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 are not the same, yet they’re often treated as interchangeable. In…

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 just looking for quality or price — they’re…

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 heading in the right direction. That’s why measuring…

In today’s connected world, 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 misunderstood. Many see it as…

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 and your audience. It’s how you…

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 you, and how they talk about you when…

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 customer-focused marketing. They help you cut through the noise, stop wasting budget…

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 are considered when developing a plan. But like…

Ask around and you’ll quickly find that marketing is one of the most misunderstood areas in business. For some, it’s all about advertising. Others think it’s to do with branding, websites, or social media. And yes, those are all important parts of marketing — but they’re just the tip of the iceberg. Marketing is not…