Author
From an Amstrad CPC in the 1980s to Silicon Valley at the height of the Dot-Com frenzy, Part 1 traces how the internet grew up. The lesson: innovation requires public readiness, and timing decides who survives the correction.
Read moreThe 2007 iPhone launch was an adjacency masterstroke: nothing in it was new except the imagination that connected it. The final part of our internet history series draws out four innovation lessons for marketers.
Read moreA single great video is a moment; a series is a relationship. Chapter 8 walks through the five steps of branded episodic video, from strategy and planning to production, editing and distribution.
Read moreChapter 3 builds the marketing plan: the FiMO model, vision, values and mission, SMART objectives, customer personas and the USP your marketing messages will carry into every channel.
Read moreChapter 4 walks the digital marketing funnel end to end: four awareness tools, the owned media that engages and converts, and the retention tactics that turn loyal customers into advocates.
Read moreChapter 7 turns the website into your hardest-working asset: a planning document before any design, the sitemap-wireframes-visuals process, and the conversion discipline that lifts sales 50% on identical traffic.
Read moreThe closing chapter of Marketing Wins: the four personality traits every marketing team needs, the cure for lazy marketing, and how to blend digital, PR and traditional tactics into one integrated strategy that drives sales.
Read moreSocial media turned marketing from broadcast into dialogue. Chapter 6 covers reach, engagement, the key channels and the three pillars of a winning social strategy.
Read moreChapter 2 maps the digital marketing funnel from awareness to retention, and shows how earned, paid and owned media work together at every stage of the customer journey.
Read moreFrom the broadcast-and-hope era of print, TV and radio to the customer-led digital funnel: Chapter 1 sets the context every later chapter builds on, closing with Elliott's first-hand account of the dot-com boom and crash.
Read moreInfluence on TikTok has moved from who posts the content to who edits it. How Lionsgate, Doritos, Ryanair and Duolingo turned fan-edit culture into advertising, and why the tactic still needs a strategy behind it.
Read moreWendy's tore up the sanitised PR playbook and let its social team roast rivals in real time. The result: 1.6 million new followers and a 49.7% rise in net income in a single year.
Read moreHardcover, Kindle and audiobook editions available now.
