Data is still a “dark issue” for marketing.

Five years ago, after working on over 80 campaigns in a 2-year period with a variety of clients – I came to the belief that clients couldn’t trust their own data.   Since then I think this has continued and is in danger of becoming worse unless we understand why. There are 3 simple answers to … Continue reading “Data is still a “dark issue” for marketing.”

When Marketing isn’t enough.

Marketing is not enough! In many instances it’s becoming “me-too” – it’s becoming standard with limited uniqueness and real stand out. When something becomes standard we have to have the foresight to recognize it. Deal with it. And do something about it. Truly innovate. And those that do it earlier than others, gain significant advantage. … Continue reading “When Marketing isn’t enough.”

Merger & acquisition. When unifying a complex story is a must.

KPMG recently reported that merger and acquisition (M&A) has reemerged as a leading growth strategy in the technology sector with deal value surpassing pre-recession levels.   Anticipating that economic and market conditions will remain positive in North America, 82% of KPMG survey respondents said they were planning at least one acquisition in 2016; 19% planned … Continue reading “Merger & acquisition. When unifying a complex story is a must.”

Competitive Positioning: a must in today’s hyper competitive technology markets.

Everybody’s talking about personalization. In fact, I’ve just seen it cited as the #1 trend in Forrester’s Top 10 predictions for Business in 2016. Whilst I agree that we all want to be engaged in a relevant, compelling, deeply contextualized way (we are so spoilt these days!), especially as we claim to have so little … Continue reading “Competitive Positioning: a must in today’s hyper competitive technology markets.”

Are B2B decision makers more rational than their consumer counterparts?

Are B2B decision makers more rational than their consumer counterparts? This is a question I have been asked many times recently and one (at face value) for which I have a simple answer. “Yes”. But, if they are more rational than their consumer counterparts the critical questions to ask are “why” and “how does this … Continue reading “Are B2B decision makers more rational than their consumer counterparts?”

Wearable technology. It’s set to change business comms forever.

The launch of the new Apple Watch will change mobile consumption and behaviour forever. This in turn will impact directly and on the way businesses must communicate with customers and the workforce, forever. Two bold statements, but if successful, the new ‘flagship’ for wearable technology will transform the way we consume and interact with information … Continue reading “Wearable technology. It’s set to change business comms forever.”