Technology is one of the twelve core elements of the Modern Marketing Manifesto formulated by Marketing Week and Econsultancy. We propose that to be a modern marketer you must be comfortable and adept at procuring and using technology to its best advantage. We believe modern marketers will have increasing ownership of technology. But it isn’t […]
After a cycle of hype, reality sets in. Big Data isn’t going to save the world.
People are starting to state the obvious. Big Data in itself has little value. Unless you connect it to organisational goals, it’s just another tech solution looking for problems to solve.
Once upon a time, when the internet was in its corporate infancy, a set of decisions were made that have affected the development of online retail ever since.
Here, I explain those decisions, and the rise of the tech-savvy CMO.
As more and more businesses, from multi-national brands to one-man-bands, continue to embrace content creation and content marketing as an effective tool to engage and embrace with their customers, we are now living in a world of Fast Moving Consumer Content (FMCC).
Those brands and businesses that understand, and adapt their marketing efforts to accommodate the continuing, insatiable consumer demand for content, the more successful they will become.
Insurance premiums are a source of information: they tell us a lot about the real risk level attached to an activity.
What’s the difference between a project and a bungee jump?
They’re both a leap into the unknown. But at least you can get insurance for the bungee jump.
Working as part of an in-house web team can be a challenge. Much of the time is spent arguing with stakeholders about why something shouldn’t be done on the site.
However, a few simple policies could help reduce this wasted time.
The navigation menu in Google’s Webmaster Tools has been given a very subtle new look. Apart from looking fabulous, it’s actually a pretty logical update.
If you like to keep your finger on the pulse of your website, you’ll be no stranger to Google’s Webmaster Tools. And those of you that use it on a daily basis will have noticed that last week, Google changed the navigation design.
One of the characteristics of the modern marketer outlined in our recent Modern Marketing Manifesto is agility. The ability to be responsive and adaptive. To be flexible and embrace change.
The concept of agile marketing has grown from the need to try and deal with a more fluid marketing environment, driven largely by digital, and has borrowed from the principles of agile software development.
The latter values “individuals and interactions over processes and tools; working software over comprehensive documentation; customer collaboration over contract negotiation; responding to change over following a plan”.
We know client management needs to be flawless. With a myriad of software out there to help manage clients, we’re capable of overlooking some of the strongest platforms.
Google offers free, intuitive tools that can be tweaked to keep you on point with all your clients.
Best of all, you’re probably using them right now.
There are two types of project failure. Failure due to inherent risk is OK: it’s the other side of the risk/reward trade-off.
Our real problem is all the unnecessary failure that surrounds our projects.
Ecommerce is an ever-changing feast and predicting which trends will hold is an imperfect science, but we’re going to have a go anyway.
Here, in extracts from our Building an Ecommerce Team: Best Practice Guide, we pick out the themes we consider the most important in the context of their impact on ecommerce teams.
Many web projects begin with a long list of requirements submitted by various stakeholders across the organisation.
However, these ‘wishlists’ are often divorced from the needs of the user.
I spend most of my time working with clients on their digital strategy. These are large organisations, containing many stakeholders, spread over many different divisions and departments.
These organisations often lack strong digital leadership and their websites are crippled by internal politics relating to content and prioritisation.