Author Archive
Lucy Henning
As markets become more saturated, broad brand narratives can easily fall short of their desired impact. Enterprise buyers want evidence of relevance, not generalised promises. In 2026, we’ll likely see…
As we approach 2026, social media is shifting from being simply about presence or awareness to becoming a strategic engine for B2B growth. According to a recent survey of 564…
The past year marked a turning point in how marketing organisations create value. Despite increased investment in technology and talent, it was not the largest or best resourced teams that…
AI has changed marketing faster than almost any other discipline. It can analyse audiences in seconds, write content at scale, and predict which message will convert before a campaign even…
The festive season brings a familiar dilemma for marketers: keep advertising through Christmas, or hold fire until January? On one hand, this time of year often sees audiences distracted, decision-makers…
There’s no shortage of data in marketing: dashboards, attribution reports, CRM exports, social insights. The problem isn’t getting hold of it. The problem is knowing what to do with it.…
Marketers love to talk about data, automation and, more recently, AI. We track, analyse and optimise everything. But for all the dashboards and tools at our disposal, one truth has…
For years, marketing mix modelling (MMM) has been a reliable way to understand what drives performance. It’s the backbone of budget decisions and post-campaign analysis. But it’s fair to say…
Very few platforms have experienced as tumultuous a journey as TikTok in the United States in the ever-evolving world of social media. From looming bans to heartfelt confessions, earlier this…
Instagram is currently testing AI-generated comments on posts, allowing users to engage without writing their own responses. This feature lets users select from a range of AI-suggested comments, streamlining interactions…
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