At its most fundamental, marketing is about effecting change. The challenge is educating, informing and/or entertaining your audience to be perceived as the change you want to happen.
Customers already assume brands are fallible. Admitting weakness is a tangible demonstration of honesty and, therefore, makes your other claims more believable.
Markets aren’t controlled by first-mover advantage. Market domination is determined by whoever is first to best meet the needs of the customer.
It’s impossible to express any sufficient level of credibility of the value promise, unless the extent to which you promote the promise is commensurate with the significance of the product or service concerned.
The notion of ‘digital’ and ‘traditional’ marketing being separate is outdated, since all marketing includes digital components.
Customers won’t buy from you if they don’t feel they can trust you. How does a business create that feeling of trust?
Businesses may believe they are behaving in a customer-centric manner. However internal obstacles often prevent their actions supporting more than one or two stakeholder groups.
The future of marketing is a diverse and modern combination of data analysis, technical and semantic SEO, social, and creative disciplines working together.
The European Union’s GDPR legislation provides perhaps the single biggest opportunity for businesses of all sizes (and locations) to improve their marketing performance.
Effective marketing isn't about adopting a piece of technology, being clever, or winning awards. It's (still) about appealing to basic human emotions.
Your small business is struggling for the same reasons that any business struggles. Which is precisely why you’re not a startup.
Being a millennial is not a ticket to a different kind of mindset. The myth of the “millennial segment” makes a mockery of just about every principle of marketing segmentation.
The traditional roles of sales and marketing have evolved, as technology has shaped and influenced customer buying behavior. Marketing now does more, but that doesn’t mean the role of sales is now irrelevant.
The marketing industry has been upended over the past decade from marketing technology. The result is many businesses focus on tactics and forget about strategy – with disastrous results.
How many of us wake up and ask ourselves how we can offer LESS than our competition? Probably no one – yet that may be the most important question you can ask yourself about your small business. Welcome to the 80/20 Rule.