Location or audience

In the old days, when setting up your business, you would consider location based on the audience it was likely to attract. This is still true to some extent for bricks and mortar retail – be it luxurious or high value items. However, it could be argued that we are coming full circle. The days…Read More

AI or Automation 

…and What’s the difference?  Automation means understanding the process so well it can be taken over by a simple yes/no and if/then algorithm. Artificial Intelligence means giving a system access to an extensive source of knowledge and allow it to pick the answer on the flight.  The application in customer support is great. Bots are…Read More

Successful  Creative

Users are always asking us, what makes the creative work. I wish that question could be answered in a single blog post. It takes a great product or offer and a super talented team to produce good artwork. What I can share though, are some basic points on what to avoid to diminish the value…Read More

Restricted Access

  Outdoor has always been an exclusive club. Traditionally only brands with big budgets and bold ambition were using the medium. Second perhaps only to TV.  Most things start as niche or exclusive only to find that growing demand eats into exiting barriers; making the exclusive available to the masses.  Outdoor is following this trend….Read More

Eco marketing

I meet with an old friend and colleague recently. During our Saturday catch up in her beautiful garden, we talked about the digital spilling onto ATL and the pollution. 2 topics supposingly unrelated but intertwined: marketing & environment. Both subjects are close to our hearts, but it seemed there is an unexpected connection. She is a…Read More

Prepare to Ascend

There is a lot of talk about preparing to launch a business and getting a sufficient war chest to do that. In Silicon Valley, where businesses operate in stealth until they are ready to launch, apart from the engineering costs, most of the capital goes into the marketing spend – burning tens of thousands or…Read More

For real, Facebook?

For the past decade the role of the context has been talked about by online publishers arguing, that their impression and “click” is not worth the same across the web. Yet the advertisers managed to somehow drive the value of the impression down in favor of the “click”. It’s a highly flawed model and has…Read More

A/B or 0/1 ?

Attribution is one of the hot topics in Marketing. Any Marketch industry event is now filled with the tech helping you to test more, test quicker and test better than your competition. Most of the tech is directed at online sector targeting specifically CMOs and CROs. CRO’s (Chief Revenue Officers) whose job is to grow…Read More

The B-word

Those who know me, know very well how I usually stay away from moaning on subjects beyond my control and tend to avoid the subject of politics entirely. Perhaps with an exception of my kitchen table, where the politics and order of the world is discussed daily with my husband, alongside some close friends and…Read More