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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How to respond to the new diversity
On top of the challenge of serving different audiences, corporate websites must now learn how to do so effectively across a range of devices, says Scott Payton.
What’s behind Facebook’s billions
As the feeding frenzy for Facebook stock follows the company’s inexorable rise it is important not to lose sight of what it means for the internet, David Bowen says.
How not to optimise your showing on Google
As the world’s dominant search engine starts playing favourites in the race for prominence on its results pages, company web managers will miss a trick if they don’t play the game, Rob Curran says.
What will be... and what may be
From convergence to a social media bubble, a foretaste for web managers of the year to come, from David Bowen.
Why the web’s mourners are dead wrong
The latest obituarist for the website blames its demise on a nest of apps, but far from facing a poisoned fate its importance will increase, David Bowen says.
What to make of Google+
The arrival of Google+ Pages has caused a scramble among companies for a strategy to exploit this latest social opportunity. But which one, asks Robert Curran.
How Nestlé applied itself to apps
An early launcher of a corporate app, the Switzerland-based confectioner shared the lessons of its development at a recent meeting of the Web Effectiveness Network, Scott Payton reports.
Where there’s no consensus on convention
Accepted wisdom has its value – as in the positioning of a car’s accelerator and brake pedals – but on the web there is surprisingly little of it, David Bowen says.
What makes the best web managers
To run a corporate web presence successfully requires a blue-chip skills portfolio that combines often contradictory attributes, David Bowen says.
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.