Ouma Insights

Strategy, creative and performance perspectives from the Ouma team.

• The AI implementation roadmap - Ouma's Guide — 2026-09-07
  Most AI implementations don't fail because of the technology. They fail because of the order things happen in. Here's the exact seven-step sequence behind a project that cut response times from 20 minutes to under a second, and why skipping step one is what breaks everything after it.
• Why most AI implementations fail, and what businesses need before they start — 2026-08-25
  There's a pattern emerging in businesses that have invested in AI over the past two years. The tool gets purchased, the team gets excited, a few use cases get identified, and then... somewhere along the way, it quietly stops delivering what was promised.
• What businesses get wrong about digital transformation — 2026-08-21
  Digital transformation' has become shorthand for buying a new tool and calling it done. Here's the difference between adopting software and actually rebuilding the operating system underneath your business.
• Micro moments in marketing - Why they matter and how to win them — 2026-07-28
  Micro moments are the critical touch-points within today's consumer journey, and they have the power to make or break a business' success.
• 30 ways to market your business | Ouma's Guide — 2026-07-22
  This guide covers 30 proven ways to market your business - across digital, content, paid, social, brand and offline channels. For each approach you will understand what it is, why it matters commercially, and how to use it effectively. Whether you are building a marketing system from scratch or reviewing what is and is not working, this guide gives you a clear, practical framework for making better decisions about where to invest your marketing resource.
• The role of AI in marketing — 2026-07-17
  This piece covers the real role of AI in marketing in 2026 - what AI genuinely changes about how marketing works, where it creates the most commercial value, where its limitations lie, and what businesses need to have in place before AI can do anything meaningful. Written for marketing directors, business leaders and founders making decisions about AI investment, this is a practical, honest assessment rather than a technology briefing.
• 8 things you need to include in your brand marketing strategy — 2026-07-09
  Businesses building the strongest brand marketing strategies are not the ones doing the most, they are the ones doing it with the most clarity and intention. Here are the eight essentials.
• AI SEO agency insights; how to show up in AI search results — 2026-07-09
  What's actually changed, and what you can do about it.
• How to A/B test social media ads | Ouma's Guide — 2026-07-07
  This guide covers how to A/B test social media ads effectively across Meta, LinkedIn and TikTok. You will learn what A/B testing actually is, why most businesses do it incorrectly and get unreliable results, how to structure tests that produce meaningful data, what elements to test and in what order, how to read results correctly, and how to build a testing culture that compounds performance over time. Written for marketing directors, performance marketers and business leaders managing paid social investment.
• Maybe we don't miss the past. We miss how life once felt. — 2026-07-02
  Nostalgia is one of the most emotion-invoking angles in marketing, but most brands use it wrong. Rachel Lyndon-Jones on the psychology behind nostalgia marketing, the brands doing it brilliantly, how Gen Z inherited nostalgia for eras they never lived through, and what it means for how you build and position products.
• Your winning email campaign sequence | Ouma's Guide — 2026-06-16
  If used correctly, an email campaign sequence is one of the most reliable ways to connect with customers, build trust and drive repeat sales. Used badly — as a scattered set of one-off sends with no structure, it becomes noise your subscribers learn to ignore. The difference isn't the platform you use. It's whether your emails are part of a connected system: the right message, triggered at the right moment, backed by CRM data that tells you who's ready to hear it.
• Earn the right to be recognised — 2026-06-03
  Strip your logo from everything you've distributed across your marketing channels in the last three months. No name, no logo. Just the words, the tone, the point of view. Could someone still tell it was created by you? For most brands, the honest answer is no.
• The psychology of growth — 2026-05-30
  Attention fatigue, vanity metrics, and why understanding how people actually make decisions is one of the primary drivers of conversion.
• Why marketing momentum stalls, and how to build a system that doesn't — 2026-05-30
  Most business growth doesn't stall because they stop trying. They lose momentum because the system underneath the effort was never built to handle the speed.
• Content is becoming increasingly average, and most marketing is making it worse — 2026-05-30
  AI isn't creating a digital fatigue problem. It was already there. Social feeds are becoming increasingly average, being original and having a point of view is now the only sustainable competitive advantage in marketing.
• Visibility and attention are no longer the same thing — 2026-05-30
  The way we measure marketing output is changing.
• How AI automation saved Vibrant Energy Matters £350,000 per year — 2026-05-30
  When Vibrant Energy Matters faced rising staffing costs and slow response times, Ouma rebuilt their entire customer service operation using AI automation, saving £350,000 annually, cutting response times from 20 minutes to one second, and creating 24/7 coverage at half the cost.
• What is a growth partner, and why your business probably needs one — 2026-05-30
  A growth partner is more than a marketing agency. It's a strategic relationship built around your commercial outcomes; connecting strategy, systems, psychology and execution into one joined-up growth system. Here's what that actually means, and how to know if your business needs one.
• The algorithm didn't build Rome — 2026-05-21
  Jaryn's raw take on branding, trust, and why your ad spend means nothing if your soul is empty.
• The social media villain arc: subversion in marketing — 2026-04-28
  When outrage becomes a marketing strategy
• The attention economy: who's winning & who's lost in the noise — 2026-03-24
  Attention isn't just a commodity - it's the most valuable currency in marketing. Brands, creators, and platforms are competing harder than ever to keep audiences engaged - but not everyone is winning the fight for our attention.
• 12 hottest brand collabs of 2025 — 2026-01-06
  Brand collaborations aren't just about aligning logos or launching limited editions, they're about creating big, cultural moments. From pop stars shaking coffee cups on TikTok to viral sportswear launches, this year has already seen some bold partnerships.
• Celebs launching their own brands: how far will they go to create a buzz? — 2025-01-20
  Celebrities seem to be forever launching their own brands and leveraging their star power to create immediate buzz and drive sales. Their name recognition, massive followings, and media attention give them a significant edge when entering industries like beauty, fashion, and lifestyle. But how exactly do these stars turn their fame into successful businesses, and what marketing tactics can other brands learn from them?
• Digital marketing trends roundup — 2024-12-23
  It's time to spill the tea on the marketing trends and challenges we experienced this year.
• Celebrity-inspired marketing trends — 2024-12-03
  When it comes to grabbing attention, celebrities know exactly how to do it. Whether it's through bold fashion statements, viral social media moments, or unexpected collaborations, celebrities are masters at creating buzz around their brands or products. For businesses looking to cause a stir, there are valuable lessons to be learned from the marketing moves used by celebs.
• Digital culture review. Hype, chaos & social shifts — 2024-11-25
  Social media has evolved from passive scrolling to a battleground of chaotic, personality-driven, and deeply divided content consumption. This complex evolution of marketing has forced brands to reconsider how they communicate, build loyalty, and capture attention.
• Our favourite brand collabs of 2024 — 2024-11-18
  Collaborations offer an opportunity for businesses to combine the strengths and audiences of two distinct brands to create something new and exciting. Here are some of our favourite brand collaborations of 2024...
• The secret website design tactic only 1% of businesses know (and why it's a game-changer) — 2024-10-07
  Your website is more than just a virtual storefront – it's a huge component of your brand's identity. Yet, only 1% of companies are using this design tactic that's transforming their online presence.
• Grow your e-commerce business with UGC and influencer marketing — 2024-09-02
  UGC and influencer marketing are the dynamic duo that are often the driving force behind the success of e-commerce businesses on social media.
• Improve your website performance: the ultimate guide to CRO and analytical integrations — 2024-07-08
  Optimising your website for conversions and understanding analytical insights should be your no.1 priority when reviewing your marketing strategy. Yet, many businesses miss out on the potential of integrating the right tools.
• The future of interactive marketing — 2024-06-04
  With the average attention span decreasing with every generation, gone are the days of passive consumption - consumers expect to be immediately engaged in order to be hooked in.
• Why your marketing analytics are measuring the wrong things, and what to track instead — 2024-06-03
  Most businesses aren't short of data. They are short of the right data. And the difference between the two is the difference between marketing that drives growth and marketing that just looks busy.
• New to TikTok? Here are 7 simple videos to post to your new account — 2024-05-27
  TikTok is a unique social media platform that is quickly becoming one of the most popular among users. As a business, it can be a fun way to connect with your target audience and promote your products or services. We've compiled a list of our suggestions for simple videos you can post on TikTok if you are setting up a new account.
• 7 crucial questions you must ask before hiring a social media agency — 2024-05-13
  When making the decision to outsource your marketing support, selecting the right agency can make or break your brand. But with so many options out there, how do you separate the game-changers from the time-wasters?
• Google's 6 most asked questions for TikTok answered — 2024-04-23
  TikTok has taken the world by storm, captivating millions with its short-form videos and dynamic content. With its rapid rise to fame, it's no surprise that people have a plethora of questions about this platform.
• How to measure brand awareness to prove your ROI — 2024-04-08
  So how do you measure your brand's awareness while trying to justify your business' budget with ROI (Return on Investment)?
• Defining your target audience — 2024-03-26
  No matter the business or industry you work within, the solution to an effective and successful marketing campaign will always be understanding who your target audience is. Neglecting the importance of target market intelligence is a common mistake made by businesses owners in a bid to appeal to everyone with their products and services.
• How to create a brand marketing strategy - Ouma's step-by-step guide — 2024-03-04
  A brand marketing strategy is essentially a plan for how a business will promote and sell its products or services. It is a pivotal part of any business plan and should be developed before launching a product or service.
• Generational marketing, what's the craic? — 2024-02-16
  Let's start with the basics... what is generational marketing, and how do you tailor your activity to reach Gen Z, Millennials, Gen X and Boomers?
• A beginner’s guide to influencer marketing — 2024-02-12
  The prowess and glamour of social media influencers seems to be a subject layered in exclusivity and misinformation. The wonderful yet elusive world of influencer marketing can be confusing. Well, Ouma are here to layout the basics...
• Mental health and social media; what's the link? — 2024-01-29
  Social media dominates our day-to-day lives, and many are still cautious about how it affects our mental health, and rightly so. Here's what the science says, and how to build a healthier relationship with the apps.
• Predicted marketing trends for 2024 — 2024-01-19
  Every business would love to think their product alone is enough, but in the ever-changing digital landscape you need to reach out and tell people. Here are the marketing trends worth investing your time in for 2024.
• 6 insider secrets to market your wedding venue — 2023-11-06
  In today's competitive wedding industry, standing out as a premier wedding venue is no easy feat. We reveal six strategies that have proven to increase wedding bookings and turn venues into market leaders.
• How to sell on TikTok — 2023-10-23
  TikTok is a rapidly growing social media platform, and it's become a popular place for businesses to market their products and services. Here we've compiled some tips and tricks for successfully selling on TikTok.
• The power of an effective social media strategy — 2023-10-02
  A social media strategy is considered to be crucial for successful social media marketing. An effective strategy can help you to successfully generate interest, connections, leads and sales through cohesive content planning.
• Paid social media advertising: what's it all about? — 2023-08-07
  Over the last decade, the nature of social media has changed with regards to the footloose and fancy free forum for business growth it once was. It's no longer this metropolis of free advertising space for businesses, it's a competitive 'pay to play' arena where businesses are shouting to get noticed.
• 10 tips for crafting compelling CTAs for your marketing campaigns — 2023-07-31
  A Call To Action (CTA) is a crucial element of any marketing campaign. It's the button, link or phrase that encourages your audience to take the next step and take action. A well crafted CTA can be the difference between a successful campaign and one that falls short.
• Social media explained: health, habits and humanity — 2023-07-17
  So, if you've watched Netflix's 'The Social Dilemma' you might be in the throes of preparing for the inevitable Skynet takeover! No need to look out for Arnold Schwarzenegger just yet, Ouma are here to show you how to use social media in a healthy and positive way.
• Choosing the right influencer for your business — 2023-05-29
  Considering working with an influencer for your next product launch? We've compiled our top tips that are essentially a cheat sheet for sourcing the best influencer for your brand!
• The 3 key questions to ask a PPC agency — 2023-05-01
  When it comes to Pay-Per-Click (PPC) advertising, choosing the right agency can mean the difference between 10x your ROI and wasted ad spend. To ensure you're making the best choice, here are the three critical questions you need to ask any PPC agency before you commit.