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Should I wait for Windows 8? No. No. and No!

Should I wait for Windows 8? No. No. and No! Conclusion: Organisations that are still running Windows XP fleets are debating holding off a desktop refresh (to Windows 7) until Windows 8 becomes available. There are three key considerations to this discussion: product functionality,...

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Guy Cranswick

Guy Cranswick

Guy Cranswick is an IBRS advisor who covers Google (Apps and Search), broadband/NBN, Web 2.0 technology, government and channel strategy, including areas of business productivity. Guy has worked in the UK and France as Strategy Manager for Initiative Media and director of European operations for Modem Media (Poppe Tyson), the first online marketing and development company. In Australia, Guy was Senior Analyst at both Jupiter Communications and GartnerG2 covering online technologies and strategy in Asia-Pacific. He has published analytical articles in business and technology media, including the AFR, and was the winner of the Australian Institute of Management 2003 essay prize on the topic of corporate communications.

Marketing Technology Services within an Organisation

Analyst: Guy Cranswick Date: 2003-07-28
Every department within an enterprise is under greater scrutiny to prove their worth. For the IT service department rising beyond a service supplier relationship with the rest of the firm or agency means marketing their wares in two ways: Delivering services in a timely and responsive manner which like all actions can be a matter of execution; Opening and maintaining two-way...

Managing the e-learning process

Analyst: Guy Cranswick Date: 2003-06-28
No solution comes shrink-wrapped and perfectly adequate so that it can be considered complete and that is true of e-learning. If the implementation of e-learning in the workplace has stumbled the two guidelines below will assist in getting better results: Ensure that the e-learning process is continuous – not constant – but persistent for all employees over time; ...

Getting Value from Search Engine Marketing

Analyst: Guy Cranswick Date: 2003-05-28
Despite the recent hype over search engine marketing the basic elements remain simple. They are: Ensure the listing of the website is clear, complete and comprehensive; Review it in 6 months, just as all marketing channel investment is periodically reviewed; Don’t spend more time and effort than is due to the task relative to the investment committed. ...

How to Value 3G for your Business

Analyst: Guy Cranswick Date: 2003-04-28
The key selling point of 3G is remote access and mobility. This has been evident in the advertising from genuine 3G offers and the “pseudo 3G offers” from Optus, Vodafone and other telcos. The benefits of multi-media bandwidth are unnecessary to most businesses just as also bandwidth speed is not really compelling to most users.

The two pillars of online promotions and advertising

Analyst: Guy Cranswick Date: 2003-03-28
The two components of any online advertising campaign to get right are the communication objectives and the exposure frequency. This determines the number of times the audience will be exposed to the ads. The communication objectives comprise the market or sales position of the brand and in tandem with levels of frequency are the two major variables to accomplish any advertising...

B2B Marketing: refocusing sales resources

Analyst: Guy Cranswick Date: 2003-02-28
One of the best means of gaining greater leverage in business marketing is with the sales force. The sales team is the most valuable unit to promote the business, as it already knows the key elements of selling the business, namely: a brand value understanding; the customer value; an ability to communicate customer value; and follow through with implementation and...

Setting Channel Strategy Priorities

Analyst: Guy Cranswick Date: 2003-01-28
For the medium-sized enterprise investing in marketing channels entails a high exposure to risk because the investment consumes a larger portion of available capital than is the case for a larger company. Determining obvious returns in customer usage and communication from each channel is critical for prioritising investment. As most competitors have instigated similar customer channel...

Targeting Customers' Minds to Obtain Real Value

Analyst: Guy Cranswick Date: 2003-01-28
In the past, age and income were reliable predictors of behaviour but now, and in the future, the old definitions do not depict consumers well. Regardless of the industry, businesses in the future must gain quality consumer psychographic research either, syndicated or customised, if they are to operate confidently in evolving consumer markets. The other ingredient to the emerging customer...

Business Planning Beyond Hope

Analyst: Guy Cranswick Date: 2002-12-28
Short-term targets have affected planning but many companies will want to ensure that a qualified planning procedure will remove any shocks. This process can be isolated into various scenarios depending on market conditions. Scenarios minimise risk while maintaining the firm’s potential for reward relative to competitors. The status of a market is affected by the number of...

Future Growth from Technology

Analyst: Guy Cranswick Date: 2002-12-28
Integration, Optimisation and Functionality are the three concepts to drive growth in technology investment in the future. In the tactical sphere these drivers of growth can be applied in planning the overall channel strategy. Technological implementation has mandated that efficiency gains ought to be made from the capital invested and that will be derived from either Functionality...
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