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Are the lines blurring between B2B and B2C marketing?
13-Mar-2020 14:31:28 By Dimitriya Paunova

Are the lines blurring between B2B and B2C marketing?

An article in this week’s Marketing Week thinks so.

If it’s true, what does it mean for Marketers on both sides of the fence? Can marketing activity be improved by more cross-pollination between traditionally B2C and B2B activity?

What can Marketers in both areas learn from each other – are there op..

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Do you know the rules on comparative advertising?
06-Mar-2020 11:25:08 By Dimitriya Paunova

Do you know the rules on comparative advertising?

Last week, the Committee of Advertising Practice (CAP) issued an update on the rules around comparative advertising.

With comparison central to many financial services promotions, it seems like a good excuse to revisit the regulations on this.

What is comparative advertising, and what do Marketing t..

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What made the FCA ban a firm’s online adverts?
28-Feb-2020 12:02:37 By Dimitriya Paunova

What made the FCA ban a firm’s online adverts?

Last week (18 February) the Financial Conduct Authority announced that it had banned a number of online adverts issued by a motor finance firm.

What caused the regulator to ban the ads, and what can regulated Marketers learn in terms of their own online advertising?

Why did the FCA ban the online ad..

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How did unclear communications lead to an FCA fine?
20-Feb-2020 15:18:51 By Dimitriya Paunova

How did unclear communications lead to an FCA fine?

On 17 February, the Financial Conduct Authority fined car finance provider, Moneybarn Ltd, £2.77 million for failing to treat customers fairly.

What was the fine for, and as a Marketer, how can you help to ensure that your firm avoids falling foul of the financial regulator?

Why did the FCA fine Mon..

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What does the growth in UK fintech mean for marketers?
14-Feb-2020 13:08:40 By Dimitriya Paunova

What does the growth in UK fintech mean for marketers?

New research from trade body Innovate Finance shows that venture capital and private equity investment into UK fintech firms totalled $4.9bn in 2019, leaping 38% from $3.6bn in 2018. The majority of the 10 largest fintech deals in Europe in 2019 were from UK firms.

What’s behind this fintech boom, ..

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How to use newsjacking to generate marketing content
07-Feb-2020 13:01:43 By Dimitriya Paunova

How to use newsjacking to generate marketing content

Newsjacking is a tactic Marketers can use to generate content and increase engagement. But what is it, how can it be used, and is it a device your team can utilise?

What is newsjacking?

The term was coined – according to sproutsocial.com – by David Meerman Scott in his book, ‘Newsjacking’.

It refe..

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How to overcome your biggest brand compliance challenges
31-Jan-2020 12:06:14 By Dimitriya Paunova

How to overcome your biggest brand compliance challenges

Brand compliance can be one of the biggest bugbears for Marketing teams.

With a range of definitions, we look at what brand compliance means – and how you can achieve it in your business.

What is brand compliance?

The definition of brand compliance can vary, but always contains some consistent eleme..

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What you need to know about the new direct marketing code
24-Jan-2020 13:56:20 By Dimitriya Paunova

What you need to know about the new direct marketing code

Earlier this month, the Information Commissioner’s Office published its draft of the new direct marketing code of practice.

This is the first time the direct marketing industry has had a code of practice. What does it propose, and what will firms need to do to comply?

What is the direct marketing co..

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6 ways you can improve your marketing approvals process
17-Jan-2020 11:21:16 By Dimitriya Paunova

6 ways you can improve your marketing approvals process

For regulated Marketing teams, the compliance approvals process is a necessary part of producing financial promotions.

That doesn’t stop it becoming a frustration at times. It has the potential to slow down your production and create work via repeated reviews and edits.

It doesn’t have to be this w..

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Misleading financial promotions land firm with FCA fine
10-Jan-2020 15:37:52 By Steve Coleman

Misleading financial promotions land firm with FCA fine

At the end of last year, claims management firm Professional Personal Claims Limited was hit with a £70,000 fine from the Financial Conduct Authority.

What was the fine for, and are there lessons other regulated firms – not just claims management companies – can learn to avoid the same fate?

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How to comply with CAP's rules on testimonials and endorsements
20-Dec-2019 13:15:33 By Dimitriya Paunova

How to comply with CAP's rules on testimonials and endorsements

The Committee of Advertising Practice (CAP) this week issued a reminder for firms that use testimonials and endorsements as part of their marketing strategy.

The article, published on the ASA/CAP website, says that while endorsements and testimonials are ‘a popular, effective – and perfectly legitim..

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The rules you need to follow when you advertise on new platforms
13-Dec-2019 14:26:28 By Dimitriya Paunova

The rules you need to follow when you advertise on new platforms

Technology evolves constantly, with new media types and platforms being continually developed. For Marketers, this offers never-ending opportunities to share your content in new ways.

Reaching and engaging your target audience is an ongoing challenge. The internet is a crazily busy place; your conte..

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What is the content marketing cycle and why does it matter?
05-Dec-2019 15:03:01 By Dimitriya Paunova

What is the content marketing cycle and why does it matter?

Content marketing is a perennial topic of interest for today’s Marketers.

In an era dominated by digital and online, it’s more important than ever that good content sits at the heart of your marketing strategy – as we explore in our blog on why you need quality content in the era of machine learning

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How to avoid the content mistakes that could cost you conversions
29-Nov-2019 12:23:13 By Dimitriya Paunova

How to avoid the content mistakes that could cost you conversions

It’s accepted that great content is the route to success in digital marketing.

The right content, shared with the right people at the right time, will deliver useful, valuable information to your target market. It will drive traffic to your website, amplify your messages and – ultimately – promote t..

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What are the most important PPC trends to watch in 2020?
22-Nov-2019 12:51:41 By Dimitriya Paunova

What are the most important PPC trends to watch in 2020?

Pay-per-click advertising isn’t new, but remains popular – not surprising when it is still one of the most effective marketing tools.

PPC enables Marketers to target specific segments of the market. It delivers a cost-effective approach, with costs only being incurred when people respond to your ad.

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