Recent marketing articles

Everybody wants to join the digital party

Everybody wants to join the digital party – even the management consultants: digital agencies beware! The borders are blurring between management consultants and the marketing world are beginning to blur. Previously the big “firms”, focussed on dealing with the CEO and the board only, producing the perfect strategy slide deck, but leaving the grubby work of implementation to others.

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Martech… whats it like to be in the eye of the storm

Martech is the blending of marketing and technology that is exploding across the marketing world, across adland, across PR – basically every discipline associated with the getting and keeping of customers. All of us dealing in digital marketing are dealing with martech, since digital by its very nature is technologically-based. Scott Brinker’s Marketing Technology Landscape supergraphic shows the rate at which the marketing technology industry (martech) is expanding.

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Apple tropes and movies

The launch of Danny Boyle’s new movie about Steve Jobs, with Michael Fassbender has resulted in another round of articles about Jobs – somehow perfectly timed with a new Apple product launch! The first bug discussion point was the old trop about the degree to which Apple’s success was rooted in Jobs as a ‘brand’. The concept of Apple’s success was definitively rooted in using Steve Jobs as a ‘brand’.

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What do the UK’s Top 100 Marketer’s think?

I was delighted to be selected as one of Marketing Week’s Vision 100: the ‘brightest, best, most visionary UK Marketers’ as chosen by the magazine last May. To be selected from such a wealth of talent, and included alongside luminaries from Burberry, Guardian, Adidas, HSBC, Manchester United, Samsung, Diageo, Virgin, Marks & Spencer, as well as fellow airline folks in British Airways and EasyJet was amazing.

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The marketer of tomorrow is the data geek of today

Marketing as science, not art: the marketer of tomorrow is the data geek of today. We all know that we are increasingly living in an all-digital world. The last year or two has been a big turning point. Consumers now spend more time on devices than in front of TV. Rating in the US have suffered sharp declines, with some channels down 18 per cent in the fourth quarter, and in the UK, TV viewing decreased by 4.7%.

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The phrase ‘that might work in practice, but does it work in theory?’ is invariably attributed to economists. Unfortunately, the theoretical aspect is also what