Marketing
The Performance Marketing Fallacy
Performance Marketing and Branding are not two opposing polar forces, but complimentary. They feed each other. They are both important parts of the activation stage of marketing, with their own strategies and KPIs. The problem is that Performance Marketing is like a drug, particularly for naïve or inexperienced marketers. This means that it’s very tempting…
Read MoreAdapt & Maintain: Marketing During a Recession
Like with the COVID pandemic, the current global and economic challenges are affecting almost everyone and everything. It presents yet another need for brands and marketers to adapt and tackle the challenge head-on. A perfect storm has lead to an unusual combination of inflation and rising interest rates (“stagflation”), which has created a very difficult…
Read MoreDeprecation of Third Party Cookies Delayed (Again)
Google have unsurprisingly delayed the deprecation of third party cookies (by about a year), but don’t be lulled into a false sense of security. The days of third party cookies are numbered, and the time to adapt is now. This means yet another year of having to listen to digital media specialists bang on about…
Read MoreVideo is an Opportunity for Long-Lasting Impactful Reach
Video consumption is continuing to increase amongst consumers, and the video advertising landscape is maturing to accommodate. This presents a natural opportunity for advertisers, as video formats are more impactful and create longer-lasting awareness and recall. With TikTok’s surge to popularity in recent years (overtaking Google based on site visits), the growth of VOD, and…
Read MoreApple is a Case Study for Great Marketing
Apple are a marketing business over everything else. If anyone needs to see a case study on the power of well-executed marketing, then surely Apple is the most prominent example. Apple positioned themselves as the ultimate lifestyle brand for creators and cool kids. Back in the 90’s and 00’s, when computers were beige boxes for…
Read MoreThe Future Of Marketing Attribution
Marketing attribution has always been imperfect, but as consumer behaviours continue to evolve, and the landscape shifts, perhaps the impending demise of the cookie is an opportunity to reassess and pivot. Attribution has always been a messy affair, but the objective is simple; to assess which marketing channels and creative executions are influencing consumers and…
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