Written by Matt Carroll Travel brands are caught between a rock and a hard place right now. Battered by the global ‘shut-down’ that’s left holes in balance sheets, while simultaneously facing consumer demand on an unprecedented scale. So how are you going to market to people, when you can’t afford to market? Answer: find a …
Travel Brands, Hope is on The Horizon – But Don’t Miss The Post-Pandemic Wave Read More »
Written by Matt Carroll With M&S Food recently becoming the latest big-name brand to take creative ‘inhouse’, the debate is hotting up over how to handle the content creation dilemma of decreasing budgets / increasing demand. For most brands it’s a two-way choice: either in-house or outsource it. There is, however, another way – one that …
Written by Matt Carroll There’s a lot of doom and gloom surrounding the creative industry right now – which is unsurprising, given the unprecedented challenges the pandemic has thrown up. But while headline-makers focus almost entirely on the negative, it’s important to realise there is another side to this story. Here are five reasons to feel …
Five Reasons to Feel Good About Our Industry Right Now Read More »
Written by Matt Carroll Content. It’s the word we love to hate. And the thing we hate to love – because right now it’s impossible to go anywhere without falling over the stuff. The moment you venture online, the trip-wire is triggered and you find yourself bombarded with ‘amazing images’, ‘inspiring stories’ and other things …
Written by Matt Carroll 1: Understand Your Audience. Too many brands think only about consumers, when they should be engaging with audiences. While in reality these people are often one and the same, a consumer is someone you sell to and an audience needs to be entertained. They’re very different mind-states. Many brands (and agencies) …
Three Key Ingredients to Effective Digital Marketing Read More »
Written by Matt Carroll More deliverables, more channels, more often. In recent years, this has been the ‘golden’ rule in content marketing, as brands join a content arms race in a bid to battle for consumer eyeballs. The trouble is, more is not always good. With new channels constantly appearing on the scene, the knee-jerk …
Brands: Why it’s Time to Start Thinking Editorial Read More »
