It’s Time to End Racist Soap Adverts Forever

Personal care brand Dove hit the headlines last month for the wrong reasons. Dove manufacturer Unilever was accused of running a racist marketing campaign by social media users. They were reacting angrily to a Facebook ad that appeared to show a black woman turn white after using Dove body wash. Yes, you read that correctly. …

Mobile is not as important as we think

With Black Friday and CyberMonday upon us and the start of the Christmas shopping season, it’s no wonder there are all sorts of articles about how to use the Internet to sell more. Much of that information is focusing on the power of the smartphone. Indeed, one study has shown that mobile-driven purchasing is now behind …

99% of those surveyed said good research is dying*

Don’t you just hate it when a headline lures you with the promise of evidence-based analysis – only for the full article to leave you disappointed by lightweight data masquerading as quantitative research? Guy Washer, Founding, Managing Partner at Sapio Research, explores the link between high quality market research and effective content marketing. In a …

A question of trust

Recently, Amazon has announced something that many consider a step too far and it’s made me think about how and why we decide to trust certain brands, what it takes to earn that trust and what happens when that trust is broken. Amazon has developed some outstanding innovations, such as Amazon Prime Now providing one-hour …

How comms can help transform charity transparency

The TFN Live panel debate at the Institute of Fundraising Conference in Glasgow highlighted the divide between fundraisers and the rest of charity sector. But it’s a gulf that can be bridged by better communications. Fundraising has been through tough times; negative headlines, changes in legislation and changes in sources of revenue have led many …

Proving the Value of Social Media: A Detailed Case Study

In March this year I was contacted by a company called The Tattoo Shop for assistance with its social media strategy. Six months later and the company’s revenue has increased by an impressive 23%. As a case study, it goes a long way towards proving that the strategic use of social media marketing can have …

Advertising Fraud: Can Artificial Intelligence Reduce It?

When implemented correctly, the potential benefits that Artificial Intelligence (AI) can bring to the digital advertising industry are significant. Enhancing a digital advertising platform’s ability to efficiently target the correct audience, while detecting fraudulent publisher activities, would be a huge advantage. According to the latest worldwide market study by Juniper Research, the use of AI …