Business & Technology
UK marketers miss cultural moments, Optimizely finds
SOFIAH NICHOLE SALIVIO
News Editor
More than half of UK marketers are failing to react fast enough to major cultural moments, according to Optimizely research that highlights a gap between consumer expectations and brands’ ability to respond in real time.
A survey of 1,000 UK consumers and 100 UK marketers found that 54% of consumers are more likely to engage with brands that deliver relevant, timely content around events such as the World Cup. Yet 56% of marketers said they had missed key moments during major events because they could not move quickly enough internally.
The figures point to a tension for marketing teams trying to tap into surges in public attention without producing work that feels hasty or out of touch. Live sport and other shared events can create a short window in which well-judged campaigns gain traction, while slower approval processes can leave teams behind the conversation.
Survey responses suggest audiences want more than speed alone. Some 43% said they wanted content tailored to their interests, while 33% were looking for personalised offers or recommendations. At the same time, 28% said content should feel thoughtful rather than rushed.
For marketers, internal process emerged as a recurring obstacle. Some 57% said organisational bottlenecks had stopped them reacting to trends and live events in real time. The same share said they were forced to prioritise execution over creativity during major campaigns.
Speed and relevance
The findings show how pressure on marketing teams has shifted as brands try to match the pace of online discussion around cultural moments. Social platforms and real-time digital channels have made it easier to publish quickly, but many larger organisations still rely on layers of approval, multiple stakeholders and fixed campaign plans that can limit fast responses.
This can be particularly difficult during major sporting events, when public attention moves rapidly from one incident to the next. A result, standout performance or controversial moment can dominate discussion briefly, leaving brands little time to produce a message that is both timely and appropriate.
The research suggests consumers are open to reactive marketing when it feels relevant. But the data also points to a risk for brands that publish content simply because a topic is trending, without enough thought for audience interest or tone.
Internal pressure
For marketing departments, the challenge is not only external competition for attention but also internal trade-offs. When teams are under pressure to turn around content quickly, creative testing and refinement can be reduced, which may affect the quality of campaigns tied to live events.
The survey suggests marketers recognise the issue. More than half reported losing opportunities because they could not move fast enough, indicating that the problem is not a lack of awareness of cultural moments but the mechanics of acting on them.
The issue extends beyond football or tournament marketing. Any event that captures public attention, from entertainment programmes to national celebrations, can create the same pressure for brands to decide quickly whether to participate and how to do so in a way that feels credible.
Optimizely, which sells software used by marketing teams, presented the findings as evidence that brands need to improve campaign workflows if they want to respond more effectively during high-profile moments. The research did not break down the causes of those bottlenecks in detail, but the results suggest delays stem from internal decision-making rather than a lack of consumer interest.
That means brands may be missing openings even when audiences are receptive. With 54% of consumers saying timely and relevant content makes them more likely to engage, the survey points to a clear commercial incentive for marketers to be present during moments of heightened attention.
A separate finding complicates the picture. The preference among 28% of consumers for content that feels thoughtful rather than rushed suggests marketers must balance immediacy with restraint, especially when reacting to emotionally charged or widely viewed events.
Tara Corey, Senior Vice President of Marketing at Optimizely, said: “Marketers got into this industry to connect with people, not to watch opportunities pass them by while content sits in a queue.
“What our research keeps showing is that the ambition is there and so is the creativity. But moments like the World Cup make it impossible to ignore what’s getting in the way.”
Business & Technology
Oxfordshire business mentor releases brutally honest book
Mike Foster, who was born and raised in Kidlington, has written The Financial Times Guide to Starting a Business, which combines practical business guidance with insights into the entrepreneurial mindset.
Now based in Didcot, Mr Foster coaches business owners by reviewing critical aspects of their operations, identifying areas of focus, and developing tailored strategies.
Mr Foster said: “Many start-up guides focus solely on the mechanics of launching a business.
“But I wanted to be brutally honest about the realities and challenges entrepreneurs will face, sharing from my own journey which has included both big successes and a six-figure setback.”
The book is his second publication, following 2023’s 105 Ways to Accelerate Your Business Success.
He also contributes to the community through his work in schools, having served as an enterprise advisor for Enterprise Oxfordshire (formerly OxLEP).
In that role, he supported Didcot Girls School and helped the organisation recruit 40 equivalents in secondary schools across the county.
The new book covers everything from idea development and marketing to finance, legal structures, and operations.
It aims to help readers assess whether they are mentally prepared for entrepreneurship.
Written as a step-by-step guide, the book offers practical, actionable advice and encourages readers to consider the mindset needed to build confidence and avoid common start-up pitfalls.
The Financial Times Guide to Starting a Business is available now in paperback and e-book formats from Amazon, Waterstones, and other major retailers.
Business & Technology
SSEN to offer free, personalised energy advice to customers
The service is available across central southern England and the north of Scotland through a partnership with energy efficiency charities Changeworks and the Centre for Sustainable Energy (CSE).
It offers support with fuel poverty, energy bills, and low-carbon technologies.
Eliane Algaard, director of customer operations at SSEN, said: “We know that many of our customers are looking for trusted, practical advice to help them manage energy costs, improve the comfort of their homes, and make informed choices about low-carbon technologies.
“By working with Changeworks, we can offer our customers access to specialist support that reflects the different needs of the communities we serve, from rural and island locations in the north of Scotland to towns and cities across central southern England.
“This partnership builds on the support we already provide for customers who may need extra assistance and enables us to help even more households to access the right advice at the right time.”
Customers can access the free advice via phone, online, or in person.
The programme will also proactively identify individuals in need through outreach activities, including promotion of the Priority Services Register, distribution of energy-saving kits, and advice on making homes more sustainable.
Changeworks brings nearly 40 years of experience delivering energy efficiency support in Scotland, while CSE has worked with SSEN since 2021 through the Cosier Homes Advice project in central southern England.
Morven Masterton, head of community engagement and energy advice services at Changeworks, said: “Changeworks is delighted to be partnering with CSE to deliver this important SSEN initiative, supporting customers across the two regions.
“Together, our organisations bring extensive local knowledge, strong partnerships, and well-established networks.
“By integrating this programme into the existing support available in each area, we will be able to maximise its reach and deliver an even greater impact for the customers and communities we serve.”
CSE has over 45 years’ experience helping people reduce energy costs and improve home comfort.
Karn Shah, head of advice at CSE, said: “Energy bills remain high, and more people are struggling to keep up.
“This new partnership with Changeworks and SSEN means we can reach even more households who need practical, impartial advice to help them cut their bills, ensure their homes are a safe temperature and more energy efficient, and understand their route to a low-carbon future.”
SSEN said the scheme would support warmer homes, lower bills, and a fair transition to a low-carbon future.
Business & Technology
Schneider backs AI-era condition-based maintenance
Schneider Electric has published an IDC white paper on maintenance in AI-era data centres, arguing that calendar-based maintenance is no longer fit for purpose in many facilities.
The report says rising rack densities, multivendor estates and shortages of skilled technicians are forcing operators to rethink how they maintain critical equipment. It makes the case for condition-based maintenance, which uses monitoring and analysis of asset behaviour to identify faults earlier and reduce unnecessary service interventions.
Schneider Electric linked the findings to its EcoCare service model, which combines remote monitoring, expert oversight and predictive fault analysis. It said the approach shifts maintenance away from fixed schedules towards interventions based on equipment condition and operating limits.
IDC said the operational backdrop for data centre operators has changed sharply as AI workloads grow. The paper notes that rack power densities have increased from about 15kW per rack in standard data centres to 300kW to 600kW in AI-heavy compute zones, adding pressure on uptime and infrastructure resilience.
That shift is being compounded by the way operators are expanding capacity. According to the research, many are relying on existing installed bases, distributed campuses, on-site generation and brownfield strategies through mergers and acquisitions of local service providers, rather than building entirely new facilities.
Operational strain
The white paper also highlights the complexity of fragmented multivendor environments. Operators that acquire existing facilities can inherit equipment from multiple suppliers without a full operating history, creating challenges when integrating it into asset performance management systems.
“When operators acquire existing facilities rather than build from scratch,” said Luis Fernandes, Senior Research Manager, IDC, “they introduce unknown equipment configurations from multiple vendors, with no operational history, requiring immediate integration with asset performance management systems.”
Labour shortages add to those pressures. The research said the supply gap for skilled technicians has reached unsustainable levels, citing a US example where there is only one qualified person taking up a position for every seven open roles. Operators are struggling to recruit across electrical, mechanical cooling and commissioning roles, including positions that require specialist certification for high-voltage systems.
Against that backdrop, the study argues that fixed maintenance intervals are becoming less suited to the realities of AI-led data centre operations. Rather than carrying out work simply because of a date on a calendar, condition-based maintenance uses equipment data to determine when intervention is actually needed.
Schneider Electric said early adopters of AI-supported condition-based maintenance have reported fewer manual interventions, lower operating expenditure, less unplanned downtime, longer asset lifetimes and better efficiency. It added that its EcoCare offering can deliver up to a 75% reduction in unplanned downtime and a 20% reduction in operating expenditure, while also reducing risk.
Predictive model
Jerome Soltani, Global Head of Services at Schneider Electric, described the model as one focused on identifying abnormal behaviour in equipment and systems earlier. He said combining remote monitoring with AI-assisted orchestration can improve visibility into asset health and reduce disruption from unnecessary maintenance activity.
“By combining remote monitoring capabilities with AI-assisted orchestration, you can gain insights regarding the health of your assets and systems, and get an early identification of abnormal behaviour that might precipitate a failure,” Soltani said.
“This ensures that downtime is minimised, but also that equipment working within specification is not disturbed or needlessly addressed.”
IDC frames the issue as part of a broader shift in how operators manage infrastructure in more complex environments. Instead of treating maintenance as a routine schedule, the paper describes a model in which software-led analysis and human oversight combine to create a more continuous picture of system health.
Fernandes put that argument directly: “Your maintenance schedule doesn’t know when something is failing – your equipment does.”
He added: “Condition-based maintenance is an optimised operating model for AI-era infrastructure that reduces manual interventions, lowers OpEx, and extends asset lifecycle. By scaling predictive analytics to correlate behaviour across every vendor, asset, and failure trajectory, condition-based maintenance enables operators to build machine-driven, human-validated system intelligence.”
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