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…
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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…
What’s in store for 2024…for surviving tough times?
As the new year dawns, while we’re no longer Covid-detained prisoners in our own homes, war continues to hang heavy,…
What’s in store for 2024…for sport sponsorship?
Sports sponsorship has grown into a $100bn industry and remains one of the last bastions of mass media moments on…
Spooner on…C’mon pop pickers, it’s the Xmas countdown
A silence as deep as the Mariana Trench has fallen over the lofty, snow-capped towers, battlements, crenelations and machicolations of…
What’s in store for 2024…for customer marketing?
It’s that time of year. Festive functions, watching the temperature drop and the industry infatuated with Christmas TV campaigns and…
What’s in store for 2024…for data-driven marketing?
For many of us, 2023 has been awful, with multiple wars and the associated atrocities, constant price rises, marketing spend…
How marketers can work with AI, according to ChatGPT
Fears that ChatGPT and generative AI will replace a number of roles in the industry have led to many not harnessing…
How pirate metrics can keep brands ahead of the curve
In the ever-evolving landscape of marketing, staying ahead of the curve requires a combination of innovative strategies and a deep…
Why brands must ditch the siloes for search marketing
For too long, search marketing tactics have been used in silos. Marketers believe search engine optimisation (SEO)’s only job is…
Behavioural and contextual targeting are better together
Post-cookie targeting has split into two camps. On one side there’s contextual targeting, which analyses the surrounding page or media…
AI Safety Summit: Where were the real data experts?
You can’t fail to have noticed that last week the UK held a landmark event in the field of artificial…
Working out which marketing trend is right for you
During 2022, spending on the Metaverse more than doubled, racking up an estimated $12bn to $14bn of venture capital and…