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 digital insights help you grow your brand. Learn how to find them and use them to drive decisions and actions. We show where they make the biggest marketing impact.
Why read this? : Market attractiveness is a process to decide which customer segments to target. We share how to gathers and analyse the data you need for it. Learn from our example model including
Why read this? : Marketing mistakes are unavoidable. 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 like writing about marketing as it helps us research new topics, organise our ideas and share knowledge. Read this for a selection of writing ideas, inspiration and insights we’ve learned
Why read this? : Success in marketing usually comes down to the decisions you make. But not many businesses think about how marketing decision-making works. Read this to learn about different approaches, roles and styles
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
Snapshot : This week, we focus on where to use Photoshop for marketing. Learn the 5 key activities where you can use Photoshop to raise your game in how you do marketing. So, see how
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