Marketing Spending Recedes As CMOs Are Challenged To Deliver Results

By Ewan McIntyre | October 19, 2017

Throughout the year Gartner for Marketing Leaders publishes a range of primary research, looking at marketing’s strategy, how it’s organized and resourced, the channels favored by marketers, and the scope and effectiveness of customer experience efforts (to name but a…


Marketing Cost Optimization – Your Summer Essential

By Ewan McIntyre | July 21, 2017

Along with long school holidays and allergies, summer means budget season for many marketers. Regardless of the time of year, budgets should never be far from your thoughts – blindingly obvious as it is, marketing budgets are the key to…


Human-centric media planning and the rise of the robots

By Ewan McIntyre | June 09, 2017

The rise of the robot media planner. In a recent Digiday article, they asked the question “who needs media planners when a tireless robot named Albert can do the job?” The Albert in question being an AI platform that specializes…


Marketing Innovation and the Rules of Cool

By Ewan McIntyre | May 22, 2017

In the interest of research, I did a quick (unscientific) scan of LinkedIn this morning – I searched for the words “innovation” and “marketing”, and was interested to note the quantity and variety of roles that came up. And there…


Feel The Churn –Value Segmentation And The Art Of Knowing When You’ve Been Ghosted

By Ewan McIntyre | April 06, 2017

Ghosting: the practice of ending a relationship suddenly without explanation, withdrawing all communication I’ve never been ghosted. Sure, there are people I’m not in contact with anymore– you lose touch with people for all kinds of reasons over the years.…


Email Marketing – Emerging Medium of 2017

By Ewan McIntyre | December 29, 2016

Email Marketing Then… A dozen years ago, when working in a large B2B enterprise I made a pretty momentous move – I shifted across from a general marketing role to my first fully digital marketing role. This seemed like a…