David Bowen commentaries
In his regular columns for the Financial Times and ft.com, senior consultant David Bowen has pursued themes ranged from customer relationship management and career marketing to ‘ethical’ retailing and royal family sites. His collected Financial Times and ft.com columns from January 2001 onward are indexed by theme and available for viewing on this site.
You can access articles directly by selecting a link below.
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Why we need unrelated links
Giving site visitors what you think they want is not recommended if the objective is to stimulate their interest, David Bowen says.
Why, it’s déjà vu all over again
Managing social media gives corporate web executives familiar challenges, the advent of the iPad lends them hope of coping more easily, David Bowen says.
Where it’s app – now and in the future
Nestlé’s pioneering of apps has generated a raft of ‘early mover’ lessons for corporate communicators. But their potential has barely been scratched, David Bowen says.
Secrets from the top of the FT Index
What makes the sites at the top of the FT Index so good? Here is a run-through of the top 12 to show where they do particularly well, and also their weaker areas.
Where bad things happen to good
Top performing sites are increasingly revealing a Mr Hyde side to themselves that detracts from their better aspect, David Bowen says.
What sparkles in the new Index
The annual FT Bowen Craggs Index is by its nature best studied in detail. Among the many specifics in the latest edition, some shone brightly, David Bowen says.
What to read into nuclear reactions
Away from the tragic human drama of the Japanese earthquake, companies in the nuclear industry are not coping well with the after effects, David Bowen says.
How to communicate in a disaster
Companies faced with a crisis must look beyond conservative communication strategies to connect with everyone affected, David Bowen says.
When the fairy dust settles
The word ‘social’ is being sprinkled on online communications tools and strategies as if it had magical powers, but it could cast a bad spell, David Bowen says.
Why the web needs thought leaders
The internet may be as important as its evangelists suggest, or not, but companies will only realise its potential when senior management thinks about it, David Bowen says.