Insights

Websites, apps, and online platforms may feel weightless, but their impact is not. Carbone4 estimates that the digital sector accounted for 3.4% of global emissions in 2023 – more than many countries produce. The good news is that making digital experiences lighter, faster, and greener is simpler than you might think.

The start of a new year is more than a reset. It’s an opportunity to refocus your marketing strategy on what actually drives impact. With more channels, platforms and data available than ever before - and AI now accelerating both insight and execution - success depends on turning information into action, not just setting ambitious goals.

Across Europe, sustainability is now central to corporate strategy, but communicating it remains a major challenge. With tighter regulations and rising scrutiny, stakeholders expect accessible, verifiable and comprehensive information on corporate websites.

In a rapidly evolving digital landscape, marketers are surrounded by a growing array of tools, analytics platforms, and AI-driven insights. Yet, despite the influx of innovation, traditional Key Performance Indicators (KPIs), such as Return on Investment (ROI), engagement rates, and personalisation metrics, continue to hold their ground as the cornerstones of effective marketing measurement.

Data only matters when it helps people decide and act. Right? Not quite. Data also helps processes and automation act on clear signals, within clear rules.

For years we’ve been stuck with intrusive cookie banners, a clumsy solution that frustrates users and offers little real control. Now, the EU’s Digital Omnibus Regulation proposal, though disappointingly slow to implement (we’re looking at 2027 at the earliest), finally sets a clear direction for a future without them.

For any international business, a website is often the first point of contact with clients and partners. But when it comes to mainland China, being online does not necessarily mean being accessible. The Chinese internet operates under a distinct set of regulations, technical standards, and network constraints that make website availability a complex issue for companies based outside the country.

In this month’s Thoughts on Tap, Rachael Stackhouse explores how corporate communicators can close the gap between activity and impact - and why smarter analytics are key to proving real value.