Author: Graham Plant
The convergence of adtech and martech dominates current discussions on the topic, but a sound understanding of the difference between the two will help marketers better approach new data projects from start to finish. Graham Plant offers a little clarity on the subject. This article originally appeared in The Madtech Brief, Marketing‘s second print issue for 2019 Since […]
Businesses and government have been winging it when it comes to data use. Graham Plant on trust and what it should mean to marketers. As marketers we rely on data. Now more than ever. So why is it that so many businesses pay scant regard to the security, compliant use and governance of their customer […]
Graham Plant explains Data as a Service (DaaS), and explores new options for commercialising your organisation’s data. This article originally appeared in The Serve Issue, our October/November 2017 print edition of Marketing magazine. Have you heard about DaaS? You may have heard of its cousin Software as a Service (SaaS) or brothers Platform as a Service (PaaS) […]
Graham Plant writes that while business would be pretty boring without first movers, the advantage gained is rarely as clear-cut as it seems. When the theme of this issue of Marketing was mentioned, there was an obvious choice for me in regards to the topic I would write on: market leaders and first mover advantages… […]
Graham Plant discusses native advertising, a tactic for which analysis of efficacy is only just now becoming possible. Heard the buzz about native advertising? Not sure if it’s bollocks? And have been told that it is brilliant? But haven’t yet invested in native advertising while you wait for proof that you will see an increase […]
Graham Plant investigates to what extent the values that define people actually influence their shopping behaviour. Values – as marketers they sit at the core of everything we do, although sometimes we don’t recognise how important they are in defining our success. One of the modern day marketing geniuses, the late Steve Jobs, said, “Marketing […]
Brand custodians need to rethink the responsiveness of the brand implement-test cycle, writes Graham Plant. When the theme of this issue of the new-format Marketing (which, by the way guys, looks awesome) was presented to me, it raised a number of thoughts and ideas – but one stood out more than the others. As marketers, […]
Don’t learn the hard way, learn from Graham Plant – he’s been involved in the selection of marketing automation platforms for a variety of organisations, including most recently at Effective Measure where he joined as CEO. His key piece of advice: figure out what your business needs before talking to any vendors. Many companies are […]
With the now ubiquitous nature of social media, the ever-increasing range of marketing media options and the rapid changes in the way people consume information, marketing has become increasingly complex. Marketers are struggling to assemble an increasingly fragmented view of the customer in an environment of dwindling response rates, stricter contact regulations, restrictive ‘do not […]
First, a confession: I am a hoarder! I hate to throw anything out. In my archives are articles, magazines, journals and products that I have kept on the basis that they would be useful references. I have football records from the 1970s, Harvard Business Review publications from the 80s and industry publications that span across three […]
It is fair to say that the past few years have been a bit like living in a washing machine. We’ve seen phenomenal developments in technology, particularly in the digital space; We’ve watched the US dollar dive faster than an Italian footballer in the penalty box at the World Cup; and social networking has replaced […]
