Marketers often ask me why they should want to get more intelligent if their current marketing channel is working? Unfortunately, if they continue to focus on the here and now, instead of looking to the future, they will be heading for trouble.

The rule, “if it ain’t broke, don’t fix it” doesn’t work for marketers, even if they want it to.

With the huge take-up of broadband and more and more people getting online, markets are reaching saturation point. 

If you are competing marketing pound vs. marketing pound against your competitors, without being intelligent about your activity and spend, your costs for each acquisition are going to rise. PPC is a great example of this.

Don’t be mistaken - your competitors will be getting better at taking customers from you, even if you aren’t.

Rather than focusing on individual marketing channels to bring new customers to you, we recommend that organisations focus on the customer. 

Analysis and usability tests of your website visitors will identify which marketing channels have the best response at different stages during their life cycle. This will enable you to develop an altogether more sophistated approach to your marketing without throwing good money after bad.

Bertie Stevenson is the head of new business at