Tag Archives: Apps

Why DEIB is Imperative to Tech’s Future

We’ve been seeing Diversity, Equity, Inclusion, and Belonging (DEIB) initiatives being cut time and time again throughout the tech industry. DEIB dedicated roles have been eliminated, employee resource groups have lost funding, and initiatives once considered crucial have been deprioritised in favour of “more immediate business needs.”
The justification for these cuts is often the same: Economic conditions are tough. Budgets are tight. We have to focus on the core business. But let us be clear, DEIB is not separate from business success. It is not a luxury, it is a fundamental driver of innovation, collaboration, and long-term growth. If we genuinely believe in tech as a force for progress, then cutting DEIB is a step in the wrong direction. This article provides the evidence.

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The need to eradicate platform dependence

The advertising industry is undergoing a seismic shift. Connected TV (CTV), Retail Media Networks (RMNs), and omnichannel strategies are rapidly redefining how brands engage with consumers. As digital privacy regulations evolve and platform dynamics shift, advertisers must recognise a fundamental truth. You cannot build a sustainable business on borrowed ground.

The recent uncertainty surrounding TikTok is a reminder that no single platform is invincible. Whether through regulatory challenges, algorithm updates, or shifts in user behaviour, brands that rely too heavily on any one channel risk losing control over their reach, engagement, and revenue. In 2025, diversification is not just best practice, it is a necessity.

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The rise of loyalty apps

Increased choice and a consumer more price sensitive than ever before, has made customers far more likely to shop around for the best deals. Price is now the number one factor in brand consideration. In an effort to bag a bargain, loyalty programs have become increasingly popular with consumers, with nine out of ten in the UK now signed up for at least one.

This is unsurprising. After all, their use has now become ubiquitous. And for good reason. They are highly intuitive and convenient to use to earn and redeem rewards at a time when money is tight. Loyalty apps are helping bring in a new era of retailing by encouraging multi-channel shopping.

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How E-commerce Marketers Can Win Black Friday

As new global eCommerce players expand their influence across both European and US markets, traditional brands are navigating a rapidly shifting landscape. These fast-growing Asian platforms have gained traction by offering ultra-low prices, rapid product turnarounds, heavy investment in paid user acquisition, and leveraging viral social media trends to create demand almost in real-time. This evolution is reshaping consumer expectations and forcing traditional brands to rethink their approach, particularly around major retail events like Black Friday.

This year, we anticipate a marked evolution in the strategies of dominant eCommerce platforms. When it comes to their mobile marketing, these marketplaces are turning their attention away from mass user acquisition and focusing more on deepening engagement with their existing users. This pivot suggests a new challenge for brands: increasing investment in retention and re-engagement campaigns to avoid losing customers to these giants during the holiday rush.

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The CTO: From backroom to boardroom

Over the past decade, the tech industry has transformed at an astonishing rate, often leaving both consumers and businesses struggling to keep pace. At the forefront of this digital revolution is the Chief Technology Officer (CTO), whose responsibilities have evolved far beyond keeping up with tech trends.
The role of the CTO has changed dramatically, shifting from primarily managing the technology stack to becoming strategic leaders who collaborate closely with CEOs. Today, they guide their organisations through technological complexities and drive innovation.

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The CTO: From backroom to boardroom

Over the past decade, the tech industry has transformed at an astonishing rate, often leaving both consumers and businesses struggling to keep pace. At the forefront of this digital revolution is the Chief Technology Officer (CTO), whose responsibilities have evolved far beyond keeping up with tech trends.
The role of the CTO has changed dramatically, shifting from primarily managing the technology stack to becoming strategic leaders who collaborate closely with CEOs. Today, they guide their organisations through technological complexities and drive innovation.

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