Last week, I wrote a piece about how poor digital marketing practice is damaging our industry. At the heart of this is not just how brands are failing to build meaningful relationships with their audiences, but the fact that they're often actively disengaging them. Like many areas of marketing practice, addressing the basics is not rocket science, but it does take work. Putting yourself in your customer’s shoes will help ensure they’re truly engaged [...]
Call me King Canute if you like, but I think the digital tide may be turning. There’s definitely a groundswell of considered opinion that marketing’s pre-occupation with their shiny new toy might have been a little over-enthusiastic and maybe we should all sit down and have a bit of a think. Back in 2014, advertising legend Sir John Hegarty grabbed the headlines by saying “the new digital messiahs are like the Taliban – if you [...]
Over the last few weeks, I’ve been lucky enough to attend several incredibly interesting and diverse events - from a Marketing Society talk by Andrew Cracknell (one of the original, English, Mad Men), through to an event that showcased the very latest in marketing innovations from around the world (the ‘Seek’ event, hosted by Essence Digital). And what struck me most was this; advertising may well have turned into a ‘brave new world’ of digitised, [...]