The Customer Journey: From Stranger to Superfan Not every customer is ready to buy the first time they see your brand. Most people need time — time to notice you, time to trust you, time to see how you fit into their world. That’s where the customer journey comes in. It maps out the stages…
Campaign Planning 101: From Idea to Execution Behind every successful marketing campaign is a clear, well-structured plan. Whether you’re launching a new product, promoting an event, or running a seasonal offer, campaign planning turns good ideas into real, measurable results. Without a plan, even the most creative campaigns risk falling flat — wasting time, money,…
Marketing Strategy vs Tactics: Knowing the Difference and Getting Both Right You’ve probably heard people in meetings say things like “We need a marketing strategy” — only for the conversation to jump straight into Instagram hashtags, newsletter send dates, or ideas for the next blog post. It’s a common mix-up in marketing: strategy and tactics…
Marketing Ethics and Responsibility: Doing the Right Thing Marketing is often seen as a force of persuasion — designed to attract attention, influence behaviour, and ultimately drive sales. But in a world increasingly defined by transparency, sustainability, and social accountability, how you market matters just as much as what you market. Modern consumers are not…
Measuring Marketing Performance: What’s Working and What’s Not You’ve launched the campaign, shared the posts, sent the emails, and paid for the ads — but how do you know if any of it’s actually working? Marketing without measurement is like driving with your eyes closed. You might move, but you have no idea whether you’re…
Digital Marketing Demystified: Core Channels and Why They Matter Digital marketing is no longer optional — it’s fundamental. Whether you’re selling handmade crafts or scaling a global SaaS platform, digital channels provide the reach, targeting, and measurability that traditional marketing alone can’t deliver. But while the term digital marketing gets thrown around constantly, it’s often…
Marketing Communications: Getting Your Message Across Communication is at the heart of marketing. No matter how strong your product, how compelling your brand, or how competitive your pricing — if you can’t communicate effectively, your message won’t land. And if your message doesn’t land, customers won’t buy. Marketing communications is the bridge between your brand…
Branding Basics: What Makes a Brand Stand Out? When people talk about brands, they often mention logos, colours, or catchy slogans. While those are all visible parts of a brand, they’re really just the tip of the iceberg. Branding goes much deeper — it shapes how people feel about your business, what they expect from…
Segmentation, Targeting & Positioning: Reaching the Right People in the Right Way Marketing isn’t about speaking to everyone. It’s about speaking to the right people, in the right way, at the right time. That’s where Segmentation, Targeting, and Positioning — often abbreviated as STP — come into play. These three steps form the backbone of…
The Marketing Mix: More Than Just the 4Ps Most people who’ve dipped their toes into marketing have heard of the “4Ps”: Product, Price, Place, and Promotion. For decades, these elements have formed the foundation of marketing practice — and with good reason. They’re practical, memorable, and help ensure that all the key areas of marketing…