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Category Archives: Uncategorised

Building a superfast brand the slow way

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Posted on July 11, 2017 at 13:42 PM

Two weeks ago, was the Goodwood Festival of Speed. It’s an event which now attracts hundreds of thousands of motoring enthusiasts over four days. It’s effectively replaced the old NEC British Motor Show. It’s no longer just supercars and racing cars. You can now test drive a new cross-over or electric family saloon on the […]

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Is a marketing robot coming for you?

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Posted on June 07, 2017 at 13:42 PM

Recent research suggests Artificial Intelligence will take an increasing role in marketing. And in truth, many of us have already seen the impact of autonomy and automation. Email marketing engines, for example, have been split-testing and sending based on the best-performing subject lines for years. Likewise, we’re familiar with ad placement through Google. The best […]

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Marketing is about taking risks

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Posted on May 23, 2017 at 07:47 AM

We all know the risk-reward ratio, right? The usual way we learn about this ratio is with money. You can place your savings in a Post Office account and watch it grow steadily and slowly in relative safety. Or, you could invest in a new technology company. You like their idea, but you have to […]

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Landing your social media messages with impact

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Posted on May 08, 2017 at 13:54 PM

One of the great skills of marketing is targeting. Understanding our audiences and producing campaigns or materials which land with impact. It is, after all, the job of marketing to cause something. And with budgets increasingly stretched, it’s important we spend money where we achieve greatest effect. Yet often with social media, we move into […]

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Content Marketing, it’s nothing new

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Posted on October 31, 2016 at 16:21 PM

Remember when BMW called Madonna a ****? Ok. So it wasn’t BMW directly, it was Clive Owen. But BMW paid him to say it at the direction of her former husband. You see, back in the early 2000s BMW wasn’t just making cars, it was also making movies. Eight movies of eight minutes. Just over […]

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Who really needs a faster horse?

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Posted on June 05, 2016 at 17:51 PM

You’re probably familiar with the story. Apocryphal or otherwise, the legend goes that Henry Ford dismissed customer research with the phrase, “If I’d asked my customers what they wanted, they would have said a faster horse.” But not every company can rely on product innovation to create or grow market share. For many, invention isn’t […]

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Is the intranet dead?

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Posted on May 09, 2016 at 11:05 AM

It’s said that every cobbler has bad shoes, so it was with some trepidation that when we reached critical mass we decided to use our own mobile and app technology to engage with staff. Firstly, did we really need it? We don’t have a disparate channel audience. We’re relatively modest in size, albeit with offices on […]

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Do people still buy from people?

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Posted on March 22, 2016 at 14:13 PM

In the digital revolution, fewer transactions happen face-to-face. People can now order everything from groceries to a new BMW on-line. If this hasn’t hit your market yet, it will. However complex the product, however established the channel, however well protected you feel, there is no safety in tradition. An entrant, a technology, an invention as […]

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Enterprise Social Media – The Final Frontier

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Posted on February 17, 2015 at 09:04 AM

Recent events have seen the spotlight thrown onto the use of social media in ‘ungoverned’ environments, with sometimes tragic consequences. Now when we consider our own digital, connected work environments we have to ask, “Whose responsibility is it to govern the internal communications landscape for the benefit of the business?”

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Digital Insights For Engagement

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Posted on February 17, 2015 at 09:04 AM

While there is concern about the capture of our on-line activities, it’s easy to overlook the tremendous potential benefit that insight derived from analysis of on-line behaviour can offer an organisation. Years ago, when producing a company magazine, for example, the budgets rarely stretched to quantifiable robust research to determine the most and least popular […]

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