Attention has long been the buzzword of the marketing world. The thing every brand is battling for, yet is so hard to grab and hold. Those crucial few seconds – and if you’re lucky, minutes – which plant a seed in a potential future customer are essential to any business trying to make a dent with their advertising both ATL and online.

In 2024, establishing yourself as an expert within your field is crucial to staying relevant. eCommerce brands and service businesses that are sharing the expertise behind their products connect more deeply with their audiences, resulting in greater investment in their brand.

We are all biased, and this isn’t a good thing for marketers. As humans, we are creatures of our evolution, life history and current environment, and therefore prone to subconscious assumptions and biases. Biases that risk harming our marketing results.

This Consumer Rights Day, fresh insights from Twilio have highlighted that nearly four out of 10 (39%) UK consumers would choose to avoid nudge marketing and sales strategies altogether. These strategies include countdown timers, "last chance to buy" alerts, and email follow-ups urging them to finalise incomplete purchases.

As the founder of a startup, it’s a scary thought that roughly 60% fail in the first three years. However, the high failure rate of startups can’t be too much of a deterrent for entrepreneurs given that between 2020 and 2022 the number of tech firms in the UK doubled. 

Branding can impact a business in all kinds of ways. It can change how your customers and investors see you. It can influence the attitude and approach of your team members. And ultimately, it can shape your personal satisfaction in your business. But for startups, with so much other stuff to pull the attention, branding is easily overlooked, and it can be difficult to know when to start. There are a few key things to keep in mind.

Navigating the intricate landscape of trade marks and brand protection is crucial for startups aiming to carve out a distinctive identity in a competitive market. This article addresses the ten most frequently asked questions by startups about trade marks and brand protection. It provides valuable insights into how emerging businesses can safeguard their innovations, ensure their brand stands out, and avoid common pitfalls.

Blockbusters, the 90s video rental chain, is all too often rolled out as the example of a business seemingly blindsided by technological innovation, whose collapse saw it go from 9000 stores worldwide in 2004 to just one in 2018.

No matter what industry you’re in, marketing is essential for boosting brand awareness, increasing your market share, and driving your business forward.

2024 is set to be a big year for the cyber security sector and with that comes competition as firms battle for share of mind. Players in this market will need to navigate pressure from the strong headwinds that include consolidation, and technology churn and with this comes the opportunity for smaller players to take on the cyber security old guard.

In today’s digital era, teeming with apps, platforms, and tools, all designed to help you promote your business, it’s surprising that so many barriers still exist when it comes to advertising online with confidence.

In terms of both paid and organic marketing strategies, social media offers a powerful and cost-effective way for brands to build and reach communities, drive engagement, and establish positive brand reputation – yet so many brands fail to gain traction on their social channels.

I’d like you to cast your mind back to when you had that lightbulb moment of setting up your business. Then to the leap of faith you took to make the time and financial investment to get your company off the ground.

The National Retail Federation has forecasted that consumer expenditure on Valentine's Day is due to reach $14.2 billion this year.

Know-how may be the most nebulous of Intellectual Property. Although recordable in any form, it might only exist in someone’s memory. In that surprisingly common scenario, should they suddenly disappear, the know-how also disappears!

Leaders are navigating an increased call for operational transparency, improving their employees’ wellbeing or reaching B Corp status with sustainable practices.

A successful business recognises the need for a dynamic marketing budget, one that’s agile enough to respond to market trends and support the ever-changing needs of the business. However, some projects are worth investing in now to help to move the business on.

Marketing in the B2B space has undergone several transformations in recent years. Increasingly, marketing techniques considered standard practice have become less and less effective, while buyer behaviour and expectations have continued to evolve.

The global entrepreneurial spirit is booming, with over 3 million new businesses registered in the US alone in the first half of 2023.

Sopro, a sales technology expert, has uncovered significant shifts in the effectiveness of various outreach strategies, as detailed in its State of Prospecting 2024 whitepaper.