Blog · Digital Marketing
Digital marketing,
measured properly.
Search, paid media, email and conversion, written around what the numbers actually say and what to do about them next.
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Digital marketing articles
Pieces worth your ten minutes.
Newest first. Every piece on finding customers and turning attention into enquiries.
Digital Marketing
First-party data and consent: building more durable digital measurement
A first party data and consent framework that keeps measurement useful as platform controls tighten. 10 min read
Digital Marketing
When LinkedIn Ads make sense for B2B leads
When LinkedIn's higher click costs are justified for B2B leads and how to measure qualified pipeline. 10 min read
Digital Marketing
Influencer marketing for established brands: choosing creators, managing risk and measuring value
Creator fit, disclosure, contracts, content rights and measurement for a governed influencer programme. 11 min read
Digital Marketing
Email marketing beyond newsletters: lifecycle programmes that nurture, retain and reactivate customers
Email programmes built around customer events, from welcome and nurture to retention and reactivation. 11 min read
Digital Marketing
Account-based marketing for complex B2B sales
When account based marketing fits, how to select accounts, map buying committees and measure progress. 10 min read
Digital Marketing
What should a conversion rate optimisation programme include beyond A/B testing?
Measurement, research, prioritisation, governance and implementation, not only A/B tests. 10 min read
Digital Marketing
Lead quality, not lead volume: how to optimise paid media for revenue
Shared lead definitions, CRM feedback and offline conversion data that point paid media at revenue. 10 min read
Digital Marketing
Enhanced conversions for leads with CRM data
How qualified CRM outcomes flow back to Google Ads for better bidding and clearer reporting. 9 min read
Digital Marketing
Beyond Google and Meta: when programmatic, native, video and streaming advertising fit
When programmatic, native, video and streaming channels earn a place beside Google and Meta. 11 min read
Digital Marketing
Changing digital marketing agencies: how to hand over accounts, data, tracking and creative safely
How to hand over accounts, data, tracking and creative without losing history or access. 10 min read
Digital Marketing
CRM and marketing automation: what to fix before you automate
Data, consent, lifecycle, ownership, content, handover and integration checks before you automate. 10 min read
AI Search
How to measure SEO return: move from rankings and traffic to qualified leads and revenue
Connect Search Console, analytics and CRM and run a monthly scorecard that proves economic value. 12 min read
Digital Marketing
AI Max for Google Ads: where automation helps and where advertisers still need control
How AI Max changes Google Ads automation, where you keep control and what to review first. 10 min read
Digital Marketing
The Google Ads problem may not be Google Ads: diagnose the offer, tracking and landing page first
Check the offer, tracking, landing page and follow up before cutting Google Ads spend. 10 min read
Digital Marketing
eCommerce conversion leaks: where established stores commonly lose customers
Where established stores lose customers, from discovery and product pages to delivery and checkout. 9 min read
Digital Marketing
Search ads or social ads? Choosing between capturing demand and creating it
Customer state, objective, creative, measurement and economics compared, then where to invest first. 10 min read
Digital Marketing
How much should a business spend on Google Ads? Build the budget around commercial economics
A budget built from demand, conversion, lead quality, gross profit and capacity, not a percentage. 10 min read
AI Search
B2B SEO for long sales cycles: reaching buying groups and connecting search to pipeline
How to reach buying groups across a long cycle and connect search activity to pipeline. 11 min read
Digital Marketing
Campaign landing page or standard website page? Choosing the right conversion experience
Intent, message, action, longevity, measurement and governance compared for the two page types. 10 min read
Digital Marketing
What a digital marketing board report should show
A report that connects activity to pipeline, revenue, risk and the decisions the board has to make. 11 min read
Digital Marketing
Paid social creative fatigue: why performance declines and how to build a sustainable testing system
Why performance declines, how to diagnose it and a system for concepts, variants and refreshes. 10 min read
Digital Marketing
SEO or Google Ads? How to decide where to invest first
Demand, speed, evidence, economics, landing page readiness and long term value compared. 11 min read
AI Search
Content decay: when to update, consolidate, redirect or retire an older page
Evidence based choices for an older page, without creating avoidable SEO risk. 10 min read
Digital Marketing
In-house marketing team, digital agency or hybrid model: which is right for your business
What each model does well, where each struggles and how to choose for your situation. 10 min read
Digital Marketing
Stop creating content one channel at a time: build an integrated content engine
How one strong expert idea becomes search, social, email, paid and sales content. 13 min read
Digital Marketing
Attribution without false certainty: how to evaluate multi-channel marketing performance
Analytics, platform data, CRM outcomes, experiments and commercial context combined honestly. 11 min read
Digital Marketing
Digital marketing brief template: what to include before asking an agency to quote
What to include before asking an agency to recommend services and scope, with a free template. 12 min read
Digital Marketing
Social media governance: managing access, approvals, moderation and crisis escalation
Access, approvals, moderation and crisis escalation made clear across a working team. 11 min read
Digital Marketing
Email deliverability is a business issue: what damages sender reputation and inbox placement
How authentication, consent, list quality, sending patterns and content affect inbox placement. 10 min read
Digital Marketing
eCommerce profitability beyond ROAS: measuring margin, discounts, fulfilment, returns and repeat purchase
Margin, discounts, fulfilment, returns and repeat purchase measured alongside advertising return. 10 min read
Digital Marketing
CRM, CDP or marketing automation platform: choosing the right system for the problem
How the three systems differ and how to choose the right one for the problem in front of you. 12 min read
Digital Marketing
Social media management vs social media advertising: different jobs, better together
What organic management and paid advertising each achieve, and the right mix for your business. 10 min read
Digital Marketing
B2B thought leadership on LinkedIn: turning specialist knowledge into commercial trust
Expert knowledge, useful points of view, evidence, governance and distribution on LinkedIn. 11 min read
AI Search
SEO in digital marketing: a 2026 guide
How SEO supports discovery, content, technical quality and measurable outcomes in 2026. 4 min read
Digital Marketing
Grow your business with a simple six-step marketing plan
Audience, proposition, channels, content, budget and measurement in a plan you can actually run. 5 min read
Digital Marketing
Six organic social media mistakes you’re probably making
Six common organic social media mistakes and how to avoid each of them. 3 min read
Digital Marketing
6 Google Ads mistakes you’re probably making
Six Google Ads mistakes that quietly waste budget, and how to fix each one. 4 min read
Digital Marketing
6 Facebook Ads mistakes you’re probably making
Six Facebook Ads mistakes that quietly waste budget, and how to fix each one. 4 min read
Digital Marketing
Four foundations for strong client-agency relationships
Four practical foundations, from shared goals to candid communication. 3 min read
Digital Marketing
6 marketing agency red flags to look out for
Six warning signs to watch for before you commit to a marketing agency. 4 min read
Digital Marketing
