Creating, and using, a Marketing Plan is a critical aspect of any successful business or marketing operation. However, this doesn’t mean spending hours grafting to generate slide after slide of PowerPoint, or pages and pages of documents. The planning process should be informed, considered, and swift; moving onto action quickly so you can test, optimize […]
Marketing frameworks and models to be used for planning, developing, managing and executing marketing activities across the customer journey and through the product lifecycle.
Marketing has progressed more over the last 5 years than in the last 5 decades. Technology has fuelled innovation that has moved customer experiences and built new expectations, which in turn have driven further technological advances and innovation. The IoT era will result in even more sweeping changes to our lives, our work, and our communities […]
The terms Audience, Customers and Consumers are often used inter-changeably by marketers, yet there are essential differences between the definitions that need to be understood and appreciated if you’re to optimally target your marketing and communications, and ultimately build an effective business model. The distinctions may appear subtle, yet they provide clarity on how revenue […]
Delimiting and defining your target audience is the starting point for any business plan, marketing strategy or brand architecture; yet it’s a discipline that many struggle with, often defaulting to limiting or misleading perspectives and measures. As Michael Dell stresses, “The idea of being all things to all people is a thing of the past.” […]
For generations in marketing and business we’ve used the SWOT Analysis to evaluate a company’s, unit’s or brand’s position, and consequently as a starting point to devise future strategy. It has served us well since its inception in the 1960s with it’s simplicity, functionality and intuitiveness; remaining un-changed and un-equivocal for over 50 years. It provides a […]
The Marketing Funnel, Sales Funnel or Adoption Funnel, as the concept is commonly referred to, is one of the core marketing models used by companies and consultants to outline the progression of potential customers from first contact with a product or brand through ultimately to purchase. It provides a picture of how customers can be […]