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) 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.

Hiring a CMO: What to look out for


At Neon River, the CMO search is one we are often asked to undertake, and most often for internet or mobile companies. The role is so crucial because alongside product management and engineering, it forms the backbone of every consumer oriented technology business.

Marketing drives differentiation in consumer markets where products may be similar. If you think about markets like online retail or travel – two companies might sell an identical flight or product. Even more than that...

By Peter Franks, 30 August 2016, 0 comments. Categories: Best Practice.

What marketers should take away from this year’s Summer of Sport

(c) Patriz

As Team GB celebrate their record haul at the Rio Olympics, the 2016 ‘Summer of Sport’ that has seen global crowds gather for the Euros and Wimbledon approaches its final, Paralympic stage.

As spectators, it’s been a roller coaster of early knockouts and ‘Super Saturdays’, but as marketers, what can we learn from sport and its international audience?

When it comes to tournaments such as these, brands are presented with a unique opportunity to flex...

By Nick Fletcher, 25 August 2016, 0 comments. Categories: Best Practice, Mobile Marketing.

Why marketers are looking at digital transformation


Plan, execute, analyse and adjust.

For marketers these were the four distinct steps of their campaigns. Nowadays though, the market and customers are far more fickle and if you don’t move quickly it’s too late. There’s always a newer, cooler and more agile business that is ready to take your customers.

In response to this, marketers are looking to change their approach through digital transformation; taking a more evidence and data-driven approach to marketing...

By Mark Armstrong, 24 August 2016, 0 comments. Categories: Best Practice.

DMA launches new Responsible Marketing Committee

(c) Ammentorp Lund

The Direct Marketing Association (DMA) has launched a new Responsible Marketing Committee this week, dedicated to promoting a sustainable future for the industry.

The committee has was appointed to set out the association’s policies on the responsibilities of marketers and define what constitutes responsible behaviour. There are already a number of...

By Rachael Power, 23 August 2016, 0 comments. Categories: Best Practice.

Nuffield Health: The key to smart digital marketing lies at the core of your business

Digital transformation has had a profound impact on how brands approach marketing, granting them and their customers countless practical benefits in the process.

Despite the immensely beneficial outcomes of their work, few digital teams could honestly say they don’t have to deal with reluctant colleagues with each new project.

These colleagues often view digitalisation as something that is done to the business – involving projects that leave a mark on the company budget in return for delivering...

By Iain O' Neil, 22 August 2016, 0 comments. Categories: Best Practice.

Marketers: How to reach those left behind by the digital revolution

(c) Dinic

A distinct digital divide has been established within the nation. The day to day way in that people are using data and technology is changing, thanks to analysis revealed by Experian’s Digital Mosaic.

The reality is that 7.5 million of us are being left behind in the data revolution – a surprising statistic given we assume we’re all as switched on as one another – and something that won’t sit well with marketers.  

The growing digital dawdlers...

By Richard Jenkings, 19 August 2016, 0 comments. Categories: Best Practice, Data-driven marketing.

Why and how brands should integrate social impact into campaigns

(c) Debenport

A visit to this year’s Cannes Lions festival gave me a close up view of the amazing, creative advertising that brands are creating to inspire their audiences.

The annual festival sees hundreds of brands and thousands of creatives coming together to celebrate and discuss the current state of the advertising, marketing and media industry.

During my time at the...

By Nick Davies, 19 August 2016, 0 comments. Categories: Best Practice.

How this marketing firm recruits and invests in staff


Starting with a very small team 12 years ago was a challenge, but looking at how our team has grown not just in size, but in talent, skill and success, I couldn’t be more proud.

My business partner Rhian East and I are looked up to as leaders since the inception of WATERS in 2004. It’s a role we don’t take lightly. We believe in leading by example and are confident this approach has enabled us to build a determined and driven team. As leaders, we are constantly...

By Rachael Wheatley, 25 July 2016, 0 comments. Categories: Best Practice.

Why you should be protecting your brand online

In today’s online world, it’s no longer enough for an ambitious brand to just have an attractive shopfront on the high street and a recognisable logo.

While they are important, the growth of the internet means that the whole world is now your potential customer base, so it’s important to give extra thought to how you market your business online.

However, with the internet being such a crowded space, there are a number of things you need to consider to minimise the chance of your...

By Nick Wenban-Smith, 19 July 2016, 0 comments. Categories: Best Practice, Branding.