Marketers: What digital investments you need to make next year


Tech giants such as Uber have expanded their offering with the launch of UberEats, and some famously online-only brands have made a U-turn and set up physical stores, take Amazon opening bookstores for example.

The business transformations these brands have undergone this year should make marketers question what is right for their own company’s strategy. Should they be experimenting with new technologies?

Are there new markets that they should be considering? Many may even be...

By Stephen Morgan, 16 December 2016, 0 comments. Categories: Best Practice.

Why publishing brands need to transform to survive

Not so long ago, we witnessed the demise of a new, print-only national newspaper, The New Day. It struggled to attract the readership levels that it required to make it financially sustainable and subsequently had a short-lived lifespan of only nine weeks.

There’s no doubt that we are living in the age whereby maintaining revenues from printed media is no easy feat, so the question here is whether it was misguided to attempt to launch a print newspaper at a time when almost everything is...

By Stephen Morgan, 04 July 2016, 0 comments. Categories: Publishing.

How millennial CMOs are the key to driving business change


Not so long ago, Gartner predicted that by 2017, CMOs will spend more on IT than CIOs have ever done. Whilst vice president Jennifer Beck, made it clear that this does not mean the CMO will take over the CIO’s role, it does mean that those in control of marketing will become more data driven and will inevitably grow more technically minded. With this in mind, CEOs will come to support the CMO’s ability to utilise new technologies to generate faster ROI for marketing spend.

It is clear that digital...

By Stephen Morgan, 18 February 2016, 0 comments. Categories: Best Practice, Data-driven marketing.