Gianluigi Cuccureddu

Actio – Contemplatio

Archive for Marketing

The Content – Context Diarchy

A diarchy is a form of governing by two rulers, diarchies are known for instance from ancient Sparta and Rome and is one of the oldest types of government.
The Spartan diarchy is suggested to be a solution for: a struggle between two Spartan families or to stay away from an absolutistic ruling.
The distribution of power amongst content and context is meant to prevent a struggle between two forces and meant to avoid focus of attention and power of either content or context exclusively. Emphasis, focus and importance on both intertwined is the key.
When reflecting on diarchies and thinking about it in relation to the current phase of the Internet evolution, not only the Content is King (as often is written), but the Context needs to be acknowledged and treated equally influencing as the second valid King in the diarchal rulership over the Internet and business landscape.

This evolution is certainly not new, business already undergo these transitional phases.
First there was the production oriented era, then the sales oriented era (think of Ford and his quote in his autobiography “Any customer can have a car painted any color that he wants so long as it is black“). Then came the realization and insight that marketing management was needed to have a clearer understanding of the context (marketing oriented era).
Marketing evolved from inward focus (organization) to outward focus (consumer), this is exactly what the Internet evolution is going through as well and forcing businesses to adapt.
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The 3 Fundaments of Online Strategy

The Online Strategy encompasses those elements of the business- and marketing strategy that must be employed to contribute efficiently and effectively to its goals.

As for all strategies, the Online Strategy should consider the brand, the target audience, products & services and the positioning of the brand. ( read also The Content – Context Diarchy to understand the relation between offer and context in the online landscape )
Be it on an overarching level or on execution level (see the three parts below), consistency is key to achieve brand recognition.
It’s tempting to divert from this focus because the Internet offers lots of possibilities which can be applied, but not neccesarily relevant and this non-relevancy might cause a distanciation of the target audience.

 The online strategy for your business can be divided in three main fundaments:
* Website Strategy
* Internet Strategy
* Social Strategy
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Marketing’s fifth P on steroids

As the CEO of Cisco said in an interview, the new paradigm will change the way business is and will be conducted, the fifth P, People also undergoes changes and it creates more oppertunities than ever before.

The term Wikinomics comes to my mind. The trend to outsource processes and functions, and utilize the intelligence of (a set of) the Internet population.

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Reflection: “A Checklist to Choose Which Internet Marketing Channel is Right for Your Business”

Article: “A Checklist to Choose Which Internet Marketing Channel is Right for Your Business”
Source: SEOmoz

Extensive article and explenation on the different kind of Internet marketing channels and which one to employ in relation to the goals and marketing strategy.
What I miss is the Time-dimension.
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Social Media Monitoring tools – an evaluation

Do you have a clear understanding what is being said about your brand throughout the Web?

If your answer is “Yes”: congratulations, you’re a step ahead of many others, make sure you keep ahead and profit of the benefits.
If your answer is “No”: start as soon as possible understanding your landscape and what intelligence could be extracted from the Web concerning your brand.

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Reflection: “Looking into the Future of Digital Marketing”

Article: “Looking into the Future of Digital Marketing”
Source: eMarketer

Summary article of the The Future of Digital Marketing conference.
The following themes were thoroughly discussed:

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6 Conditions to sustain communities

Creating a community is hot these days, it serves all kind of purposes and it will add value, if done properly. And exactly the latter is difficult, the creation of a community needs to be thoroughly discussed, planned and executed.

When a community is deployed, it must be sustainable, it should “not end”. If a community is closed after a while, it could have a negative impact towards the brand/company.

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