 1950s, when the practice of market segmentation began, it has been the cornerstone of any marketing strategy.
Accurately define your market segments and then the follow on activities of targeting and positioning are much more effective.
With the advent of social media marketing, many are asking whether social networks, and their ability to engage with individuals interactively and in real-time, made the practice of categorising people into groups redundant?
The answer has to be a resounding “No!”, but the way brands categorise consumers is changing.
Towards ‘socialgraphics’
Consumers are considerably more socially mobile and transient than when demographic segmentation was first adopted by marketers. Also, as a result of the web and social media, consumers are much more informed and influenced, think 'Tripadvisor'. They have access to greater choice and their smartphones are…
What actions do email marketers need to take?
The new cookie law is not really only about cookies; the law does not even mention cookies by name. Instead, its focus is improving consumer privacy and consumer awareness of how their information is used online.
15th May 2012 update: Since Tim wrote this post, the DMA have created new email marketing privacy guidance for email marketers with the IAB. Tim says the guidance is essentially the same as his interpretation of the law in this post. The DMA also have a downloadable guide for Email and cookie legislation.
The key change is in clause 6, which is headed Confidentiality of communications, of The Privacy and Electronic Communications Regulations (or its friendly name PECR).
Eight words were removed from sub-clause 1 so it now reads:
"6. —(1) Subject to paragraph (4), a…
Explaining the value and relevance of colleagues to social media
Value: [rating=4]
Recommended link: McKinsey Quarterly - free report - no registration required
The report presents a clear framework, based on expert interviews for four areas needed to manage social media marketing:
Explaining the value of social media is a challenge for many working in marketing today, whether to yourself, colleagues or clients, so we’re alerting you to this report since it may help you clarify the benefits and approaches to managing social media in a business.
The advice has the gravitas of McKinsey who have been contributing thoughtful advice on online marketing strategy approaches since 1995. Well known social media commentator David Edelman is one of the main authors.
The four areas are:
1. Monitor. Repeating the advice often given…
Pebble is a cool example of an alternative to traditional concept-testing for start-ups and small businesses
One of the most exciting aspects of social media is the many diverse opportunities these spaces offer brands to connect with their publics and potential publics in new and meaningful ways.
Here's a great example of ‘crowd power’ in action - it's for Pebble - a new E-paper watch, promoted via Kickstarter, ‘the world's largest funding platform for creative projects’:
About Kickstarter
Kickstarter exemplifies just how effective crowdsourcing, concept testing and buzz generation can be in launching new creative projects.
The figures speak for themselves;
$200 million pledged to projects
1.8 million people have backed a project
20,000 projects successfully funded
Every Kickstarter project is set up and controlled by the project’s organisers. Each project offers an appropriate ‘reward’ to encourage potential supporters and people can decide to become involved in…
