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Voices
The default instinct when AI and budget pressure arrive together is to treat AI as a cost-reduction tool. Three contributors make the case for a different approach: using AI to expand what your marketing team can attempt, not just to do existing things more cheaply
- 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.