In a world of automation, do marketers fear experimentation?

In recent interview with MarTech I mentioned that I felt creativity was being marginalized in a world so utterly besotted with data and automation. The result, I feared, was that the skills of marketing graduates coming into the sector were becoming unbalanced, with too little emphasis placed on the creative elements that make marketing such…

Five things that B2B marketers need to be thinking about in 2015

What should B2B marketers be thinking about in 2015? here’s my Top Five. 1. Hire marketing technologists now! Marketing automation gathered serious pace in 2014. Indeed technology continues to play an increasingly important part in our day-to-day lives; so much so that Gartner predicts CMOs will soon be the single largest budget holders for IT…

Free underwear and the art of marketing through LinkedIn

Linkedin has made real progress over the last 24 months. By putting greater focus on content it’s been moving solidly towards improved user engagement; and in return saw its advertising revenue grow 45% in Q3 over the same period last year. However, it’s still not seen as a hotbed for marketing creativity. Brands have typically favoured…

Applying the 70:20:10 innovation rule to your marketing

The 70:20:10 rule is frequently cited as a useful formula for delivering an optimally blended mix of marketing content. For those not familiar with it, it suggests: 70% of your content should be low risk; it talks to the fundaments of your proposition and you know it works. It’s the stuff that keeps the lights on…

We’ve forgotten the value of long form content in B2B marketing

Those who have been in the marketing industry for more than ten years will remember that once upon a time, the majority of content produced was long form. Lengthy whitepapers, detailed case studies and 2500 word by lined articles. These were the norm. However, over the last few years, as the idea of “content marketing”…

2014 non-trends: 3D printing

Marketing Week’s “Marketing Trends for 2014” includes an entry for 3D printing becoming mainstream and gaining wider adoption within marketing campaigns as brands begin “using it at scale”. Let me be the first of the year to call B.S on that one. I cannot conceive of any scalable marketing campaign that could be executed more…

Twitter’s place in television.

“Thank-you Prime Minister….and now here’s what Steve in Chelmsford thinks”. Do you care what Steve in Chelmsford has to say about the war in Syria? The BBC (or any other major broadcaster) certainly thinks his opinion adds valuable commentary to that provided by both trained journalists and respected commentators. Yes, Twitter’s role in television has me…

Fitbit: I’ve got that sinking feeling

I’m not one for running. A teenage knee injury made sure of that. In fact, I’ve recently become quite glad that I’m not a runner. It means that I’m not able to fall into the overly narcissistic behaviour of using a fitness tracker to post my running and exercise regimes on Facebook, (cyclists you are…

The same device for two years?

Who wants to be tied to the same mobile device for two years? Published in today’s Telecom.com (on behalf of WDS, A Xerox Company), my views on the future of the mobile device subsidy and the growing misalignment between operator business models and hardware innovation lifecycles.