Author Archives: Gavin Llewellyn

My three words for 2017

It’s been fascinating to look back on 2016. Many commentators would have us believe it was a bad year, what with so many celebrity deaths, political upheaval and widespread terrorism. However as rocky as it was at times, I also believe 2016 had a lot of positives, too. The Rio Olympics was a great success […]


Developing a test and learn programme

As part of any digital transformation agenda, the ability the test and learn gives businesses the opportunity to experiment, iterate and grow skills and competences throughout the organisation. For digital marketers, this opportunity is becoming increasingly important as technology continues to advance and larger companies face new and emerging threats from more nimble, innovative competitors. […]


Harnessing the power of behavioural economics

Consider the following puzzle: A bat and ball cost £1.10. The bat costs one pound more than the ball. How much does the ball cost? The number that many people arrive at is 10p, dividing up £1.10 neatly into £1 and 10 pence. However, the correct answer is 5p (if the ball costs 10p then […]


Deliver results with anchor content

Content now forms an essential element of nearly everything we do as marketers. Planning, creating and distributing great quality content is not just the domain of content marketers; it covers email, advertising, CRM and just about anything else we’re involved in. Content excellence is now so crucial to how we communicate and gain traction with […]


The politics of persuasion

The fallout of Britain’s decision to leave the EU following the referendum on the 23rd June has caused shockwaves around the world. The value of the pound has tumbled, markets have been in turmoil and other European countries are now calling for votes on independence of their own. I’m not a professional forecaster or pundit […]


The principles of information architecture

The way in which a website is structured is a hugely important factor in determining how people find, understand and engage with content. In the absence of a sound structure, problems related to usability, content management and multiple re-designs can cause problems for both users and webmasters alike. The process of planning and defining a […]