We’ll also share opinion pieces and the occasional reality check when the industry starts taking itself a little too seriously.
Whether you’re a marketer, business owner, creative, or simply someone trying to make sense of an ever-changing landscape, this blog is here to offer useful insights without the usual jargon overload.
In short: smart marketing, thoughtfully overthought!
Every new tool, channel, and dashboard needs someone to look after it. Marketing has developed an accumulation problem. We started with advertising, PR, direct mail and events. Then came websites. Search. Social media. Email marketing. CRM. Automation. Analytics. Content marketing. Video. Podcasts. Personalisation. Attribution. AI. Each new arrival promised to make marketing easier. Individually, many…
Because your customer is a human being, not a conversion event with a LinkedIn account. Marketing has become extraordinarily sophisticated. We have artificial intelligence, automation, predictive analytics, customer data platforms, attribution modelling, behavioural tracking, personalisation engines and dashboards capable of telling us precisely how far someone scrolled before deciding they’d had quite enough of us.…
Marketing has developed a slight technology problem. Not in the sense that technology is bad. Quite the opposite. Technology has given marketers extraordinary capabilities. We can understand audiences, automate communications, personalise experiences, analyse behaviour and distribute an idea to millions of people before someone in finance has finished asking whether the logo could be slightly…
You can buy somebody’s attention. Getting them to believe you is rather more complicated. Attention has become expensive. Businesses are competing with competitors, influencers, news, podcasts, streaming services, social media, AI-generated content and a surprisingly determined supply of videos involving people reorganising their kitchens. Everyone wants a few seconds of your customer’s time. And increasingly,…
No one wakes up wishing to be the target of a marketing sequence. Businesses want to sell things. That makes sense. After all, selling is one of the most reliable ways to stay in business. Problems start when every piece of content from a business tries to sell something. Every LinkedIn post turns into a…
A mildly radical suggestion in an industry that can turn sending an email into a six-platform workflow. Marketing has become complicated. Not necessarily because marketing itself has become more complicated, but because we’ve spent the last twenty years enthusiastically adding things to it. More channels. More platforms. More data. More dashboards. More specialists. More automation.…