Understanding the importance of authenticity in corporate social activism

Over the past few years we’ve witnessed a striking shift in how brands communicate their identity, values and humanity. While companies traditionally avoid taking a public stance on social and political discourse, it seems that more and more brands are choosing to break this mould.

While some chalk up this change to progress, there are countless critics of corporate social activism that argue that brands’ motivations are neither altruistic nor pure. And certainly, when brands...

How to make the most of email marketing over the holidays – and best practices for 2021

With such an unpredictable year coming to a close, one thing is certain: this year’s festive season will pose an extremely unique set of challenges for marketers. Depending on where you are in the world retailers are certainly readying themselves for a busy few weeks; however, a large majority of shoppers are still expected to do their Christmas shopping online as opposed to in store, especially in areas that have been deemed as’ higher risk’.

This Christmas, more than ever...

Why the connected consumer is at the heart of the digital world

When industry experts were making predictions for 2020, little did they know that this would be a most disruptive year for global markets, with ongoing adversities and anomalies. Covid and the rapid spread of the pandemic have added to the challenges marketers already face, while uncertainty has forced many organisations to put their focus upon their strongest asset: the customer. Customer engagement and loyalty have always been two very important metrics; even more so in today’s market...