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How to use (& not to use) Google Ads’ generative AI

AI has taken the world of digital marketing by storm. We’ve seen AI being used in Google Analytics, it’s changing the way we approach content marketing and what we post on social media. Now, it’s the turn of Google Ads. The platform already includes a range of AI features and, at Google Marketing Live, recently […]

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GA4 migration: Everything you need to make the switch

On July 1, Universal Analytics will stop processing data. UA will be permanently replaced by Google’s new reporting platform, Google Analytics 4.  To help you prepare for this transition, we have compiled all of our GA4 information into one place, ranging from guides to FAQs and deep-dives into specific features including cookie-less tracking, API quotas […]

Improving access to support for people in crisis

Over 700,000 people die by suicide every year according to the World Health Organisation. For every death there are an estimated twenty attempted suicides. People in need require easy access to support – in their timezone and language – so that they can be listened to in confidence and without prejudice as soon as possible.  […]

GA4’s AI: Everything you need to know about artificial intelligence in Google Analytics 4

Stop someone on the street and ask them what they think when they hear “AI.” You’ll likely hear a few answers. ChatGPT. Automation. Computers taking over the human race.  Many conversations about AI are warped by preconceptions. These range from sci-fi ideas about AI capabilities, to limited understandings of AI’s use based on specific services.  […]

How first-hand client research helped to rebuild London Southend Airport’s website

Audience research and customer insight is a critical part of any successful digital marketing activity.  Last year, Base Creative undertook a project to rebuild London Southend Airport’s website to reflect its values and improve revenue generation.  To design the new website, it was vital that we first gain an exhaustive understanding of all of the […]

How Base Creative is making team wellbeing actionable & measurable

At the end of last year we set ourselves the challenge of finding and implementing a new team wellbeing initiative that would give us measurable results. For the last three months, our team has had access to mental health check-ins, advice, and therapy sessions whenever they need them.  Here’s why we made this change and […]

TikTok SEO part 2: Starting your strategy

TikTok is an awareness-raising powerhouse, perfect for promoting ESG, supercharging your recruitment and much more. Many B2Bs are looking to take advantage of TikTok’s power. They just need to know how. In part 1 of this series, you learned why B2Bs need a TikTok strategy. In part 2, you will learn about the Search Engine […]

How simple storytelling can transform your marketing

We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories. Jonathan Gottschall, The Storytelling Animal: How Stories Make Us Human Mike was on the cusp of a breakthrough which would kickstart his meteoric rise from underdog to alpha male. All it […]

TikTok SEO part 1: Why B2Bs need a TikTok SEO strategy 

Two years ago, TikTok began emerging as one of the most important social media platforms. The tide was just beginning to turn. Ads were newly introduced, and businesses were starting to see the potential of TikTok.  Now, TikTok SEO presents businesses with an opportunity to take their organic content to the next level.   Not only […]

Share the Love: How we ended 2022 on a high

In 2005 Base Creative launched the Work With Us Programme, providing pro-bono digital marketing services to one London-based charity every year. As our agency grew, so did the programme, becoming a budget set aside to provide pro-bono services to multiple charities, chosen based on our ability to have the greatest impact.  Since 2019 we have […]

I used AI to generate my Tweets for a month. This is what I learned.

“ChatGPT has no inner being, it has been nowhere, it has endured nothing, it has not had the audacity to reach beyond its limitations, and hence it doesn’t have the capacity for a shared transcendent experience, as it has no limitations from which to transcend.” This was part of songwriter Nick Cave’s response to a […]