digital tools

Google Apps discontinues basic package, asks new customers to pony up $50 per user for premium

Source: http://www.engadget.com/2012/12/07/google-apps-discontinues-basic-package/

Google Apps discontinues basic package, asks all new customers to pony up $50 per user for premium

Looking towards Mountain View to provide a suite of digital tools for your new business? Make sure to pen per-user costs into your ledger — Google Apps isn’t free anymore. According to Google’s enterprise blog, the basic Google Apps package is being abandoned to streamline the service, offering businesses a single, $50 per user option that promises 24/7 phone support, 25GB inboxes and a 99.9% uptime guarantee. Pre-existing free customers can still hum along unmolested, of course, and the standard pricing doesn’t apply to schools or universities, either. Personal Google accounts are still free too, doling out gratis Gmail and Drive access to anyone with a unique user name. The team hopes that streamlining the Apps will allow it to provide better service, possibly offering enterprise users new features on a faster timetable.

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Friday, December 7th, 2012 news No Comments

‘Digitally Mature’ Companies Significantly Outperform Everyone Else

Source: http://www.businessinsider.com/digitally-mature-companies-outperform-novices-2012-11

A new report released by Capgemeni Consulting based on years of joint research with the MIT Center for Digital Business found that digitally mature companies are, on average, 26 percent more profitable, have a 12 percent higher market capitalization, and get 9 percent more revenue from current assets. The advantage is there in every industry.

‘Digital maturity’ is defined by two things. The first is digital intensity, which means significant and well thought out investment in digital technology and capabilities. The second is transformation management intensity, actually shaping the practices, governance, and future of the company around digital efforts.

The report divides companies into four different quadrants based on their performance on the above. ‘Beginners’ have barely started, usually because they’re unaware of the opportunities, ‘Fashionistas’ adopt the newest or sexiest digital innovations, but without a cohesive strategy or eye to maximizing business value, ‘Digital Conservatives’ have a cohesive vision, but are slow to invest in new technology, and finally, the ‘Digirati,’ who both invest in digital and integrate it with their whole organization.

Capgemeni’s examples of digitally mature companies include Volvo, Burberry, and Nike. They’ve succeeded by making social media and digital tools a fundamental part of the way they do business, instead of just an ongoing experiment.

The 397 global companies researched exist on a huge spe! ctrum. T he Y-axis is digital intensity, and the X-axis is transformation management intensity:

Digital graph

Here’s the profitability breakdown for the four quadrants:

Quadrant

Read the full report here

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Monday, November 5th, 2012 news No Comments

Fujifilm sees which way wind is blowing, ends production of cinema film

Source: http://www.engadget.com/2012/09/13/fujifilm-ends-cinema-production/

Fujifilm sees which way the wind is blowing, ends cinema film production

Since your average talkie is now recorded onto SD card and SSDs, companies that produce old-timey film are feeling the squeeze. As such, and despite its own efforts, Fujifilm is shuttering a large part of its cinema business by March 2013. While it’ll continue to produce stills film (for the time being, at least) and archival material similar to Kodak’s Asset Protection film, moves are under way to redirect its focus toward digital tools that won’t be left behind as people start to make movies on their smartphones.

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Fujifilm sees which way wind is blowing, ends production of cinema film originally appeared on Engadget on Thu, 13 Sep 2012 16:59:00 EDT. Please see our terms for use of feeds.

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Thursday, September 13th, 2012 news No Comments

The Grand Unified Theory of Marketing(tm) – Digital String Theory

UPDATED:  March 2014

Grand Unified Theory of Marketing by Augustine Fou 2014 Update from Dr Augustine Fou

 

UPDATED:  September 21, 2011

Most people use the term integrated marketing now and it has come to mean loose “integration” or interrelationships between marketing channels, like putting a web address on a TV ad, a QR code on a print ad, etc.

I am adding the following slide called “Unified Marketing – ecosystem of touchpoints” to put forth the concept of unified marketing.  This starts by putting the customer in the “middle” and wrapping their purchase funnel around them. Then we add the 3 concentric circles: 1) on-site, 2) off-site, and 3) third party to represent the types of channels at the disposal of the marketer/advertiser.

Then all tactics can be plotted on this single, unified marketing chart to reveal whether there are any gaps (not enough activity) or redundancies (too much spend).

Unified Marketing – ecosystem of touchpoints

Additional Reading:  Digital is a Philosophy

 

ORIGINAL POST

Just as physicists and mathematicians have been searching for the grand unified theory of the universe, I have been looking for a way to tie together the disparate disciplines of marketing and advertising, a way to correlate metrics from different industries that interrelate with marketing (e.g. market research, Nielsen, etc.), a way to put all past theories in context and perspective (Michael Porter’s Five Forces, Net Promoter, etc.), and a way to explain marketing successes and failures — all in one.

My method is the scientific method – which is simply put doing experiments and making observations that either support or refute hypotheses.

A grand unified theory will also need to be able to take into account phenomena such as social networks, etc. What are the organizing principles of such; what is the value?

Why now?

Using digital tools — such as search volume trends — we can start to correlate marketing spend effectiveness across different forms of media and also different advertising and marketing techniques.  The example below compares eTrade and @Drobo. What is most embarrassing is that eTrade, a well known brand from the first dot-com heyday, spent lots of money creating and airing TV ads which it hoped would go viral. They even paid for Superbowl ads for the last 2 years to promote the “eTrade talking babies” as you see from the 2 spikes in search volume during February of 2008 and 2009.  However, when compared to Drobo (a startup company that developed a very easily upgradeable back up hard drive array), it is shocking to note that Drobo spent NOTHING on advertising and relied entirely on word of mouth and an awesome product. And their search volume is not only larger than eTrade but also sustainably larger despite zero advertising and media cost.  The “totals” even suggest that the volume under the curve of Drobo is 8X (EIGHT TIMES) that of eTrade.

So if you consider that eTrade spent millions of dollars to create the TV ads and even more millions of dollars to air them on TV in order to drive interest, demand, and hopefully new customers, then Drobo can be considered to have gotten the equivalent of 8X more dollars in advertising and media – for FREE using techniques and channels other than TV advertising. So what does that say about the relative value of TV advertising compared to these other, newer techniques?

etrade-drobo-search-volume

godaddy vs megan fox

megan-fox-godaddy-search-volume

Grand Unified Theory of Marketing - Digital String Theory

Grand Unified Theory of Marketing – Digital String Theory

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Thursday, October 29th, 2009 digital strategy No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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