The Dilate Blog

AI isn’t here to take over marketing. But it is changing it—fast. Too many businesses still see AI as either a gimmick or a threat. Some think it’s a shortcut to instant results. Others fear it’ll make human marketers redundant. Both are wrong. The reality? AI isn’t replacing marketers. It’s making them more effective. It’s […]

Look, we all use ChatGPT. It's practically part of the team at this point—brainstorming ideas, cranking out content, and making us feel smarter than we are. But if ChatGPT is the only AI tool in your stack, you're coasting while everyone else is lapping you. AI in 2025 isn't just about automating the boring stuff—it's […]

AI-driven personalisation isn’t some futuristic concept—it’s happening now. The brands that get it right see higher conversions, better retention, and customers who actually feel like the brand “gets” them. The ones that don’t? They’re still scratching their heads, wondering why their email open rates are lower than a gym in December. But let’s be honest—scaling […]

Most businesses don’t have a brand. They have a logo, a colour scheme, a slapped-together Instagram grid—and they think that’s enough. It’s not. Because in a world where competition is relentless, ads are ignored, and customers have more choice than ever, the businesses that win are the ones that people care about. At Dilate, we […]

Great creative is the lifeblood of impactful marketing. It’s the difference between a campaign that makes people pause and one that fades into the background faster than you can say, “Skip Ad.” But let’s get one thing straight—good creative isn’t just about looking nice. It’s about strategy, precision, and, most importantly, making people feel something. […]

Most brands are forgettable. Not because their products aren’t great, but because they fail to connect. They focus on features, push discounts, and talk about themselves like they’re the main character—but they never tap into what makes people care. That’s where brand storytelling changes the game. A great brand story doesn’t just describe what you […]

Most brand positioning statements are a waste of words. They sound good in strategy meetings, but in the real world? They’re forgettable, generic, and do nothing to make a brand stand out. If your brand positioning statement could be swapped with a competitor’s and no one would notice, you’ve got a problem. A strong brand […]

Most buyer persona advice is marketing fluff. There, I said it. Too often, businesses treat creating personas as a checkbox task—design a fictional “customer,” slap a name on it, and forget about it by next quarter. But this lazy approach leaves immense potential untapped. Done right, customer personas are the backbone of your marketing—a living, […]

Marketing is always evolving. A decade ago, data, targeting, and algorithms were so powerful that people wanted to rename the whole category “digital” marketing. They’re table stakes now—an assumed part of a proper modern marketing strategy. But maybe more importantly, they’re also far less effective. When few marketers were highly skilled at getting the most […]

Once, I’d have told you that performance was the key to growing a business, and creativity was just a ‘nice-to-have’—an extra flourish if the budget allowed. Now, my position has changed completely—and so has Dilate. Today, creativity isn’t optional; it’s the spark that transforms placements into persuasion and campaigns into connections. For years, marketers leaned […]