Taking on bigger competitors online

Bigger companies may seem to hold all the cards but their bureaucratic practices, internal politics and lack of focus, can offer opportunities to their smaller rivals,

The key to playing this game is how creative you make your marketing and how well you employ it strategically, when you don’t have the deep pockets bigger competitors have.

So if you’re interested in getting more of the action, here’s how.

Deploy your online marketing wisely

1. Content really is king. Create content consistently driven by a strong SEO strategy. Long tail keywords comprise 70% of organic search traffic but using them can make you more competitive. Big companies will often focus on a small number of head terms - so avoid these as you’ll never be able to compete with them.

2. Pay per Click - Is highly competitive for head and some long tail terms, so choose the terms that matter to your business particularly if they are ones you can’t win on in the organic front. Chip away at the big company domination. Use your location to your advantage.

3. Which tactics work - Analytics show you which marketing tactic is or isn’t working and whether you are achieving your goals. How much effort do you require to get a lead; what keyword strategy works; which are the most valuable; and what’s a waste of money. These are basic questions that analytics helps answer.

4. Agility - A small business is un-encumbered by bureaucracy allowing you to move fast, test new strategies and respond instantly to their outcomes. You don’t need committees to determine the way forward. The internet is all about test-test-testing.

5. Social personality - Big companies are often not very sociable, often focusing on brand protection. Smaller businesses can get really friendly and helpful; genuine and trustworthy - like real life people.

6. Marketing weak spot - If there is an area (s) where you feel particularly weak in, evaluate the worth of hiring an outsider for a spell or purchasing software that will do the job for you, allowing you to concentrate on what you do best.

7. Stay ahead - Invest time in thought leadership or just keep up to date with online marketing developments. It’s a fast moving world but it is a discipline well worth employing.

8. Opt-In lists - Continue to build your email list and keep it fresh and up to date through sending out great articles or offers you know they are interested in. This helps with shorter sales cycles and higher revenues per customer.

9. Automate - Any time-consuming marketing activities to free up more time for managing the above points.

10. Quality - The best content, the best products, the best people, the best service. This is what creates loyalty in customers and staff and gives you a stronger, more personal platform for taking on your bigger rivals.

Small doesn’t have to mean uncompetitive. Small can mean agile, courageous and competitive, and means you can steal business from bigger rivals  - if you do it right.

Nail your Goliath

To find out how you can nail your Goliath, why not call me on 08450 740 068 or email me at sem@e-xanthos.co.uk.

If you enjoyed this article, click the small "Like" icon below. Many thanks.

Wishing you a happy and prosperous 2012.

Corey Eridon, Small Business Marketers Can Crush Big Competitors, 03/01/2012.

 Without Pride or Prejudice.

Day 1:
My dearest, dearest Mr Darcey,
A partridge in a pear tree - what a lovely surprise!
You are a darling, it is simply adorable. Not what I expected. Sort of novel, yet old fashioned if you get my drift.
Love and kisses,
Elizabeth 

Day 2:
Dearest Mr Darcey,
Two turtle doves - you are too kind! They are beautiful and are coo-ing happily away.
A rather unusual and unexpected gift and yes, perhaps still a little old fashioned my dearest (hint, hint).
Love and kisses,
Elizabeth

Day 3:
Dearest Darcey,
Three French Hens - Mon Dieu! Such generosity! I don’t know what I shall do with them, what with the pear tree and all. I know you feel the Call of Duty but believe me Modern Warfare 3 is more what I was thinking of. Mr Bingley tells me it is very good and perhaps a little more appropriate for a sophisticated gal like moi.
Love and kisses,
Elizabeth

Day 4:
Dear Mister Darcey,
Four calling birds - phew, you like your birds don’t you. Not a gift a girl gets every day. Must say, we’re running short of places to put them all - if you get my meaning, my sweet! And what are we going to call them all - geddit! Okay, perhaps I know you’re a bit set in your ways so how about a nice Olympus Lumix  PEN E-P3 with 12.1 megapixels? Just think of the marvellous pictures we can take of you diving into the pond or nice shots of your estate which will be yours and mine shortly, my dear. ps. Don’t forget to the batteries. 4 x AA will do. Duracell are the best.
Love and kisses,
Elizabeth

Day 5:
Dearest, dearest Mr Darcey,
Five gold rings - now that’s more like it! You gorgeous hunk! You really know your way to a gal’s heart! They look grrrrrreat! Papa thinks they look like I’m wearing a knuckle duster, the silly man haha, what does he know!
Love and kisses
Elizabeth

Day 6:
Dear Darcey,
Six geese-a-laying - back to the birds are we Darcey? You are wonderfully kind but please, please, please, no more birds my darling - do you want me to eat them!!! You know, we keep a well stocked larder so no more food please - perhaps something smaller? A Kg jar of Beluga Caviar or a hamper of white truffles next time eh, my dear?
Love and kisses
Elizabeth

Day 7:
Look here Darcey,
Seven swans-a-swimming on my front porch! Which bit of “no more birds” are you having trouble with????? How about a nice pair of Purdy shotguns? They would be nice and handy just at this moment! I have to tell you Papa ate the partridge in a pear tree for his supper and is eyeing up the turtle doves. Think about conservation Darcey, anything. No more birds! Please.
Love and kisses
Elizabeth

Day 8:
Mister Darcey!
Eight maids-a-milking (plus cows) - very funny! Okay, Yes, a different type of bird in your parlance! HAHA! More mouths to feed at Christmas. Good job we’ve got the geese and the eggs handy but the birds are perched everywhere like in a Mr Hitchcock moving picture thingy! Where are my shotguns, my sweet? Did Harrod’s not have any on discount?
Love and kisses
Elizabeth

Day 9:
Darcey, Darcey, Darcey!
Nine ladies dancing! Very nice but not exactly Ballet Rambert is it! All that whirling is making my head spin and I haven’t even started drinking YET! Did that Mr Bingley put you up to this! Never trusted him! Bit too posh for my liking! And his sister, what a cow - which reminds me..... we now stand at eight cows, seven swans (still a swimming), six geese, the three calling birds (Papa’s doing his best!)
Love and kisses
Elizabeth

Day 10:
Darcey!
Ten Lords-a-leaping all over the place! Are these your mates Lord Darcey! Trying to prove you’re not Billy-no-mates are you?
“Go off and hang someone you gits!” I shout sweetly from my window. Oh now the maids are being chased by the Lords who have stampeded the cows. Oh what fun! Such times we live in. Well at least they’ve brought some vintage port with them - verwy nithe it ith too.
Just to keep you posted - Papa’s now a bit poorly, so the body count remains the same. He’s said some very unpleasant things about your parentage - my love.
Love and kisses
Elizabeth

Day 11:
MISTER DARCEY!
Eleven pipers piping have rocked up, saying YOU sent them. Ooooh my head!  What a racket! I hate you! Is it your intention to drive me nuts! The only peace I get is when the pipers disappear off with the maids - leaving your intended to look after the cows, the swans, the geese, the four calling birds, the one French hen (thanks Papa!)
Lord knows what the Lords are up to. Oh now there’s a fight going on between the pipers and the Lords, oh and now the maids have joined in! This is better than Little Women!
Where’s that bottle of port? Found it! Things are looking up!
Love and kisses
Elizabeth

Day 12:
Dear whoever you are,
12 drummers drumming - where are this lot from? Bernard Matthews! They’ve woken up the whole neighbourhood who think we’re being invaded.
This Christmas is turning into a complete fiction.
Don’t suppose you’d think about revisiting gift No5?
On the plus side, Papa is ecstatic, thinks he’s invented a new protein based diet and I’ve decided to be generous and charitable and give away your marvelous presents to a good cause - Mr Whickham’s Home for Distressed Ladies. My sister Lydia recommended him. Apparently he’s been a bit of a runaway success.
It’s Christmas Darcey. Have a good one!
Love and kisses
Miss Elizabeth Bennett - gone away

Created by Gerry Westwood @ Xanthos Digital Marketing

Wishing you a happy Christmas and a prosperous New Year.
Created by Xanthos Digital Marketing.

Without Pride or Prejudice. Days 9 to 12.

Day 9:
Darcey, Darcey, Darcey!
Nine ladies dancing! Very nice but not exactly Ballet Rambert is it! All that whirling is making my head spin and I haven’t even started drinking YET! Did that Mr Bingley put you up to this! Never trusted him! Bit too posh for my liking! And his sister, what a cow - which reminds me..... we now stand at eight cows, seven swans (still a swimming), six geese, the three calling birds (Papa’s doing his best!)
Love and kisses
Elizabeth

Day 10:
Darcey!
Ten Lords-a-leaping all over the place! Are these your mates Lord Darcey! Trying to prove you’re not Billy-no-mates are you?
“Go off and hang someone you gits!” I shout sweetly from my window. Oh now the maids are being chased by the Lords who have stampeded the cows. Oh what fun! Such times we live in. Well at least they’ve brought some vintage port with them - verwy nithe it ith too.
Just to keep you posted - Papa’s now a bit poorly, so the body count remains the same. He’s said some very unpleasant things about your parentage - my love.
Love and kisses
Elizabeth

Day 11:
MISTER DARCEY!
Eleven pipers piping have rocked up, saying YOU sent them. Ooooh my head!  What a racket! I hate you! Is it your intention to drive me nuts! The only peace I get is when the pipers disappear off with the maids - leaving your intended to look after the cows, the swans, the geese, the four calling birds, the one French hen (thanks Papa!)
Lord knows what the Lords are up to. Oh now there’s a fight going on between the pipers and the Lords, oh and now the maids have joined in! This is better than Little Women!
Where’s that bottle of port? Found it! Things are looking up!
Love and kisses
Elizabeth

Day 12:
Dear whoever you are,
12 drummers drumming - where are this lot from? Bernard Matthews! They’ve woken up the whole neighbourhood who think we’re being invaded.
This Christmas is turning into a complete fiction.
Don’t suppose you’d think about revisiting gift No5?
On the plus side, Papa is ecstatic, thinks he’s invented a new protein based diet and I’ve decided to be generous and charitable and give away your marvelous presents to a good cause - Mr Whickham’s Home for Distressed Ladies. My sister Lydia recommended him. Apparently he’s been a bit of a runaway success.
It’s Christmas Darcey. Have a good one!
Love and kisses
Miss Elizabeth Bennett - gone away

Wishing you a happy Christmas and a prosperous New Year.
Created by Xanthos Digital Marketing.

Without Pride or Prejudice. Days 5 to 8.

Day 5:
Dearest, dearest Mr Darcey,
Five gold rings - now that’s more like it! You gorgeous hunk! You really know your way to a gal’s heart! They look grrrrrreat! Papa thinks they look like I’m wearing a knuckle duster, the silly man haha, what does he know!
Love and kisses
Elizabeth

Day 6:
Dear Darcey,
Six geese-a-laying - back to the birds are we Darcey? You are wonderfully kind but please, please, please, no more birds my darling - do you want me to eat them!!! You know, we keep a well stocked larder so no more food please - perhaps something smaller? A Kg jar of Beluga Caviar or a hamper of white truffles next time eh, my dear?
Love and kisses
Elizabeth

Day 7:
Look here Darcey,
Seven swans-a-swimming on my front porch! Which bit of “no more birds” are you having trouble with????? How about a nice pair of Purdy shotguns? They would be nice and handy just at this moment! I have to tell you Papa ate the partridge in a pear tree for his supper and is eyeing up the turtle doves. Think about conservation Darcey, anything. No more birds! Please.
Love and kisses
Elizabeth

Day 8:
Mister Darcey!
Eight maids-a-milking (plus cows) - very funny! Okay, Yes, a different type of bird in your parlance! HAHA! More mouths to feed at Christmas. Good job we’ve got the geese and the eggs handy but the birds are perched everywhere like in a Mr Hitchcock moving picture thingy! Where are my shotguns, my sweet? Did Harrod’s not have any on discount?
Love and kisses
Elizabeth

Days 9 - 12 tomorrow

Wishing you a happy Christmas and a prosperous New Year.
Created by Xanthos Digital Marketing

Without Pride or Prejudice. Days 1 to 4.

Day 1:
My dearest, dearest Mr Darcey,
A partridge in a pear tree - what a lovely surprise!
You are a darling, it is simply adorable. Not what I expected. Sort of novel, yet old fashioned if you get my drift.
Love and kisses,
Elizabeth 

Day 2:
Dearest Mr Darcey,
Two turtle doves - you are too kind! They are beautiful and are coo-ing happily away.
A rather unusual and unexpected gift and yes, perhaps still a little old fashioned my dearest (hint, hint).
Love and kisses,
Elizabeth

Day 3:
Dearest Darcey,
Three French Hens - Mon Dieu! Such generosity! I don’t know what I shall do with them, what with the pear tree and all. I know you feel the Call of Duty but believe me Modern Warfare 3 is more what I was thinking of. Mr Bingley tells me it is very good and perhaps a little more appropriate for a sophisticated gal like moi.
Love and kisses,
Elizabeth

Day 4:
Dear Mister Darcey,
Four calling birds - phew, you like your birds don’t you. Not a gift a girl gets every day. Must say, we’re running short of places to put them all - if you get my meaning, my sweet! And what are we going to call them all - geddit! Okay, perhaps I know you’re a bit set in your ways so how about a nice Olympus Lumix  PEN E-P3 with 12.1 megapixels? Just think of the marvellous pictures we can take of you diving into the pond or nice shots of your estate which will be yours and mine shortly, my dear. ps. Don’t forget to the batteries. 4 x AA will do. Duracell are the best.
Love and kisses,
Elizabeth

Days 5 to 8: Tomorrow

Wishing you a happy Christmas and a prosperous New Year.
Created by Xanthos Digital Marketing

If you don’t know already, the three things you need to know about Charlie Sheen are that:
a) He has a famous Dad (Apocalypse Now, President Bartlett from the West Wing series)
b) He starred in a highly successful run-of-the-mill comedy sitcom on US TV
c) He had a very weird, very public meltdown (Winning!) on Twitter after being sacked from b)

So what did Charlie Sheen teach us?

He recorded the highest number of tweets in 24 hours, ever.  Over 1 Million. He delivered a master class (possibly inadvertently - though he did have help) in the use of exploiting social media to maximum effect.

The lesson to learn is that there is nothing holding you back.

Think about these 5 marketing statements:

1. There is no “magic bullet” 

As with all things success comes from hard work, good preparation and responding to an opportunity - in effect, working to a good plan.
With a good plan you know where you are going and how to measure your progress. Campaigns are created that have clear objectives. They integrate the appropriate marketing channels and make Sales and Marketing departments work together. Most of all they learn from experience and don’t rely on ad hoc strategies.

2. Your customers don’t care about you

They are only interested in what you can do for them. They won’t read your blog posts, watch your videos or respond to the calls to action on your website if it doesn't excite them. Don’t tell them how wonderful you are - tell them how wonderful they are and how you can deliver exactly what they want.
Until you find out what really matters to them they’ll continue to buy from someone - who does it better than you.

3. There is no effort without error or shortcoming

Theodore Roosevelt said this. Errors happen if you push the limits but you won’t get worthwhile success until you do. What makes marketing on the internet different is the ability to test and get instant, real time feedback from customers. Initial investment in testing can be minimal in cost but can deliver that quality information you need to push forwards, knowing that success is now much more likely. Your decisions are based on facts not on “running it up the flagpole....etc”.

4. Strategy comes first

Setting standard goals (lead volumes, gaining market share, etc) too early in the process can derail a campaign from the off.
It is more important to determine why customers spend money with you rather than merely generating numbers. This is the main goal to drive for. After that, you can begin to select the most appropriate marketing channels and metrics to show effective your campaign is.
You can’t dictate to your customers, so work smarter.

5. Serve the customer

Make their lives easier. How do they feel about your service? Are you satisfying their expectations? Your customers are more empowered than ever before.
So don’t over promise but do go that extra step.

Companies often blow their own trumpets so loudly that they can’t hear what customers are saying. The importance of your message is in creating a language that speaks to your audience to help them believe thay will get what they need - through their connection with you.

They don’t just need to read what you do - they need to "get" that you are their best bet in giving them what they want. But you need to say it in the shortest possible way because they won’t "get" it if your message is woolly or unfocused.

Charlie Sheen’s implosion was a lesson to us all. Reaching 1 Million tweets in 24 hours was a lesson too - it shows that anything is possible on the internet.

If you are interested in pushing your online marketing forward then you can easily make contact with us at: sem@e-xanthos.co.uk.

Borders, the Michigan based bookstore, has filed for bankruptcy. No buyers have been found.

 Why did Borders go bust?

• because its business model was wrong
• its marketing strategies were out of kilter with its customers changing buying demands
• it failed to respond as more aggressive competitors turned to the new technologies

How to avoid these pitfalls

1. Don't miss the boat

Borders were late adopters of online sales and ebooks, prefering to continue to play big through bricks and mortar sales operations.

The shift from printed to ebooks is dominated by Amazon. By the time Borders tried to enter this market, they needed to invest more than they could afford to successfully compete. Ebooks, once thought of as a niche product, now outsell printed books (Amazon).

You only have to see companies clamouring to sign up for Google+1 business profiles (currently in beta to the chosen few), and before that Facebook business pages - to understand how changing customer behaviours can quickly cause pandemonium in the business world.

You can't ignore innovations from the likes of Google and Facebook, because they set the pace.

Technology has also reduced customers attraction for cold calling, Yell, and other traditional advertising, where customers have shifted their attention to online media.

Borders failed to adapt fast enough when its market changed. There’s no point commanding a niche that’s passed its sell by date.

Bottom line: You've heard it all before - set up a business blog, be active on your social media pages, use paid and organic search, and get on with a video - perhaps now's the time to start doing all of these!

2. Costs out of control

Poor cost control kills businesses. By focusing on online sales, Amazon significantly reduced its overheads while increasing its reach and sales.

Borders stuck to its traditional operations which cost them dearly which they couldn't reduce in scale fast enough when they finally tried to change.

Digital marketing offers much lower, more cost-effective marketing, with the added benefit of easy to use, low cost technologies, with instant feedback/analysis on results.

Bottom line: All companies seek to lower their cost per lead, and online marketing gives you an immediate advantage in doing this.

3. Lack of research

History tells us to always watch what others do, copying what is good and avoiding what isn’t.

Borders seem to have put their heads in the sand and were slow to appreciate just how much Amazon was changing the market.

Borders should have spotted much earlier where the future lay.

This process of constant innovation and change is called industry disruption.  This entails understanding:
• how change/innovation is affecting your business
• what actions are competitors taking to cope
• where is this leading

Not reacting to change is apparent in many businesses. Being reticent about adopting blogs and social media, areas now critical to their online presence, are prime examples.

Bottom line: Look around. If so many other businesses are already doing this, there must be a pretty good reason - and a payback.

4. Being an also ran

When major changes to an industry occur, it's dangerous if your business is at the back of the field.

Conservative approaches to aggressive markets are doomed to fail for a company of any size, in a market driven by a fast evolving internet.

Change is unsettling, often painful, but tackling change early is often far cheaper than catching up later when the market is dominated by others. Plus there is often a competitive advantage to be had if you're at or near the front of that change.

Bottom line: If nothing else, ensure your marketing is in tune with your customers changing demands.

Takeaway

As technology changes; customer behaviour changes; and business reacts to the changes. Failing to keep up can have brutal consequences for any business - as Borders can testify.

Managing change is about correctly picking what will work best for your business - then planning and implementing it.

The process of change is relentless - your competitiveness depends on keeping up.

Sources Kipp Bodnar, Lessons from Borders Bankruptcy, Hubspot,Tue, Jul 19, 2011

As we all know, it’s when and how you say sorry that matters, not pretending that nothing's wrong.

When it comes to crisis management for businesses, it is often the timing of the first apology that usually causes more problems (and cost) for a brand, than the original issue.

If you have to apologise, do it immediately; make it sincere; and make it across every platform you think your customers most often use. This gives you more control over any breaking news throughout the crisis.

Two bites of the Apple

Even a so called "consumer-friendly" company may try to bluff their way through a crisis.

With the iPhone4 connection issues, Steve Jobs tried to blame the cack-handiness of left handed consumers. After a few weeks and numerous brush offs, Apple admitted that it was a design fault and were forced to produce a (free) plastic cover that solved the problem as way of making amends - but consumers were shocked by his and his Company's response.

Sony PlayStation

When hackers penetrated the 77 million accounts of PlayStation users, they accessed databases containing names, addresses, dates of birth, passwords and credit card information.

After a 26 day gap, Sony apologised to its consumers, with a range of free welcome back packages including identity protection to try and restore trust. 

A sincere “mea culpa” video from Sony executive Kazuo Hirai was not sufficient to stop a slew of law suits from consumers, which may well come to cost the company $Bns.

In a business built around consumer trust, analysts believe Sony face a long, uphill task to fully regain their confidence.

Citigroup

In May this year, Citigroup was hacked into by data thieves and over 200,000 account Ids were compromised.

It took Citigroup over a month to contact customers about the theft after it was leaked to the public. Citigroup’s response was to admit nothing to “protect our customers”.

This time delay has been viewed as a gross violation of trust. Serious and potentially damaging lawsuits seem inevitable.

Domino foods

In North Carolina in 2009, viral videos of employees snorting, sneezing and breaking wind on Domino’s edibles, which were then eaten by unsuspecting customers, appeared on YouTube courtesy of the offending employees themselves (doh!) and led to their dismissal and subsequent prosecution.

After 48 hours Domino President, Patrick Doyle, issued a video apology telling people it was a hoax and ensuring all establishments had been thoroughly audited and the offenders were being prosecuted.

The 48 hour delay in apologising was enough for the video receiving over 1 Million YouTube views before it was removed, enough for a dramatic nosedive in customer confidence.

The incident spelled doom for the North Carolina franchise as customers shied away from its store.

Brand Reputation vs Consumer Worry

The takeaway (Domino’s included) is that even if you are a massive brand, unhappy customers can seriously damage your brand reputation and pocket.

Some brands are better able to resist consumer pressure (Apple, Facebook) while others are in such competitive environments that even the slightest negative feedback causes palpitations at Board level.

For major companies, their reputation is everything.

• Boneheaded companies try and pretend nothing’s wrong.
• Arrogant companies believe they can keep it under wraps until (usually) it explodes in their faces (thank Twitter!)
• Enlightened companies admit there’s a problem straight up and jump through hoops to bring their customers along with them - almost always enhancing their brand reputation in the process.

Consumers aren’t stupid. If they buy your products they want to be kept informed. so trust them and take control of the news that reaches them.

Source: Jennifer Munroe, Brands forced to apologise. iMedia Connection  29th June 2011

As William and Kate prepare for their big day on April 29, the British economy could gain £2Bn from worldwide TV coverage, tourism, and loyal, royal followers digging deep into their pockets for wedding memorabilia as people stock up for a four day wedding-fest.

Top 5 Marketing tips that Royal Weddings teach us:

1. Look before you leap:

The Lord Chamberlain’s office has produced definitive guidelines to manufacturers covering the memorabilia that will be allowed (mugs, plates, coins and wall hangings) while those disallowed (aprons, t-shirts and cushions) are labelled as in poor taste. And tea towels? The Royal Household has finally relented. Tea towels are now in. Huzzah!
Our American cousins don’t always get it right. A rep from Rogaine says Prince William is the company’s perfect spokesman for a range of unscented foams! You can just see it can’t you.

2. Customer centric:

Knowing what’s important to your customers and incorporating it in your messages and product offerings improves relevance and sales. There are now William & Kate Courtship tours, themed restaurant meals and Dunkin Doughnuts have been inspired to produce that rare culinary treat, the deep fried “Royal Wedding Doughnut” in salute to the couple, retailing at $0.89.

3. Social media tie-in:

Social media is fundamental to any integrated marketing campaign. Schweppes (suppliers of Indian Tonic Water to the royal family since 1863) have created a royal wedding card on Facebook that people can sign and offer their congratulations. Schweppes hopes people will use their bespoke, themed-bottles as the accompaniment of choice for celebrations and picnics. NBC is devoting 20 hours or prime time news coverage to the wedding including an app for iPads; twitter feeds; and virtual stickers if you watch.

4. Reflect social responsibility :

The happy couple have established a charity gift website where well wishers can donate to a variety of charitable causes that reflect their experiences, passions and values. This removes any angst from what present to send them.

5. Brand extension opportunities:

There is long term potential after April 29th, and royal watchers are eagerly anticipating the commemorative tea sets for William Jr and Baby Kate!

With wedding merchandising (large china plate £125; two handled loving cup £100; silver spoon £30; sick bags £3) thought to be worth well over £60M, £350M from tourism and £600M from food and drink festivities, it all adds up rather nicely thank you.

However, the “glass half-empty” brigade will always rise to the occasion. A survey by JWT, suggests 66% of Londoners polled, are fairly ambivalent about the big day whereas 17% said it was a positive turn off. Two brands that have done well so far are the Royal Mint and Crownjewelscondoms.com. Don’t ask.

And of course there’s the betting fraternity.

Current odds from Bettson:
-  Kate will leave William at the altar: 65 to 1
- Kate stumbles at the altar: 50 to 1
- William and Kate name their first born girl Diana:   3.5 to 1
Nice to see the betting industry getting all soppy about the wedding!

We wish William and Kate a long and happy life together and if they need any help in digital marketing, creative web or e-commerce, then they’ll know who to come to. 

True to form and to Radiohead’s paradoxical nature, the band has caught the music industry on the hop - again!

A simple, cryptic, multi-lingual tweet was posted last week (“its Friday… It’s almost the weekend…You can download ‘The King of Limbs’ now if you so wish,”) sprang the existence and release of their new album “King of Limbs” (immediately downloadable from their website) on an unsuspecting public.

Sneaking it out a day earlier than scheduled, Radiohead allowed the world to hear and appreciate their music in our own right, unsullied by the traditional pre-launch hype and caustic reviews of the music critics and industry.

This “day-earlier than planned - focusing purely on the music,” access democratised the whole marketplace, leaving the job of hyping the album to us. It shows Radiohead are the masters of being popular and meant they got the lion’s share of internet awareness. They continue to rewrite the manual on marketing  their music in the digital world through evermore ingenious, innovation.

The ability to get others to create the buzz and do the work for you is a growing trend in the digital market. Google, Facebook, Twitter have business models that rely on “you” to do their advertising for them because of the intrinsic power of their popularity. But they are by no means unique.

The Harry Potter Wizard Park in Orlando was not launched initially with billions of bucks. Marketing Executive Cindy Gordon from Universal, simply invited the seven top bloggers on Harry Potter to a secret midnight webcast where she shared information with special access to parts of the unseen park, including interviews with some of the main characters.

The seven bloggers then blogged their followers. This was picked up by the worldwide media networks and within 24 hours, 350 Million people were aware of the Harry Potter theme park. Cindy Gordon rejected conventional investment in advertising on TV, radio, etc and got the audience themselves to become her sounding board.

Should we have been surprised by Radiohead’s actions? On the Internet everyone expects everything a day early. As Tom Yorke tweeted: “This is for your consideration only. If you like it, buy it”

Main sources: Arnold Pan, Review.  PopMatters.com; Will Hermes Review. RollingStone.com; Shaun Russell Review. State.ie

With your average person spending nigh on a day per month searching, blogging or using social network sites, the ability of your brand to engage them depends on how well you provide them with the choices they want, in the way they want to see them. 

In the same way, customer online activities now impinge on brands in ways previously unheard of. A good example is the magazine NME, which stopped just being a music newspaper and transformed itself into a cross-media hub for everything to do with music (using print, online, radio, mobile, TV), delivering a compelling experience wherever its audience is at. It does this so well that people see it as a vital part of their lifestyle requirements. 

NME is doing what all good brands should do - combining awareness and reach with engagement through providing a valued user experience. So forget about Ben Hur scale TV commercials (for most of us anyway) and focus more on giving customers a real reason to engage with your brand via their daily interactions with social media. 

How your brand works in the constant expansion and segmentation of digital media is opening up whole new ways for customers to find, learn and engage. Technology is the enabler (whether it be the i-player; seesaw; YouTube; mobile; i-Phone; PSP; the latest i-Phone app; your i-Google page or sharing on Twitter or Facebook) empowering customers to do whatever they like, whenever they like, so it makes sense to ensure your brand embraces the change, in all its forms. 

Source: Article by Peter James, Always On.  iMedia Connection. 18th Jan 2011.