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Richard Mullins is the director at Acceleration. He opened Acceleration's Johannesburg office in 2000 and has played an instrumental role in the growth of Acceleration in South Africa.
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Don't try to tame big data - rather try to leverage smart data

Data is one of the most valuable assets any organisation owns today. But much as crude oil needs to be transformed into petroleum to power a motor vehicle, raw big data must first be refined...

By Richard Mullins 18 Mar 2015 14:52

Context is king in the next wave of digital marketing

I recently attended a discussion with some colleagues and key clients, WPP STREAM Africa, around how to target digital marketing messages at an elite group of wealthy consumers...

By Richard Mullins 23 Jan 2015 11:03

CMS: should stand for Customer Management System

Many organisations in South Africa are still using legacy content management systems (CMSs) to run their digital properties, reasoning that the complexity and risk of migrating to a new platform outweighs the potential benefits.

By Richard Mullins 5 Dec 2013 10:42

Pay attention to mobile as email marketing channel

Email is still one of the most important and widely-used communication channels that marketers have at their disposal, but the way that many organisations use it is still surprisingly unrefined. Nowhere is this clearer than in the lack of attention many marketers pay to the mobile device as a channel for email marketing.

By Richard Mullins 15 Nov 2012 08:30

South Africa needs to enter remarketing

Companies that want to position themselves to drive business value from digital marketing must start working towards mastering the discipline of remarketing or risk getting left behind by nimbler rivals.

By Richard Mullins 1 Nov 2012 06:36

Online customer strategy: Make the most of it

Most brands today still operate their online marketing in silos, with little connection between the different channels they use to communicate with and market to their customers. However, customers are moving seamlessly between a range of electronic channels, engaging with your business through social media, display ads, search, email and many other points of contact.

By Richard Mullins 1 Jun 2012 13:00

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