Archive — Marketing
GDPR is the bible of customer-centricity
An enjoyable take on why marketing professionals should be loving GDPR.
Alongside accountability, transparency is the second pillar of GDPR. This is where marketers should get excited. After all, getting our message through should be what we do best.
An ode to writing with a human voice
More on the apparent decline of blogs from the Government Digital Service (GDS).
This article makes the excellent counterpoint to a recent GDS post apparently attempting to address the debate around the quality of their recent blogging efforts.
The measures of success cited include levels of ‘engagement’, aligning posts with campaigns, and instances of very senior officials publishing posts. This, to me, fundamentally misunderstands the value of blogging compared with more ‘formal’ communications. Aligning blogs more closely with PR activity doesn’t strengthen blogs— it nullifies their distinct value.
Of course, it is not just GDS who have suffered.
In the early days, blogging and social media was so vital precisely because it wasn’t traditional communications. When the communications people caught wind of the popularity of social media, they took control (which, for some reason, comms people are obsessed with). The comms crowd and the marketing mob turned social media into yet another stifled channel, designed to control the message, thereby destroying actual valuable communication.
Predictions for digital and social marketing in 2018
Gary Andrews with some thoughts on what we might see in the coming year in the digital and marketing worlds.
There are lots of astute points here, not least on the hot potato of the moment: relationship between the tech giants and publishers.
One phrase that has been bandied around a lot towards the end of 2017 has been from publishers proclaiming their “pivot to readers”. At a basic level, this is the publisher’s way of saying we’ll no longer be beholden to platforms like Facebook and Google and will concentrate on building our own brand through focusing on our core readership instead.