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A guiding principle I always follow in content writing is that what I write must be demonstrably so. In an age of social media and open CX, marketing cannot afford to be off-message with the customer's own experience. Yet it is often the case that hard won customers tu...

Marketing overload

In this age of the internet of everything, there appears to be an assumption that people desire connection. Yet, especially with an ageing demographic, a problem arises whereby customers begin to lose contact with the organisations they have linked wi...

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