Businesses will be familiar with brand marketing and performance marketing, and will most likely see these as completely separate entities managed by different teams in their organisation. But what’s ‘performance branding’? How has branding activity evolved and why should brands now really consider performance branding to further drive success?

Measurement has always been a vital aspect of digital marketing - it allows businesses to track the effectiveness of their marketing efforts. By measuring key metrics such as traffic, conversions, and customer lifetime value, brands can get a better understanding of how their marketing efforts are performing. This can help them identify which tactics are working well and which ones may need to be adjusted or abandoned.

Over the last 12 months, we’ve attended a range of large and small conferences, and seen many talented people talk passionately about some fascinating topics. Where is the main value in attending conferences and how should you be prioritising your time? What are the most interesting conferences you should be attending?

Businesses need to be able to understand the impact of different marketing efforts in order to make informed decisions when it comes to strategic prioritisation and budget management. Media mix modelling can act as the solution for this, but what is it?

It’s crucial to have a paid media team that not only understands your brand’s goals and visions but also harnesses new trends and technology and enables your business to scale. But businesses are often faced with the question of “do I build an in-house paid media team or choose to work with an agency”.

Each year Black Friday approaches faster than the last, and the period synonymous with deals and Christmas gifting is by far still one of the biggest shopping periods of the year. And with the macroeconomic events of the last twelve months that affected consumer behaviour and spending, there was some level of uncertainty around which way it would go.