How you can thrive in 2025…with data-driven precision
Once again, advertising is set to operate against a backdrop of uncertainty this year. Amid ongoing price pressures and global…
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How you can thrive in 2025…with a purpose-driven plan
Over the past 10 years, brands have had to withstand a global economic downturn and once in a lifetime pandemic…
How you can thrive in 2025…with ‘new’ digital marketing
As 2025 takes hold, our thoughts turn to the trends that will shape the digital marketing industry over the next…
How you can thrive in 2025…by creating true stand-out
What is the point of brands if not to be remembered? As we look towards the coming year, the need…
How you can thrive in 2025…with premium news sites
In 2017, the Collins dictionary proclaimed “fake news” as its word of the year, following President Trump’s consistent use of…
How you can thrive in 2025…with scenario planning
“Mirror, mirror on the wall, who’s the fairest of them all?” “Thou, O Queen, art the fairest in the land,”…
How you can thrive in 2025…with charity fundraising
Despite the gloom and doom that seems to be the current fashion, 2025 is not – looking into our crystal…
How you can thrive in 2025…with data-driven retailing
It’s been another tough year for retailers: ONS data tracks retail sales dipping and rising over the course of the…
How you can thrive in 2025…with influencer marketing
Influencer marketing has become a cornerstone of modern digital marketing. No longer the new kid on the block, it has…
How you can thrive in 2025…by betting on thinking big
In 2025, the fastest growing brands will better balance short-term sales growth and long-term brand building. At first glance, this…
How you can thrive in 2025…by targeting Gen Alpha
We often forget that Gen Alpha – those born since 2010 – are growing up in a world designed and…
Don’t let younger audiences drive your TV ad strategy
Reaction to Barb’s recent report on the UK TV market has sparked renewed focus on YouTube and TikTok as platforms…
How to use data and analytics to prove marketing’s ROI
It’s no secret that CMOs are facing downward pressure on their budgets: according to the 2024 Gartner CMO Spend Survey,…
Why festive creative story-telling is not just for Xmas
The retail landscape has transformed dramatically over the past four years. We’ve navigated through a pandemic, embraced digital innovation, and…
Balance authenticity and accuracy for ED&I success
With Black History Month (BHM) just ended, it’s a good time to reflect on charities’ progress on equality, diversity and…
High time to reinvent your content marketing strategy
“You don’t need to reinvent the wheel.” It’s a phrase we’ve all heard before – an invitation to rely on…
How to maximise charity donations as Christmas looms
This year’s Online Donations December Insights Report provides an analysis of digital fundraising trends during the Christmas period in 2023,…
Why now is the time to rethink B2B marketing model
B2B marketing is in desperate need of a reset. For too long, marketers have clung to safe, formulaic strategies that…
Why only a compelling story will bring analytics to life
Data and analytics can speak volumes, and yet, in reality, they can’t speak for themselves. Their proof points are powerful…
How to ensure Shopify upgrade works for your brand
Shopify’s new checkout may not have generated the same level of excitement as Google’s third-party cookie U-turn, but the potential…
How AI is fuelling a radical change in how we all work
I originally intended to title this article “AI: an existential threat to data,” but I reconsidered for a couple of…
Getting a multichannel view of campaign performance
Many digital marketers assume their campaigns will be inherently easier to track, since they comprise more digital tactics. However, there’s…
Will data drive your cost-of-living crisis exit strategy?
Not much seems to unite the UK these days. But one thing the vast majority of us can probably agree…
Fools rush in: AI superstars are not created overnight
Yesterday I was asked by a mate whether I thought they needed a chief AI officer. The reason he was…
Why ‘Google leaks’ should turbo-charge SEO strategies
When ‘Google leaks’ occurred back in May, it might have prompted SEO experts to hit the panic button. The deluge…
It’s time to be loud and proud about direct marketing
I believe agencies made a critical misstep by abandoning the term “direct marketing” in favour of narrower alternatives such as…
Cookies are toast; act now to get ahead of the game
Google’s recent delay on the deprecation of third-party cookies in Chrome may elicit a sigh of relief from some marketers,…
How to find programmatic efficiencies to stay ahead
Green shoots may be showing in the wider UK economy, but for marketers, uncertainty still abounds. The recent IPA Bellwether…
Why EU Digital Markets Act is not all doom and gloom
The Digital Markets Act (DMA) represents the European Union’s response to the dominance of big tech companies such as Google,…
Google AI move makes trusted media even more crucial
The publishing industry is facing a new upheaval in the form of Google’s new AI Overview, as the familiar auto-pilot…
When will politicians and pollsters tap marketing data?
Between now and July 4, we are going to get a lot of data and stats thrown at us. It…
Fight for AI fairness and inclusivity has only just begun
Artificial intelligence can easily identify minority groups using proxies. Take my experience as an example: I’m a former rugby player…
How server-side tracking can tick all the boxes for CX
At a time when everyone is obsessed with the customer experience, and with measurement in an increasingly tricky landscape, I…
How to measure creative impact in a data-driven world
Captivating narratives and visuals aside, marketing is heavily reliant on data-driven approaches to thrive. However, one area many marketers struggle…
Why Royal Mail price rises don’t do anyone any favours
You wouldn’t really want to be the Royal Mail right now. It’s a business that needs a full control-alt-delete. From…
Why marketers must wake up to Popeye and spinach
Many of you may fondly recall the legendary sailor Popeye, whose rippling muscles seemed to swell with strength whenever he…
The future of search and what it means for your brand
The future of search is changing rapidly: Gartner predicts that by 2028, some brands will see their organic site traffic…
Why Reader’s Digest collapse is a lesson for every brand
As someone who once walked the halls of Reader’s Digest, I’m not just saddened by its downfall—I’m downright angry at…
If your website refresh is rubbish, check your processes
For most organisations, your website is a critical user touchpoint. As a result, it will get a lot of attention….
Gartner: Three key themes to drive marketing this year
In 2024, CMOs continue to deal with disruptive forces from both inside and outside the enterprise. The most successful CMOs…
Time to give ‘uninspiring’ B2B content the human touch
Businesses are responsible for some of the best stories on the planet – everything from economic success and technological innovation…
Time to shake it up in the search for new prospects
With another year well underway, there’s no doubt that a change is taking place in the landscape of B2B outreach….
‘Enshittification’ might benefit mail but most of us lose
A raft of research articles in Decision Marketing would suggest that good old fashioned direct mail is making a comeback….
What’s in store for 2024… for digital and data strategy?
As the first month of 2024 draws to a close, marketers are anticipating the trends that will dominate the remainder…
What’s in store for 2024… for multichannel marketing?
If the IPA’s latest Bellwether budgets data is right, 2024 could be a bumper year for marketing. The survey found…
Why 2024 should be the year connected TV delivers
The festive season offered a much-needed respite from the cost-of-living crisis, but now the halls have been undecked the world…
Charities can ring the changes with legitimate interest
While we may still be some way from seeing the UK Government’s plans to update data and digital regulations becoming…
What can we subtract from our CX to make it better?
Companies tend to focus on what they need to add to drive customer growth and retention, failing to consider what…
What’s in store for 2024… for the winds of change?
What light from yonder window breaks? 2024 – A New Hope. 2023 has been overshadowed by record global temperatures, geo-political uncertainty…
What’s in store for 2024…for AI-driven marketing?
In the ever-evolving landscape of marketing and advertising, the fusion of AI and creative thinking is poised to redefine how…