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customer experience
Shaun Smith
  • By Shaun Smith
  • Mar 29 2016

CX By Numbers

When content isn't king...

I wrote a blog last week arguing that we are dumbing down marketing in the rush to create digital content. This seems to have struck a chord because I have had many people retweet and favourite it. Little did I know that I would personally experience a perfect example of this just a few days later.

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Shaun Smith
  • By Shaun Smith
  • Mar 20 2016

Marketing ain’t no noun

"To the companies and boards who are winding down the marketing function whilst ramping up the digital and data units, be careful. You are confusing what marketing is about with the tools, channels and feedback loops to do it."

David Wheldon, President of the World Federation of Advertisers, couldn’t have been blunter in his warning shot to those brands dead-set on replacing marketing resource with digital tools and advertising platforms. In a scathing address at the recent ISBO conference, the RBS Group CMO said that those companies who do this are forgetting to build a distinctive brand and failing to understand the customer.

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Tim Wade
  • By Tim Wade
  • Mar 11 2016

Why is Most Marketing Communication Boring?

Thoughts on tedious talkers...

OK, so everyone gets that in today’s commercial world customers are powerful. And, if you give them a bad experience, they’ll probably tell about 10 billion people on every single social network (unless you’re like me and reach only three people on Twitter). Surely this gives the business world an amazing opportunity to be more human, to create things that make us sit up, laugh and even cry. Sadly, however, it seems that corporate organisations are becoming more risk averse and happy to pump out dull, boring, bland communications that won’t get them in trouble because the reader won’t stay awake long enough to talk about them.

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