Author Archives: Emma Lauchlan

Why Brands Need to Win the Battle for Local Consumers

Marketing has always been about connecting brands to consumers. With the growth of digital, the channel mix (search, social, display) grew and brands began to talk about “omni-channel” and delivering “cross-channel experiences”. But some brands neglected to include their stores as part of this omni-channel experience and some have paid the ultimate price.  You only […]

Modernising the Marketing Organisation

What does an E-commerce team, Marketing team, Brand team, PR team and Customer Service team all have in common? CUSTOMERS! Despite this, all too often when I talk to brands I find that these teams don’t talk to one another (even in pure-play online businesses!) and yet, they are all chasing the same customer. As […]

How to Master Local Search in a Mobile-First World

The digital landscape has changed. We now live in a mobile-first world. Mobile traffic will drive 75% of global Internet usage in 2017, and this will grow to 80% by 2018 (Zenith 2016). It’s not just videos and social media, either: 60% of all search queries now take place on mobile devices. But: mobile doesn’t […]