Machine Learning Models and Large Language Models are the hot topic of discussion on almost every marketing podcast and strategists' agendas at the moment. Leaders, marketers, business owners and heads of operations are all looking at the implications and uses of this technology with mixed feelings. Many may feel that they are being left behind or don’t know where to start…

Paid campaign managers have to be both strategists and tactical problem solvers, especially when challenges occur for the overall campaign. Consultants can help by adapting quickly to shifting campaign landscapes, whilst also focusing on client objectives and safeguarding against challenges before they occur. The most effective strategies combine identifying issues before they occur as well as being able to proactively resolve…

We’ve experienced it and we’re certain you’ve experienced it too. In B2B organisations, the pressure to generate short-term leads, conversions to SQO, and bottom-line revenue is a constant presence. Paid media is often seen as the quickest vehicle to reach these ambitions, with the potential of quick wins and scalable returns. But there's a stark contrast between simply "running ads" and…

Professional PPC management is key in ensuring that your paid media campaigns are performing as effectively as possible. It is also important to highlight budget inefficiency as well as wasted spend, in which paid campaigns can be optimised for better performance. Hiring a PPC specialist can support your business in a number of ways, whether you use an agency, in-house staff…

It’s highly important when running paid media campaigns to be tracking the correct metrics. Tracking the correct metrics is important in measuring the effectiveness of your campaigns, as well as making them more efficient with budgets and performing better. As paid media campaigns continue to increase in costs due to increases in cost per click and cost per acquisition, you need…

Practically every article on trends or predictions from the past 18 months has talked about AI revolutionising how we work. While that’s true to a degree, machine learning has been a core element of Performance Marketing for nearly ten years (an absolutely horrifying realisation for those of us who think we’re still young). Most famously, this was represented by the launch…

We love Paid Media. Done in the right way, it can be used to help your business shoot beyond a whole host of target objectives, from improving brand awareness to increasing website traffic to generating leads and of course, driving sales. That said, the key part of our first paragraph are the words ‘done in the right way’. Despite the potential…

The topic of sustainability across businesses seems to be like a shadow – always present but lurking on the periphery, never quite taking the spotlight, an afterthought more than a central tenet, a bolt on to strategy or operations or organisational design.  Having said that, clearly today there is more pressure and more focus on sustainable principles across the core operations…

The principle of Continued Professional Development is not a new one, with many industries – those medical or technical in scope particularly – having strict governance in place to ensure practioners are investing time (and often money) in maintaining and enhancing their skills.  From a more general business or corporate perspective, we’ve seen far more focus on leadership skills and behaviours…

Putting aside the typical cliches associated with any form of Performance Marketing (fast-paced, ever-changing, constantly evolving and all other such hyperbole), there remains a rich seam of value in taking a regular step back from the coal face to assess your progress. The industry constantly throws up new opportunities and while this shouldn’t mean you blindly chase innovation, it does mean…

Now before you roll your eyes and attempt to escape from the prospect of yet another blog on the subject of AI, bear with us, for we’re not here to preach about ‘transformational’ tools that seem to have the polarised objective of either revolutionising performance or making jobs (whether in-house or agency side) obsolete. In fact, we’re not here to preach…

So here we are.  After years of pontification, months of mapping out scenarios and weeks of content writing and website building, The Honeybee Group is finally with us! As co-founders we’ve spent the last two decades working in the Marketing functions of various businesses, riding the rollercoaster of corporate politics, stretch targets, performance reviews and agency management. After starting on the…