Marketing in 2020

I’ll skip the joke about 2020 vision and get right down to a few trends you should be looking out for this year and capitalising on to make your marketing strategy a success this year. Automation It is critical now to have an integrated marketing stack and to automate your processes, channels and data. This…

Marketing Matters: Culture

Marketing the culture of your brand can often mean many things. It isn’t limited to just your office culture, it goes beyond the company and the culture of the world that we live in. It could refer to what’s trending on a particular day.

5 ways to Maximise Conversion

Conversion funnels are a bit like a game of snakes and ladders. You can get so far along the journey and then, if you land in the wrong place, you can drop all the way out and have to start again, or more likely give up altogether. With that in mind let’s consider the 5…

5 rules of Effective Personalisation

Personalisation is a real hot topic right now and rightly so. In today’s data rich world the ability to personalise to customers and, even more broadly, to consumers, is widely available. But do we do this effectively and should we do it at all? Surely we should? Well yes and no. Personalisation used to be…

The Influencer Pyramid

What would you say your average daily time spent on social media is? According to 2019 stats we spend an average of …

5 rules to writing amazing content

Content marketing remains central to any successful strategy and so below are 5 tips to help you optimise your content strategy. 1. Plan, plan and plan Good content resonates with the reader. For your content to fall into this category you need to know who your reader is, where they are and what they like…

The SEO Triangle

Ranking factors have always broken down into three areas and understanding each of these is vital to SEO success. That’s why I created the SEO Triangle to help you understand where to focus your efforts for the best possible rewards. The SEO Triangle Content Content is central to any marketing strategy now. Creating truly relevant,…

Branding in the Digital Age

What happens when branding meets digital? Well like most great ideas, they all start on paper. If your brand guidelines are print led, you may find it challenging converting them to fit your digital strategy due to the restrictions. So what is a possible solution?

Digital Marketing Trends 2019

So what’s new in the digital marketing world? Well, in this ever-changing industry it is expected that new trends emerge regularly. Change is expected really, I mean we are dealing with humans so behaviours, views, and moods which are never static. Here a 5 digital marketing trends that show no signs of slowing down any time soon.

Digital 101: The Digital Ecosystem

In the second edition of my book, Digital Marketing Strategy, I added a chapter on the Digital Ecosystem. It’s a vital part of any marketing strategy to understand and one that many of us don’t have a full grip on yet so I wanted to talk a little about this briefly to cover off what…

Defining Thought Leadership

Thought Leadership. You can’t move for thought leaders these days. Every company publishes thought leadership. Everyone after they gather a few hundred followers or have been working in their field for a few years seems to be a self proclaimed thought leader. But are they really? The short answer is no but let me explain….

Marketing Matters: Psychology

Psychology is a fascinating field and by no means one I would claim to be an expert in. I am however a firm believer that every marketeer, no matter what field they are in, should have a grounding in psychology. Some appreciation is helpful and there are many good books and courses to give you…

Ethics in Marketing

Ethics are important. A revolutionary statement I know. But really. They are really quite important now however you look at it. I have always tried to do the right things and think about the consumer first in my marketing efforts. There have been many times when I know I could have gained more sales or…

What will 5G mean for Marketing?

5G, the fifth-generation mobile network, is coming soon. There is a lot of hype about it but what will it mean for consumers and marketeers? First-generation networks arrived in the 1980s when even I was young. They served their purpose of enabling people to talk whilst on the move – no mean feat – but…

JOMO vs FOMO

I spoke last week at a marketing conference on the subjects of content and personalization. During the discussion I mentioned one of the important trends marketers need to be aware of today which is the surge in JOMO – The Joy of Missing Out. Consumers are increasingly looking to take a digital detox. Being surrounded…

The second edition of Digital Marketing Strategy launches

Whether you’re a marketing student or a marketer alike, learning never stops when it comes to this industry, so it doesn’t hurt to be actively reading new industry related content to keep your knowledge fresh, in this digital marketing environment that we are living in, or about to enter.

Be authentic, I beg you

I’m sat here preparing a presentation for an upcoming speaking engagement on authenticity. I decided on this controversial topic after spending many years witnessing businesses who broadcast loudly about their values and goals but don’t actually follow through on them. You know the ones – we are client centric, we are digital first etc. But…

Digital is nothing without a strategy

Digital is a complex area but one that you can master quickly if you understand the strategic considerations that play a part in a great digital experience. I write and speak about this regularly and consult to or train businesses on it globally. My book, Digital Marketing Strategy is a worldwide best seller and my…

Strategy isn’t a dirty word

I think most of us would agree that we need a strategy. If we’re going to take our businesses forward then we need an end goal and a path otherwise how do you know which direction is forward. Something I see far too often however is people shying away from developing strategies due to a…

Guide to Digital Transformation

Digital transformation is a term that is everywhere right now. In fact even outside of digital many businesses are looking to ‘transform’. What does it actually mean? How do you get started? What are the key areas of focus? And, perhaps most importantly, how do you know if it’s working? This blog is aimed to…

Marketing Matters: Branding

In the latest in my Marketing Matters series I wanted to talk about branding and how we apply it to digital in a consistent way. I want to start with a little moan if you don’t mind. Having built several brands from the ground up and rebranded many global organisations, one of my biggest frustrations…