Michael Nutley

Metro Bank

Open seven days a week

Michael Nutley

Metro Bank chairman Anthony Thomson tells Michael Nutley how he used the retail model and his experience as a marketer to create a customer-focused business that is like no other bank.

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Mapping out the high street

Michael Nutley

Consumers are increasingly happy to receive marketing messages via their mobile phones, as long as they offer something of specific, targeted value. Location-based marketing is a great way for brands to do just that

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This is the year to take mobile more seriously

Michael Nutley

Mobile marketing has come of age thanks to social search, targeting and the ever-growing popularity of smartphones. A new advertising medium only comes of age when it discovers the thing it can do that no other medium in the market can. Before that point, it’s just a case of importing other advertising models. Take online. […]

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Contents and context are as crucial as targeting

Michael Nutley

The recently developed relationship between targeting and creative poses a challenge to agency business models. The big trends in digital advertising during the past 12 months have all been about improving targeting, and by extension all about data. The tail end of last year was dominated by the adoption of retargeting by online retailers, and […]

Is your brand a data have or have-not? Time will tell you

Michael Nutley

Timeliness is becoming the determining factor for online success, but the data systems required to achieve it are creating a digital divide. Data is the great obsession of interactive marketing. At first, unprecedented measurability was the great claim of internet advertising. More recently battles have been fought over how much data people are prepared to […]

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Constant communication takes marketers down a beta channel

Michael Nutley

The ability to measure consumer behaviour online has made the process of marketing more important than the actual campaign. The history of the internet is one of unintended consequences. The “network of networks” was never intended for commercial use, but has its roots in academics sharing information and the military’s desire to build a robust […]

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Marketers targeting the inner circle of your social network

Michael Nutley

Brands wishing to target friends on social networks are taking a less-is-more approach. But privacy remains a major concern. In social network terms, bigger is not necessarily better. The early days of social networking were dominated by the rush to have the most friends or the most followers. People invited and accepted everyone into their […]

He who shares, wins

Michael Nutley

When dealing with those marketers still sceptical about the power and importance of social media, one of the easiest ways to explain its value is to talk about word-of-mouth. The idea that social media is, at least in part, the everyday conversations about the products and services people use writ large has become commonplace, and […]

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