Online Marketing

Having been immersed in online marketing as the key engine of demand for over 20 years I have seen at first hand how it has evolved and progressed to become the bedrock of most business marketing.

Traditional, above-the-line marketing channels can certainly still have a key role to play and tend to act as the rocket fuel for growth once the business is established but online demand generation - paid search, paid social advertising, organic search, affiliates, influencers and, yes, even email - has become recognised as the fundamentals of most business successes.

As with so many fields over the last 2 years, AI has been steadily making waves with online marketing - not just in optimisation but also increasingly with generative text and images, and more recently with whole campaign planning - witness Adin.ai’s extraordinary voice-inputted campaign planning tool.