After a short sabbatical to launch this year’s Mini MBA, our trusty marketing columnist returns to talk targeting, and why this ancient topic is one of the biggest challenges most marketers now face. Not despite the industry’s new-found love for mass marketing, but because of it.
There is a perfect pricing case study in the way the new Twitter CEO, Elon Musk, communicated his proposed fee for a ‘blue tick’ on the platform – just do the exact opposite of what he did.
From retaining a long-term view and the importance of excess share of voice to making strategic changes to positioning and saying no to failure, our columnist spells out how brands can navigate recession.
There are two paths brands can follow – one leads to sales while the other points to profitability, and the latter is invariably the right one to choose.
Given what’s happening in the world right now marketing really doesn’t matter, but there are ways brands can respond without appearing tone deaf.
As the BetterBriefs project will reveal this week, 90% of marketers fail to brief agencies effectively, and their failures begin with a total lack of strategy.
Facebook’s new virtual meeting software falls victim to one of marketing’s worst sins, product orientation, simply because Mark Zuckerberg needs to find a use for virtual reality to justify his investment in Oculus.
Netflix has reached a level of penetration it will struggle to improve, with most customers already paying premium prices, so converting those sharing passwords into paying subscribers is its biggest growth opportunity.
Is loyalty dead? How many positions is too many? And who the fuck is Byron? Our columnist presents a modern marketing love story.
Whenever a marketer sets out to improve, augment or adapt the four Ps, they reveal the absurdity of the exercise and reinforce why product, price, place and promotion remain the core concepts of the marketing mix.
Marketers always ask me for examples of my clients’ marketing plans. I can’t give you that, but I can tell you how to write a good one.
You’re a talented, out-of-work marketer but every job ad seems to buy into the worst digital claptrap, so what do you do? Pretend you do too.
With movie studios determined to shift film releases to their own streaming platforms, the blockbuster’s December launch will show if cinema remains a viable distribution channel.
Going online not only cuts costs, but also lowers competitive barriers and removes physical distance from the purchase decision, playing to the strengths of the biggest, strongest brands.
Marketers should be as wary of those predicting the marketing world is about to change forever as they are of people who thought Oreo’s Superbowl tweet was the future of marketing strategy.