What’s In It For Me?
July 9, 2026
Your customers do not anticipate your marketing the way you’re not sitting there waiting for a supplier’s communication. Personalisation matters.
From Craig Killick
Your customers do not anticipate your marketing the way you’re not sitting there waiting for a supplier’s communication. Personalisation matters.
AI is eerily and worryingly incredible. Knowing how and why to use it – and when not to – well, that’s where wisdom still has currency.
It’s not hard to update your website with messages or opening times. It’s also incredibly easy to update your listing in Google Business and Facebook.
Marketing automation is an answer if your numbers are big. But what about 100 leads a month? What about a client database of just 75 people?
Why work (or spend) hard getting someone’s attention, only to ignore them when you get it, or possibly worse, speak in a language that doesn’t create engagement?
Attribution and a clear understanding of what works (and why) are fading. It’s like the pre-Internet days all over again, harking back to creative thought.
The use of AI has made human intelligence more sceptical than ever. So, if you’re trying to cut through with your marketing, it’s also getting harder.
Our job as marketers is to steer, not to persuade. To guide people so that they make a decision based on their own reasoning.
As much as we think we’re in control of our brand, the market decides what we stand for. As soon as a message leaves you, it’s over to the masses to decide.
A lot of SME marketing is geared simply toward making a sale happen. But what about focusing on the negative responses your marketing could garner?
It’s easy to get into a routine with marketing. But, you know when you see some great marketing and think to yourself how clever it is. Why not do that instead?
In business, there are always chances to cut costs or force charges onto customers. The thing is, people remember the experience long after they’ve paid the bill.
Your customers do not anticipate your marketing the way you’re not sitting there waiting for a supplier’s communication. Personalisation matters.
AI is eerily and worryingly incredible. Knowing how and why to use it – and when not to – well, that’s where wisdom still has currency.
It’s not hard to update your website with messages or opening times. It’s also incredibly easy to update your listing in Google Business and Facebook.
Marketing automation is an answer if your numbers are big. But what about 100 leads a month? What about a client database of just 75 people?
Why work (or spend) hard getting someone’s attention, only to ignore them when you get it, or possibly worse, speak in a language that doesn’t create engagement?
Attribution and a clear understanding of what works (and why) are fading. It’s like the pre-Internet days all over again, harking back to creative thought.
The use of AI has made human intelligence more sceptical than ever. So, if you’re trying to cut through with your marketing, it’s also getting harder.
Our job as marketers is to steer, not to persuade. To guide people so that they make a decision based on their own reasoning.
As much as we think we’re in control of our brand, the market decides what we stand for. As soon as a message leaves you, it’s over to the masses to decide.
A lot of SME marketing is geared simply toward making a sale happen. But what about focusing on the negative responses your marketing could garner?
It’s easy to get into a routine with marketing. But, you know when you see some great marketing and think to yourself how clever it is. Why not do that instead?
In business, there are always chances to cut costs or force charges onto customers. The thing is, people remember the experience long after they’ve paid the bill.