Since I started my career, 38 years ago, on the shop floor of my late Father’s retail optical chain in Glasgow, I have been deeply passionate about customer service, customer experience and putting customers at the heart of all I [Read More]
You may have heard of the terms paid, owned and earned media in relation to digital and content marketing strategies. In this post, we will explain what the differences are between the three forms of media and consider how you [Read More]
Influencer marketing is extremely popular with brands because it is a highly effective advertising tool. Consumers trust recommendations from real people far more than traditional adverts created by brands themselves. Influencers are revered by their followers who want to be [Read More]
There are so many theoretical models available to us as marketers that we can use to refine and improve our marketing strategies and thinking. However, often we can feel bogged down by the sheer number that are present. So when [Read More]
Let’s face it, the ongoing task of conducting a digital marketing audit can sometimes feel like solving a jigsaw puzzle without looking at the box. From free to professional versions, there are now many products on the market that boast [Read More]
The process of analysis as part of the planning process involves both an external audit and an internal audit. The advantages of scanning the environment include: · Opportunities can be spotted and capitalized upon · Provides objective information which [Read More]
The marketing planning process, particularly in the contemporary digital landscape, is of paramount importance. Planning is an essential activity for any marketing project. Without a proper plan, even successful campaigns can become chaotic and less effective. In today's environment, with [Read More]
