In a world rapidly embracing technology, small and medium-sized enterprises (SMEs) often struggle to keep pace.
More often than not hindered by constraints in time, budget, and marketing expertise, digital marketing has all of a sudden became incredibly complicated in the age of AI, despite big tech’s desire to simplify this.
Enter Reveela, an innovative digital marketing platform designed specifically for businesses that are in need of finding their most relevant audience in the age of digital marketing. Founded by John Graham, the founder and CEO of Distinctive Group, Reveela aims to empower SMEs with advanced AI-driven tools that enhance their digital marketing effectiveness with little effort and already boasts an impressive array of clients.
With a long-standing legacy for over two decades, Distinctive Group has been a pivotal player in the creative, advertising, and publishing landscape in Newcastle upon Tyne. With a rich portfolio that showcases thousands of publications, their extensive industry experience underscores their commitment to excellence.
However, as the digital landscape evolved, so did the challenges facing traditional marketing approaches. John Graham recognised that the media and marketing industry required a transformative solution. Teaming up with Project Manager Kerry Veitch, John set out to develop a platform that would revolutionise how SMEs engage with their target audiences.
Introducing Reveela.com
Leveraging Innovate UK funding, John was introduced to The Institute of Advanced Research in Computing (iARC) at Durham University by Computing by Sunderland Software City where a Knowledge Transfer Partnership ensued (a tri-partite partnership designed to help businesses innovate and grow by transferring academic knowledge, research expertise, and technology directly into a business environment).
“The partnership allowed us access to the best academic support available, literally most advanced knowledge around in the field of AI. It’s something that would mostly remain unattainable had it not been for the intervention of Innovate UK or Sunderland Software City. Thoughtful signposting and support from Govt funded entities remains the lifeblood of tech start ups” added John.
“Reveela is now at the forefront of digital marketing innovation”.
Over five years in the making, the platform harnesses the power of unique artificial intelligence to interpret language, understand context, and offer insights into the global media landscape.
“Our AI has the capability to process vast amounts of data in under two seconds, generating insights that human effort simply cannot match,” John explained.
This rapid analysis empowers SMEs to pinpoint the right publications, journalists, and influencers who can amplify their marketing efforts. This capability vastly enhances marketing exposure and reader engagement and has a unique place in enhancing Search Engine Optimisation efforts, social media marketing efforts and increasing domain authority. All vital to those wanting to be found by Large Language Models such as Chat GPT, Claude, Grok and Perplexity.
By understanding topics and thought processes with incredible speed, Reveela ensures SMEs can create targeted, impactful campaigns that resonate with their audience, greatly increasing their chances for success. The Challenges SMEs Face Despite the potential for growth, many SMEs find themselves at a crossroads when it comes to marketing.
John articulated the difficulties: “SMEs often struggle to identify new customers and penetrate markets due to the pressure of immediate financial obligations and the complexities of marketing strategies.” Traditional advertising models can lead to fragmented campaigns and low ROI, further discouraging businesses from investing in effective marketing initiatives. Reveela aims to bridge this gap by simplifying not only the content creation process for SMEs, but the actual ability to get their message directly in front of their ideal customer profile.
Users can easily collaborate on high-quality material while maintaining control over their marketing strategies, making it easy for businesses to expand their reach without overwhelming resources.
A Game Changer for the Industry
Reveela was born out of a desire to create meaningful opportunities for content collaboration that provide value efficiently and economically. “We wanted to craft a solution that connects content creators with relevant platforms rapidly, maximising exposure in a way that was previously unattainable,” John added.
This involves a sophisticated understanding of current market trends and the ability to quickly adapt to changing language and topics. As business landscapes evolve, so too does Reveela’s technology, ensuring that it remains relevant and effective for its users.
The Drive Behind the Vision
John’s journey into the publishing world started with reputable roles in companies like Newsquest, Sage and expanding into international call centres with clients such as Citibank, Intel and Cisco. Early in his career, he realised the challenges posed by traditional media practices, prompting him to envision a new approach. “The transition to digital was essential as printing costs and distribution hurdles became too significant to maintain business viability,” he explained.
Observing the rapid technological advancements and shifts in consumer behaviour, John understood that change was necessary to drive the industry forward. Reveela’s development is a testament to these realisations, creating a platform that can adapt and learn just as quickly as the markets it serves.
Strategic Partnerships
A crucial element in Reveela’s success has been its alliance with Durham University’s Institute of Advanced Research in Computing. John’s relationship with the institution has been instrumental in navigating technical challenges and securing funding opportunities, which have allowed the development of a robust platform that meets the demands of modern marketing. He is now a Visiting Fellow of Durham Business School and is a strong advocate for the cross-collaborative opportunities that leading universities can bring to the SME landscape, particularly in the tech space.
“These partnerships have provided essential insights and support, enabling us to access critical resources that fuel innovative drive. In a world that is rapidly changing, there is a temptation to resist developing anything truly unique. The lowering of barriers to tech provides exciting opportunities for smaller firms to explore new opportunities, but with that comes a risk of avoiding anything that pushes the boundaries. Using what’s available off the shelf has its place, but how can the UK push the boundaries of technology if no one decides to take that research risk? Its where these collaborations bring the most value”
Conventional Approaches Lead To Conventional Outcomes
It’s a thought echoed by his Co-Founder, Kerry Veitch, who own background surprisingly does not spawn from tech, but from operations management throughout the traditional print industry, strangely, via a university. A tech founder with a non-tech background is not commonplace. Nor is the fact that female founders in tech make up only 14% of the tech start up population. The juxtapose and somewhat unconventional backgrounds of the two founders has a thread of commonality in the way the company has been developed.
“I would like to see the technology continuously push the barriers of what’s truly technically viable. That’s why R and D tax credits remain a huge talking point amongst the tech community. The support they play can be the difference to organisations creating something unique, or the UK only being a bit part player in the global tech landscape”.
“True R and D doesn’t always have to come from those entrenched in the tech industry. My tech background wasn’t extensive by any means, I completed some online courses in programming to get to grips with terminology, after that my priority was building the best team and supporting them to manage their workload across what was clearly a very complex project. In R and D things often don’t work. That impacts morale so people management is key”.
It was where Kerry’s operational management skills and strengths became prominent to the platform’s success, and where the unique DNA of the company was formed.
“Our interviewing process was extremely difficult. Some of our software engineers needed to work towards solutions in 3 hours that would often be 13 week projects for a standard graduate. All of which written in pseudo code on windows being assessed all the way through. It also wasn’t uncommon for us to hold these assessments late in the evening while they were tired and likely to make mistakes. It was challenging to find PhD level engineers with the capability to work on such difficult tasks that had no clear solution.
The approach was highly unconventional but showed all involved that conventional thinking creates conventional outcomes. Changing an industry as old as the media and marketing industry was never going to take a conventional approach. Our engineers are unconventional, and so is our management philosophy.”
Easier To Use, Easier To Learn
Kerry’s ability to learn new skills in the tech landscape inspired the Reveela team to reconsider how the platform could add value to the SME community
“Reveela makes it incredibly easier for the layman to complete with the biggest firms on a global scale. Technology can move incredibly fast, by the time things are developed there is a possibility that it can out of date, so nothing is truly ever finished. It’s an iterative process of continuous improvement. That goes equally well in the digital marketing landscape. People can’t keep up with change. It’s the reason why we launched the Reveela academy, an integrated learning portal that is partnered with national training providers and colleges.
Our customers can now access the entire Reveela platform together with educational resources via the Multi Chanel Marketing apprenticeship route. 95% of costs are government funded and formal qualifications, leading up to degree level are now available. Our aim is to provide the most accessible opportunities to learn and grow your business through our platform. Cost, capability and time are no longer barriers”
A Bright Future Ahead
With Reveela, the landscape of digital marketing for SMEs is set for a transformative shift. The platform’s ground-breaking technology not only streamlines the marketing process but also empowers SMEs to realise their full potential in an increasingly competitive market. As John aptly puts it, “We’re not just focused on building a platform; we’re creating a movement to redefine how SMEs engage with their audiences. We are making it easier for firms to compete”
The confluence of AI, insightful data, and user-friendly design is making Reveela a game changer in the marketing world, heralding a new era for SMEs ready to embrace digital opportunities.
As the marketing sector continues to evolve, Reveela will remain at the forefront, equipping businesses with the tools they need to thrive in an AI-driven age. The implications of this platform extend beyond individual success; they promise to reshape the landscape of digital marketing, making it more accessible and effective for SMEs worldwide.
For more information about Reveela and how it can revolutionise your business marketing efforts, visit reveela.com.
