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,…
Two of the toughest decisions you’ll experience as a seller is deciding your merchandise selection, followed by identifying your target audience. When unified, these two components unlock the path to business growth, bringing focus to your sales and marketing activity. Rather than casting the net wide, you can narrow your activities to align with a…
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…
A few months ago, I had a chance to connect with the team at Forepoint – one of my awesome agency partners, to talk all things marketing in a series of interviews titled ‘Ahead in the Cloud’. I’ve republished the article here in full, so happy reading. If you want to check out the original,…
More so than any other consumer packaged good, grooming products carry enormous expectations among users. Kiehl’s – a much-loved cosmetics brand for those in the know, understands that the relationship between consumer and the product is personal, and is one that’s inherently related to self-improvement. For many, the journey undertaken to find your version of…
I’ve spoken a lot about personal branding in my posts. But one of the areas I haven’t really explored is the connection between the brand you build and how this lends itself to being a role model for others. There’s been plenty of talk this week regarding Serena Williams’s post-pregnancy comeback. And so there should…
Spare a thought for the companies who’ve built entire business models brokering consumer data. Or on second thoughts, maybe not. As the countdown towards GDPR – the General Data Protection Regulation – enforcement begins, the Marketeer in me is pensive over the implications of what this means, while my consumer brain wants to stand up…
A remarkable thing happened in the office last week. We got a handwritten postcard from one of our new software vendors. I know – a handwritten postcard! So momentous was the occasion that it even managed to get a reaction out of engineering – a team notorious for having an aversion to any sort of…
I was recently asked my thoughts on what to look for when building a Marketing team. While there are countless attributes that should be considered when deciding on a hiring strategy (role objectives, person specification, needs gap, organizational hierarchy, company trajectory, et al), my personal tip would be to focus on two aspects of your…
An intrepid traveller since I was a toddler, those who know me well will be familiar with my long-standing fascination with all things travel related. Thanks in part to my degree program, I spent the beginning part of my professional career getting intimately acquainted with the Tourism industry. And even though my professional pursuits have…