Since I started my career, 38 years ago, on the shop floor of my late Father’s retail optical chain in Glasgow, I have been deeply passionate about customer service, customer experience and putting customers at the heart of all I [Read More]
You may have heard of the terms paid, owned and earned media in relation to digital and content marketing strategies. In this post, we will explain what the differences are between the three forms of media and consider how you [Read More]
It is notoriously difficult to quantify the success of content marketing because many factors are involved. Content does not always lead to direct sales. However, there are many metrics that are useful in gauging how well your content is performing [Read More]
There are a number of ways marketers can reach consumers. With the proliferation of digital technology, the choice can be overwhelming. So, how do you decide which digital marketing channels to use? Let’s take a look. Selecting digital marketing channels [Read More]
Plan. Do. Check. Act (PDCA). Made popular by Deming in 1950, it’s another one of those models that you look at and think: ‘Yes, that’s obvious.’ The reason it feels obvious is because these four steps are core to so [Read More]
We are often asked about the difference between Strategic Marketing and Tactical Marketing. They are two different business areas. If you wish to have a successful career in marketing, it is vital that you understand the differences between them, what [Read More]
The 5 M’s of Marketing is a useful marketing model which can be used in a number of different ways. It identifies five different internal elements of the marketing plan which need to be addressed if the plan is going [Read More]
Throughout my many years of teaching strategic marketing planning, the bedrock of the planning structure has been a formalised approach encapsulated by SOSTAC® (PR Smith, 1995). This essentially argues that planning of ANY kind (so not just strategic marketing planning) [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]
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]
