Paul-Mylrea on Philip Sheldrake

The Marketing Century – a compilation of expert insight

Wed, 23 Feb 2011 00:00:00 +0000

You can now get your hands on The Marketing Century – out this week – a compilation of expert insight across a wide gamut of marketing and PR related topics to celebrate the centenary of the Chartered Institute of Marketing (CIM). The chapter outline here is based on the book’s introduction.

I’m delighted to have authored the chapter on digital marketing, and I’m more than happy to answer any questions you may have on reading it.

Buy at Amazon / CIM / The Book Depository / Blackwell’s / Waterstone’s . And more info at Google Books .

1. Strategic Marketing (Martha Rogers and Don Peppers , Peppers & Rogers Group)

The Marketing Century opens with a clear statement from Don Peppers and Martha Rogers: it is vital that organisations put customers at the heart of what they do, both in the long-term and the short-term. To create value, firms must lift their sights from the typical focus on current profits and instead start seeing customers as the company’s long-term resource – looking at each customer in terms of the long-term return they generate. A long-term strategy for marketing – one that focuses on customer equity and not solely on current profits – can provide marketing with the context and objectives needed to maximise the overall value created by each customer.

The 1st CIPR TV show

Wed, 08 Sep 2010 00:00:00 +0000

CIPR TV is underway!

I co-presented the first show this afternoon at 5pm with Stephen Waddington (@wadds ) and, despite the novice presenters, two aspects worked really well. First up, Paul Mylrea was a fantastic guest. The BBC’s Head of Press and Media Communications, and the CIPR’s 2011 President, Paul was never stuck for an interesting and articulate response to a wide range of questions spanning public sector PR, reputation washing, graduate recruitment and internships, diversity, the CIPR’s response to the ASA’s misguided stance towards social media , and his plans for the CIPR next year.

Hosting CIPR TV... live at five!

Wed, 25 Aug 2010 00:00:00 +0000

http://www.youtube.com/watch?v=G9ZeMQM-TQo&feature=player _embedded

The last time I was on TV it was the BBC’s Working Lunch, March 2002. I was running Europe’s first email money service at the time (before PayPal was available in these parts) and our servers were struggling quite a lot under the weight of our success on eBay UK. Facing up to a firm line of questioning, I was able to reassure Working Lunch viewers that any money they had stored with us was safe and sound.

Fast forward eight years and the definition of TV has changed somewhat. Indeed YouTube wasn’t even launched until 2005, before going on to be the fastest growing website ever. By 2007, the capacity consumed by YouTube exceeded that of the entire Internet in 2000. In May this year, over 24 hours worth of video was uploaded to YouTube for every single minute of the month!

And now we have .