Over the last few years, digital transformation has been one of the hottest topics at just about every business conference and event. It’s a subject which keeps the CEO awake at night yet is not always clearly defined or understood. While I think the term can be somewhat divisive, it is good that it exists …

Online communities have become a strategic digital asset for many companies, but marketing leaders still lack meaningful metrics to report success. According to Leader Network’s latest research study, “The Business Impact of Online Communities,” 92 percent of marketing and community leaders say that their online community has an impact on the organization. That’s the good …

As wave after wave of new digital technologies crash down on society, changing the behaviours and expectations of consumers and creating new opportunities to engage audiences, many charities are struggling to keep up. A lack of resources, legacy IT systems, densely layered organisational structures and internal cultures that are traditionally resistant to change are some …

Econsultancy founder Ashley Friedlein recently made a bold prediction for the marketing industry’s year ahead: “The guiding star in 2017 will be focus”. An outside observer might reasonably wonder why a simple – even obvious – idea like focus merits so much attention. But if you’ve been paying attention to the state of the marketing …

Amazon Echo, Google Home, Siri, Nest, Hive, Canary, and a myriad of great – and not so great – ideas on crowdfunding websites; they’re all coming to you and want to control you and your home. At the moment, the range of Smart Personal technology is roughly arranged like Maslow’s Hierarchy of Needs: Technology offering …

For a while now, we’ve been hearing how important it is to be customer-centred, particularly for large corporates. Cliché terms such as ” the customer is king” and “customer experience is the new brand image” come to mind, as well as other concepts such as how “it costs six times the effort to acquire a …

Any company that wants to raise their sales online will investigate Pay-Per-Click (PPC) advertising. It’s a complicated field, so they often turn to PPC management companies to handle the specifics. But how do you know if you’re getting a good deal or not? You need to find a company that does two things: Has current …

Your organization (or client, if you’re inside an agency) is about to embark on the process of designing a new product, feature or service, and you have a mandate to come up with a great design solution.  A design ideation workshop is a great way to generate lots of ideas early in the process, bring …

While it is too early to say exactly what Brexit truly means for the British economy, retailers are already beginning to worry about the rising costs of importing and exporting and preparing for tighter margins. In these times of uncertainty, the value of consumer loyalty cannot be overstated. For one, loyal customers provide brands with …

I believe in the importance of leveraging social data to impact your organisation’s marketing efforts. In order to prove to other C-levels just how useful social data can be, a chief marketing officer (CMO) needs to be data-driven, regularly gathering data from social platforms and converting it into actionable insights. The next generation of social …