Marketers have used funnels for decades to map customers along the buying cycle: from top to middle to bottom. This approach can be helpful, but customers aren’t cattle and they increasingly no longer follow funnels. Customer journeys are more multichannel than ever before and the marketing rule of seven dictates that, for a brand to […]
According to Jim Collins, US researcher, author, speaker and consultant: “Highly visionary companies… do not oppress themselves with what we call the ‘Tyranny of the Or’… the ‘Tyranny of the Or’ pushes people to believe that things must be either A or B, but not both… instead, highly visionary companies liberate themselves with the ‘Genius […]
Social media has the power to make or break brands, so having the right online strategy is crucial. It’s a well-known fact that platforms such as Instagram, Facebook, Twitter and YouTube, as well as WeChat and Weibo in China, are essential for getting products in front of consumers, driving engagement and winning spend. But creating […]
The rise of the internet and the proliferation of easily accessible online content had – many thought – sounded the death knell for print. There are now so many ways to share your content – from podcasts to videos to online articles – that it sometimes seems like print would be the most time-consuming and […]
From Netflix to BuzzFeed, native advertising pops up everywhere you look today. Enjoying a steady rise in popularity over the past few years, it has become a favoured form of marketing among both companies and consumers. With ad-blockers on the rise, it is clear that internet users aren’t fans of in-your-face adverts. Instead, they would […]