Marki a sieci społecznościowe Lipiec 6, 2011
Posted by Tomasz Sucheta : D I G I T A L S Y M B I O S I S : in Marketing Hot Issues.add a comment
Temat marketingu w sieciach społecznościowych jest w centrum zainteresowań marketerów na całym świecie od dobrych 3 lat. Dostaję bardzo dużo pytań związanych z tematem. Po raz kolejny dane (tym razem z USA) pokazują jak działania marki w sieciach społecznościowych wpływają na lojalność i nastawienie „użytkowników marki” (nie lubię słowa „konsument”, bo wszyscy jesteśmy konsumentami). Niby dla marketerów rzecz oczywista – jednak, gdy się przyjrzymy sytuacji w Polsce to okazuje się, że ogromna większość marketerów nie ma pomysłu na zaangażowanie użytkowników, publikują banały, nie wykorzystują kanałów społecznościowych w przemyślany sposób zgodny ze strategią marki, nie wykorzystują potencjału sprzedażowego, etc.
Powód tego stanu jest dwojakiej natury: z jednej strony wielu marketerów nie jest w stanie opracować strategii policzalnego wykorzystania sieci społecznościowych a przez to nie dostają budżetów, a z drugiej tych, którzy mogliby podpowiedzieć owym marketerom jak to zrobić jest niezmiernie mało w Polsce. Większość agencji mówi klientom jak to fajnie jest być na Facebook, ale już milczą kiedy klient spyta „A ile z tego będę miał?”. Takie badania jak to poniżej może pomóc… ale przede wszystkim liczy się dobra strategia – to już wyższa szkoła jazdy (której można się nauczyć).
Powracam do świata blogowego Lipiec 5, 2011
Posted by Tomasz Sucheta : D I G I T A L S Y M B I O S I S : in Marketing Hot Issues.comments closed
Po kilku latach, niebywałych wydarzeniach. Jestem chyba mądrzejszy i bardziej doświadczony a przez to jeszcze bardziej interaktywny. Tym razem będę pisał tylko po polsku :’)
Hype Cannot Dominate The Very Idea of Marketing Luty 26, 2007
Posted by Tomasz Sucheta : D I G I T A L S Y M B I O S I S : in Interactive Advertising, Interactive Marketing, Internet, Marketing Hot Issues, PR, The Media Landscape, Working Knowledge.comments closed
Regis McKenna, whom I personally regard as one of the greatest minds in the history of modern marketing industry (and who is my professional master) during one of his interviews in 2003 observed something that is striklingly up-to-date:
„Marketing is a process and not an event. By event I mean theatrical launches, expensive promotions, a media blitz or road show. Media hype and event-type promotions are part of the time-to-market pace set by technology developers/marketers. They help spread the word, but too often, simply gaining media attention appears to be an end in itself.”
and here something for the attention of all the victims of O’Relly’s ”Web 2.0″ marketing concept
One thing that’s clear is that tactics have replaced strategy. For example, buzzword solutions, promoted as brands themselves and dispensed by branding consultants, proliferate. Terms such as „viral marketing” and „buzz” are some of the latest marketing buzzword brands used as new tactics for gaining the customer’s attention. And while the terms may be new, the concepts are old…
Radical Approach Towards The ‘Search Engine Marketing’ Term Luty 26, 2007
Posted by Tomasz Sucheta : D I G I T A L S Y M B I O S I S : in , Interactive Advertising, Interactive Marketing, Internet, Marketing Hot Issues, Search Engine Optimization, The Media Landscape, Uncategorized, Working Knowledge.add a comment
I realize it is rather controversial a claim but someone has to say it: we should reconsider the usage of the term ‘Search Engine Marketing’. In my personal opinion, we should have abandoned the buzzword completely – and for good – long time ago. Seriously. I wonder how many marketers out there, feel that there’s something very wrong with the notion of the term. Well, I’ll tell you what’s wrong with it: the term SEM is an utter nonsense. Here’s the explanation:
Look who’s back in the programme… Luty 25, 2007
Posted by Tomasz Sucheta : D I G I T A L S Y M B I O S I S : in *Personal.add a comment
After leaving my virtual place virtually unattended for some months, I am back. The timeflow amazes me. Looking back at my entries from almost a year ago, I am experiencing some extraordinary retrospective paramnesia. Those events I perceive like yesterday, yet they seem to be so remote. Most odd a feeling! It probably means only that I’m getting old.
Personal nature of mobile phones vs. Pay-Per-Text marketing model Lipiec 4, 2006
Posted by Tomasz Sucheta : D I G I T A L S Y M B I O S I S : in Interactive Advertising, Interactive Marketing, Marketing Hot Issues, Working Knowledge.comments closed
It seems like we got a new interesting view regarding mobile marketing and that is the idea of Pay-Per- Text model of advertising. Well, I feel like saying ‘ Didin’t I tell?’
Just at the very beginning of mobile phones era in middle 90′s the marketers were sure of the enormous potential hidden in mobile text communication. Since then, virtualy NO new and revolutionary concept for marketing use of SMS (short messagge system) has been formed and I am not talking about mobile commerce and payment but just advertising & text marketig. Probably the big part of this is due to the old and out-of-date marketing models the advertiser were offered. On the UK market a new Pay-Per-Text model may significantly inpact the way we think about mobile text marketing.
Back from Tokyo & bringin’ a bunch of blurry pics with me. Marzec 23, 2006
Posted by Tomasz Sucheta : D I G I T A L S Y M B I O S I S : in *Personal, Uncategorized.comments closed
Moody me 2nite, really. Only 3 days ago did I and the rest of brave HYPERmedia project team return from a busy business visit in Japan. Yet, so overwhelming then, vivid emotions are now turning into a distant and blurry cluster of randomly memorized pictures.
This wierd impressions erosion is undobtly boosted by the harshness of my current involvement in a hectic job i.e. planning next moves of the project and all the aspects of forthcoming business trip. It’s US this time (NJ to be exact) – in a couple of weeks. So soon…I’ll try to render the remains of my Japan impressions here later but for now those few imperfect pictures must do (taken with my pocketPC camera).
