Alex Luff

This is an excellent visualisation from the DMA (Data & Marketing Association) UK of how integral maturing your approach to measurement is to delivering successful business outcomes. If you're not already planning for it, you should be. It will be one of the most significant drivers of future effectiveness for you.

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Direct response advertising is a type of marketing designed to get an instant response by encouraging people to take a specific action. Read our latest article to understand whether DR advertising could be a good fit for your business. https://lnkd.in/dRzpx7M #DirectResponse #Advertising #LeadGeneration

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Deconstructing the anatomy of content strategy with Clearleft Co founder Richard Rutter and Head of Experience Design Chris How. We are increasingly finding that without a robust and clearly understood content strategy, clients are struggling to deliver optimal outcomes for their users. This seems especially pertinent for the b2b manufacturing, biopharma and education sectors. Is this your experience? Keen to find out if content strategy ( and use of emerging tools) is becoming more of a priority in other sectors?

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If you use market research you've probably heard of synthetic data, generated by AI language models, which could in theory be used in place of consumer responses. Our latest article considers how realistic that is, and the cases in which it fails. Find our article here: https://lnkd.in/eYuiM5qK #SyntheticData #MarketResearch #AI

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Clients sometimes find it hard to identify the right people to help them with their challenges — it takes time, it's full of risk, and agencies are expensive. And with the proliferation of talent and tools to promote them — it's more noisy, crowded and hard to feel confident in making the best decision. CommsConsultants [ https://lnkd.in/ghVyZhVS ] has a great model to solve for this. Yes, it's been tried before — but no one has cracked the code like CEO Ashley Dennison. If you are are top-notch comms consultant, check it out. If you are looking for a top-notch comms consultant, check it out. #CommunicationsConsulting #BusinessGrowth #ProfessionalServices #ConsultingServices #CorporateCommunications #PRConsulting #LeadershipCommunication #BusinessStrategy #NetworkingProfessionals #CommunicationStrategy #TalentMatching #ConsultingSuccess #BusinessSolutions #ProfessionalDevelopment #CommunicationExperts

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I talk to Emanuel Rose award winning author and strategist, about the contentious topic of Authentic Marketing in the Age of AI. Now we can literally send our "digital twin" avatars to Zoom meetings on our behalf and they can respond and behave much as we would, are we about to see amazing opportunities or are we doomed? What do you think? https://lnkd.in/eM5bsfwB       #mindfulmarketing #aimarketing #marketingpodcast

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Great interview here, with Laurence O'Byrne talking to FamousGrey CCO and author Peter Ampe. Peter speaks of the need for advertising to draw from a wider breadth of life experiences, as per the article I shared by Vicki Maguire yesterday, and the value of neurodiversity to creativity. I loved reading about his 'logical magic' philosophy, blending creativity with strategic purpose. Effectiveness is as important to Peter as creative acclaim: "The ‘logic’ part refers to the fact that I like ideas that will lead to results, this is the part clients like. I guess that’s my journalist background, I am fact-driven. The ‘magic’ part is the original angle that will lead to these results. My neurodivergent brain accounts for this. Therefore, I’m proud of my creative awards, but I’m equally proud of my Effie awards. I want to make work that either entertains or changes the world. But there always must be results." Hence not just 44 Cannes Lions but also 19 Effie Awards. This is well worth a read and, if you want to read more about the 'magic' part, check out my article 'Why your advertising should be MAD' here: https://lnkd.in/ewDZTdym #creativeideas #advertising #advertisingeffectiveness #neurodiversity

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Do you want to talk about elephants in the room like advertising x consumption x sustainability? In this new report from the IPA (Institute of Practitioners in Advertising) we’re beginning to. We hope this is the start of a meaningful debate about the powerful influence lateral problem solvers have in a just transition to a low carbon economy.

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Impact is our output. We talk about modern marketing being able to deliver two types of impact - cultural and commercial. How do we move beyond the brand purpose debate and into a more grown up and nuanced conversation about the different types of impact we all create as marketers every day? Come and join us to find out.

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Thanks to Campaign UK for the great coverage of our CMO survey. This was one of the most fascinating findings from the report; a dramatic year on year shift in attitudes to AI and creativity. CMOs are significantly less likely year on year to agree that AI can never create content that moves their audience or represents their brand. But they also want to see creativity across more and more aspects of their business-from CX to Commerce to Sustainability. So I see it more as AI giving extraordinary human creatives super-human ability to scale and adapt. AI not as competitor but as collaborator and copilot. https://lnkd.in/ea49vgan

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One of the key facets of search in AI Overviews and regular SERPs: more personalisation. I'm seeing more and more of these 'You visit often' labels on Google Search Results in the UK. - Purpose: Highlights websites frequently visited by users. - Benefit: Makes it easier for users to find their preferred sites quickly. - Rollout: Began in December 2023 in the US, but now in the UK? - Goal: Enhances personalised search experience by prioritising frequently visited sites in search snippets.

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Finding your north star story Our bespoke storytelling workshops will bring your brand to life. If you want to create a compelling and consistent north star narrative that will guide every conversation and all marketing collateral, then it's time to spread the word through storytelling. Through the power of narrative, we elevate brand messages to become more memorable. Why? Because, web sites become more welcoming, pitches and presentations become more powerful, social media more shareable, speakers more striking, content more colourful and PR more influential. Through storytelling, we care less about facts and more about feelings. This is how we help you cut through the noise. #global #PR #brandstorytelling #contentmarketing #marketresearch

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Not quite as catchy as The Weeknd, and could very possibly leave you numb. Come and find out for yourself at the New Scientist Emerging Tech Summit, where I’ll be talking about weird interfaces of the future… #invention #innovation #technology #tech #interfaces

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Its about staying relevant and understanding that your wisdom comes from years of developing the right structures, culture to have high performance teams that can continue to innovate product for marketers with an end outcome that is commercially profitable.... #ageism #advisoryboard #commercialstrategy #culturalsuccess #people #techsuccess

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New Episode! "88. Re-evaluating demandgen: what marketers need to know" In this episode of The Unicorny Marketing Show, Clare Jones, CMO of System C, challenges the common perceptions around demand generation, explores the changing dynamics of B2B buyer behaviour, and discusses the complexities o...

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📣 Call for Panellists! 📣 The inaugural 'Pop Culture Marketing Trends Summit' will take place at MCM London Comic Con on the morning of Friday 24th May.  It’s a free event aimed at pop culture marketers and comms professionals and those that have an interest in staying abreast of current marketing trends in the context of the rapid and somewhat challenging changes we are all experiencing. We're presenting x5 panels in a whirlwind morning schedule, all of them will be made up of experienced professionals in the following areas: - Industry: Published Media (Books, Comics) - Industry: Games - Channel: Events - Industry: On Screen Entertainment (Film, TV & VOD) - Channel: Creator Each panel will be having a discussion based on three core questions: What changes and developments are you seeing in your consumers or audiences? How do you think your sector is responding and adapting to those challenges? What do you identify as the key marketing trends as a result? So, are you, or do you know a potential panellist? A professional working in the pop culture marketing and comms sector who: - is an avid follower of pop culture marketing and comms trends with an eye on the game and finger on the pulse. - walks the walk as well as talks the talk - enjoys voicing thoughts and opinions and likes talking about them nicely with others - whose employer says it’s ok or even encourages going out and about to talk about things that have been learnt ‘in the day job’ - wants to come and hang out at MCM London Comic Con for the Friday before a bank holiday weekend If that sounds like you or someone you know drop me a line (or get them to) on here or via email ([email protected]).  We’re aiming to curate the most interesting and diverse panels we can to gain as full an insight as possible for the attendees. We will respond to everyone who gets in contact but you may not finally be successful as a pannellist. If you want to get involved apart from being a panellist please feel free to give me a shout and let's have a chat.     IF YOU WANT TO ATTEND THIS EVENT (and why wouldn't you it's a legitimate business case to pop to MCM London Comic Con @ Excel to do some learning and also see fandom consumers free-range in their natural habitat!) More about how to get your mits on tickets next week.

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In the world of #B2Bmarketing, attention is harder to earn and maintain, especially when dealing with highly technical topics. Using visual analogies to communicate complex ideas enhances your content's appeal, boosting engagement and understanding. #B2Binsights

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I can confirm this is worth a read. #sustainability #leadership #businessbooks

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Rediscovering Profit: The Marketing Mistake Everyone Makes From my talk with Seb Mackay on Brand, in a world obsessed with volume, marketers often neglect the core principle of profit. Join us as we explore the UK marketing landscape and discuss why being a true profit center is crucial for brands' success. Let’s shift the focus back to what truly matters! #Marketing #Brand #BusinessGrowth

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