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Voices
AI has made paid media targeting genuinely more efficient - but not all of it works in the advertiser's favour. Owen Driver and Tom Morton break down where the technology earns its keep, and where marketers need to keep a closer eye on what the platforms are actually doing.
- When paid channels underperform, the instinct is to look at targeting, budget, or the channel itself. More often than not, what looks like a traffic problem is a conversion problem in disguise - and the fix only becomes visible when you look at both together.
- Pre-summer is the moment home and garden brands put serious budget to work - and it's also the moment a leaky checkout does the most damage. We asked the Door4 team what actually stops customers at the line, and what fixes it.
- Marketing budgets are under pressure and growth targets aren't going away. The instinct is to spend more - but for many businesses, that instinct leads straight into diminishing returns. This piece looks at why conversion, brand, and smarter channel allocation usually outperform a bigger media budget.
- There are plenty of ways to measure a good client relationship. Retention. Results. Renewal rates. But Romesa Kamran, Client Services Executive at Door4, says the moment she knows a partnership is genuinely working is harder to quantify than any of those.
- AI-led discovery is changing which brands surface when someone asks a question, and PR measurement is finally being held to a higher standard than column inches and estimated reach. The two are more connected than most teams realise.
- The most valuable thing an agency can do for a client isn't always what's written in the scope of work. Account Manager William Sharp shares a concrete example of what embedded agency work actually looks like in practice.
- Businesses are building AI into their operations faster than ever. The efficiency gains are real. But there's a risk emerging that Sean Dwyer, Managing Director at Door4, thinks isn't being discussed enough.
- Having a strong paid search agency, a solid SEO partner, and a capable development team sounds like a sensible setup. Beth Moore, Head of Client Services at Door4, on why it can also be one of the most expensive arrangements a marketing director never realises they're paying for.
- We live in a world of dashboards, attribution models, and weekly reports packed with numbers. But when it comes to measuring what's working, most of it is noise. Phil McDowell, Account Manager at Door4, makes the case for the one metric that tells you the truth at the end of the quarter.