Monthly Archives: February 2016

Thought For The Week

TFTW Ad Blocking

Brands need to combat the growing threat posed by ad blocking.

Consumers need to know it’s the ads they are blocking that pay for much of the content they want to see.

If ad blocking continues to spiral, publishers will have no option but to charge for content that’s currently free.

To avoid that scenario, we need to educate ourselves as well as consumers.

I thought I knew all about ad blocking. It turns out I didn’t.

If you want to get up to speed, listen to this podcast from the IPA. It’s brilliant!

Thought For The Week

TFTW Digital Like it or Lump it

I would ban the word digital from the marketing dictionary.

It’s a meaningless word because everything these days is digital.

Even traditional marketing vehicles such as newspapers, billboards and direct mailers are produced digitally.

You would never ask someone to pop bread in the electric toaster, switch on the electric kettle or screw in an electric light bulb.

So why do Beattie and Only persist in talking about digital marketing?

Because, like it or lump it, digital marketing is the No1 search term people use when looking for a marketing agency!

Thought For The Week

TFTW USP

Every brand needs a USP but identifying what makes your brand different from its competitors is far from easy.

Here’s a simple exercise that will take much of the pain out of the process.

First compile a list of all the strengths that make your brand great.

It may include your people, your geographic reach, the ingredients you use in your products etc.

Then put a line through the items where your competitors can match you or out-perform you.

What are left are your strongest points of difference…your USP!