Melissa Robertson

Looking forward to exploring the future of magazines in today's ever-evolving media landscape at the PPA 2024 Festival with industry leaders Katie Vanneck from #Hearst and Phillip Swinden from #Haymarket. 📚✨ Key issues we will look at include: 🔹 Consumer brands have some of the deepest connections to their readers around. How do you sustain this amidst the rise of creators and influencers? 🤝 🔹 The challenges and realities of consumer media venturing into B2B verticals. Is this shift as seamless as it appears? 🔄 Let me know what your key questions are. #MediaInnovation #PPAFestival2024 #PublishingFuture #DigitalTransformation

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How we reduced a dental clinic's cost per lead by more than 60%. Marylebone Smile Clinic was a brand new cosmetic dentistry in the heart of London, on the famous Harley Street. Google ads were their weapon of choice to generate high-quality leads. We targeted people within a 30-mile radius of the London region. Within the world of dentists, veneers, composite bonding etc - there is a huge volume of search. Even just a slight change of wording can completely change the meaning of the search, or where a consumer finds themselves in their journey. This meant having a very strict process on our keywords and being extremely proactive with adding in negative keywords in order to ensure our ads would not appear again where they shouldn’t. The results: ✅ Reduced the cost per lead by 68.5%. ✅ Improved conversion rates by 0.96% across all campaigns within the account. #clientresults #digitalmarketing

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Let’s talk about what TV IS NOT.  . . . . I spend much of my life saying how accessible TV is for brands wanting to scale. And when I introduce what I do, Founders wonder if TV is within reach. So here's a bit of dissection to help brands decide when they may be ready for TV. A list of 10 things TV is not. 1) TV is not suited to very early stage growth. If you’re still finding your market, jumping into TV could be premature. I have worked with a couple of brands who used TV from the outset and it worked, but this is not necessarily to be advised. You need to be strong on performance advertising across platforms for it to work fast. 2) TV is not the Wild West. It’s highly measurable, with detailed tracking and analytics. TV shouldn’t be a leap of faith — every aspect is monitored for optimisation. Having someone understand and translate this data is key. 3) TV doesn’t stand alone. It generates a powerful halo effect, so you can maximise its potential on other channels to see the greatest effects. This requires volumes of assets, and pre-planning. 4) £10k is not a lot of money for a TV ad. And I’m only talking production. So if this sounds like a hike, spend your budget wisely elsewhere. It's possible to make ads on a shoestring, but TV works best with professional, effective campaigns with adequate airtime and preferably additional digital assets. 5) TV is not dead or even tired. From video-on-demand to addressable TV, there are a plethora of ways to broadcast your brand. Not just 'on the box'. 6) TV is not just mass reach. It can precisely target niche communities and micro-audiences. So often the transition from digital to TV is a smaller gap than you might think. 7) TV is not an overnight success. It’s true you will see mass response quickly if done right, and results can sky rocket. But to sustain growth you need to use the momentum and halo effect to your advantage on other platforms or repeat media. 8) TV is not just for brand-building. You can drive both brand awareness and performance strategies on TV. If you’re focused solely on direct sales or lead generation, TV can still work for you—when used correctly. 9) TV is not a quick fix for your marketing problems. If your brand’s messaging or offering isn’t ready, launching a TV campaign will only magnify those gaps. TV requires clear strategy and alignment. 10) TV is not for skipping. Unlike social media, TV ads have high completion rates and full-screen visibility. Media platforms like AdSmart from Sky only charge for ads that are actually watched—so less waste, more engagement. Hope some #realtalk helps some brands understand where TV is on their trajectory. #media #advertising #production #digitalmarketing #brandbuilding #television

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Thrilled to again achieve #CharteredMarketer status from the CIM | The Chartered Institute of Marketing. Chartered Marketer is a status recognising those marketers achieving the highest level in our profession. It demonstrates commitment to keeping up-to-date and is awarded on a combination of experience and qualifications. #Marketing #Excellence #Personal Development

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Our current approach to health is unsustainable, both for the health of the population and for the economy. A reorientation towards prevention is the only way to avert the growing health and wealth crisis. #healthcare #NHS https://lnkd.in/eVmfbxY4

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