A Step-by-Step Guide to Target Audience Research: Part 2

This is a continuation of a two-part series we started a few weeks ago on target audience research. Customer research is essential for understanding your target audience on a deeper level, enabling you to uncover insights about their preferences, behaviors, needs, and aspirations. This understanding helps you create effective marketing strategies, deliver more personalized experiences,…

Continue Reading

How to choose a brand name for my business

What’s in a name? Mercedes was named after the daughter of a business partner. Acclaimed make-up artist Charlotte Tilbury is the face and name of her beauty brand. Cisco is a derivative of the city of San Francisco, where the company originated from. Spotify is a made-up, portmanteau word combining ‘spot’ and ‘identity’. Unsurprisingly perhaps,…

Continue Reading

Applying a ‘Test and Learn’ approach to Marketing

For every marketing team, experimentation is essential to understanding the efficacy of our marketing. The concept of ‘test and learn’—the process of conducting various experiments you can monitor, measure, and evaluate—helps create the data insights necessary to make decisions about where and how we spend our marketing dollars. Sometimes, there’s a misconception that test and…

Continue Reading

Mama Africa, tell me how you’re doing?

Without question, I’m privileged to have a job where I get the opportunity to meet some amazingly talented people, while having novel experiences in far-flung corners of the world. Case in point, last month I wrapped up a 3-country road trip across Nigeria, Ghana and Kenya, where I had the opportunity to talk to diverse…

Continue Reading

Improving the travel brand experience with guest surveys

For companies operating in service-oriented industries, surveys can provide the means to better understand traveller needs, help improve service levels and gain insight into how to refine the guest experience. The usefulness of the data collected is usually determined by two factors: how seriously the survey’s results are taken within the organization, and how committed…

Continue Reading

No Marketing please, I’m a Developer

An aspect of Marketing hugely underrepresented across the content knowledgescape, is material on how to do developer marketing effectively. Despite being the kingmakers of our times, anyone who’s worked in technology designed for this audience, will attest to the fact that Developers are notoriously well known for having an aversion to all things marketing-related. We…

Continue Reading