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 our 3 most popular lessons from 2022. Learn which of our marketing, creative and e-Commerce articles created the most interest, and why. Read this to close out 2022 with
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? : We share how writing about marketing has helped us organise our thinking, and share knowledge and ideas. Learn how that’s given us a fresh perspective on areas like customer insight, brand building
Why read this? : We look at marketing decision-making. Learn the different approaches, roles and styles you can use to improve the way you make marketing decisions. Read this for ideas on how to make your
Why read this? : We look at the similarities and differences between marketing and e-Commerce. Learn how they share similar goals like building brands and winning customers. But also why they find it so difficult to
Why read this? : We share the 5 key areas where Photoshop is used for marketing activities. Learn how it’s used in market research, brand identity, advertising, digital marketing and e-Commerce. Read this to learn the different
Why read this? : We explore the differences between marketing evolution and marketing revolution approaches. Learn how a marketing evolution approach helps drive steady long-term growth. And how a revolution approach creates disruptive (but risky) breakthroughs.
Why read this? : We share some of the more informal ways you can go about marketing agency evaluation. Learn from our examples the differences between what good and bad agencies say and do. Read this
Why read this? : Price discounts divide opinions in sales and marketing. We share why sales teams like them, and marketing teams don’t. Learn the basic finances of a price promotion, and why context drives
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,