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Case studies

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The diagram below illustrates my approach. First I research: what are the hot topics (Google Trends)?  What keywords are target consumers using (Keyword Planner tool)?  Then I’ll set up robust mechanisms to evaluate the creative, focused communications plan that I’ll implement.


Future of payments

There’s hope that quick and easy payments will keep spending buoyant in a deflationary economy.  The future is frictionless payments.

This year’s launch of Google’s Android Pay mobile payment service in the UK should help to speed up the spread of mobile payments which have had a slow start.  But this is just the beginning of a new era in quick and easy payments.  Google is testing an app called Hands Free.  This connects with a reader in a store or restaurant via Bluetooth enabling automatic payment.  The user simply tells the shop staff to charge them, gives their name and the employee clicks on the reader and payment is taken.  The customer doesn’t even need to get their phone out of their pocket.

But the ease of future payment methods will stoke concerns that shoppers are being encouraged to overspend and get into debt.  Along with that is the need for better security. Retinal scans and other biometrics will be needed to authenticate payment.  Certainly, though, frictionless mobile payments bring new marketing opportunities. For example, mobile wallets might allow brands to reach consumers with banner ads or push notifications or offer associated services or loyalty offers.  A positive mobile wallet experience is needed and is the future of payments.

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