Six Reasons Why Your Organisation Needs a Customer Centric Roadmap


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 do. I’ve lived and breathed it in every role I’ve had since including running the multichannel operations for Harrods, Burberry, [...]

Six Reasons Why Your Organisation Needs a Customer Centric Roadmap2021-08-07T16:42:40+01:00

What is the Difference Between Paid, Owned and Earned Media?


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 can utilise them to help grow your online presence.  What is owned media? Owned media refers to any web property [...]

What is the Difference Between Paid, Owned and Earned Media?2021-07-26T12:02:42+01:00

Tried and Tested Influencer Collaboration Types


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 just like them, which means using the same products they do.   Influencer collboration can help you grow your brand [...]

Tried and Tested Influencer Collaboration Types2021-05-24T08:30:43+01:00

Using The RACE Framework for Practical Planning


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 you come across a model, like the RACE framework that provides refreshingly simple direction, it is certainly not one to [...]

Using The RACE Framework for Practical Planning2021-10-29T11:50:41+01:00

5 Key Tools for A Digital Marketing Audit


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 countless features to track the progress of your digital efforts against competitors. If you are feeling spoiled for choice, a [...]

5 Key Tools for A Digital Marketing Audit2016-12-10T17:15:54+00:00

Affiliate Marketing: What, Why and How You Should Be Using It


Affiliate marketing isn’t new, but it is one of the most effective and yet neglected of all the marketing strategies old and new. The main reason being because it isn’t fully understood. What Is Affiliate Marketing? Affiliate marketing is a form of referral marketing that makes everyone a winner. The referrer gets some form of reward to recommending new customers, [...]

Affiliate Marketing: What, Why and How You Should Be Using It2016-12-10T17:15:56+00:00

Analysing and Auditing


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 can be analyzed · Increases sensitivity to changing needs of environment · Provides stimulation for strategy-making · Can contribute to [...]

Analysing and Auditing2020-11-19T12:48:28+00:00

The Marketing Planning Processes


The importance of planning The preparation of marketing plans can be viewed as a welcome distraction from the everyday running of a business, providing the opportunity to put in some solid thinking about where the business needs to be going. Alternatively it may be seen as a necessary evil, a time-consuming process producing a report that rapidly dates and is [...]

The Marketing Planning Processes2016-12-10T17:16:24+00:00