Content Strategy: The future of marketing
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Are you living your VALUES or are you just a Dreamer
Values matter in BUSINESS more than ever as Ikea have found out
In today’s information driven world, how you do business matters as much as the business you do as Ikea the iconic Swedish furniture retailer found out in 2012. Its green credentials were dealt a massive blow.
Ikea only 16% sustainable wood
Ikea’s failure to achieve its own most modest target of 30% of its wood products to be from certified sustainable wood, will damage it its credibility heavily with its key audiences. The fact that it only hit 16%, has a massive blow on the values it professes as promoting sustainably sourced materials and to its environmental positioning, compared with Homebase (78%) and B&Q (77%), which won the best green award 2010.
The excuse given in its defensive press statement is that it has sacrificed the values of sustainability for rapid growth and protecting its profitability (£2.3billion), but short term greed like this can cost dearly on both growth and profitability over the …
In today’s information driven world, how you do business matters as much as the business you do as Ikea the iconic Swedish furniture retailer found out in 2012. Its green credentials were dealt a massive blow.
Ikea only 16% sustainable wood
Ikea’s failure to achieve its own most modest target of 30% of its wood products to be from certified sustainable wood, will damage it its credibility heavily with its key audiences. The fact that it only hit 16%, has a massive blow on the values it professes as promoting sustainably sourced materials and to its environmental positioning, compared with Homebase (78%) and B&Q (77%), which won the best green award 2010.
The excuse given in its defensive press statement is that it has sacrificed the values of sustainability for rapid growth and protecting its profitability (£2.3billion), but short term greed like this can cost dearly on both growth and profitability over the …
The power of WHY to consumers
Will they BUY?
In the old days people used to buy what companies did, what they made, where they sold it and bought what they promoted. That was the age of big marketing and sales budgets, when big adverts worked, by driving demand through pushing products down channels, offering promotion and celebrity endorsement to generate business.
The age of the Unique Selling Proposition we are special because..... so you will buy! It was the 1980 and 1990's so the world did as it was told: “we make what you want because we tell you want you want because we know about your needs”.
Honest is essential
Then ethics came into play. As the internet began its infancy, the power of globalisation was laid bare by the internet. people asked more about how companies did things? Where were products sourced and how became important. Why were the premium footballs, such as those which David Beckham kicked, being made by blind children in India for a few rupees. Why were the clothes models wore be…
In the old days people used to buy what companies did, what they made, where they sold it and bought what they promoted. That was the age of big marketing and sales budgets, when big adverts worked, by driving demand through pushing products down channels, offering promotion and celebrity endorsement to generate business.
The age of the Unique Selling Proposition we are special because..... so you will buy! It was the 1980 and 1990's so the world did as it was told: “we make what you want because we tell you want you want because we know about your needs”.
Honest is essential
Then ethics came into play. As the internet began its infancy, the power of globalisation was laid bare by the internet. people asked more about how companies did things? Where were products sourced and how became important. Why were the premium footballs, such as those which David Beckham kicked, being made by blind children in India for a few rupees. Why were the clothes models wore be…
Have you felt the full power of the Internet Tsunami?
Have you felt the full power Internet Tsunami?
Has the world moved for you, or did you miss it? The world of business has shifted but many businesses don’t seem to have noticed the great shift in power away from companies to the customer.
We all see the impact of the Internet in every market sector, well above the growth of online shopping or the growth of smart phones and the online move of insurance and music online. While these shifts and the responding growths of new consumes are just beginning to be understood, this is just the proverbial tip of the iceberg.
The Great Paradigm Shift
As our understanding of this shifting paradigm slowly emerges and evolves. It takes time for its impact to be fully understood and its impacts to be really appreciated. In the same way as the impact of the introduction of domestic electricity, which subsequently facilitated the introduction of the radio, which spread communication, did in previous generations. So the rise in power of the Inter…
Has the world moved for you, or did you miss it? The world of business has shifted but many businesses don’t seem to have noticed the great shift in power away from companies to the customer.
We all see the impact of the Internet in every market sector, well above the growth of online shopping or the growth of smart phones and the online move of insurance and music online. While these shifts and the responding growths of new consumes are just beginning to be understood, this is just the proverbial tip of the iceberg.
The Great Paradigm Shift
As our understanding of this shifting paradigm slowly emerges and evolves. It takes time for its impact to be fully understood and its impacts to be really appreciated. In the same way as the impact of the introduction of domestic electricity, which subsequently facilitated the introduction of the radio, which spread communication, did in previous generations. So the rise in power of the Inter…