People who misunderstand marketing often think the goal is to create and emphasise the gap between reality and perception. In my opinion, getting a sale is not the end goal for marketing, it is gaining a customer. To achieve this, whatever product or services you sell, your marketing must emphasise what you do well, and… Continue reading
Microsoft is pushing their brand new Outlook/ Hotmail marketing campaign really hard right now. I’ve seen it on TV, heard it on the radio and it is following me around the internet (with no remarketing cookie I’d add). If you live in the UK and consume any media, you’re almost certain to be exposed to… Continue reading
Creating your social media profiles is the easiest part of any social media strategy. It is often the first and last steps many businesses take along what should be a long road if they are to be used properly. Getting people to actually engage with you via Twitter, Facebook, Google+ and alike is where the… Continue reading
For some marketers flying by the seat of your pants can be fun, especially as the deadline thunders towards you and the adrenalin kicks in, handing in briefs at the last minute or not starting until it is so late, nights are inevitable. For me, that’s a horrible way to work and I can’t do… Continue reading
In the second of my monthly round-ups of great content I’ve read over a month (read September’s here), you’ll find links to running a successful content marketing campaign, how to write an effective email subject line, getting and using customer testimonials and much more. I’ve picked out the best I have read, but that isn’t… Continue reading
The old saying ‘Everyone is a critic” is very true of the marketing world. Because so much of it is based around opinion (and that’s still true even with a lot of data behind you), ideas and concepts put forward will often be judged and analysed by other team members very subjectively. In these circumstances… Continue reading
What is email marketing? How do you do it successfully? There are a lot of questions circulating in the minds of those who are less familiar with concepts of email marketing, often considering it to be spam, a dead technology and a form of marketing that is no longer of use. However, there are a… Continue reading
I get the impression I’ll be sick of the word content by the end of this post, but this is a point I am determined to make. As a professional with a very practical approach to marketing I am often left bewildered by the content marketing output of so many companies.