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.
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How Twitter should really be used to manage reputation
The corporate rush to install Twitter monitoring services could damage the credibility of social media channels for customer communications, David Bowen says.
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Where motor companies are driving their sites
The carmakers’ online ‘stands’ show a much less uniform commitment to style and innovation in communications than might be expected, David Bowen says.
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BRICs fail to build on the web
Developing world corporate websites cannot be bundled together, says David Bowen. But there are clear reasons why they are failing to catch up with the pack.
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Siemens takes a risk
Siemens has reinvented the corporate home page twice in five years. After six months, David Bowen tries to discover if its latest approach is working.
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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.
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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.
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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.
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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.
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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.
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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.