ARTICLES
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Smart Marketing Growth Strategies
Published on June 8, 2021 As businesses get back on their feet after the shock and aftershocks of Covid-19, marketers should take the lead in returning their companies to growth. Marketing budgets are likely to re-build gradually, especially in sectors worst hit by the pandemic, so it makes sense to adopt a staged approach starting with a review your marketing strategy, then taking some baby steps before exploring how to extend your brand more significantly. This article offers ideas for how marketers can stimulate growth as the world slowly emerges from nearly two years of apprehension and uncertainty. |
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Data Ecosystems - A Smart Marketing Summary
Published on February 1, 2021 Have you ever been in a conversation when the phrase 'data ecosystem’ was mentioned? Were you excited to offer your thoughts on the subject or did you feel a sudden wave of panic? If the latter, don’t worry, you are not alone and this article has ben written with you in mind... |
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Smart Marketing's 1o Steps to Great Media Planning
Published on December 22, 2020 The media environment is complicated and confusing. Advertisers have many choices and are confronted by lots of data and opinions when deciding what to do. This article is designed to make media planning less daunting by outlining an easy to follow 10-step process. |
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Characteristics of Effective Advertising - based on 5 yrs of Effies Europe Data
Published on December 10, 2020 The Effies database is an amazing resource for identifying what makes advertising effective at producing a sales response. This report summarises the findings from an analysis of 5 years' worth of data. |
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Come to Your Senses
Published on December 10, 2020 Marketers typically pay a lot of attention to the visual presentation of their brand but the other senses are often neglected. This article explores this missed opportunity and how markers can leverage it. |
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How to Make the Most of your Marketing Spend
Published on December 10, 2020 The Ansoff Growth Matrix remains the best starting point for considering your company's growth strategy. This article explains the framework and explores the implications for marketing spend and priorities based on the strategy adopted. |
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How to Identify Growth Opportunities
Published on December 9, 2020 Brands need to be innovative if they want to thrive so companies need to have a clear innovation strategy. This article highlights the differences in approach to innovation taken by the world's leading brands. |
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Why Marketing is a Necessity, Not a Luxury
Published on December 9, 2020 Marketing spend is often perceived to be luxury - only made available if the company has surplus cash. This article explores why marketing isn't seen as an essential investment, the dangers of this and what marketers can do about it. |
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How Brands Grow - what you need to know
Published on November 20, 2016 By dispelling some dangerous myths about how marketing works, 'How Brands Grow' by Professor Byron Sharp has had a huge impact on marketing in recent years. This article summarises the key points in the book and highlights the few areas where other marketing experts have alternative interpretations. |
