Using old style media, new style

When the BBC and Netflix collaboration, Dracula, aired in 2020, it was inevitably loved by some and less by others but generally, reviews were favourable. Written in 1897 by Bram Stoker, it’s a well-known story which has been dramatised many times, so how did the BBC,...

Retention or acquisition?

Should your marketing focus on retention or acquisition? It’s a tricky one. The last couple of years have inevitably focused on customer retention as many businesses have been fighting to survive. As we come up for air however, thoughts are turning towards new...

Aim for what’s reasonable

Despite a lack of formal training on how to be a good leader, it’s a role many people acquire at some point, yet often do so with no direct intention. Either way, once acquired, the requirement to guide, motivate and inspire people to achieve a shared vision remains....

Marketing maturity? What, how, and when?

A recent study by Heinz Marketing and Integrate has looked at the how and why of marketing maturity in an environment driven by consumers. As consumers are increasingly somewhere on a spectrum between digitally fluent or at least more digitally astute, businesses need...

Personalisation counts

Using a data-based approach to tailor a personalised offer to individual prospects by using data, can encourage them to purchase. The trick is how you define personalisation and what form it takes. Of course, it’s not like buying a made to measure suit – no one...