mCommerce - the digital trend that retailers cannot afford to ignore with over 25% of the world’s population (1.6 billion) using their mobile devices to make purchases. It’s certainly not replacing ecommerce, but a larger proportion of online sales are now coming from mobile devices with recent trends show that online shopping via a desktop and laptop has decreased by 15% in 2018, compared to smartphone transactions, which have doubled.

Mobile commerce is an advancement of ecommerce but through...

Procter & Gamble revealed recently that it is setting up a dedicated agency to service its brands Ariel, Gain, and Tide. Impressively, the new shop will comprise teams from Publicis, WPP and Omnicom working together as one single agency.

The move is seen as an attempt to make good on Pritchard’s demands...

A blog is technically a base for customers to read all about their favourite companies and their news, while also grasping a better understanding of what they do and what they’re all about. The majority of the time, a business blog creates great content and therefore brings in more traffic. Here are eight reasons on why a business blog is a great idea.

It will earn you backlinks

A company blog fuels SEO and if you want to rank well in Google, Yahoo, Bing and other search engines, then it is vital to...

Facebook doesn’t have a lot of friends right now. Fresh revelations are coming to light over the Cambridge Analytica scandal and it was reported that the data of 87 million users were improperly shared with the political consultancy firm.

I’ve argued elsewhere that we shouldn’t...

“There is nothing new under the sun”, the famous saying goes. It actually comes from the book of Ecclesiastes in the Old Testament – written well over two thousand years ago!

The fact that it has resonated down the centuries, and (ironically perhaps) feels as fresh today as it ever did, surely points to the fact that for all the abundance of possibilities in life, we actually experience much the same things as each other, just in different formats or settings.

In the communications...

There are two types of businesses in the world when it comes to social — an organisation that does it because it feels it ‘has to’ to keep pace, and the ‘socially mature’ business that does it because it truly understands social media engagement, and its value on the bottom line. Social media is now the cornerstone of modern marketing strategies, regardless of the organisation's size, age, market position or revenue.

A business that is able to properly use social and all it...

Data has redefined the marketing game in the last decade. Before, marketers would pump content out to their chosen medium and judge its success based on any increase in sales. Now, they sit on top of a pile of data that can tell them exactly how their campaigns are performing.

But is this ocean of data putting the focus of modern marketing too heavily on analysis, measurement and insight at the cost of creativity?

This seems to be a common view, according to a survey of 250 marketing decision-makers, with 72%...

The word ‘innovation’ must rank fairly highly on a list of the most used and abused buzzwords in digital marketing today. Every organisation thinks that they’re innovative in some form or other – but are they going about it the right way?

San Francisco-based Optimizely believes not. According to Global Head of Strategy Hazjier Pourkhalkhali – who would like to believe his company is ‘the biggest digital laboratory in the world’ – three quarters of all...

If you’re a leader in business, you’re probably not enamoured by social media. Sure, you’ve got accounts on LinkedIn and Twitter that an assistant or a member of your marketing team maintains, but you’re not too active there personally. You don’t have many followers, but you don’t mind; you have bigger things to worry about than who’s reading your tweets.

Too many leaders shy away from social because they see it as “kid stuff” or a time suck that has no place...

Just weeks ago, Unilever, one of the biggest advertising spenders in the world, threatened to pull ads from digital and social platforms if they fail to eradicate content which “creates division in society and promotes anger and hate.” Considering that Unilever spent over $9 billion (£6.4) billion on advertising in 2017 and recently stated its intention to increase this spend by £220 million in 2018 (