If you haven’t heard of buyer personas before now, here is an excellent definition from web-marketing legends, Hubspot: A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. [Read More]
Kaplan and Norton describe the Balanced Scorecard as a strategic management system emphasising that financial and non-financial measures must be part of the information system at all levels. This requires the balanced scorecard to be cascaded down from the highest [Read More]
The Oxford College of Marketing is celebrating yet another fantastic set of results for CAM and CIM examinations! Our hardworking students achieved a 90% pass rate across CAM and CIM examinations for the recent July examination board – compared to [Read More]
Oxford College of Marketing Tutor and owner of Heads Up Marketing, Sue Ollerhead, looks at why email marketing is still an important tool for businesses today and provides some tips on improving performance. The statistics speak for themselves; with 2500 [Read More]
The Ansoff Matrix (or Ansoff Strategy Model) is a marketing strategy tool that can help organisations achieve growth, through the products and services it sells and who they are sold to. It was initially published in the Harvard Business Review [Read More]
The Oxford College of Marketing are pleased to announce we are running another free practical webinar for July. This month we turn our focus to programmatic advertising and shift from performance-based campaigns to brand advertising campaigns. The webinar will be [Read More]
A PESTEL analysis is an acronym for a tool used to identify the macro (external) forces facing an organisation. The letters stand for Political, Economic, Social, Technological, Environmental and Legal. In this blog, we will look at what a PESTEL [Read More]
A TOWS analysis is a variant of a SWOT analysis and is an acronym for Threats, Opportunities, Weaknesses and Strengths. Similar to a SWOT, a TOWS analysis will involve the identification of an organisation’s strengths, weaknesses, opportunities and threats; however, [Read More]
How to Undertake the Perfect SWOT Analysis In the world of marketing, a SWOT analysis doesn’t mean Special Weapons and Tactics teams based in the United States (although that would be rather exciting). It’s an acronym for Strengths, Weaknesses, Opportunities [Read More]
Oxford College of Marketing tutor, Alex Hutson, looks at the top 5 tools organisations need for successful usability testing and conversion rate optimisation (CRO). Ideally, all organisations, whatever their purpose, should be focused on satisfying their customers' needs and expectations [Read More]
Missed our Top 5 Digital Tools from the Experts webinar last week? Don’t worry; our guest presenter and digital expert, Adam O’Reily, has provided us with an overview of his top digital tools – and a link so you can [Read More]
As The Oxford College of Marketing celebrates turning 20, Managing Director Jane Young reflects on some of the key marketing changes in the last 20 years. Marketing has changed dramatically over the last 20 years. Arguably a lot of the theory [Read More]
Let’s face it, the ongoing task of conducting a digital marketing audit can sometimes feel like solving a jigsaw puzzle without looking at the box. From free to professional versions, there are now many products on the market that boast [Read More]
Don’t be fooled by the term ‘disruption’. Many people misinterpret this as meaning the process of digital disruption is a negative one; that it is an attack on their business. In reality, it is only a negative force for those [Read More]
The Oxford College of Marketing have nearly 20 years of experience in delivering Professional Qualifications and have helped over 12,000 students become Professional Marketers. Using our experience and expertise we have designed a programme of five online digital short courses [Read More]
There has been some stigma in the past attached to distance (or online) learning. However, with advancements in technology and improvements to the way distance learning is structured, it is now a viable and often preferred learning method. So why [Read More]
Oxford College of Marketing tutor, Lynn McBain shares her advice on accessing the golden egg and making sure your website visitors are doing what you want them to do. It’s all about Conversion Rate Optimisation (CRO); although this has been [Read More]
When it comes to analysing the competitive environment, one of the most effective and commonly used models is Porter’s Five Forces. The forces in the model include: Suppliers: Bargaining Power Suppliers have a certain level of power over the company, [Read More]
It’s a curious thing, what pricing does to the brain. Have you ever bought something because it was ‘on sale’ even though you didn’t need or even really want it, but it seemed too good a deal to miss? We [Read More]
Marketers have a pretty great job (but then, we are biased!). However, that doesn’t mean it’s easy. Great marketers have to work hard every day to be as successful as they are. Want to follow in their footsteps and become [Read More]
LinkedIn is a powerful resource for connecting and building relationships with key players and peers in your industry. Whether you are looking for your next career move, want to boost awareness of your own company/work or would like to find [Read More]
Brand reputation and getting people talking about your brand has always been important. Even before influential digital channels such as social media and blogs came about, people have listened to what other people say. We are all influenced by what [Read More]
Content is king. Which means brands need to be churning out a steady flow of interesting content on a regular basis to grab the attention of their target audience and stay above water in the sea that is Google Search. [Read More]
Content marketing is more than just a buzzword . Companies are now realising its potential and discovering its power as a marketing strategy. What makes a successful content strategy? It goes beyond mere content creation; it's about crafting and disseminating [Read More]
PPC ads and organic SEO efforts are often pitted against each other, with people asking ‘which one should I use?’ But in actual fact, using the two combined can have much better results than when each one is used separately. [Read More]
Marketing metrics are what help marketers determine just how successful their efforts are. We are lucky to now be able to measure in much more detail the impact of our marketing efforts, particularly in the digital world, due to advancements [Read More]
One of the most popular questions when it comes to driving traffic to your website is ‘what’s best, pay per click (PPC) or search engine optimisation (SEO)?’ By using pay per click advertising options through programs such as Google Adwords, [Read More]
Content marketing is one of the biggest trends in digital marketing right now, and it cannot be ignored how important and influential it can be when done right. But what makes a content marketing campaign a success? An Obvious Purpose [Read More]
Facebook has been slated for their decision to cut the reach of brand’s ‘organic’ (otherwise known as unpaid) content. “It’s just so they can make more money from us!” I hear you say. Yes, that does come into it. Social [Read More]
Tony Zambito, one of the leading experts in buyer insights research, has defined customer, or buyer, personas as: “… research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they [Read More]
