Blog: Articles

Blog: Articles


Marketing Theory of Exchange

Back in 1975 a chap called Bagozzi introduced the Marketing Theory of Exchange that has become essential to all elements of marketing research and practice. He posited that there were three types of exchange: Restricted, General and Complex. What we are going to now do is see how it relates to social marketing. Or join …

The Problem with Tripadvisor.

Tripadvisor is a great tool for individuals to check out a hotel, restaurant or attraction: unfortunately it is not always right. The problem with Tripadvisor is not all the information about an organisation is right and I don’t mean the comments made by their customers. A wrong location can leave an organisation commercially exposed. You …

Using Twitter at Events

I recently attended an event where the organisers encouraged individuals to use Twitter to interact with themselves and their presenters. Unfortunately these organisers did not understand how they could maximise the potential of this opportunity. I would now like to share with you some of my thoughts on what you must consider when preparing for …

What is a Prankvert?

“What is a prankvert”? This is an interesting question because in the world of advertising it creates an opportunity to engage with markets across the world. It is particularly relevant today because the social media channels are a great way to host these campaigns. Or join my community:

Diabetes Week 2013

This year Diabetes Week (UK) will run from Sunday 9th June till Saturday 15th June. The event(s) are coordinated by Diabetes UK and the main theme is Research. They will be looking at the whole arena of research into diabetes:  giving you an insight into how they are working to improve the lives of people …

Editing URL Shorteners

This blog is about editing URL shorteners. I recently found myself facing a particular dilemma that I would like to share with you. It relates to the development of a short URL. The issue stems from a survey that I had designed: the idea was to use links from digital and traditional platforms to get people …

Innovation Futures

I have just started on a project with Sheffield Hallam University (SHU) focusing Innovation Futures. This is an initiative aimed at supporting companies in the Yorkshire region to innovate and develop their services, products and processes using a variety of innovative techniques. Or join my community:

Digital Trends 2013

This article illustrates the statistics from some of the major social media platforms for the beginning 2013. It updates the article (infographic) I produces last year: this time you can either view a youtube video or use an interactive prezi presentation. Or join my community:

Maximising Your Marketing Ability

Yesterday I ran a workshop for business start-ups with the Leeds Chamber of Commerce. I was tasked with explaining how these organisations could “Maximise their Marketing Ability”. I want to now share with you the presentation I gave. Unfortunately I only had 15 minutes to cover this large subject, so I kept it brief by …

Theory of Planned Behavior

If you were planning to run a social marketing campaign, how can you be sure that it would influence change in your target audience? Well, one option is to design a campaign that uses the Theory of Planned Behavior (Ajzen, 1991) and was developed from the Theory of reasoned Action (Ajzen & Fishbein, 1973). Or …

Protection Motivation Theory

  This is a second in a series of articles looking at the impact of health related theories on Social Marketing. Today the focus will be on the Protection Motivation Theory (PMT) which is an adaption of the Health Belief Model developed by [tooltip content=”Rogers, R.W. (1975) A protection motivation theory of fear appeals and …

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