Marketing Made Clear
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WTF is a MOFU? Why Marketing’s Acronym Addiction Needs an Intervention How jargon, buzzwords and abbreviations are confusing the next generation of marketers There’s a special kind of silence that falls in a meeting when someone drops an acronym no one understands. Heads nod, pens scribble, and everyone secretly hopes someone else will Google
What is Programmatic Marketing? How The Economist, Netflix and Paddy Power Built Audiences Through Automation Programmatic marketing might sound like a buzzword dreamt up in Silicon Valley, but it’s quietly revolutionised the way brands buy media. If traditional advertising was about long lunches and handshake deals, programmatic is about algorithms making those decisions in milliseconds.
Does Free Marketing Exist? Exploring zero-budget marketing strategies that prove effort can outweigh spend. If you're a marketer or entrepreneur working with little or no budget, you may have asked yourself this very question: does free marketing actually exist? Or is the term an oxymoron like 'jumbo shrimp' or 'organised chaos'? Can businesses truly
Preparing for Black Friday and Cyber Monday: Lessons from Amazon, ASOS, Apple and Gymshark How top brands mastered Black Friday - and what marketers can learn from the chaos of Currys, Argos, and Patagonia Each November, the marketing world braces for the annual spending hurricane that is Black Friday and Cyber Monday. What began as
Can Marketing Qualify for R&D Tax Relief? Understanding When Innovation in Marketing Counts as Research and Development In the UK, companies can claim tax relief for Research & Development (R&D) activities that aim to achieve a scientific or technological advance. But what about marketing? Can developing a new campaign, app, or customer insight tool ever
An Introduction to Research and Development Lessons from Dyson, Tesla and Coca-Cola Research and development (R&D) is often thought of as a world of lab coats, prototypes, and scientists tinkering away in back rooms. But in reality, it’s a vital function that shapes the products and services we market every day. Without R&D, brands wouldn’t
Frightening the Competition The Dark Art of Fear-Based Marketing From anti-smoking campaigns to Burger King vs McDonald’s, how brands have used fear to spook consumers - with mixed results As Halloween creeps closer, marketers love a seasonal tie-in. Pumpkins, skeletons, and a suspicious number of discount sweets all reappear like clockwork. But in marketing,
An Introduction to Supply Chain Why Marketers Should Care - Including Examples from Amazon, Zara and More... When most people hear the phrase supply chain, their mind jumps straight to warehouses, lorries, and factories. It sounds like something reserved for operations managers in hard hats, not marketing professionals. But in reality, supply chain decisions shape
An Introduction to KPIs Making Performance Meaningful When it comes to marketing, strategy is nothing without measurement. You can launch the most creative campaign in the world, but if you can’t prove its effectiveness, you’ll quickly lose budget - and trust. That’s where KPIs come in. KPIs, or Key Performance Indicators, are the yardsticks marketers
An Introduction to Direct Marketing Lessons from Dell, American Express, and Boden Direct marketing has been around for centuries, but its principles are more relevant than ever. At its core, direct marketing is about communicating directly with customers to drive a response; whether that’s making a purchase, signing up to a mailing list, or engaging
