If your website doesn’t look attractive, visitors are less likely to stick around long enough to fully digest the content. A bad customer journey is confusing, has mixed signals and offers the user no clear path to get from point A to point B to point C. In this article, we outline some of the key areas companies need to be thinking about when it comes to their websites.
Things like texture, colour, the shapes used; these, often subtle, elements all become sources of brand strength because, when done well, they are identifiable.
You can tell when something has been shoddily put together or it hasn’t been applied with passion and love. You can see through all of that, and it speaks volumes about the people behind it – both the commissioner and the doer.
Workplace culture isn’t just beanbags and pizza Fridays. It’s how your team behaves when the deadline is tight, the compliance team is in the room and the campaign needs to land yesterday. In our industry, a lot of companies default to “play it safe”. But “safe” doesn’t have to mean boring.
Moments of external turbulence should prompt internal reflection. What are the values and beliefs that ground your business? What commitments have you made to your clients, to your team, and to your long-term strategy Marketing teams should start by convening internally: revisit your brand pillars, your client promises, and your mission statements. These are your anchor points.
Concentration risk is not just a cause for concern when it comes to your investments, it is also a potential problem in your workforce. Maintaining a narrow concept of talent and capability means companies are overlooking a powerful and underutilised group that could spark some true innovation
Viewing marketing as a siloed, downstream function ignores its strategic potential. The most effective marketing teams are not idly waiting for instructions; they are involved in key discussions across the company
As winter gives way to spring, many of us develop an inexplicable urge to clean and get rid of unused or broken items. It can be therapeutic. While we don't recommend marketing teams go full 'Marie Kondo', setting aside time to get your house in order, at least once a year, is good practice.
AI is learning at an accelerated pace but it's not quite ready to run on its own, so it should be used with caution - especially by content teams. That said, there are some ways it can make tasks more efficient but the human touch remains non-negotiable.
In a marketplace crowded with firms jostling for visibility, successful differentiation is a growing challenge. This presents an opportunity for emerging marketers to prove their worth. While seasoned professionals often draw on tried-and-tested strategies, fresh talent brings a different lens, spotting gaps and untapped potential amid a sea of convention.