Articles from the 'strategy' series
A meticulously crafted marketing analytics strategy can unveil crucial insights into consumer behaviour, which is instrumental in making informed business decisions.
The article presents a coherent argument for the indispensable role of marketing analytics in modern marketing strategies. It illustrates how a meticulously crafted analytics strategy can unveil crucial insights into consumer behaviour, which is instrumental in making informed marketing decisions. The narrative further explores how analytics can optimise marketing expenditure by ensuring that resources are channelled into the most impactful initiatives. By illustrating real-world scenarios where analytics propelled market share and profitability, the article not only theorises the importance of analytics but substantiates its claims with empirical evidence. It concludes by offering a strategic blueprint for marketers, providing a comprehensive guide for those looking to intertwine analytics with their growth strategies.Read More
Propensity modelling utilises advanced data analytics to predict customer behaviour, enabling businesses to optimise marketing strategies and drive growth. By analysing historical data, marketers can identify behavioural patterns and determine customers' likelihood to engage with specific products or services. This article delves into the benefits of propensity modelling, including improved targeting, resource optimisation, and increased customer engagement. Businesses can develop tailored marketing approaches by understanding customer tendencies and enhancing conversion rates and revenue growth. Furthermore, propensity models can identify potential customer churn, enabling organisations to address issues before losing valuable clients.Read More
This article summarises the research and rationale behind Electronic Word-of-Mouth (EWOM) and its influence on trust.
People do not care as an organisation what you say about yourself. But they do care, deeply, about what other people say. This article summarises the research and rationale behind Electronic Word-of-Mouth (EWOM) and its influence on trust, the primary driver of the effectiveness of eWOM, and the relationships that underpin the strength of this trust. We have three distinct dimensions to consider: The trusted cohort, the platform and the genesis of the information.Read More
Independent schools need a new way of looking at marketing. If applied correctly, it will revolutionise your admissions process.
Schools need a new way of looking at strategic and tactical marketing planning. The future means going beyond the 7 Ps and 4 Es is an exercise in retooling and perspective broadening. If applied correctly, it will revolutionise your admissions process. The 8 Pillars of Modern Independent School's Marketing are influenced by the idea of the newer 4Es, and pay tribute to, but effectively absorb, the traditional models and the extended 'processes, physical facilities and people'.Read More
Understanding the difference between strategy and tactics is key.
A bit harsh? Maybe. But any business venture or decision involves some level of risk. Unfortunately, not every risk pays off and sometimes, despite our best efforts, strategies fail. A strategy is a set of clear choices that define an organisation's future direction and purpose, and it must do three things: first, it must articulate a clear and compelling vision for the future; second, it must identify the key areas where the organization can create value; and third, it must establish a clear link between the two. This might not be your area of strength.Read More
Is it promotion, advertising or sales, or the business-wide engine for change?
When you ask someone to define marketing, you're likely to get a variety of different responses. This is because marketing means different things to different people. But what exactly is it? Regardless of what the details and perspectives are, if you’re in marketing, you’re in the business of making change happen. But who actually gets this notion?Read More
There are a number of existing ethical considerations that need to be taken into account when conducting market research in the age of big data. These include issues such as informed consent, data privacy, and data security. There are now more ways than ever for companies to collect and use customer information. This has led to increased scrutiny of the way that market research is conducted, as well as how companies use and protect the data they collect.Read More