Digital services have a new level of responsibility
Ben DavisAs the coronavirus crisis worsens, brands would do well to remember people just want access to the services they need and signs that brands are helping.
Ben Davis
Trust vs convenience? There’s no contest
Ben DavisThose brands that can show their humanity to customers will succeed because consumers want to feel something.
Artificial intelligence will kill design’s ‘Hippos’
Ben DavisAnyone who has worked on design knows how human the process can be, but artificial intelligence can help bring some rigour to what can be seen as a subjective area.
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This year’s predictions from the digerati
Ben DavisFrom the future of third-party cookies to the dearth of digital talent, there is plenty of opportunity and challenge in digital marketing this year.
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Are you as customer-centric as you think?
Ben DavisMany brands are talking the talk about user-friendly digital but far fewer are bothering to walk the walk.
Lots of agencies sound the same, how can potential clients tell the difference?
Ben DavisHow do agencies differentiate in an increasingly crowded landscape? They need to remember agency selection is still a people-to-people business.
In-store retail is finally going digital
Ben DavisFrom Sainsbury’s debating the future of till-free shops to Alibaba reaffirming its commitment to smartphone-assisted retail, the future of in-store shopping is digital.
How innovation and creativity helped turn around Premier Foods’ brands
Molly FlemingThe company behind Mr Kipling and Bisto succeeded in turning around the fortunes of many of its brands thanks to strong agency relationships and a new strategy focused on creativity, innovation and consumers.
Alexa, are marketers obsessed with innovation?
Ben DavisMany marketers are wasting valuable time and resources optimising for voice when there are much more strategic challenges that need dealing with first.
Marketers have become too loose with language
Ben DavisMost people don’t want brands to try and be their friend, so marketers should think twice before trying to be ‘cool’ when communicating with consumers.
Are innovation and privacy really opposed?
Ben DavisInnovation and privacy clearly have a deeply troubled relationship, but marketers should remember that the best marketing will always be about simplicity and universality.
Digital TV must overcome its contradictions if it wants to attract more ad dollars
Ben DavisDigital TV is becoming ever more popular among consumers, yet it lags behind in advertisers’ plans. Yet as the siloes between digital and TV break down, it is an area brands should find worth exploring.