As AI search eats into conventional search engine traffic, the tyranny of keywords could be at an end, writes 1440’s Robin Grainger. That can only be a good thing.
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Author: Robin Grainger
Time to adjust your set? How multichannel marketing could be working against your brand
Chasing perfect performance for each channel can pull marketing and communications in different directions. Shifting opinions depends on joining the dots and keeping the narrative steady, while letting each channel shine. 1440’s Robin Grainger discusses.
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My troubled relationship with the “C” word
There are few bets in business that offer the possibility of a hundredfold payoff. 1440’s Robin Grainger argues that the written word could be one of them.
Fifteen seconds… to CMO impact
The average tenure of a CMO today is just 17 months.
Making a fast and lasting impact is more important than ever.
The depth of our experience means we have short learning curves.
Read more about how we help CMOs accelerate their impact: download the two-pager or read the blog.
Supporting CMOs with “talent on demand”
Taking the reins as a newly-appointed CMO is a daunting challenge. They have a mandate to drive change, but often a fairly narrow window – 100 days or so – in which to make an impact. In the meantime, the day-to-day marketing engine must keep running.
Could your business leaders and experts be the most compelling marketers?
It’s a more serious question than it appears. For most businesses, a strong brand and great offer will only get you so far. Ultimately, people buy other people.
That makes senior executives and subject-matter experts a powerful marketing channel.
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Rounding off a momentous 2023
The past year has seen us work on – and be recognised for – some terrific campaigns. Here are just a few of them. Our thanks, as always, go to our clients, for their trust and support, and our 1440 colleagues, who make everything happen.
Changemakers: poetry and AI, chip wars, artificial wombs, Ig Nobels
Our Changemakers newsletter is a bimonthly roundup of who is driving change in their markets, for their customers, and beyond. If you’d like to receive it in your inbox each month, please click the “subscribe” button opposite.
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Weak Links: Autumn’s political landscape. Inclusive comms. How to get a book deal
Three short reads to inform, refresh, and reinvigorate, from our Weak Links newsletter.
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Rubbish in, rubbish out: AI’s no silver bullet for brand differentiation
It’s hard not to be impressed by generative language models like ChatGPT, when you use them for the first time. Feed it the broadest of prompts, and in seconds you’re rewarded with hundreds of words of eloquent, grammatically sound, if slightly insipid, copy. On the face of things, ChatGPT and its ilk look genuinely disruptive for marketing.
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