Curated Video
ERP 101: What is Enterprise Resource Planning?
In this video, I want to answer the question, what is ERP: Enterprise Resource Planning?
Curated Video
What is Market Research? The Five Types, and a Basic How to...
Market research is the process for understanding the customers’ responses to a new service or product, by working directly with potential customers. Market research allows a company to discover who its ideal customers are and get...
Curated Video
Marketing Mix: Product - What is Product Marketing?
In our video on Marketing Mix, the first of the 4 Ps was Product. Product is the goods and services that you offer to your target customers. It needs to solve a problem, scratch an itch, or create desire in your customers. So, this...
Curated Video
What is Public Relations (PR)?
How can your organization build the reputation it chooses? What it does and how the media represent it are important. So is advertising. But one way combines authenticity and control: good Public Relations, or PR.
Curated Video
What is SEO? Search Engine Optimization
In this video, I am not going to tell you how to do Search Engine Optimization. It’s a dark art and there are many websites, courses, and videos which will claim to give good knowledge of how to do it. If that’s what you need, then...
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Advertising Campaign Monitoring & Evaluation
Advertising is a big investment. So, you need to be able to assess the return you get – your ROI. What are the outcomes? That’s the question we seek to answer with campaign monitoring and evaluation.
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Marketing Mix: Crafting a Message - What is Promotion?
In our video on Marketing Mix, one of the 4 Ps was Promotion. Let's talk about crafting a message.
Curated Video
What is a Brand Strategy?
A Brand Strategy is a long-term plan for the evolution of a successful brand and the growth of its brand equity.
Curated Video
What is Market Segmentation?
Every buyer is unique. But, in most industries, it is impossible to target marketing at individuals. So, instead, we identify broad classes of buyers who share within the class a set of needs and buying preferences. Identifying those...
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Marketing Mix: Price and Pricing Strategy
In our video on Marketing Mix, one of the 4 Ps was Price. So, let's look at pricing strategy.
Curated Video
Marketing Mix: Place and Distribution Channels
In our video on Marketing Mix, one of the 4 Ps was Place.
Curated Video
Marketing Mix: The Fifth P - What is Positioning?
In our video on Marketing Mix, I identified Positioning as, perhaps, the most important of Jerome McCarthy’s omissions from his original 4 Ps of Product, place, Price, and Promotion.
Curated Video
Seth Godin: What are Tribes?
Seth Godin is a marketer and a communicator. And, in 2008 he tapped into the emerging Zeitgeist, with his book, ‘Tribes: We Need You to Lead Us’. (https://geni.us/ugCQ0).
Curated Video
What is Remarketing? (or Retargeting)
Have you ever been wandering about the internet and been surprised to find adverts for products you recently looked at? If you have, welcome to remarketing. Maybe you looked at an online product and then, later that day, saw a discount...
Curated Video
What is a USP? A Unique Selling Proposition
Rosser Reeves was an advertising executive who believed that an advertisement or commercial should show off the value of a product, not the cleverness of the ad’s copywriter. He crafted his ads around what he called the Unique Selling...
Curated Video
Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
I guess the first question a business should be asking is ‘do I need an advertising agency?’ However, if the answer is ‘yes’, you’ll need to know what advertising agencies do, how to select one that’s right for you, and how to prepare a...
Curated Video
The Creative Process: Developing, Writing, and Producing an Advert
Developing, Writing, and Producing an Advertisement involves a large creative team of creative thinkers, copywriters, designers, producers, editors, and many more. What are the main steps in the creative process?
Curated Video
Estée Lauder: The Mother of Modern Marketing
Estee Lauder became interested in the beauty products business as a child. But, it was her marketing strategies that single out her genius. The things she did in the late 1940s still seem fresh and modern. That’s why I call her the...
Curated Video
Philip Kotler: The Father of Modern Marketing
People refer to Philip Kotler as the ‘father of modern marketing’. His contribution to marketing is vast and his ideas are foundational. What really stands out was his analytical approach to what was, before Kotler, a woolly and vague...
Curated Video
Seth Godin: Powerhouse of Marketing Ideas
The internet has changed marketing and advertising. There are new rules, new tools, and new gurus. One of the first to see this coming, and craft new strategy and tactics, was Seth Godin. I describe Godin as a Powerhouse of Ideas....
Curated Video
What is Brand Management? The Role of a Brand Manager.
Brand management is the creation and execution of plans to strengthen consumers’ brand perception of a brand.
Curated Video
What is a Brand Marketing Plan? And How to Create a Brand Marketing Plan.
A brand marketing plan is a plan for all the goals, activities, costs, and controls to promote a brand. So, how do we build one?
Curated Video
What is the Marketing Channel Mix? Promotion Channel Strategy
Channel Mix is the ratio at which you assign resources to the different ways of communicating about products. It is a strategic document that identifies each channel that can deliver your messages and the optimum blend that maximizes...
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What is a Marketing Strategy?
A marketing strategy refers to a business's overall plan for how to reach prospects and turn them into customers. A marketing strategy contains the company’s or brand’s value proposition, key messages, data on target customers, and other...