Category: Marketing

Is ‘metaverse-marketing’ the next must-have on advertiser’s annual plans?   It’s certainly going that way. But we’re in the midst of turbulent times, and at Always Be Content headquarters we’re keeping a close eye on the opportunities, watching it unfold with cautious excitement.   We’ve seen the likes of Nike sell sneakers or ‘cryptokicks’ on… Continue reading There are Opportunities in the Metaverse, but Tread Carefully.

It’s now well into the fourth quarter of the year – the time when most organisations are in the thick of business planning for 2023. This may be a particularly challenging exercise for B2B marketing executives in the face of highly uncertain economic conditions, the threat of a recession, on-going geo-political problems and near run-away… Continue reading Turning Challenges into Opportunities: B2B Marketing in 2023

Followed by millions, showered with likes, and courted by brands, social media influencers are big business. In fact, it’s estimated the total spending on influencers by brands could reach $16.4 billion this year. Influencers organically build-up a relationship with their audience, who feel they have a personal connection with them, and it is this personal… Continue reading Follow The Leader: The Rise of Social Media Influencers

“I think marketing is a waste of money.” “Marketing doesn’t matter in our business.” “It’s just the colouring in, isn’t it?”   Many marketing heads hear this kind of backchat in their business – especially when asking for budget or defending investment with sceptical C-suite colleagues. Your CEO can ask “How do we know if… Continue reading How to prove your worth as a CMO

Who are the UK superbrands? Which brands are gaining ground and who’s slipping out of sight? And how does the Ruber Effect explain the winners and losers in the race for brand leadership?   When my daughter was small, I once took her to the horse racing. Children aren’t allowed to bet, so I put some… Continue reading Winning and losing in the brand race

As marketing evolves, innovations come in waves. Trends swing towards some new ‘science of selling’. And then, as everyone wearies of the cynicism, dullness and disappointing results, the pendulum swings back towards making creative work that’s relevant, captivating and uplifting.   How to prove your worth as a CMO Winning and losing in the brand… Continue reading SELL OF THE CENTURY

Everybody thinks they know what Customer Experience is. It seems obvious. Customers buy something from you – and then they’re either happy or not, right?   At its simplest, customer experience lets you measure customer satisfaction across each touchpoint. You can then set objective service standards which, in turn, help ensure the optimal customer experience.… Continue reading CUSTOMER EXPERIENCE