As eCommerce becomes more vital, the right content strategy is required – whatever your industry

The Covid-19 pandemic has forced marketers' hands in a variety of areas. One of the most evident is around the near-exclusivity of eCommerce - or, anything which isn't bricks and mortar.

Writing for this publication in July, Joel Davis, co-founder and CEO of Mighty Social, noted the need for change in messaging. "Take into account that during the crisis many consumers closely re-evaluated their consumption habits, what they define as essential products, as well as how to live...

In a year of Covid chaos, consistency and compatibility are the key watchwords for marketers

Session If you're reading this and not having a great day for whatever reason, then one surefire way to feel better is to look at 2020 prediction articles issued at the start of this year. MarketingTech's is a good example. To paraphrase Winston Churchill, never in the field of marketing predictions was so much gotten wrong by so many.

Okay, it is unfair to expect marketing executives to predict a global pandemic. In one way, of course, their forecasts were right around...

How do you create a compelling digital proposition for 2021 after such an uncertain 2020?

If 2020 has taught us anything, it’s that things change quickly. And when things change quickly, a business needs to adapt and respond even quicker.

The impact of the Covid-19 pandemic over the last 6 months has seen changes that no one could have ever predicted: the global tourism industry facing the loss of 120 million jobs, the permanent closure of approximately 14,000 shops in the UK, and nearly half of people in employment in the UK working from home at some point this...

How good design can influence return on investment online

It’s very easy for organisations to look at design as an added expense, rather than an investment.

A company’s business plan will typically include the costs of staff, infrastructure, and products and services – but why should the creative be seen as an ‘extravagance’ or overlooked entirely?

In fact, design can be the accelerator needed to generate company leads – it can be the difference between brands retaining customers, and their key targets venturing to...

Why digital accessibility is now essential in the pandemic era

In a matter of weeks, Covid-19 achieved what years of lobbying and education had not - convincing organisations of the importance of making sure digital assets - like websites, emails and mobile apps - are easy to use and simple to navigate.

With the sudden upswing in digital demand and the almost overnight disappearance of physical interactions - it’s become clear how someone who cannot leave their home is forced to rely on digital channels, and how frustrating it is for them...

Know your data – and your limits – before utilising automation to drive campaign ROI

Brands are sitting on millions of pieces of data about customers and their behaviours – and yet many marketers are still failing to effectively apply it to their digital comms.

As a result, it’s leading to an array of lost opportunities. But why is that the case when organisations are exposed to even more ways to analyse their performance, speak to audiences on a deeper level and positively impact business growth?

Perhaps organisations aren’t providing marketing...

Happy holidays? Why festive planning is earlier than ever this year

Brands love reaching their most passionate customers. As a former retail CMO myself, I get it. When you reach early planners, you reach the CEOs of the household—an audience that buys and spends more. Reach them first, and you have a shot at being their first choice when it’s time to shop.

And yet, for as long as marketers and advertisers have been prioritising planners, they’re making some seriously incorrect assumptions about this key audience right now. I heard from a CMO...

Facebook: Zuckerberg says ad boycott will end ‘soon enough’ as Oxford study explores impact

As the number of companies boycotting Facebook continues to grow, a study from the University of Oxford argues an 'immediate' negative impact could result, particularly in the retail sector.

Various major brands, including Adidas, Coca-Cola and Starbucks - with PlayStation the latest big name to join - are withdrawing advertising to pressure the social network into taking a stronger stand against hate speech.

According to the Information - with the story's veracity later...

The state of influencer marketing amid Covid-19: Concern but micro-influencers show path forward

Influencer marketing campaigns, so often trying to achieve a balance between aspiration and authenticity, have seen a fault line rip through them as the coronavirus pandemic has progressed.

For all of the missteps which made the news last year - Philip Morris breaking its internal rules on a campaign, fashion influencer Marissa Casey Grossman's marriage which brought a new meaning to the term 'brand engagement' - the statistics around influencer marketing were solid. According to...

Assessing two approaches to the modern CMO role: Traditional marketing or all-encompassing?

Earlier this month, McDonald’s announced that it will bring back the role of a global CMO, less than a year after scrapping it. In 2019, the company opted to split the role between the technical and non-technical aspects, but is now reinstating a CMO to drive the brand forward.

McDonald’s isn’t the only brand to bring back a CMO role. Last year, Coca-Cola also appointed a new CMO, after two years of trialling a different model. These examples showcase the two main schools...