The Strategy Blog.
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The marketing spring is nigh and is running on digital
Spring seems finally to have arrived. There’s blossom everywhere as I write (I am aware it could be snowing again by the time you read this!) and there is smile on the face of Londoners who have been braced against the cold for too long so far this year. Some…
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Never mind big data, what we need in media are data that speak the same language.
Media research may be improving in accuracy in silos but overall we are building the Tower of Babel. According to the book of Genesis, the whole world once had a single language. And because they had a single language they really began to get somewhere. The people of the the…
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It is so important, of course, to have perspective.
It is impossible not to warm instantly to Katie Kempner. She is head of global communications for ad agency CP+B but also the creator and host of an online show called “Perspectives with Katie Kempner” (www.katiekempner-perspectives.com). The show’s mission is to inspire and empower working women. She asked me to…
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Representing the consumer truth
A year ago my co-author Jonathan Salem Baskin told Economist Summit delegates that the job of marketing was to represent consumer truth within the organisation. Not to make ads that spin the truth, not in fact only just to make ads at all, but to influence all aspects of marcomms…
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The new imperative for great consumer insight
I’ve recently been chatting to one of the all-time gurus of media strategy about the state of planning in the industry. He worries that good consumer insight is being overshadowed by big data, that the exciting developments in this field will lead to real deep human insight being of less…
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Conference speakers call for an end to siloed thinking.
This seemed like a theme that speakers came back to again and again during the Warc MAP conference this month. (By the way, I don’t know whether to put “siloed” or “silo’d”. I’m drawn to the apostrophe but decided against it because I know some people get very annoyed by…
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You have to see what the customer sees, feel what the customer feels, know their truth to get it right.
I spent some of this morning in the inspiring company of Mat Hunter, Chief Design Officer at the Design Council . (If you’re going to be Chief Design Officer anywhere it can’t get better than that job can it ?) We were sharing a panel at a local government digital…
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Twitter by candlelight
Did you have a romantic Valentine’s Day? Did it go to plan or were all your dreams and hopes crushed ? My love life is perfectly intact but my plans didn’t exactly pan out. I don’t like going out for Valentine’s Day but I had planned a nice home cooked…
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What on earth do you wear to a Disrupterthon ?
I went to my first “Disrupterthon” last week. When I told one colleague that this was where I was going, she said that that was how she considered every meeting that I was in. (I’m sure that’s flattering if you think very positively about it). This was a TV…
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Time to kill the “unique”?
Q: When is a unique visitor not a unique visitor ? A: Most of the time. Which as my mother would put it is a bit like saying that you are a bit pregnant. Unique visitors to websites remains a metric that is commonly used to understand the flow of…
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What is your natural search ranking ? It matters more than you might think.
Your natural search ranking may be poised to replace advertising awareness and consideration tracking as a key indicator of how a communications strategy has truly influenced the minds of the target audience and therefore the most reliable indicator (alongside sales of course) of the success of a campaign. Google search…
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What could be better than a 90 inch smart HDTV in your living room ?
Two 90 inch smart HDTVs in your living room. Imagine – instead of having to choose whether to watch Manchester United’s game or Manchester City’s game on the last day of last season you could have watched both simultaneously on a proper TV. Or what if a match clashes with…
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