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Author: Neil Perkin

Neil Perkin

Neil is a renowned blogger, writer and the founder of Only Dead Fish, a digital and media consultancy that specialises in applying strategic understanding of social and emerging media technologies to help businesses innovate and optimise their effectiveness within the new, networked communications environment.

Neil has over 20 years media owner experience and was latterly the Director of Marketing, Strategy and Digital for IPC Media, the largest consumer publisher in the UK and publisher of multimedia brands including Wallpaper, Marie Claire and the NME. In this capacity Neil ran award-winning strategy, planning and consumer insight functions and was at the centre of defining and implementing the digital strategy for one of the largest media owners in the UK.

Neil has been active in the social media space for a number of years and his blog, ‘Only Dead Fish’, is one of the most popular and authoritative media and marketing blogs in the UK, as ranked by Advertising Age. He is a writer, commentator and a regular keynote speaker on content strategy, emerging media, digital commercial strategy and social technologies, and an associate of The Futures Agency, a collaboration of some of the world's leading media thinkers and futurists.

leadership

Redefining leadership in the digital age

What does it mean to be a great leader in the digital age?

There can be little doubt that, with the challenges brought by the increasing impact of disruptive technologies, shifting competitive landscapes and consumer behaviours, organizational leadership is operating in a challenging, and rapidly evolving context.

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Fluid resourcing: Is this the new normal in digital marketing structures?

What does increasing digital maturity really mean for how organisations are structuring their digital marketing capability?

In both our 2013 report into Digital Marketing Resourcing, and now in our latest 2015 research, we have tracked the growing assimilation of digital into ‘business as usual’.

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Which organisational structure would you choose for marketing and digital? (Redux)

Who was it who said that we tend to view what’s possible in the future through the lens of the past? 

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Have changes in modern marketing led to a soft skills revolution?

Are the demands of modern marketing creating a re-prioritisation in skills requirements?

Research conducted for Econsultancy’s new Skills of the Modern Marketer Report indicates that marketers are attributing more value than ever to so-called ‘softer skills’, alongside the more traditional vertical expertise that recruiters look for.

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Marketers doing more in-house: the trend no-one talks about?

Achieving the right balance between building in-house capability and outsourcing is one of the defining questions of modern marketing.

Research conducted for Econsultancy’s new Best Practice Guide to Insourcing and Outsourcing indicates that this is an ever-shifting dynamic.  

When combined with variations by sector and digital maturity, it means greater complexity for marketers and greater difficulty in establishing exactly what good looks like.

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Content Strategy

Is this the age of the content strategist?

Companies' content strategies are becoming ever more mature, according to research conducted for a new best practice guide. 

Econsultancy's new report into Digital Content Strategy highlights the growing importance of Content Strategy, not only as a capability within marketing organisations, but as an emerging discipline with its own associated specialist expertise.

So have we really reached the age of the Content Strategist? 

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What every digital leader needs to know about securing board buy-in

Are marketing and digital having a greater influence on coroprate strategy and its execution?

There can be little doubt that digital leaders within organisations are increasingly finding themselves charged with driving organisational transformation, growth and the development of capability, and are spending more time than ever working with the main boards of their businesses.

So what are the main barriers to securing the backing of senior staff for digital investment and initiatives, and what are the best practices for ensuring not only one-off approval but ongoing support from the C-Suite? 

The results of Econsultancy's new research into Securing Board Buy-in reveal both some key challenges but also some smart strategies for success.

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The agile innovation imperative: agile grows up

Just about every marketer in every company wants to be more agile and more innovative.

The accelerated rate of change in markets, technology development and associated consumer behaviours is challenging every business to reinvent how they originate, commercialise and scale ideas.

In reaction to the growing demand for insight into how organisations are responding to this challenge, Econsultancy has conducted research into how companies are deploying agile thinking, processes and techniques in the service of continuous innovation and the rapid development of new products and services.

The result, our new Digital Transformation: Agility and Innovation Best Practice Guide, sheds new light on what is perhaps nothing less than a watershed moment.  

It looks at how companies are beginning to more broadly adopt agile principles beyond real-time marketing and agile development processes within technology teams, and starting to transform the fundamental way in which they work.

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Digital marketing structures: the end of the digital beginning?

Research conducted for the new Econsultancy Best Practice Guide to Digital Marketing Organisation Structures and Resourcing reveals a new level of maturity in how companies are structuring their digital marketing capability.

Is this another indicator that we have reached the end of the digital beginning?

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Future Of Digital Marketing Malaysia

Eight highlights from the Future Of Digital Marketing Malaysia

For the first time in Asia, the great and the good of the Malaysian and APAC digital marketing community gathered in Kuala Lumpur recently for the inaugral Future Of Digital Marketing (FODM) Malaysia conference.

Attended by over 400 delegates, and organised in conjunction with the Association of Accredited Advertising Agents Malaysia and Multimedia Development Corp (MDeC), the event saw eight talks.

The talks echoed a key theme articulated by MDeC chief executive officer Datuk Badlisham Ghazali, that "the next wave of economic growth will come from the knowledge-based economy, with digital technology as a key driver of progress”.

Here are just some of the highlights from an excellent conference.

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The Progression of Agency Value: Developing a Model for Agency Maturity in a Digital World

Developing a model for agency maturity in a digital world

Digital technologies are having a transformational impact on the communications environment but whilst much analysis has been conducted into implications for client-side marketers, a relative paucity of research exists into how agencies are adapting their processes, offerings and capabilities.

Econsultancy's The Progression of Agency Value: Developing a Model for Agency Maturity in a Digital World report, conducted in partnership with Adobe, examines how agencies need to evolve across four key pillars of maturity: data, technology, skills and culture. 

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Will 2012 be 'T-Shaped'?

In new research conducted by Econsultancy, organisations identified a growing requirement for so-called 'T-shaped' people: staff who have a strong vertical digital skill, but are able to combine that with experience, understanding or empathy of other digital disciplines or traditional marketing practices.

Yet respondents to the research, conducted for the Digital Marketing: Organisational Structures and Resourcing Best Practice Guide, also noted that people with this type of experience are particularly hard to find.

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