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For The Challengers. The Rebels. The Innovators.

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Find out how Resonance combines the art of storytelling with innovation, behavioural science, data science and first-hand technology expertise to deliver business outcomes.

FOR THE DATA ECONOMY

We have entered a new epoch, one defined by data and AI. As industries increasingly rely on data to differentiate themselves from competitors and drive decision making, so too does the need for clear, precise, and impactful communication increase.

Resonance ensure messages are not only heard but resonate with the right audience, making them uniquely positioned to serve businesses in this transformative age.

 

tom-1"The intricacies of the data-driven landscape is written into the DNA of Resonance. We are built for the data economy."
WHY CHOOSE RESONANCE?

Our Approach

We pride ourselves on taking a unique and innovative approach to every project we undertake. Our team of experts combines their extensive knowledge and experience to deliver exceptional results for our clients.

Our Expertise

We have a deep understanding and mastery of our craft. Our team of experts brings a wealth of knowledge and experience to the table, allowing us to tackle any project with confidence and precision. 

We stay ahead of the curve by constantly staying updated on the latest industry trends and technologies. This enables us to provide innovative solutions that exceed expectations.

Our Vision

We envision a world where businesses thrive and excel, empowered by our innovative solutions and strategic approach. Our goal is to not only meet but exceed the expectations of our clients, helping them achieve their business objectives and stay ahead of the competition.

 

WHAT'S YOUR CHALLENGE?

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Every brand has its challenges, we're here to help.

Our specialists are at the forefront of cutting-edge advancements in artificial intelligence and cloud computing, staying ahead of the curve to deliver innovative solutions that drive tangible results for our clients.

With a proven track record of success, Resonance is your trusted partner for all your technical needs. 

Explore our solutions to your marketing challenges.
EXPERTISE

From AI to Cloud, Resonance proudly boasts a team of seasoned professionals with an unrivalled depth of technical expertise.

tom-1"In Tech PR we have a front row seat to the changing technology landscape. From Generative AI to Quantum, it's our job to insert our clients' voices into the narrative"

Our specialists are at the forefront of cutting-edge advancements in artificial intelligence and cloud computing, staying ahead of the curve to deliver innovative solutions that drive tangible results for our clients.

With a proven track record of success, Resonance is your trusted partner for all your marketing needs. 

Read our Case Studies
CASE STUDIES

Resonance works with the challengers, the rebels and the innovators. Read about some of our work.

BOOSTING AIVEN'S OPEN SOURCE CREDENTIALS

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Resonance built a campaign built around Github data to find new insights around contribution to open source by the hyperscalers.

THE NATIONAL MUSEUM OF COMPUTING

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Resonance raised the national profile of this Bletchley Park-based museum to drive visitors and publicise its important mission to preserve the history of computing.

Insights from Resonance

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News and views from the Resonance team.

Blog
Podcast
Research
RESEARCH:THE EXPANDING ROLE OF ANALYST RELATIONS IN THE DATA-DRIVEN BUSINESS LANDSCAPE

Data and insights have never been more crucial in a world plagued with uncertainty and complexity.

Resonance interviewed 100 analyst relations professionals and found Analyst Relations (AR) has become a central force that brings strategic, competitive edges to businesses.

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Claire-1"In a world where the only constant is change, how do tech brands stay one step ahead of the market? That's where Resonance comes in"
WAVELENGTH BY RESONANCE

Wavelength is our regular podcast bringing you influential voices in B2B technology from journalists to marketing leaders .

Listen to our episode where we interviewed Seb Moss of DataCenterDynamics on all things Data Centre-related

Seb Moss Wavelength

 
RESONANCE

Resonance is a B2B tech PR, AR and content marketing consultancy that helps brands grow.

Our passion and energy comes from the blurring of corporate reputation management and demand generation.

We are technology, business and communications experts made up of a team of computer scientists, journalists and marketing communication specialists.

Jess"Resonance is a group of technology, business and communications experts"

prcacouncil2023  CMS

Resonance is a proud member of the PRCA and holds its CMS accreditation. Our founding team members hold senior positions on the PRCA Council helping to share the future of the PR industry.

JOIN THE TEAM

We're always on the look-out for great talent to join the team. If you're an exceptional Account Director, Account Manager - or a grad looking to build a career in Tech PR - then get in touch!

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Find out more about our culture and the values that everyone who works for us embodies.

2 min read

Data in Marketing: Advertising and the Beginnings of Digital Marketing

Data in Marketing: Advertising and the Beginnings of Digital Marketing

Data in Marketing Series: I was at a client office a year or two ago as one of the sales team was recounting a recent prospect meeting. In his enthusiastic salesmanship of their product, a business intelligence solution, he extolled “data is the new oil!” The prospect – ExxonMobil - wasn’t impressed. Apparently for the oil producers, it seems, nothing is the new oil.

However, investors would be inclined agree with the salesman. Only ten years ago PetroChina and ExxonMobil were the two most valuable public companies in the world by market capitalisation, today these companies have slipped to 92nd and 54th respectively. Most of the biggest companies now are purveyors of data in one way or another – Apple, Microsoft, Amazon, Alphabet (Google), Facebook. But in this blog series its two of those companies I want to focus in on - Google and Facebook - and their effect on data in marketing. You’d probably describe them as a search company and a social media platform, but in reality they’re the two largest advertising platforms in the world.

How big is Google and Facebook in the global advertising market?

Here’s a quick calculation on how much of the market Google and Facebook have cornered - the results might surprise you:

  • In 2019, global advertising spend was around $550 billion
  • Facebook’s revenue in 2019 was $70.7 billion – 98.5 percent was generated from advertising, so $69.6 billion (12.6% of global advertising spend).
  • Google’s revenue in 2019 was $161 billion and 70.9% of revenue was advertising – so $114.3 billion (20.8% of global advertising spend).

Together Google and Facebook now command 33.4% of the global advertising market. In other words, they receive over a third of every Pound, Dollar, Euro and Yen spent on ads. Not bad for two companies with a combined age of 38 years.

What is it that makes everyone want to buy advertising from Google and Facebook?

To answer this we need to go back in time to the 1980s..

In the 80s your advertising options were limited: print, out-of-home (e.g. billboards), direct mail, and radio/TV advertising (if you could afford it). We call it offline marketing now but back then those were the main options.

SinclairUser-SoftwareLibrary-AdBefore the internet the best value “targeted marketing” for small/medium-sized businesses was probably magazine advertising.

If you needed to sell to a specific audience, chances were that there was a specialist magazine for that audience. It explains why so many print magazines did well back then – they were all chock full of ads.

In fact, I recently came across an ad that my parents created in 1983 that ran in “Sinclair User Magazine.” For a few years they had a business called the Software Library which rented out cassette tapes for ZX Spectrums and ZX81s. In order to join you had to cut out the coupon from the magazine and post it off with £5 in order to get the brochure and choose your tapes. The process seems so convoluted now but it was how it worked for years – decades even. Mail in a postal order and a little coupon with your details carefully filled in and a few weeks (yes weeks!) later you get what you ordered in the post.

Fast forward to around 1995 and the internet changed everything. For the first time ads could be delivered directly to (potentially) millions of people at almost zero cost. Plus there was almost unlimited inventory because ads could easily rotate.

However early internet ads were really not much more sophisticated than magazine ads. A majority were display ads and aside from choosing which website they appeared on. Ads were also unsophisticated, often they disrupted the user experience with annoying pop-ups.

But this state of play didn’t last long.

An advertising revolution was on the horizon, and it started on the 23rd of October, 2000 with the launch of Google Adwords..

This is a three-part series about the evolution of data in marketing . Check back next week to read our next blog on the rise of Google and Facebook.

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