The foundation for any effective marketing plan is clear, SMART objectives. These will provide direction for all stakeholders, the ability to track performance and refocus actions to achieve the business end goals – whether these are for setting up a [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]
Three ways to use Hofacker’s 5 Stages of Information Processing In 2000, Professor Charles Hofacker published his book, ‘Internet Marketing’. To set this into context, in the year 2000 the Office for National Statistics reported that 1 in 4 [Read More]
In marketing, we understand that each element of our strategy should work together to complement one another in order to reach our set goals. But should we be taking a broader look into how the components within the organisation can [Read More]
A planned approach to marketing helps us to set clear objectives based on the current situation a company is facing. The strategy defines how those objectives will be achieved, including the target market to focus on and how the company [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]
