HotHouse makes brands work for people online

By Simon van Wyk

Following on from my last post on marketing case studies that are available online, there are a number of books you can buy if you want more detailed information and need to feel the heft of a book (or a Kindle) in your hand. Here’s a selection of the best-rated marketing case study tomes available on Amazon:

• Marketing Mistakes & Successes: A classic of marketing by Robert Hartley from Cleveland State University that is now in its 11th edition. Contains detailed analyses of the decisions and practices that led to major marketing wars, comebacks, mistakes, and successes.
  
  
  
  
• Strategic Marketing Problems: Cases and Comments: A numbers-focused look at marketing issues facing a wide range of companies.
  
  
  
  
• Digital Marketing Strategy: Text and Cases: Glen Urban highlights the main differences between forms of digital marketing, such as building trust relationships by giving the customer plenty of information, innovation, and choice, as compared to the standard low-price relationship of push marketing.
  
  
  
  
• The Marketing Gurus: Lessons from the Best Marketing Books of All Time: A summary of 17 of the top marketing books written in the past 15 years, The Marketing Gurus distils thousands of pages into fewer than three hundred, making it ideal for busy professionals, students, and anyone curious about how marketing has evolved.
  
  
  
  

Do you have suggestions to add to the list? Leave a reply below.

By Simon van Wyk

Following on with this month’s theme of the legends of marketing, let’s focus on case studies in all types of marketing, not just digital marketing. Here are some websites where you can find some really useful examples to apply to your own business:

Marketing Magazine case studies: This Australian publication has dozens of case studies to choose from. My favourites include Cabana Boys, a creative agency born during the depths of the GFC, the ANZ Bank’s sponsorship of the Broadway musical Wicked, Australia’s quintessential sandshoe, Dunlop Volleys, and the Transport Action Commission of Victoria’s “Pictures of You” campaign.

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HotHouse founder Simon van Wyk talks to Bob Miller, one of Australia’s leading authorities on sales and marketing. Former general manager of marketing for Toyota Australia, Bob won many marketing awards on his way to establishing Toyota as Australia’s top car company. Author of several books and magazine columns on marketing, he now works as a speaker and consultant on marketing and Internet business development, as well as serving as a professor of business at Macquarie University. Bob talks with Simon about the biggest changes in marketing in the past 30 years and the place of digital marketing in today’s marketing mix.

Listen to the podcast below.

 

 Bob Miller Podcast: Play Now | Play in Popup | Download

By Simon Van Wyk

The term “legend” doesn’t apply to many people in marketing in Australia, but one man who clearly qualifies is Bob Miller.

Long-time general manager of marketing for Toyota Australia, Bob is best known as the man behind the classic “Oh, What a feeling” campaign that placed Toyota at the top of the Australian car market.
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• The internet is poised to overtake newspapers as the second largest U.S. advertising medium by revenue behind television, according to PricewaterhouseCoopers (PwC).
• Search currently represents 50% of U.S. online advertising revenue with Google being the market leader strengthening the position they earned in 2006 as the largest media company in the world.
• Google earns the bulk of its US$24bn+ a year in revenue from paid search advertising which represents less than 10% of the clicks on search engines.
• SEO is about capturing the remaining 90%.

This seminar will be presented by Jeremy Tang, our Director of Search who has over 9 years experience in Search, most recently as Head of Search at Telstra Business. read more

By Simon van Wyk

Your online presence fairly bristles with opportunities to collect data about every visitor to your site. And it’s also easy to collect information about the competitive environment in which that your site operates. Measurement and analytics tools can inform your marketing with hard data about consumer behaviour that just can’t be measured in the offline environment.

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By Simon van Wyk

Search engine optimisation can make a huge difference to the way your site ranks on search engine result pages – and therefore will directly affect your traffic. And most experts engaged to develop a search engine optimisation (SEO) strategy for any website will follow a similar process.

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By Simon van Wyk

Number one on Google – that’s the Holy Grail that search engine optimisation (SEO) was meant to deliver to savvy site owners.

SEO involves tweaking your website to appear in the first page of Google search results for the keywords your customers are most likely to enter and yes, it’s Google we care most about, because Google still reigns on the Internet.

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By Simon van Wyk

In this month’s HotHouse podcast, Econsultancy vice president Rebecca Lieb talks about how web content strategies are going to take over from traditional advertising strategies. Here are links to a few case studies about companies that have already taken the plunge.

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By Simon van Wyk.

Following on from our discussion on content strategies in this month’s HotHouse podcast, it’s worth learning more about this emerging framework. Here are some good places to find out more about developing and executing a content strategy:

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