by IanCW | Jan 3, 2020 | Communications
Relevance is a hot topic for content creators and communicators on or off-line. While its importance is clear, it can be a slippery concept to get to grips with, and tactics hard to identify. There are 5 key dimensions that can provide a useful guide and checklist....
by IanCW | Jan 18, 2019 | Communications, Marketing
In an excellent article in Catalyst, the Chartered Institute of Marketing magazine, Chris Daly (CEO of the CIM) suggests boards and marketers communicate in different languages. He considers whether this may limit marketers’ contribution to the business. Now, surely...
by IanCW | Oct 24, 2018 | Communications
Are we ready for the new age of direct mail? You may have also noticed an increase in direct mail received over recent months. Certainly my postman’s been making more frequent visits. It was predicted Direct mail would enjoy a resurgence following the...
by IanCW | Sep 20, 2018 | Communications, Marketing
In my early days in advertising, before video marketing, we used to have a saying, “Nothing sells like TV.” It was true… and there was sound reasoning behind it. Firstly, the medium had tremendous reach, and of course, TV is a major medium. However, the overriding...
by IanCW | May 24, 2018 | Communications, Marketing
Marketing is a process – the effects should be apparent but not the process.You may find this a pretty obvious statement, and quite inoffensive. For the six or so decades of this still new art (or science?) of marketing, we have held such a truth to be self-evident....
by IanCW | May 24, 2018 | Communications
The web is still fundamentally a text-based medium so language matters. One simple thing can make or break an ad, post or mailer – ‘voice.’ In other words, not just what you say, but how you say it. We all use different voices in everyday life – when we speak to...
