This is a short reflection to add some nuance to claims people make that website analytics is king. Frankly, it isn’t. Your Google Analytics or web analytics data is very useful and worthy of the pomp and ceremony one usually reserves for royalty, but remember that all monarchs are only safe while they have the […]
Category: Marketing Strategy
A Short Open Letter To Our Clients: The Marketing Rebellion Demands Turning Over A New Leaf
I’ve always understood marketing to be an enterprise in which humans provide value to other humans but over summer, I’ve had this core belief formalised and activated by Mark Shaefer’s book, Marketing Rebellion, and Marcus Sheridan’s book, They Ask You Answer. I’m telling you about it because you’re about to notice a profound shift in […]
New Year, New Marketing Plan: Why You Should Structure Your Vision Like A Terraced Hillside
With a New Year and new marketing plan in the future for most of us, we could take inspiration from David Olney’s latest post, even though he aimed it at the personal level. Now that I have completed my Master of Media in Strategic Communication, I have a bit more time to think about things […]
Give your brand a free throw with these branding exercises
When it comes to branding exercises, I derive much inspiration from top-scoring NBA basketball player, Rick Barry, who was ridiculed for his unorthodox underarm technique when taking free throws, despite having double the accuracy of his fellow players. To be fair, the ridicule was not widespread and typically came from rivals and spectators whose teams […]
A marketer’s search for meaning: Time to decide what’s important
As I emerge from a self-imposed “holiday” from social media and a summer of fruitful reading, I am wrestling with a challenge that could be termed as a marketer’s search for meaning. With many parts of our society in shreds due to politically-mangled responses to the global pandemic (no doubt influenced and undermined by the […]
A hat-trick of business and marketing insights from cricket
Inspiration can strike us anywhere and in my case it came hurtling towards me at speeds of 135 km/h. I am referring to some business and marketing insights gleaned from my experience playing a Virtual Reality cricket game called The Final Overs. There’s not much time for gaming in my life but over the summer […]
Nasty, brutish, and fast: The truth about ecommerce
There’s no doubt that if you’re considering online sales as part of your business strategy, the truth about ecommerce in this era of Amazon, echoes the famous saying by Thomas Hobbes about life in nature being nasty, brutish, and short. At the Rethinking Business event at the Adelaide Hills Convention Centre last week (championed by […]
8 essential marketing research steps every digital strategy needs
This may seem obvious but everybody should start with these marketing research steps before developing their digital strategy. However, it’s surprising how many people don’t. Most businesses will have specific audiences they sell to and the more specific you can get about your audiences the better. Research is the most essential part of any strategy […]
Kindness in business: A pathway to profit and happiness
Is there room for kindness in business? At a time when many of are carrying an even greater burden of underlying stress than usual, due to Covid-19 restrictions and uncertainty, the answer is a resounding yes! In fact, without kindness, it is rare for businesses or humans to prosper in any meaningful or enduring way. […]
The most effective small business marketing activity is doing nothing
When is “doing nothing” the most effective small business marketing activity? Simple. When we can’t honestly measure the effectiveness of the things we are doing. There are so many things we do, or feel we should be doing, to market our businesses. There are Facebook posts to create and comments to respond to, ads to […]