Pack Your Bags, The New Travel Landscape
The UK travel industry is back with a bang. Contributing around 10% of UK GDP, it’s a powerhouse sector shaped by travellers with different preferences, budgets, and styles. In today’s new travel landscape, demand for experiences is soaring, from…
Home Visits vs In-Store – Which Is Winning the Convenience War?
Convenience has always been a factor in customer decision-making but in optics and audiology, it’s now one of the biggest competitive battlegrounds. With the rise of home visit services alongside traditional in-store care, providers are…
How to Use First-Party Data to Drive Local Store Visits
In the optics and audiology sectors, one of the biggest marketing challenges is bridging the gap between data and physical store footfall. It’s one thing to know who your customer is. It’s another to get them off the sofa and into a Specsavers,…
How Charities can grow Legacy Giving
Legacy giving has long been one of the most powerful drivers of charity income in the UK. Gifts in Wills contribute over £4bn annually, and demand is only set to grow as more people look for meaningful ways to leave a lasting impact. Yet despite…
Who is the Modern Hearing Care Customer?
The hearing care market has evolved rapidly over the last decade, but has our understanding of the modern hearing care customer kept pace? Traditionally viewed as a narrow demographic (retired, older, and offline), today’s hearing care…
A Library of Consumers: How ‘everyone’ Guides Your Marketing
For brands, those books represent consumers. Each one holds a unique story of interests, habits, motivations and aspirations. But unless you know where to look, your marketing risks becoming guesswork: broad, unfocused, and ultimately inefficient.…
Experian and the ICO
About a month ago, the disagreement between the ICO and Experian finally headed towards closure with the following sentence: “The Information Commissioner’s Appeal is dismissed.” This succinct statement was followed up by 57 closely written pages of…
Busting Myths in Direct Mail
I’ve worked in printed media for most of my life and a great deal of that has involved Direct Mail. It’s a much-loved format but for many people it’s viewed with nostalgia, like a Ford Capri, or Debbie Harry. There are a few…
Direct Marketing in the Maelstrom
I don’t often lament the fate of marketers. We have a lovely job and generally a lot of fun doing it. That said, with the cost-of-living crisis and the current economic turmoil, we might be forgiven for feeling like our job has become unnecessarily…
CDP, SCV, CRM: TMI
Platform your LTA isn’t cutting it but you can’t switch to MTA or MMM because your CRM isn’t a CDP so can’t deliver you an SCV – sort it out PDQ! Even amongst the ‘Three-Letter-Acronym’ besotted English-speaking (texting) world, the data-driven…