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A marketer’s view of martech
Colin LewisBeware of letting the tail wag the dog: technology is integral to modern marketing but tools are no replacement for strategy.
Colin Lewis
China makes customer experience in the West feel outdated
Colin LewisScale, speed and convenience give Chinese brands a lead over their UK counterparts in customer experience – and they’re starting to leave us behind.
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It’s tempting to be cynical but ‘agile’ is the real deal
Colin LewisAgile might be a much derided buzzword but when marketers take their cues from software developers and begin to work in an ‘agile’ way it can offer big benefits to ways of working.
5G is about to usher in yet another new marketing era
Colin LewisThe move from 4G to 5G has been likened to the shift from typewriter to computer and it will have profound impacts on businesses, consumers and marketing.
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Just because brands can doesn’t mean they should
Colin LewisLanding customers with unexpected price hikes and made-up fees might increase revenues in the short term but the long-term damage could be devastating.
Think Black Friday is big? It’s nothing compared to China’s Singles’ Day
Colin LewisBlack Friday may seem like a big event in the UK retail calendar but it cannot compete with the sheer scale of Alibaba’s Singles’ Day, which racked up more than £24bn in sales this year and is rapidly becoming a key strategic plank of brands’ plans.
Marketers need strategic knowledge, not just tactical tips
Colin LewisThe future of marketing study must still focus on a grounding in strategic principles, while the hands-on teaching of tactical tools must be constantly updated.
The secret of direct-to-consumer success is owning the whole experience
Colin LewisDirect-to-consumer brands are shaking up the consumer goods market by owning the whole customer experience, rather than simply the product, and there are aspects of how they operate that all brands could learn from.
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FMCG has become a breeding ground for underperformance
Colin LewisThe big FMCG companies might still get the kudos from marketers, but on results, innovation, insight and diversity they have taken their eyes off the ball and let nimble disruptors in.
To identify real trends, imagine looking back on them from the future
Colin LewisIt’s often hard to look at trends objectively if you’re living through them, but marketers have got to ask themselves whether what they know today will be proven false tomorrow.
Being seen as a top ‘influencer’ doesn’t make you a good marketer
Colin LewisMarketers should be more concerned with doing their day job and making an impact that way than trying to top a list of marketing influencers.
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One word sums up why now is the best time to be a marketer
Colin LewisThe level of opportunity open to marketers today means marketing’s golden age is now. The challenge, however, is working out which opportunity to seize first.
How to be a modern day marketing mystic
Colin LewisMarketers no longer need fortune-tellers or clairvoyants to advise them what will happen in the future, a quick look at Google, Apple, Facebook and Amazon’s results suggests where the industry is headed.
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We need evidence-based marketing to save us from the fads and fashions
Colin LewisIt is all too easy to base marketing strategies on hope, fear, what has worked in the past and what others are doing, but the best marketers will hinge their decisions on the facts.
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The days of the FMCG marketing hegemony are numbered
Colin LewisThe B2B marketing mindset of building ongoing relationships with customers rather than seeing them as one-time buyers is being adopted by businesses across the board so why are the FMCG giants still seen as the Holy Grail of marketing?