Category: CustomerEngagement

Should Your Social Media Be Political?

3/11/2025

The Debate

Every few months, a story breaks of a brand taking a political stance online, for better or worse.

Some receive praise for speaking out, while others find themselves caught in boycotts or backlash.

This raises an important question for every business leader: Should your social media be political?

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Search Evolution: Social Search, Voice Search

29/10/2025

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Search behaviour is changing at speed. For years, marketers focused almost exclusively on traditional search engines, optimising websites for keywords and backlinks.

Today, the landscape is shifting as consumers move towards social platforms and voice assistants for answers.

Both social search and voice search are shaping how brands are found and trusted, and neither can be ignored.

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Share of Search vs Share of Voice: Which Signal Guides Planning Better?

24/10/2025

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When marketers sit down to plan budgets, campaigns, and quarterly targets, two metrics often appear at the centre of the debate: Share of Voice (SOV) and Share of Search (SOS).

Both promise insight into brand presence, yet they measure different behaviours.

Understanding which signal guides planning more effectively depends on your objectives, your industry, and how you measure success.

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Zero-Party Data Playbook: Value Exchange Ideas That Actually Convert

22/10/2025

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Why zero-party data matters

Marketers have been talking about first-party data for years. Yet the shift towards zero-party data is transforming how businesses build trust and relevance.

Zero-party data is information that customers choose to share with you, such as their preferences, intentions, or feedback.

Unlike inferred data, it’s volunteered. That makes it both more accurate and more respectful of privacy expectations.

In an age of cookie deprecation and stricter data laws, businesses that excel at value exchange will win. Customers no longer accept being tracked silently. They want clear reasons to share, and they expect something in return.

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Social Commerce & Shoppable Content: Where Browsing Meets Buying

17/10/2025

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The boundary between content, social engagement and purchase is fading fast.

Social commerce, fuelled by shoppable content, has moved from being an experiment in influencer-driven retail to a mainstream strategy for both B2C and B2B.

Customers no longer want to click away to a separate store. They expect the ability to browse, consider and complete a purchase within the same platform.

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AEO, GEO, SEO: When Discoverability Beats Rankings for Revenue Outcomes

13/10/2025

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Search marketing has long been framed as a battle for rankings. For years, success was measured by climbing to the first page of Google results and defending that position at all costs.

Yet as I explored in my earlier blog on SEO, AEO, and GEO, visibility is no longer about a single list of highlighted blue links. The way people search, the devices they use, and the context in which they expect answers have changed.

What matters now is not simply being first, but being found in the moments that lead to action. That’s where discoverability, powered by Search Engine Optimisation (SEO), Answer Engine Optimisation (AEO), and Generative Engine Optimisation (GEO), starts to outweigh rankings in delivering revenue outcomes.

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Should Your Social Media Be Political?

The Debate

Search Evolution: Social Search, Voice Search

Share of Search vs Share of Voice: Which Signal Guides Planning Better?

Zero-Party Data Playbook: Value Exchange Ideas That Actually Convert

Why zero-party data matters

Social Commerce & Shoppable Content: Where Browsing Meets Buying

AEO, GEO, SEO: When Discoverability Beats Rankings for Revenue Outcomes

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