Tech Giants Are Monopsonies So Stop Treating Them Like Monopolies
Tech Giants Are Monopsonies So Stop Treating Them Like Monopolies

Over the last hundred years, politicians have been wading into economics and breaking up businesses that have become too big – by becoming monopolies – and lots of laws, regulations and policies have been devised around this. But we’ve entered a new era and in that era, the popular board game we all play once every couple of years wouldn’t be called Monolopy, it would be called Monopsony. Read more

Should You Be Part Of The Brand Police Or A Brand Guardian?
Should You Be Part Of The Brand Police Or A Brand Guardian?

I’ve been working in marketing for the best part of two decades. For much of that time, I would tell you I knew best in regards to the look/feel and tone of those brands. When it came to it, I wrote the creative briefs, I brought in the designers, agencies, freelancers etc. For most things, I signed off everything that could affect a brand, before it got to a director, for final sign-off. I was the Brand Police.

I’d have signed off – or at least ensure sign off on what I wanted – on everything from the colours in the brand pallet, to the tone of voice of the copy, to the images we used in the advertising. I’d even do training with the sales team and customer services team to teach them how to speak in the brand’s unique character. And there’s nothing a sales team hates more than being told how to speak to a customer by a marketer, who never picks up a phone to speak to a customer! Around five years ago all that changed. It was around that time that I started to see myself as the Brand Guardian. Read more

Why Digital Marketing Agencies Should Lead The Way To Work Local
Why Digital Marketing Agencies Should Lead The Way To Work Local

Over the last few months, we’ve seen a huge section of the economy move to a homeworking model as part of the COVID-19 lockdown and we’ve seen it can work. But for most people, it’s just a temporary working pattern and many don’t necessarily want to work from home fulltime, but still want to enjoy some of the benefits they’ve experienced. I believe a halfway house between full homeworking-for-all and city-centre working can be found in the Work Local movement and I believe the digital industry is ideally placed to champion the work local movement. Read more

Why SEO Consultants And SEO Agencies Are Going To Have To Get More Technical Again And Stop Acting Like Content Marketing Agencies.
Why SEO Consultants And SEO Agencies Are Going To Have To Get More Technical Again And Stop Acting Like Content Marketing Agencies

I’ve been around SEO for a long time now and I’ve seen trends come and go. As such I’ve seen SEO consultants come and go, and SEO agencies rise and fall. These changes tend to occur when the SEOs are unable to adapt. And we are moving into a new phase of SEO and we’ll see all those SEOs who focus on content marketing start to struggle more, whilst those SEOs who are good at technical SEO are going to get a good bounce in the coming year or two. Read more

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est. 2009

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