Email marketing has changed remarkably in the past decade. Most of you will have noticed the obvious switch from text-based content to the visually loaded HTML based email we receive today. Marketing emails today can have as much visual impact as a double page spread in a glossy magazine, but in my opinion the biggest and most important developments for us marketers have all been happening behind the scenes.
One of the most dangerous practices in marketing is product diversification. Encouraged by CEO’s, accountants and shareholders, such strategies are implemented in the name of value adding, maximisation, potentialisation, use of by-product etc. It is revered as a panacea for easy growth and profitability.
I am a strong believer in good, solid branding which is why I was a little shocked when I opened the newspaper recently to discover a local group calling for submissions for a new logo in the form of a competition.
By now, I’m sure many of you have seen or at least heard about the full page advert from 20+ of Australia’s biggest retailers. They’re attempting to focus the spotlight on the tax aspect of the movement to the online environment but is this really the issue? Is the consumer 100% focused on price? And if so, have many of the retailers listed on the advert been responsible for this price war mentality?