Southern Rail UK Breathes Life Back into Social Media

Topics of conversation have become depressingly heavy across most social media channels. What with Brexit, Trumpmania, Climate Change and a general sense of dystopia pervading Twitter and Facebook, not even the #inspiration hashtag of Instagram can compete. Years ago, when I worked on digital and promotional strategy for McDonald’s, we’d constantly return to...

Marketing Dividends – Is it Time to Re-evaluate Digital?

The promise of digital targeting has had marketers salivating for years. We would be able to identify, reach, engage and convert consumers one-to-one at scale thanks to technology. Better yet, with mobile devices, we could bring an offer to a consumer who was physically close to our retail outlet thanks to big data, mapping and location services. Accordingly,...

Digital rule #1: Don’t host where you register

One of the challenges of digital strategy is that you are – in most instances – wedded to a history of previous technology decisions. So while you may come in to an organisation to overhaul the strategy, you might find yourself constrained by some bad search engine optimisation, platform and publishing choices or hosting restrictions. Generally...

Interaction: GroupM’s Take on Digital

I am always interested to see how different lenses on the same subject reveal insights. For example, B2B marketers have a particular skew when it comes to digital and social media – it is hard edged, data driven and technology enabled. This is particularly true for large scale tech companies – but is an approach that has been resonating across...

Sleeping Giants Take on Fake News and Brands – Is Your Brand Ready?

We have all heard about the vast network of fake news sites that spread disinformation during the recent US Presidential Campaign. These sites use the same clickbait strategies that propelled sites like Upworthy to the top of the digital media scrapheap – inflammatory headlines, sensationalist stories and catchy hooks that tempt you to click just once...

The best marketing investment you’ll make all year

In conversation after conversation with marketing directors and CMOs I keep reaching the same conclusion: our efforts at skill building are woefully inadequate to keep up with the pace of customer change. There are two factors at play here: Senior marketers remain risk averse so pursue conservative strategies Junior marketers willing to work with and adapt new...