Why you shouldn't be scared of marketing procurement


In the past month inflation in the UK has risen to 1% and this number is now expected to grow, meaning that over time your marketing budget is likely to get squeezed.

This gloomy outlook was echoed recently by Sir Martin Sorrell at WPP. He warned that the advertising market in the UK is softening, suggesting this is one of the first signs of Brexit anxiety taking hold of the economy.

Future proofing your marketing budget becomes vitally important and enlisting early help with marketing...

By Milan Panchmatia, 16 November 2016, 0 comments. Categories: Best Practice.

What brands should learn from the US presidential election

However you feel about America's election results today, one thing is for sure: the instrumental role PR and marketing had to play in Trump's rise to victory, as outlined by Marketing Week.

The outspoken 'political outsider' businessman and his team would have been no stranger to either of these areas, having spent years in enterprise and as a celebrity before the US presidential election. Controversy as a tactic, if indeed it was one,...

By Rachael Power, 09 November 2016, 0 comments. Categories: Best Practice.

Visual marketing: What should we be focusing on in the age of digital empowerment?

On Facebook, Instagram, Pinterest, WhatsApp and Snapchat alone, more than 22,000 images are uploaded per second by consumers the world over.

But few brands are making the most of the visuals relevant to their products, even though this benefits everything from brand trust to engagement and revenue.

The age of digital empowerment has brought about huge changes in consumer behaviour and consumer-generated photos are just one element of this.

But we know marketers can succeed and thrive if they adapt to these...

By Jose DeCabo, 01 November 2016, 0 comments. Categories: Best Practice.

#DMWF insights: How marketers can be more innovative


Innovation within marketing isn’t just done ‘from the top’. While it can be difficult to secure yourself time, resources and budget to be innovative with, there are steps you can take to jump on the right path.

This was the message being put out by vice president, solutions, of digital innovation agency Icreon Tech at day one of the Digital Marketing World Conference (#DMWF) in New York this week.

Steven Lamensdorf spoke to MarketingTech about his talk on...

By Rachael Power, 19 October 2016, 0 comments. Categories: Best Practice.

Stop sending us irrelevant marketing messages, say consumers


Brands are not making the best use of technology to engage with their customers according to a new study of more than 1,100 consumers across the UK.

Despite access to more physical and digital marketing channels and a greater amount of data than ever before, businesses continue to send communications that their customers deem irrelevant.

Today’s time-poor, marketing-savvy consumers find this unnecessary, irritating and frustrating.

With 59% of Britons in the survey discarding...

By Kieran Kilmartin, 19 October 2016, 0 comments. Categories: Best Practice.

Why subscription marketers need to embrace the prospect theory


Conversion rate optimisation (CRO) was originally defined as the art and science of increasing your website’s propensity to turn visitors into customers.

However, the expansion of the subscription model into our daily lives has now stretched that definition to include customer retention and reduction of churn rate.

So many of us use pay monthly or yearly subscriptions to services such as Netflix and Amazon Prime. Boy, do I love Amazon Prime.

But you can also have subscriptions to...

By Ivan Imhoff, 19 October 2016, 0 comments. Categories: Best Practice.

Over half of UK marketers anxious about pace of digital transformation


Digital transformation. Those two little words are fast becoming a buzzphrase that perhaps may yet find its way among the 'synergy' and 'millennial' blacklistings; but you can't deny that it'sa very real phenomenon.

As more and more companies move to digitise the way things work (there are still many firms yet to go paperless) marketers are feeling the brunt of the accelerated pace 

This is highlighted by a nwe study carried out by Adobe, the Digital Roadblock. Over 450...

By Rachael Power, 18 October 2016, 0 comments. Categories: Best Practice.

Lessons from a marketing startup: What we've learned

(c)iStock.com/Rawpixel Ltd

Starting your own business is hard. No amount of prior experience, training or optimism can prepare you for the realities of self-employment, especially in a field as dynamic as digital marketing.

Looking back, however, on how far 11:FiftyNine has come in such a short space of time, we couldn’t be happier with how the agency has developed; through perseverance, patience and a dogged desire to succeed, we successfully overcame the challenges associated with establishing a...

By Saul Johnstone & Jordan Phillips, 11 October 2016, 0 comments. Categories: Best Practice.

Could your marketing strategy affect your overseas expansion?

Expanding into a new market can be a difficult endeavour for any company, regardless of their size, market share or level of brand recognition.

While expansion will include low risk efforts around product selection and leveraging existing distribution systems, there are much larger risks involved with strategic decisions such as how to approach brand activation across digital channels or defining what channels can be locally-driven vs centrally controlled.

Companies can overextend themselves or underestimate...

By Clint Poole, 07 October 2016, 0 comments. Categories: Best Practice.

Back to basics: What are chatbots and why do you need one?


Do you remember when it was enough for messaging apps to simply carry messages back and forth? That wasn’t actually too long ago, but these days, the programs used by billions across the world are quite literally developing minds of their own.  

With the rise of artificial intelligence has come a new dimension to online messaging services:...

By Graeme Parton, 06 October 2016, 0 comments. Categories: Automation, Best Practice.

How to avoid brand fatigue and stay relevant


The relationship between your brand and the customer is susceptible to change. Loyalty is short lived and customers are easily distracted. Unless you keep up with the market’s ever-changing needs and habits, something better will come along and your brand will, inevitably, get dumped.

Where once your brand inspired fond feelings and thrilled its customers, brand fatigue evokes the opposite. It doesn’t happen overnight, but if left unchecked it can damage your business beyond...

By Guy White, 03 October 2016, 0 comments. Categories: Best Practice, Branding, Case Studies.

Enabling creativity: Collaboration technology at its finest


In the UK the creative industries contribute £84.1 billion to the economy. To put that into perspective, they are growing almost twice as quickly as the rest of the economy. With this exponential growth there is an increased focus on productivity and efficiency — particularly as deadlines become tighter and budgets more constrained.

Time wasting in any industry can be a death knell for bottom lines, but...

By Jan Willem Brands, 03 October 2016, 0 comments. Categories: Best Practice, Publishing.

Marketers need to learn to code today – before the rest of the market catches up


Should marketers learn to code? That is a question that seems to be brought up almost every year by thought leaders. The general consensus is usually a hearty “well it depends.” Which is a nice way of saying you maybe should have some code knowledge but it is not essential. Although as the world and the marketing industry becomes more technical we may have a more concrete answer soon. Or not.

Gaining experience with very basic code languages such as HTML and CSS has been recommended for marketers for at least

By Ryan McCready, 28 September 2016, 1 comment. Categories: Best Practice, Data-driven marketing.

Are you in need of corrective marketing?


Have you ever considered this question? I ask it all the time.

Successful marketers have always been marketing and selling via an omnichannel stream, and integrated marketing is mostly self-corrective.

Corrective marketing involves using a holistic program that not only determines the problem areas but also offers a solution, a correction.

The advent and need for corrective marketing

Marketing programs are like a long-range space probe; it may take years to reach its destination...

By Thaddeus Kubis, 26 September 2016, 1 comment. Categories: Best Practice.

How to get more marketing tech budget from your MD


Whilst we’re seeing more and more autonomy being passed to savvy marketing departments, there are still important conversations to be had with the board, at least annually, about budgets.

And these budgets are likely to come into even sharper focus as we look ahead to the next two years. When 2015 drew to a close, statistics showed marketing spend had increased from 10 to 11% of...

By Adam Oldfield, 19 September 2016, 0 comments. Categories: Best Practice.

What makes a good first-time CMO?


When a company hires its first chief marketing officer (CMO), it’s often a new experience for everyone involved.

The chief marketing officer is the heartbeat of most consumer oriented businesses, and for the marketing professional, achieving this role often represents the pinnacle of the function. Once this level is attained, only general management roles offer more influence or breadth.

At our executive search firm, Neon River, we are often asked to hire CMOs for our...

By Peter Franks, 16 September 2016, 1 comment. Categories: Best Practice.

Marketing for financial services: How to succeed

(c)iStock.com/Milan Stojanovic

Recent DMA & Future Foundation research revealed that when it comes to dealing with finances, customers are still staying put. But with 62% of consumers remaining with their bank simply because they have no issues, financial service providers (FSPs) should beware of mistaking inertia for loyalty.

This DMA Customer Engagement report culminated on 6 September in an event at London’s...

By Tomas Salfischberger, 12 September 2016, 0 comments. Categories: Best Practice.

The deep-rooted problem of online fraud for marketers


Targeted fraud that hijacks trusted brands has been a long-time challenge for financial services companies. More recently, fraudsters have been focusing their efforts on new industries such as software as a service (SaaS) vendors or companies with cloud-based offerings, telecoms, retail and internet brands.

In the last couple of years, there has been a 400% increase on phishing attacks in non-financial industries. In the UK alone, phishing attacks increased by 21% in 2015, with an...

By Rachael Power, 06 September 2016, 0 comments. Categories: Best Practice.

Why you should start Christmas email marketing prep now

Others may be making the most of the last rays of summer, but for marketers the festive season is already in full swing.

Months of pre-planning go into the emails that hit inboxes come December - and with overall email volume increasing by 25% during the festive season, it’s clear that marketers have to work harder than ever to engage customers.

So what can brands do to break through this year’s explosion of Christmas inbox clutter?

Creative Christmas content

Today’s competition is fierce,...

By Jill Brittlebank, 05 September 2016, 0 comments. Categories: Best Practice, Email marketing.