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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
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. ...
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 ...
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. ...
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 ...
