Blog

An introduction to customer research (a 3,000-word guide)

Whether you work in marketing, sales, product or even finance, getting out to speak with your customers is invaluable.

Regardless of if you work in a multinational FMCG company, the financial sector, a not-for-profit or a start-up, the customer is the most important stakeholder in every decision your business makes, so talking to a few of them seems like a pretty smart idea.

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Five companies using robots and AI to make a difference

We’re constantly hearing about the downsides of artificial intelligence. 

According to PwC, 30% of UK jobs are potentially under threat from breakthroughs in AI, while 38% of US jobs have a ‘high risk’ of being entirely wiped out by 2030.

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Are marketers underestimating the fraud threat to influencer marketing?

Ad fraud is a multi-billion dollar a year problem and according to one estimate, by 2025, the digital ad market could be the second largest revenue source for organized crime behind drug trafficking.

Ad fraud comes in numerous forms. There's click fraud, for example, which for years has been a thorn in the side of marketers using pay-per-click advertising channels.

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automation graph

B2B marketing automation software is underused and symptomatic of the industry

Marketing automation correlates with marketing success in B2B, but too few companies are getting the most from their chosen software.

This is symptomatic of B2B marketing right now, with lots of great tech available but not enough skills to make the most of it.

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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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eprivacy

Focus on GDPR, but ignore e-Privacy at your peril

With so much noise surrounding the General Data Protection Regulation (GDPR), the equally impactful e-Privacy regulation seems to have been forgotten about.

It might only be a draft regulation at the moment, but it is due to be enacted in May 2018. So, what is this regulation and why do marketers need to pay careful heed to its contents? 

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data

How to get the most out of audience data in programmatic

One of the great advantages of programmatic is access to audience data.

On top of the first-party data a business might hold, there is an enormous supply of third-party data that can be added to enhance targeting. Despite this, a CIM report this year found that 50% of all marketing is deemed ‘irrelevant’ by the audience it reaches.

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New Look sees profits fall: What can turn it around?

UK fashion chain New Look has seen another fall in profits, announcing a 4.4% drop in sales during the first quarter of 2017. 

With the recent news that UK retailers have witnessed a general slowdown in spending growth – New Look’s bad fortune could be put down to wider factors like high inflation or dwindling consumer confidence. 

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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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empathy

Personalization is nothing without creative empathy

Marketers have the newest technologies at our fingertips that allow us to create and personalize experiences that are truly centered around individuals – a mix of data, artificial intelligence and machine learning capabilities are constantly expanding the experience possibilities.

But here’s what we need to be increasingly careful about: This new technology enables a level of automated marketing that puts brands at risk of appearing unthoughtful.

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charlotte bunyan

A day in the life of... head of strategy at an integrated agency

Charlotte Bunyan is Head of Strategy at integrated agency Collider. What does she do with her day? We're about to find out.

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joy

The most joyful digital news stories from the last week

It's that time of the week, when I rush off a roundup of joyous digital stories, before punching my card and strolling off into Soho.

This week is a cracker, and it starts with something to soothe you..

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