Posts in Strategy & Operations

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The National Trust on its digital roadmap (and moving from Waterfall to Agile)

When the National Trust launched its new website at the end of 2015, the minimum viable product (MVP) attracted some criticism from users.

But go-live for the new site was only the beginning of the journey for the National Trust – since then, monthly releases have been pretty much standard.

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Marketers have more data than ever, so why aren’t they better at experimentation?

The philosopher of science Paul Feyerabend famously wrote that “the only principle that does not inhibit progress is: anything goes.”

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10 remarkable digital marketing stats we’ve seen this week

There’s lots to enjoy in this week’s stats roundup.

We’ve got news about personalisation, data partnerships, and predictive tech. And if that’s not plenty enough, you can also always head on over to the Internet Statistics Compendium for lots more.

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The FTC begins cracking down on influencers who violate its rules

It has been coming for years. Concerned about advertisements that aren't always distinguishable as advertisements, the US Federal Trade Commission (FTC) has been warning brands and the publishers and influencers they work with that they need to adhere to guidelines designed to ensure that consumers know the score.

Now, following another friendly reminder to influencers and brands in April, the FTC is ramping up its enforcement efforts.

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Inbound Marketing and ABM - friends or foes?

Inbound marketing vs. Account-based marketing: Diverging or aligning strategies?

Today, most companies have some sort of inbound marketing strategy. Certainly more than have a formal account based marketing (ABM) strategy.

But is it an either or situation?

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Save the recruitment fees: Focus on process & culture, not more resources

If there’s one common complaint across clients, large and not-so-large, with whom we have worked over the past six years, it’s been around ‘talent’.

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Programmatic in 2017: An interview with Getintent’s George Levin

Programmatic advertising continues to grow rapidly, but despite a lot being written about it and a range of conferences dedicated specifically to the topic, it would seem that marketers still need to educate themselves on what programmatic is, how it can be deployed strategically and how best to manage it.

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Why marketers need to consider the difference between training and education

Econsultancy has just published a new report titled How Marketers Learn. The research sought to identify how marketers are approaching their professional development and whether they are getting the necessary support from their employers.

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SEO David vs. Goliath: How travel sector minnows can overcome their big brand competitors

The travel industry fascinates me; not just because like everyone else I love a good holiday and some time in the sun, but it’s also one of the most competitive industries when it comes to the SERPs.

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Force Friday

Star Wars uses AR experiential campaign to drive people in-store

In mid-December, the latest Star Wars movie, Star Wars: The Last Jedi, will make its theatrical debut.

The stakes are high for Disney, which purchased Star Wars creator Lucasfilm for more than $4bn in 2012. The movie industry, like so many others, is changing (or being disrupted if you prefer) and blockbuster hits are increasingly important to studios, even one as blessed as Disney with strong franchises.

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Five steps to successful B2B influencer marketing

Influencer marketing is hardly something new.

From Mark Twain’s name and image being featured on two different brands of cigars in the nineteenth century to Kellogg’s partnering with Michael Jordan throughout the nineties, we’ve all got examples in mind of brands using celebrities to promote their products.

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Is WPP the canary in the coal mine for the global ad business?

On Wednesday, the world's largest ad agency holding company, WPP, spooked investors by warning about a slowdown that it projects will result in dismal sales growth of 1% or less.

Shares of the firm plummeted the most in a single day since 2000 and are now down by more than 20% this year.

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