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There’s been a right Royal buzz in the air over the Platinum Jubilee bank holiday! Did you go to a street party or watch…

When it comes to marketing, our specialists know exactly what they’re talking about, so here we share the perspectives of five of our marketing agency’s team on what the big trends in 2021 will be in client service, business strategy, brand design, video and content.

Mental health is a topic high on everyone’s agenda and it’s high on the agenda here too at marketing and advertising agency OTB, and…

Reddit is rarely featured in discussions of marketing strategy. In fact, it wouldn’t be difficult to imagine that very few marketers have ever used…

Incentives used to be a staple of marketing. We’ve seen lots of discounted products or services, bonuses for referring a friend or even a…

Customer relations is in many ways a central tenet of modern marketing. Trust and relationships built between brand and consumer are key drivers of…

Of all the social media platforms that now exist in the world, from Facebook to Instagram to Snapchat and back through LinkedIn, one that…

It’s been a couple of weeks since President Trump visited the UK on official state business. He was met by widespread protests across the…

Facebook marketing has formed a key component of marketing almost since the dawn of social. As Facebook itself has realised the full potential of…

Direct to consumer brands, who market their products and services directly to consumers, are re-writing the rules of the marketing industry and causing upsets…

The World Cup has absorbed international attention for the past few weeks. It was a nail-biting match for England against Colombia on Tuesday night,…

Bud Light ‘relaunched’ in the UK last year. It’s not very nice. But neither is Budweiser. These two facts (and they are facts) are…

The terms ‘sales’ and ‘marketing’ are often used in conjunction with one another, whether in terms of job advertisements, department titles or conceptual discussions….

Summer is here. Holiday season is just around the corner. Many people use their holidays as an opportunity to spend some time doing all…

When we talk about social media marketing, we often think about Facebook, Twitter and Instagram. In this discussion, LinkedIn is often neglected. Relatively few…

Mobile marketing and the age of ‘there’s an app for that’ seemed to dawn at lightning speed. New technologies and an almost insatiable demand…

After months of speculation, discussion and preparation, GDPR finally comes into effect this week. As organisations put the finishing touches to their strategies and updated policy…

Digital strategy, what is it? The internet is turning into a never-ending expanse that we just can’t seem to catch up with. So, is…

Email marketing is as old as email itself. It is a great tool for personalised campaigns and maintaining customer loyalty. Email campaigns remain a valuable…

The benefits of real time marketing despite it not being new phenomenon. But, it has become increasingly popular thanks to the rise of social…

Building brand loyalty has, for a long time now, been a central tenet of many marketer’s objectives. While of course acquiring new customers is…

As the numbers of smartphone users continue to rise and the availability of 4G and free-access Wi-Fi become staples of public spaces, location-based marketing…

As the financial services industry experiences an ever-accelerating level of change through consumer behavioural shifts and regulatory challenges, the race to be the customer’s…

The marketing industry is constantly being shaped by technological developments and augmented reality is the next big thing. In the past 20 years alone,…

Instagram was launched in 2010 and saw exponential growth in its early years. It has since become a mainstay of social media and has become…

GDPR, or General Data Protection Regulation, comes into effect on 25 May 2018. Now only little more than a month away, the huge changes…

You may think that your brand tone of voice is something you only need to consider when first starting out. Like a logo or…

As with all seasonal celebrations, Easter often creates a flurry of marketing campaigns. Brands buy in to the hype and potential sales that it…

Have you seen the term blockchain floating around in discussions of new technology, data and speculation about cryptocurrencies like Bitcoin? You might have thought…

Voice-activated technology is not in and of itself new. But, the recent moves by Amazon and Google to push the trend has increased interest…

Like all other commercialised celebrations, Valentine’s Day offers brands a great opportunity for a seasonal campaign. Many have been quick to make the most…

With so many marketing terms frequently used interchangeably, it is little wonder that marketing strategies can become unclear and unfocused. Using accurate terminology in…

Ecommerce may sound like a simple case of selling your usual product offering online. But, the reality can present more complex challenges. Like any…

Corporate Social Responsibility (CSR) is now a staple of a marketing strategy for any business. Once the preserve of only the biggest international brands,…

The gig economy is affecting a diverse range of industries and is changing the way organisations have sought talent and built teams for decades….

For years now ROI, or return on investment, has been the ultimate measure of marketing strategy success. What form this return takes is subject…

2017 was a busy year for marketing. From guerrilla campaigns to changing consumer behaviour, GDPR to another John Lewis Christmas advert, we’ve seen platforms rise and fall and trends come…

Twitter has been a mainstream social media platform for over ten years now. In recent years, commentators have begun to speak of a decline…

The rise of YouTube is in many ways the story of the modern digital age and the rise of social media. It was first…

For as long as marketing has continued to become integrated into organisations and in-house teams have grown in size and scope, Chief Marketing Officers…

Once again the season of merriment is almost upon us, as is the chaos and frenzy that it inevitably entails. Already, we hear you…

The purchase of goods and services has been conducted for centuries, even before the dawn of modern monetary systems. Yet in more recent times,…

It is easy to fall into the trap of thinking that marketing operates in its own bubble and is not impacted by small, material…

For years now marketers have preached the notion that content is king. Questions of how to increase customer engagement, how to remain relevant in a…

The humble colour is something that most people are lucky enough to enjoy in their day to day lives. As such, many of us…

Since the onset of digitalisation, marketers have had to adapt and sometimes reassess their marketing strategies to fit with the demands of the new…

University students, and young people in general, are a notoriously difficult demographic to market to. Trends continue to change at lightning speed, social media…

Data now lies at the heart of the majority of marketing campaigns. Whether generating market insights, investing in programmatic advertising or mapping the customer…

With so many trends to keep up with, it’s difficult to stay on top of industry developments. It’s then even harder to decide which…

Now firmly into the digital age, it is fair to say that digital had become the cornerstone of the modern marketer’s toolkit. It has…

According to a range of HubSpot statistics, search marketing has huge value for marketers. Among the most striking of their statistics are:  – Google gets over…

There are, naturally, many different types of content, each with its own merits and potential challenges. At the start of this year we wrote…

In the Amazon age, anything and everything can arrive on your doorstep. Often, the product will arrive within a matter of hours of your…

You used all the latest techniques to generate creative ideas. Then, you planned each stage of the campaign to bring these ideas to life….

Are you actively promoting diversity in your marketing campaigns? Gone are the days when marketing was the preserve of white, middle class men in…

Most people could name several, if not many, iconic brands. From Fairy to Nike, Kodak to Apple, these brands have built such a strong…

Mapping the user journey has been pulled in two directions simultaneously. On the one hand, with more data available than ever before, it has…

OOH, or Out Of Home, marketing has been a favourite of many a brand for some time. But what does it mean for your…

Most brands would agree that putting the customer first is an important element of strategy. But, what does it mean to be truly customer-centric?…

With so much of marketing focused on content-centric brand offerings, writing copy remains as important as ever. Though many might have suggested that the…

While much effort is put into winning new customers, rather less is put into retaining the customers. There is a tendency to believe that,…

We are in an era of choice overload and near-constant exposure to advertising. Many brands perceive consumers to be reluctant to remain loyal to…

The merits of marketing to women are often discussed, not least in our recent blog about the #thisgirlcan campaign. But what about marketing to men? Rather less is…

There is much discussion about how marketers must adapt to changing consumer behaviour in order to survive. Recently Marketing Week published a story headlined ‘Starbucks on…

Unavoidably connected to political, social and cultural debates taking place in the outside world, marketing plays a role in shaping conversations through its content…

This week Econsultancy gave us some incredible statistics about mobile marketing. Quoting a recent report by comScore, it was argued that ‘mobile devices now account for a…

The Twittersphere remains one of the most-used social media platforms, particularly when it comes to professionals and organisations. That’s even despite the comparatively small growth…

In any sector trends often run in cycles, and as such marketing is no different. The Drum recently declared that ‘the future of content marketing is…

Marketing an event comes with a specific set of challenges, but ensuring that you have a strategy in place for the before, during and…

For a few hours every year, businesses large and small are able to play tricks on their loyal customers as part of April Fool’s….

Although its name may seem self-explanatory, the question of how and when to use real-time marketing as part of your wider strategy can be…

Few marketers would invest time, money and effort in a campaign without stopping to measure its effectiveness. But how exactly do you measure campaign…

One of the many goals of marketers, if not perhaps their most central, is to interact positively with and better understand their customers. Though…

Today we are constantly told that we are more connected than ever before. If Lady Gaga drops from the roof of the Super Bowl stadium,…

Although guerrilla marketing has existed for some time, in the eyes of many it is seen as little more than an attention seeking stunt….

Loved and loathed in equal measure are online reviews. They can be highly valuable for a brand in one moment and little more than…

Should you devote time to earned, owned, or paid content? That is the question every marketer is asking themselves right now. Content marketing still…

Creativity is a term which is often thrown around carelessly, as though its meaning is self-evident and its desirability in marketing circles should not…

Abandoned basket syndrome is alive and well. With so much of retail now taking place online, when consumers come nail-bitingly close to making a…

Reaching your target audience online should a basic goal to strive for before seeking to improve sales, revenues and returning customers. But what if…

Since the launch of Facebook Live in the spring of 2016, its marketing worth has not yet been fully utilised. Some of the biggest brands have…

Now that we have welcomed in 2017, a new marketing year is upon us. This week we’re exploring the marketing predictions made by industry experts…

As 2016 draws to a close and the industry turns its head to the new year on the horizon, commentators are reflecting on the…

The tendency to think of data as little more than numbers is tempting. There are, in fact, a number of innovative ways you can…

Being active on social media is by now a natural element of any marketing strategy. So much of social media marketing is focused on…

With only four weeks to go until Christmas, Black Friday madness is about commence. Although the trend is less than ten years old, already…

It is easy to fall into the trap of thinking you have to choose between online and offline marketing, whether that’s in budget or…

Often lauded and hailed for their pioneering marketing campaigns, Coca-Cola has become on of the giants of the marketing industry. Whether it is commentators’ annual…

No longer able to be called “up and coming”, video content is a vital part of marketing strategy. The statistics linked to video content…

The annual Festival of Marketing is always a big event in the calendar. The biggest and best brains in the industry come together to discuss successes…

As we head into the second half of the year and advertising budgets show signs of wearing, it can be easy to fall into…

Creating seasonal marketing campaigns can be tough. In what is often a multi-faceted process involving emails and meetings a plenty, a team of designers…

Played out on a global stage, the Olympics is far more than an international sporting event. For many marketers it is the chance to…

Having a strong humanity at the centre of your brand is invaluable. It goes a long way to creating an image that is accessible,…

Last week Pokémon Go took over the digitalised (and in fact real) world, and at incredible speed. Seeming to explode from obscurity, 2016’s take…

Customers are no longer loyal to a brand for its own sake. Hailed by Marketing Land as the “age of disloyalty”, it is more important than…

Native advertising is big business, and a valuable tool for brands looking to market their product offering to targeted audiences. There are three key…

The popularity of using messenger apps to build relationships with consumers has blossomed in 2016, and this week it’s WhatsApp in the spotlight. From…

How good is your email marketing strategy? Email is proclaimed outdated and irrelevant time and again by industry commentators. Yet despite speculation, statistics show email…

Marketing has never been more diverse, more technology rich, and more open to creativity than today. With a wealth of platforms to choose from,…