Tag: marketing strategy
Revolutionising Marketing Strategy with Theory of Change: A Comprehensive Guide for Modern Marketers
Executive Summary Theory of Change (ToC), traditionally used in social impact sectors, can be powerfully adapted to marketing strategy. This approach involves mapping out long-term goals, preconditions, interventions, indicators, and assumptions. By applying ToC to marketing, professionals can create more holistic, interconnected strategies that link daily activities to overarching objectives. Benefits include enhanced strategic clarity,…
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Understanding Social Currency and Its Role in Driving Virality
In today’s digital age, social currency has become pivotal in understanding how information spreads and why certain content goes viral. As someone deeply interested in the dynamics of social interactions and marketing, I’ve delved into the nuances of social currency and its impact on virality. Let’s explore this fascinating concept together. What is Social Currency?…
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Hyper-Personalisation: How to Make Your Marketing Truly Unique
As a marketer, I’ve seen numerous trends come and go. But there’s one that’s not just sticking around – it’s revolutionising how we connect with our customers. I’m talking about hyper-personalisation, and it’s changing the game in ways we never thought possible. What is Hyper-Personalisation? Hyper-personalisation goes beyond simply addressing your customer by name in…
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The Rise of Marketing Giants: From FTSE Pioneers to Today’s Advertising Powerhouses
I’ve always been fascinated by the evolution of the marketing and advertising industry. Today, I want to take you through the history of marketing agencies on the London Stock Exchange, specifically focusing on their presence in the prestigious FTSE 100 index. It’s a tale of innovation, growth, and adaptation that has shaped the landscape of…
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Xero’s Marketing Mastery: Strategies, Partnerships, and Pricing that Set it Apart
I’ve always been fascinated by companies that manage to carve out a significant market share in competitive industries. One such company that has caught my attention is Xero, the cloud-based accounting software provider that has been making waves in the small business sector. Today, I want to explore Xero’s marketing success, examining its routes to…
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How P&G’s Bold Advertising Strategy in 2008 Secured Their Market Dominance
In the tumultuous landscape of the 2008 economic downturn, many companies faced the daunting challenge of maintaining their market presence amidst dwindling consumer spending. However, Procter & Gamble (P&G) charted a different course, opting to sustain their advertising investments rather than retreat. This decision not only preserved their brand visibility but also laid the groundwork…
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