Andrew Martin

Andrew is CEO of Metia. His technology experience includes infrastructure and development for end-user and consultancy companies around the globe. Andrew first made his mark as a digital leader when he designed and implemented the IT infrastructure for an international recruitment company, helping it to become one of the fastest growing companies in the United Kingdom three years in a row. Since then, his unique perspective on digital communications and operations has grown several Internet-based start-ups and Fortune 500 companies alike, with a focus on retail, technology, and sports/entertainment businesses. Andrew has delivered digital solutions for companies such as Microsoft, AT&T, AmazonFresh, Tesco, Next, and Sports World. For more information follow Metia on Twitter or email


Articles by Andrew Martin


Social media is not only transforming the investigative abilities of those who are researching brands, it has changed the entire sales funnel—turning nearly every aspect of the customer experience on its head. No longer just about conversations, social media is now also about commerce.
Column/Marketing Master Class - Posted Dec 14, 2017
We are all aware that consumers increasingly distrust brands—and we all want to find the right path to win our customers' hearts and minds. Without a solid foundation of mutual trust, it can be difficult. To build trust and maximize your ability to gain market share, consider incorporating a customer advocacy program into your sales and marketing activities.
Column/Marketing Master Class - Posted Nov 09, 2017
When you think of content marketing, understandably your first thought may go to marketing to your customers. Yet, no business should overlook fostering better communication (and collaboration) among your own employees. So, why is internal marketing so important?
Column/Marketing Master Class - Posted Oct 26, 2017
Brands have a remarkable opportunity to use storytelling strategically to strengthen customer relationships. It can forge, or restore, a company's reputation by informing and delighting customers. Here are a few elements to consider when planning your storytelling marketing strategy.
Column/Marketing Master Class - Posted Sep 14, 2017
The sales process is growing more complicated. Customers are engaging with businesses through a diverse range of touchpoints and platforms. Salespeople are no longer in control; buyers are. It's essential that marketers provide their sales teams with the necessary tools and assets to maintain meaningful conversations with their prospects and customers—and adapt to the new way that customers are buying.
Column/Marketing Master Class - Posted Aug 10, 2017
What would you give to read your customers' minds? How much better could your content marketing be if you could tap into the wants, needs, and annoyances of your target audience? This capability may be more accessible than you think.
Column/Marketing Master Class - Posted Jul 27, 2017
Digital transformation has impacted nearly every part of the business world. Executives in all industries are leveraging emerging technologies to reshape their company's operations, business models, products, marketing, and goals for future growth. Some companies are progressing better than others in the pursuit, while many are only beginning to embark on the journey. But, many industries and departments are finding it difficult to navigate through the digital marketplace.
Column/Marketing Master Class - Posted Jun 15, 2017
When considering technology as a marketer, maintaining a full scope of relevant options and channels that can be utilized is important. Here are items to consider in advancing your content marketing with the use of technology and to emphasize the most important aspect—your customer.
Column/Marketing Master Class - Posted May 18, 2017
Your brand advocates are your secret marketing weapon.Harnessing the people who use and love your products and services—and deliberately inserting them into your marketing and sales process—is the holy grail of business growth.
Column/Marketing Master Class - Posted Apr 20, 2017
Today's marketers need to produce high-quality email marketing campaigns that truly resonate with customers to drive engagement. In a world of vast amounts of digital content, this requires strategic thinking and analytics to scale and achieve success. It's no longer good enough to blast your list with newsletters. Your strategy has to evolve.
Column/Marketing Master Class - Posted Mar 16, 2017
It's no secret that video use in content marketing is on the rise. Online video is becoming an efficient means for people to gather and consume information quickly and frequently impacts purchasing decisions. However, many businesses are failing to include it as part of their marketing strategies—doing so at their peril.
Column/Marketing Master Class - Posted Feb 16, 2017
You may be wondering what to expect in 2017 and beyond. It's going to be even more challenging than today. To stay ahead of the competition, you'll have to prepare. These trends present opportunities for both B2B and B2C marketing.
Column/Marketing Master Class - Posted Jan 24, 2017
It's important that brands recognize who and where their target audience is and how likely they are to adopt their product or services. Let's review why, how, and where you should start.
Column/Marketing Master Class - Posted Nov 24, 2016
Social media gives content a voice. It is one of the most effective tools for businesses to attract new customers, build loyalty, and increase conversions. Being social offers brands in any industry the opportunity to engage and interact with audiences. Here are six ideas you should consider when pairing content marketing with your social media strategies.
Column/Marketing Master Class - Posted Oct 27, 2016
For many businesses content marketing is one of the largest and most profitable customer acquisition channels. To help stay top of mind and ahead of your competitors, it's vital to transform your content marketing and raise awareness. Here are some solutions to help your team take the lead in the "attention game."
Column/Marketing Master Class - Posted Sep 29, 2016
The demand for content has grown significantly over the last few years. The interaction customers have with your brand during their buying lifecycle has become the critical differentiator in today's global marketplace. However, you may be surprised to find how much of an impact content can have on the customer and how it can guide the buyer's purchase decision. It can either win over a lifetime's worth of wallet-share or alienate a customer completely.
Column/Marketing Master Class - Posted Aug 30, 2016
The marketing materials you create for your business can include blogs, ebooks, social media posts, videos, infographics, case studies, and more. Regardless of the marketing tactics you use, content marketing should be part of the process. And the more types of content you produce, the more powerful your content marketing efforts become. To get the most value out of the content they develop, here are eight things marketers should consider.
Column/Marketing Master Class - Posted Jul 28, 2016
People are natural storytellers. For centuries, storytelling was the primary way that cultures around the world preserved their traditions and kept their customs alive. Over the last few years, B2B marketers have strayed from one of the most natural, easy ways to influence an audience-the art of storytelling. It is as though metric-packed case studies have replaced the purposeful narrative. Many marketers have been so focused on metrics, proof points, efficiency, and buzzwords that they've lost sight of the fact that customers are human beings who crave a good story. It is no surprise when they stop reading.
Column/Marketing Master Class - Posted Jun 23, 2016
It's no secret that one of today's top marketing directives is to deliver engaging content experiences across multiple digital channels. Content marketing is increasingly seen as an effective way to turn prospects into customers. To do this successfully, you must have an intimate understanding of your customer. They need to be a part of your DNA. You'll want to identify, fingerprint, and guide the journey to know each of your customers.
Column/Marketing Master Class - Posted May 26, 2016
The relevance of content marketing continues to rise. Brands that wish to succeed in this area have dramatically increased their investment in creating high-quality content and promoting it effectively. But some have found themselves unable to make the connection between customers and company, which creates a gap. Although their objective is to "get found," companies often find there's an unexpected contrast between the reasons why they "do" content marketing and the actual results of reaching customers.
Column/Marketing Master Class - Posted Apr 28, 2016
Is great customer service really worth the effort? It might seem like a no-brainer, but many businesses struggle with this question. The answer is yes: loyal customers are satisfied customers. Therefore, succeeding in today's business world requires an intimate understanding of your customers in an effort to build loyalty.
Column/Marketing Master Class - Posted Mar 24, 2016
If you are immersed in the marketing world, you may have heard the phrases "big data," "predictive analytics," and "microtargeting" tossed around. As we all know, knowing a buzzword doesn't necessarily mean you truly understand the concept. So, let's break down the concept of predictive analytics a little further and explore how it applies to marketing.
Column/Marketing Master Class - Posted Feb 25, 2016
Email marketing campaigns are essential to any marketing strategy. An email is a powerful tool to communicate and build relationships with your clients and prospects. They provide important insights, generate leads, and (most importantly) convert sales. In order to get the most ROI out of email campaigns, the email design should be cohesive with corporate brand elements such as the website, advertising campaigns, and collateral to make it resonate with customers.
Column/Marketing Master Class - Posted Jan 14, 2016
The customer journey reached a tipping point in 2014 when the volume of mobile traffic overtook desktop traffic. Forrester estimates that mobile and tablet commerce will top $293 billion in 2018. Mobile moments--anytime that a customer pulls out a mobile device--are redefining customer relationships according to Forrester. And, Forrester's statement couldn't be more accurate, "In an era of empowered, perpetually connected customers, you need your customers more than they need you. To succeed, you must get serious about the way you define, implement, and manage the customer experience."
Column/Marketing Master Class - Posted Nov 12, 2015
Business-to-developer (B2D) marketing is emerging as a priority for many B2B marketers. Developers are a vital audience, because they are the practical builders who design, develop, and maintain business-critical applications and services. And, the mobile enterprise business application market is expected to reach $61 billion by 2018. How can marketers reach developers, and engage, support and speak to them in a way that doesn't drive them running in the other direction?
Column/Marketing Master Class - Posted Oct 08, 2015
The campaign will always be a major part of a company's strategy in both B2B and B2C marketing. With a history of being short-term, one-way push marketing initiatives, campaigns can be very effective in driving sales and are easily measured for ROI. Campaigns also generate spikes of engagement. But the nature of a spike is that it can suffer a big drop, leading to periods where there is no engagement at all. In that lull another brand could win customers' attention, one that markets more consistently over time. Putting in place an always-on content marketing strategy is easier said than done, but here are few basic points to consider.
Column/Marketing Master Class - Posted Sep 10, 2015
While marketing automation is a hot topic across industries, many marketers are daunted by the complexities of combining customer journeys, content strategies, and dense technologies. Marketing automation technology allows marketers to generate and nurture leads with sequenced, segmented, and automated campaigns that deliver content at scale, with minimal intervention. Automation can be used to dynamically change content; test messaging; and sequence messages and notifications. As with any marketing initiative, the goal should always be focused on providing content that benefits your customers. Here are some of the simplest ways to use automation to generate and nurture leads now.
Column/Marketing Master Class - Posted Aug 20, 2015
B2B brands have been playing catch up with consumer brands in social media for a few years, but the industry is picking up pace and social media is now an integral part of B2B content marketing strategy. Meanwhile, social networks like Facebook, Twitter, and LinkedIn are constantly changing - whether they are adding new features, creating new ad products, or partnering with technology firms to augment their services. There are several B2B social media and content trends marketers should watch.
Column/Marketing Master Class - Posted Jul 09, 2015
Content marketing has been dubbed a must have for every marketer's playbook. In fact, B2B marketers are creating more content than ever before, according to the Content Marketing Institute. While marketers are persuaded they must have a content marketing strategy, which lays the groundwork for success, there are six reasons why content marketing may not be for everyone.
Column/Marketing Master Class - Posted Jun 11, 2015
Content marketing is quickly becoming a cornerstone of corporate marketing programs. In fact, 70% of B2B marketers are creating more content this year than the previous year, and 77% of B2C marketers have implemented a content marketing strategy. A marketing outsider who has deep expertise in the subjects that interest your customers can be a significant asset to a content team, even if they don't have any experience in the marketing, sales, or communications fields. Outsiders are often the very best people to turn to when you need to communicate without selling.
Column/Marketing Master Class - Posted May 14, 2015
Even brands that have a ready supply of customer advocates sometimes fail to make the most of them. Sales people are connecting with prospects, and prospects are connecting with each other in more ways than ever, so marketing teams must provide advocacy and reference content to best showcase the customer and their successes. Ready to shake up your customer advocacy programs? Here are 10 new rules that every marketer should follow.
Column/Marketing Master Class - Posted Apr 09, 2015
Virtual reality isn't a new concept, but it is quickly becoming a new reality. Just under five years after the release of the Microsoft Kinect, and amidst growing buzz around Oculus Rift, Microsoft announced the release of the HoloLens in conjunction with Windows 10. While HoloLens, Google Glass, Oculus Rift, and other wearable technologies are often discussed in the context of gaming and social media, it's important for marketers to consider these devices and their implications customers and on content strategy.
Column/Marketing Master Class - Posted Feb 12, 2015
Marketing to busy audiences is increasingly complex. It requires strategies to engage multiple stakeholders throughout multi-stage sales cycles, conducting an intelligent dialogue, and making a well-reasoned case for engagement. Successful marketers take a comprehensive view of their customer by considering their changing industries, job roles, jargon, challenges, threats, pain points, aspirations, and opportunities. What remains eternally true throughout the marketing process is that the customer is at the heart of every business' success.
Column/Marketing Master Class - Posted Jan 15, 2015