Cutting through the noise in today’s media landscape – an ongoing series

September has been a busy month for the media agenda – from students returning to school and university to the launch of the new iPhone and challenges with the supply chain in the UK. In particular, the increased lifting of travel restrictions has dominated recent headlines, as the US and EU borders open up again for vaccinated tourists across the globe. 

With this flurry of news, it’s crucial that our clients take a targeted approach to media outreach and ensure that what they’re offering provides genuine value and spurs interest amongst their audience. That’s why we’re exploring insight-led marketing campaigns in this month’s deep-dive, to help drive data-led decision making and cut through the noise in the martech and analytics space.

What’s new in the technology media landscape?

As summer comes to a close, we’ve seen a number of changes across editorial teams and journalists moving to new publications. This will no doubt provide a window of opportunity to develop new relationships and ensure we’re pitching journalists with the most relevant news stories for them!



  • City AM announced its return to print from Monday 20th September
  • The Sun created a new multi-media Travel specialists team and promoted Lisa Minot to Head of Travel, with responsibility for both the print and digital operations
  • Imani Moise takes over as co-editor of the FT's Fintech newsletter
  • Simon Gwynn has been appointed as the Gaming and Technology Editor at Campaign
  • Zoe Drewett has been appointed as the Deputy Breaking News Editor at The i Paper
  • James Warrington will be joining The Telegraph business desk in September
  • Holly Mead is joining The Sun in mid-September as Deputy Editor
  • Amy Thomson has been appointed as the Technology Team Leader at Bloomberg EMEA
  • James Warrington has now started his new role running The Telegraph’s business live blog
  • Alicia Buller has joined SC Media UK as Senior Editor


  • Jennifer Savin appointed Features Editor at Cosmopolitan
  • Millicia West has been appointed as the Acting Food & Drink Editor at Hearst working across all their UK magazine brands

Top tech stories of the month

  1. This month saw the launch of the much anticipated iPhone 13, as reported by the Guardian. Eyes across the globe were peeled to see the unveiling of the latest generation iPhone, which was launched as part of a virtual event from Apple earlier in September. This launch coincides with an industry-wide chip shortage, which has had a major impact on the technology sector and global manufacturers this year. Will this ongoing shortage impact the manufacturing and sales of the new iPhone handsets?
  2. Virtual reality has made a splash on the high-street this past month, with retail giants such as Harrods and Selfridges adopting the technology in a bid to engage customers. As reported by City AM, Selfridges launched Playhouse this month, a gaming installation set up in store showcasing everything from VR experiences and the latest gaming consoles to retro game consoles. At the same time, Vogue explored Harrods’ latest Burberry pop-up, which features an AR experience to promote its latest designer products. It looks like technology could be a key player in luring consumers back into stores, and it’ll be interesting to see even more retailers adopting these tactics.
  3. Global travel is now back in full swing – however, the latest travel challenge to face consumers has been the question of roaming charges. Both EE and Vodafone have recently revealed that they will be reintroducing roaming charges between the UK and Europe following Brexit – and this month saw mobile operator Three reveal similar plans, as reported by the BBC. From October, Three customers will pay a charge of £2 pounds per day when roaming within the EU. These changes come as mobile operators are experiencing rising pressure and costs, and it’ll be interesting to see how these new charges will feed into the continued investment in UK networks.  
  4. COP26 has also dominated headlines this month, as the crucial climate summit quickly approaches - from speculation as to whether discussions at the summit will fulfil the aims of the Paris agreement, as reported by the Guardian, to pledges being made by enterprises in line with the goals of the event. It is clear that the topic of climate change and sustainability is at the top of business agendas at the moment, and it’ll be crucial to keep an eye on further developments in the run up to the event itself and see whether goals and pledges do in fact become a reality.

What you need to know about… why insight-led marketing campaigns are more critical than ever

Did you know that 59 trillion gigabytes of data were consumed in the last decade? And in less than two years, it is estimated that there will be 29.3 billion connected devices, hitting most businesses with more data than they can action. With the proliferation of data sources, we’ve also seen a major uptick in analytics tools - 7,000+ to be exact - promising access and actionable insights. In fact, 75% of enterprises now use external data sources to improve cross-functional decision making.

Gone are the days where intuition-led decision making is possible. Data-led decision making is now imperative for businesses to compete.

But how can you tell that story to your customers without sounding like so many other vendors in the space - and crucially - cut through the noise?

  1. Share it: Leveraging insights from the data and packaging it up in consumable and engaging formats like an owned report showcases expertise and presents numerous opportunities for social and earned channels in the form of thought leadership and customer stories.
  2. Uncover the real ROI:  Think beyond the typical narrative. Many analytics vendors talk about improving efficiencies and reducing wasted time for customers. Yet it is critical to showcase your organisation’s expertise and differentiators as they relate to the wider media narrative. Are your platforms helping to close the digital skills gap? Tracking and preparing for the changing privacy landscape? Are there emerging industry trends that you can address to fill the white space?
  3. Be consistent: To cut through the noise of an overcrowded market, your messaging and efforts must be consistent and reinforced. Delivering targeted, timely, relevant, and opinionated expertise underpinned by strong media relationships is foundational to building brand awareness and increasing share of voice.

So who’s winning the data analytics race? Our UK Head of B2B has dived into the analytics space in our latest Passle post here - check it out!

If you would like to find out more about how tech brands can cut through the noise in today’s media landscape, please get in touch!