Thought-leadership in Marketing

Welcome to New River Marketing, a site that promotes thought-leadership in marketing, encourages knowledge-sharing and comment, and champions marketing thinking and creativity. New River Marketing seeks to promote knowledge of, and best practice in, marketing on both strategic and tactical levels. Its intention is to provide a service for brands, academics, practitioners, and students, and be a forum where visitors can engage with the administrator. Visitors are encouraged to follow @newriverm on Twitter, which feeds directly to this site.

Over time, useful content and links will build up to create a useful hub of marketing knowledge and expertise. The current content consists of the administrator’s Marketing blog, and a Download section where original academic content by the administrator has been posted. This currently consists of four documents originating from his time as a Masters student in 2009-11. The first is a dissertation entitled The Impact of Social Media on Marketing Strategy, and the second is a condensed version of this dissertation in the form of a Powerpoint Show. The third document is a paper which explores The Future of Search, and the fourth is entitled The History, Development and Practice of eCRM in today’s Business Environment.

McKinsey Quarterly Blown Away imageFeatured article: The Dawn of Marketing’s new Golden Age
(February 2015)
Can Marketing help deliver the growth that CEOs seek? If you are a marketer in an organisation that seeks growth, ask yourself five questions:

1. Are we taking advantage of the science of data and research to uncover new insights, or are we working off yesterday’s facts, assertions, and heuristics?
2. Do we fully exploit the power of marketing to enhance the substance—that is, the products, services, and experiences—we offer our customers, or are we just selling hard with a “me-too” mind-set?
3. Do we have a clear brand story that echoes through cyberspace, or do we feel that we aren’t quite capturing hearts and minds?
4. Have we created simplifiers within our organization, or have complex matrices become a logjam?
5. Are we faster or slower to market than our competition?

If you have positive answers to these questions, the authors of this McKinsey article suggest that your organisation will enjoy above-market growth, and will help define the next golden age of marketing.