Articles related to all lessons from marketing. From market research to brand management and communications, build your expertise in marketing. We also cover digital marketing, working with agencies and key skills individual marketers need to develop.
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Why read this? : We share how to use digital insights to grow your brand. Learn how to find and use them to make more customer focussed decisions. Read this to learn where digital insights make
Why read this? : Building a market attractiveness model helps you decide which customers to target. We go through the process of how you build one. Learn from our example how to gather the data and
Why read this? : Marketing mistakes are inevitable. Even with the best of intentions, sometimes plans don’t work out. The key is to learn from them so you do better next time. We share lessons
Why read this? : Writing about marketing helps you organise your thinking, and share your knowledge and ideas. We show how writing about marketing gives you a fresh perspective on how to to it. Learn what
Why read this? : We look at how decision-making works in marketing. Learn the different approaches, roles and styles you can use to improve the way you make decisions. Read this for ideas on how to
Why read this? : Marketing and e-Commerce both build brands and try to win customers. But despite similar objectives, they often operate differently. We share their different perspectives, and show what each adds to your
Why read this? : There’s many different ways to use Photoshop for marketing activities. We cover the 5 marketing areas where photo editing adds the most benefits. Learn how it’s used in market research, brand
Why read this? : They sound similar, but there’s a big difference in approach between marketing evolution, and marketing revolution. We go though the merits of both. Learn how evolving your marketing can drive steady
Why read this? : Most businesses have a formal marketing agency evaluation process. But there’s also many informal ways to work out if your agency is right for you. We share examples of the differences between
Why read this? : The role of price discounts in your sales and marketing approach can divide opinions. We share why sales teams like them, and marketing teams don’t. Learn the basic finances of a
Why read this? : Many brands use Christmas advertising to drive their year-end sales. We look at this year’s examples from Coca-Cola, Myer and Pandora. We apply advertising evaluation criteria to show how clear, understandable,
Why read this? : Marketing inspiration often comes from outside marketing. Read some of the lessons we learned from 3 of our favourite recent non-marketing books. We look at the “Alchemy” of behavioural science. We look at