What is your strategy for Influencer marketing – is it all about Instagram stories, or Instagram TV? Or both? What about Artificial intelligence in your apps? Search engine optimization (SEO)? Content marketing? Data-driven marketing? Your overall e-commerce offering? What about e-mail direct marketing? Keeping your U-tube channel relevant? What are your brand’s Trustpilot and Trip Advisor scores? Or good old fashioned TV advertising strategy?

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Marketing was always a buzzword-rich environment, but with the advent of digital this has been taken to a whole new level. And businesses are desperately trying to keep up, and panicking if their likes on Facebook or their app conversion rates have plateaued. But the great news is, that at it’s heart, nothing has changed. Marketing is simply about providing relevant products and services to existing and new customers, profitably. And that’s important, because whilst digital provides companies with opportunity for previously unimaginable levels of personalisation and relevance, you don’t have to be on all channels all of the time. It’s about focusing effort on the channels that work for you, and ensuring messaging is coherent across all of these – as ever it’s still about creating relevance and achieving cut through. And fundamentally it’s about your product. Whether you are offering a SaaS solution, a bricks and mortar service, or an FMCG product, companies must not lose sight of the primacy of their product quality in all the excitement about being an omni-channel marketing machine.

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With over 25 years in Airline, Hospitality and Telco Marketing, I help companies navigate their way through this marketing maelstrom. I work with leadership teams to help them re-focus on their customers, and build integrated marketing solutions that begin, and end with their customers..... and that drive profitability.