Should you use best-of-both-worlds marketing? If so, what might be unsuccessful for your luxury brand? Here’s what to watch out for.
From the category archives:
d business Fortune 500
Luxury brands: Does sin-free equal failure?
by Urs E. Gattiker on 2012/01/22 · 24 comments 5,534 views
in d business ethics,d business Fortune 500,e marketing 101 style matters
My bank loves me! …Or not
by Urs E. Gattiker on 2011/10/06 · 16 comments 4,412 views
in d business Fortune 500,e marketing 101 cost-benefit ROI,e marketing 101 serving a need,e marketing 101 social media trendwatch,e marketing 101 style matters
So your bank follows you on Twitter… does that mean they really like and pay attention to you or are they just going with the flow of non-starter corporate social media efforts?
Tagged as: Bank of America, Barclays, BofA_Help, city of Zurich, CRM, customer feedback, customer relationship management, customer survey, Jura Kaffeemaschinen, Migros Bank, netnography, research bias, research method, social CRM
Going viral or selling product: ROI anyone?
by Urs E. Gattiker on 2011/09/22 · 21 comments 5,060 views
in d business failures,d business Fortune 500,e marketing 101 cost-benefit ROI
Old Spice does it again, but this time with a self-love affair. We show how social media marketing without a sales purpose shatters your return on investment (ROI).
Tagged as: best practice, buzz marketing, measure for impact, measurement, media metrics, Old Spice, Procter & Gamble, reputation management, show me the data, social media marketing, social media measurement, social media monitoring, social networking
10 case studies: Is management on board?
by Urs E. Gattiker on 2011/09/07 · 10 comments 3,732 views
in b why benchmark failures,d business Fortune 500,d business SME
Trying to gain a competitive edge through social media? This guide shows small businesses how to leverage social media efforts to achieve return on investment (ROI).
Tagged as: best practice, Booz Allen, buzz marketing, Comcast, Dell, Geneva Forum, Google, Mammut, Marie-Christine Schindler, Mashable, measure for impact, Neutrik, non-profit, reputation management, show me the data, social media marketing, social media measurement, social media monitoring, social networking, The New York Times, U.S. Army
Why did Toyota ignore successful Old Spice?
by Urs E. Gattiker on 2011/08/10 · 8 comments 4,298 views
in b why benchmark failures,d business Fortune 500,e marketing 101 social media trendwatch
Toyota is trying to rebuild its brand and reputation. We explain how they can improve by taking a page from Old Spice to go viral, fire their ad agency and then…
Tagged as: best practice, brand management, brand vs. reputation, buzz marketing, Ford, measure for impact, measurement, media metrics, Old Spice, reputation management, sentiment analysis, show me the data, social media marketing, social media measurement, social media monitoring, social networking, Toyota, Toyota Motors, tv advertising, video advertising, viral marketing
