Digital strategy in a crisis is not a separate playbook you dust off when things go wrong. It is the same strategy, tested under conditions that expose every assumption you made when things were going well. The businesses that come out of a crisis in better shape than they went in are almost always the…
Customer segmentation in 2024 looks materially different from the demographic-first models most teams are still running. The shift is away from who customers are on paper toward how they behave, what they value, and where they sit in a predictive model built on first-party data. If your segments still start with age, gender, and household…
Measuring customer engagement means tracking how meaningfully customers interact with your brand across touchpoints, and using those signals to predict future behaviour, not just report past activity. Done well, it tells you whether customers are moving closer to buying, staying, or leaving. Done poorly, it produces dashboards full of numbers that feel good but change…
Personalization, as most brands practice it, is not personalization. It is segmentation wearing a name badge. Showing someone an ad for the shoes they already bought, or addressing an email with their first name while sending the same message to 200,000 people, is not relevance. It is the appearance of relevance, and most consumers have…
Full funnel marketing is the practice of running coordinated activity across every stage of the buying process, from first awareness through to conversion and retention, treating each stage as part of a single connected system rather than a collection of separate campaigns. Done well, it closes the gap between the audiences you are building and…
Personalization trends in marketing have shifted significantly over the past five years, moving from surface-level name insertion to genuinely context-aware experiences that respond to behavior, intent, and timing. The brands pulling ahead are not those with the most sophisticated tech stack, but those who understand what personalization is actually supposed to do: make a relevant…
McKinsey’s marketing frameworks are some of the most widely referenced in the industry, covering everything from go-to-market strategy to customer decision journeys and commercial transformation. Whether you work inside a large organisation or advise one, understanding what McKinsey actually says about marketing, and where it holds up under commercial scrutiny, is worth the time. This…
Strategy and workforce planning belong in the same conversation. When they are treated as separate exercises, you end up with a commercial plan that nobody has the people or capability to execute, and a hiring plan that was built around last year’s priorities. Most marketing functions get this wrong not because they lack ambition, but…
Personalization at scale means delivering relevant, individualized experiences to large audiences without sacrificing the commercial logic that makes personalization worth doing in the first place. Most organizations get one of those two things right. Very few get both. The failure mode is almost always the same: teams invest heavily in the technology, build out segmentation…
LLMs like ChatGPT and Gemini are changing search behaviour in ways that most marketing teams have not fully accounted for yet. Instead of clicking through a list of results, a growing number of people are asking a question and getting an answer directly, often without visiting a single website. For marketers who built their content…
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