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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Where simple is the rule
Rather than chase the next buzz-word concept, the key to successful online communication is plain old governance, David Bowen says.
What a state it’s coming to
The web is fast dividing into a set of mutually incompatible territories that are challenging the global order of things, David Bowen says.
How Twitter will corrupt contact
As companies fearfully monitor social media to damp down the sparks of complaint, they are lighting a fire under sustainable customer service, David Bowen says.
How seeing aids believing
Authenticity could be the key to a more effective approach to marketing on the corporate website, David Bowen says.
What’s wrong with the way we word
Charting the use of the all-encompassing terms of the online era points to the way semantics can mask the full potential of its constituent concepts, David Bowen says.
How to cause a silly effect
Some things companies do on their websites fly in the face of reason, as evidenced in 10 of the most mystifying ‘why oh why’ moments noted by David Bowen.
Where to get the measure of value
The search for numbers that can express the worth of a website is prone to distort rather than support efforts to improve it, David Bowen says.
What to pluck from the Potash site
The takeover vultures have been circling the world’s largest fertiliser company but corporate web managers should be eyeing the rich pickings on its website, David Bowen says.
What’s to fear about a new address
Moving house is reputedly one life’s major traumatic experiences. In the corporate world, add another: acquiring a generic Top Level Domain, David Bowen says.
What’s of note about the British way
Whether it’s running an effective corporate site or fighting their corner online, UK-based companies need not hide behind characteristic modesty, David Bowen says.