cut costs by facilitating

IF I CANNOT REACH IT, I CANNOT USE IT The godfather of disruptive innovation, Clayton Christenson, defines disruptive innovation as a process that increases access and affordability, opening up a much larger market. I would argue that increasing access and affordability, through disruption or indeed existing avenues is a powerful strategy for reducing costs and […]

IF I CANNOT REACH IT, I CANNOT USE IT The godfather of disruptive innovation, Clayton Christenson, defines disruptive innovation as a process that increases access and affordability, opening up a much larger market. I would argue that increasing access and affordability, through disruption or indeed existing avenues is a powerful strategy for reducing costs and or increasing the return on investment in marketing. (so long as that affordability is not increased through discounting). Consider the following: In Australia around 8% of retailing is online. In Britain it is 13%. In mainland Europe it averages 16%. In Australia online retailing will rise above 20% in 5 years and over 50% in 10 years. Some 70% of Australians have made a significant purchase on line. Only 55% of online purchases in Australia are made from sites or retailers based in Australia. So, as Australians are switching to online retailing they are reluctant…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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