“If you don’t know where you’re going, any road will take you there”
So sang George Harrison. But it’s just as true for marketing. Your marketing plan is an essential document to make your marketing happen. Here’s why you need one.
Read OnIf you’ve heard the term ‘content marketing’, and you’re not sure what it is or why you should think seriously about doing it for your business, let me explain. Or, as a better way to make the point, let me give you an example. You’re searching the web for something. You click on a page,…
Read OnIn marketing circles direct mail is sometimes spoken of with a bit of snigger, almost like it’s a guilty confession – the fear that it will be considered “so very 90s”. Yet even in the digital marketing age, there are some good reasons to use direct mail, and I believe it has every right to…
Read OnThis is the tale of two of my clients, and a graph.
The first client undertook a particular marketing activity consistently for about three years, and enjoyed success with it. But it then reached the point where it wasn’t working any more…
Read OnHow often do you hear the phrase “Marketing and Sales”? Much less frequently, I’d suggest, than the classic “Sales and Marketing”. Why so? And which is more correct?
Read OnIt’s the spring exhibition season, and even these days, when marketing thinking is dominated by all-things digital, many companies are still choosing to stake out their spot in the exhibition hall. But do you know how to make the most of the opportunity – and does your company team actually know how to behave at…
Read OnGoing through the checkout at a certain supermarket, I commented on how quickly the cashier was scanning my items. “I have to,” she replied. “We have to scan 30 items a minute.” “So, you’re measured?” I asked. “What happens if you don’t achieve it?” “We get told off – but not as bad as [other…
Read OnSocial media can be a fantastic way to market your business. It’s certainly received a lot of hype from the marketing community, and now it is almost expected that a business has to include social media in its communications mix. While social media can be a fantastic marketing tool, I have seen businesses wander into…
Read OnContent marketing is one of the latest marketing trends and buzzwords. If you’re not familiar with the term, here’s a definition, according to The Content Marketing Institute: “Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience…
Read OnI’ve been working on two strategic consultancy projects this month with two new clients – and each time, the earliest stages of the conversation have included the same key question: “Who are your competitors?” Most companies are very happy to talk about themselves – but some are less comfortable talking about the competition. Some even…
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