Category Archives: Marketing Concepts
GEO: Same Foundations; Evolved Retrieval Layer
Over the last 18 months, GEO (Generative Engine Optimisation) has been positioned by some as the next big thing > the successor to SEO > a completely new discipline. Googles guidance suggests that the content > technical practices that help search engines understand content remain crucial for AI Overviews and AI Mode experiences. I’d…
Richmond Digital Marketing & AI Forum Speaker
On the 04/03/27, I’ll be at The Richmond Digital Marketing & AI Forum @ The Grove Hotel in Hertfordshire for a fireside chat on “Practical AI & the Realities of Modern Performance Marketing”. 3(core topics): Beyond the AI Hype: Practical examples of how AI is actually improving performance across paid media and eCommerce. Data &…
Whats Keeping Modern Marketers Up at Night
Great morning earlier today opening the Vibe Marketing Tech Fest in Manc discussing “What’s Keeping Modern Marketers Up at Night?” 3(Reflections): 1/ The Trust Gap is often an execution failure The consumer trust gap mostly doesn’t happen because our messaging is bad; it often happens because brands have actually become reasonably good at marketing…
eTail 2026 Speaking event
Earlier this week at the eTail 2026 event @ Old Trafford Cricket ground I joined a panel focused on human+AI partnership: organisational restructuring, job creation & guardrails to prevent AI misuse. 3(takeaways) from our session: AI accelerates execution ≠ replaces strategy. AI can be great at operational scale; bidding, forecasting & content optimisation but for…
Copenhagen Ecommerce Unboxed Summit
Earlier this week, I joined 40 European Digital & Marketing senior leaders in Denmark at the Synergy Ecommerce Unboxed Summit… 3(coreXtrends): *The International Scaling Reality Aron Gelbard (CEO, Bloom & Wild) shared good insights on localised growth + ‘caring wildly’. Their proposition, for example, scaled well in Germany because ‘Britishness’ + distinct USPs resonated strongly….
Google Marketing Live 2026
I attended Google Marketing Live in Dublin yesterday (think of a Gemini version of an Apple or Samsung launch event; and it’s day deux today). My biggest takeaway was that Google is actively reinventing Search before AI rivals get the chance to do it for/ ‘to’ them, whilst continuing to enjoy competitive advantage in the…
Vibe Marketing Feature
I was recently asked for a guest post by Vibe Marketing (Marketing & Tech magazine) about Performance Marketing; below are the headlines (link to the full article below)… Why are many in Performance Marketing Looking at Shrinking Returns? For years, performance marketing distanced itself from brand and creative disciplines; positioning itself as a numbers game…
Retail eCom North Speaker
Retail Marketing Insights: AI – where performance marketing + CX combine I had a great fireside chat yesterday at eTail North with Ben James on what’s working with AI in eCommerce businesses. A few headline takeaways: AI isn’t plug & play growth; it amplifies what already exists. Strong data + clear commercial logic = gains….
oLLM eCommerce analysis – 2025
Overview: Great analysis from Prof Maximilian Kaiser & Prof Christian Schulze on oLLM’s (outbound Large Language Model referral e.g ChatGPT, Perplexity, Co Pilot, Claude, etc) Full paper available on SSRN: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=5585812 Direct PDF: https://papers.ssrn.com/sol3/Delivery.cfm/5585812.pdf?abstractid=5585812&mirid=1 Summary: This research constituted 12 months of 1st party Google Analytics data from 973 online shops & ~$20bn in cumulative…
AND Digital fireside chat
Thanks to AND Digital for inviting me to join their Fireside Chat with Llara Geddes. Great to share thoughts on how AI, data + experience are reshaping performance marketing at scale. 5(reflections): *AI is currently (mostly) acting as an amplifier, moving from buzzword to operating layer > compressing time between insight & activation. *The experience…