MAM
CIRCULAR MARKETING: The Number One Issue of 2006
We are being forced to re-design to a new level of “micro-nization” of business units, a “wireless-izing” of mass communication and a “voip-izing” of populace conversations in marketplaces, under a massive globalization with highly localized customization to fit the demands of consumers. This subject is very hot and research on these issues is still being drafted.
Here Comes Circular Marketing
When the earth becomes almost like a digitally formatted platform for the net and e-commerce savvy to skate on, then its time for marketing to become circular. Marketing is now what a wrapper should be around a chocolate bar. Yummy. Where, all aspects of marketing are being delivered to the customers at their destination of choice, simultaneously competitive, homogeneously synchronized, interactively managed in Technicolor with real touch & feel along with extensive support and services available round the clock. Totally wrapped around. Creating chain of events leading to circumstances, anticipated reactions and a circularity of service and deliveries of the selling proposition. Repeated around the globe and all over the circumference. Totally circular.
Today, going global means going circular, or circumnavigating this shrinking globe in search of new electronically accessible villages, digitally connected cites and interconnected cyber-continents on an hourly basis. This is now the normal hourly routine, repeated 24-7-365. Wow, a big dizzying change, a real culture shock from having an architecturally twisted booth displayed at a yearly trade show or few executives hopping on a few jet-lagging global trips. The old methods are now replaced by taking marketing messages and wrapping them around the entire markets, hidden in the various global markets all in a constant circular navigational format. As new markets and customers are discovered they too get full wrap around services and comfort level. Circular all the way.
We are being forced to redesign to a new level of “micro-nization” of business units, a “wireless-izing” of mass communication and a “voip-izing” of populace conversations in marketplaces, under a massive globalization with highly localized customization to fit the demands of consumers. This subject is very hot and research on these issues is still being drafted.
The laws of circular marketing clearly points to a very different approach and a dramatically different system, altering the old corporate thinking based on the big image formation and delivery of an overly repeated message to now a sophisticated range of ideas via exclusive name identity expansion, digitally supported by an image and followed by real brand delivery. A great cost saving and high profit strategy.
Executives must explore the new laws of building global name icons and cutting edge trends; create new standards to operate in a small yet very ‘Multi-National-Formation-Micro-Unit-style. Thinking extremely big in terms of name functionality in the global arena while operating extremely micro in terms of graphical overloads and traditional campaigns are now the new standards in circular marketing.
Marketing is now only global; all the other books that say otherwise must be burned. Furthermore, the Dot Com craze was directly responsible for this mega shift. Web-based crusade wasn’t wasted at all…. It is time to sincerely thank the dot-com revolution, Silicon Valley and the exuberant gold rush of Wall Street. Now that the greed has been gently slapped on the wrist, the vindication of Wall Street is done. Forget, forgive and move on as bigger opportunities clearly lie ahead. Go circular.
Step One. Audit,
What good are brands and corporate name identities if they are not a buzz? What good are expensive websites, if they are invisible? The answer is to simply execute a professional audit. Remember, not by the same people who are running your image and branding circus. A candid and very open discussion on this subject is most critical.
Step Two. Aim
What good are expensive campaigns if nobody remembers or understands them?
What good are the selling propositions if they are off target and or out of scope?
To nurture a sophisticated series of selling ideas and their related delivery systems under the modern guidelines to suit the customer of our new digitally flat earth requires brand new sets of skills. Aim high or aim low but aim very clearly.
Step Three. Fire
Fire the current set-up, as it’s dragging the corporate strategy down. The number one issue for 2006 is to face the global marketing challenges head-on and any insecurity or the doubtful actions based on the old marketing schools would seriously fail. Out there its’ all very new, on one side a very new flat earth and on the other a very new circular marketing both offering extra-ordinary opportunities. Best, get the right team with the right knowledge and explore circular marketing.
MAM
Netflix Q1 2026 earnings ad growth and content spending in focus
Streaming giant set to report results on Thursday after walking away from Warner Bros Discovery takeover.
MUMBAI: Netflix is about to hit play on its latest quarterly numbers and investors are hoping the plot thickens in all the right ways. The streaming leader reports its first-quarter 2026 earnings on Thursday, marking its first set of results since it walked away from a proposed takeover of Warner Bros Discovery. That failed bid would have handed Netflix prized franchises such as Game of Thrones and Friends on a silver platter, sparing the costly effort of building its own library. Instead, the company now faces tougher competition from a potential $110 billion Warner Bros-Paramount Skydance combination, should that deal close.
Analysts polled by LSEG expect Netflix to post a 15.5 per cent rise in revenue to $12.18 billion, with advertising contributing $634 million. The company raised US prices in March, a move some believe could prompt an upward revision to its full-year revenue forecast and nudge more subscribers towards the faster-growing ad-supported tier.
Netflix shares have climbed 13 per cent so far this year and are up roughly 26 per cent since the company stepped back from the $72 billion Warner Bros deal. With the merger drama behind it, the spotlight now shifts to how aggressively Netflix can expand its advertising business and live programming.
“We’re kind of entering another phase for the ad business, where they are becoming one of the largest scaled global advertising platforms,” said Gabelli Funds portfolio manager John Belton, which holds Netflix shares.
During the quarter, Netflix beefed up its live slate with a BTS concert streamed from Seoul that drew 18.4 million viewers worldwide and the 2026 World Baseball Classic, which became the most-streamed baseball game globally. Investors are watching for signals that the company will lean further into sports and other live events to fuel ad revenue growth.
The results come at a pivotal moment. Having dodged what could have been a debt-heavy acquisition, Netflix has the freedom and the cash to double down on its core strengths: original content spending and building a robust, scaled advertising platform. Whether the numbers deliver a binge-worthy performance or leave viewers wanting more, one thing is clear: the streaming wars are far from over, and Netflix is determined to keep its crown.
Expect plenty of drama when the figures drop after all, in the world of streaming, every quarter is its own cliffhanger.
