Posts in Strategy & Operations

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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The essential first step toward digital transformation

Many people wonder where they should start with a digital transformation programme. The most obvious place, since we are talking about 'digital' transformation, is technology.

Starting transformation with technology may include doing things like revamping the website, building an app, or even purchasing a marketing cloud to show that your company is, indeed, on its way to becoming digitally transformed.

Doing so, however, may be a big mistake.

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snark emoji

It's too easy to be snarky about digital marketing, but marketers must do better

Has the backlash against adtech and a long-running fascination with agency culture morphed into a general snarky attitude towards digital marketing and advertising as a whole?

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agency

What’s next for the agency model?

A Google search for “death of the agency model” populates more than four million results.

Many people believe advertising and marketing agencies are on their way to becoming relics of the past, doomed to the same fate that befell travel agencies after massive adoption of self-service booking sites.

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Light at the end of the tunnel

Digital transformation: It's not a destination

Here we are, in the second half of 2017 and 'digital transformation', as an industry term and practice, is mainstream.

Virtually, all digital agencies and consultancies are offering services and solutions, of various flavours, under this digital transformation umbrella. Most now recognise that it's much more than just a technological and business transformation; it also encompasses many human aspects including mindset, behaviours, beliefs and culture.

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Forget fake reviews: now you can buy fake customers

Move over fake Likes, fake reviews, fake comments and undisclosed sponsored posts. Now, thanks to new services, businesses can skip marketing altogether and buy warm bodies.

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Lessons in brand building from Deliciously Ella

There aren’t many people that have created an entire business on the back of a blog, but Ella Mills (aka Deliciously Ella) has done just that.

With four books, three London-based delis, and a range of food products – Deliciously Ella is now a fully-fledged brand in its own right.

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culture

10 companies with a digital culture

Way back in early 2016, in his predictions for the year to come, Econsultancy founder Ashley Friedlein attempted to define digital transformation.

This was his attempt: "The journey towards being a digital organisation where “digital” means two things: firstly, focusing on the customer experience irrespective of channel, and secondly, having a digital culture."

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