Digital Marketing Director

About Me

Marketing should change something. It should move the business forward. It should make users do something more, something differently.

I started out as a direct marketer - using databases to understand recipients' response to marketing messages. That much hasn't changed - and digital media accelerates the campaign process… so intuition becomes more important. That's true of all the clients I work with.

Over a decade ago I called my consultancy theCustomer because the effectiveness of digital channels is grounded in how the customer understands, uses and shares them. As screens, browsers & connectivity converge, users will expect not just technical compatibility across platforms, but usability consistency.
As community drives brands, old-school outbound-thinking CRM will be balanced by inbound VRM &/or VPI thinking.

Often the eCRM cause & effect isn't directly related to outbound, overt marketing activity. Speed & stability of the service - and tuning the user experience - are as likely to drive signup & retention. I've tested & seen direct correlations between (let's call it) functional efficiency & revenue.

Tracking cause & effect across digital & physical activities is part-science, part intuition! I always want to get to grips with analysis, and to look at how people actually use the service we're analysing. That's something pure analysts often miss.