Internet market research is the practice of gathering, analysing, and applying audience, competitor, and market intelligence using online sources, from search trend tools and social listening platforms to surveys, forums, and publicly available data. Done well, it gives marketers a sharper picture of what customers want, what competitors are doing, and where genuine opportunity sits….
Brand benchmarking is the process of measuring your brand’s performance against defined reference points, whether competitors, category averages, or your own historical data, to understand where you stand and where you’re losing ground. Done properly, it turns brand health from a vague aspiration into something you can track, defend to a CFO, and act on….
ABM advertising is a targeted approach where paid media spend is directed at a defined list of high-value accounts rather than broad audience segments. Instead of optimising for volume, you optimise for fit, concentrating budget on the specific companies your sales team is already trying to close. Done well, it tightens the loop between marketing…
Brand ambassadors are people who represent and promote a brand consistently over time, whether through formal agreements or organic advocacy. Done well, they extend reach, build credibility, and reinforce positioning in ways that paid media alone cannot. Done badly, they create noise, dilute brand identity, and generate activity that looks impressive in a report but…
Cialdini persuasion refers to the six principles of influence identified by psychologist Robert Cialdini in his 1984 book Influence: The Psychology of Persuasion: reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. These principles describe the psychological shortcuts people use when making decisions, and they remain some of the most practically useful frameworks in…
Partnership management is the operational discipline that keeps partner relationships productive after the handshake. It covers how you onboard partners, what you measure, how you communicate, and when you decide a relationship is no longer worth the overhead. Most companies treat it as an afterthought, which is why most partner programs quietly underperform. The gap…
Digital marketing trends shift constantly, but most of them don’t require a strategy change. A handful do. The ones worth paying attention to are the ones that change the underlying economics of how you reach, convert, and retain customers, not the ones that generate conference keynotes and LinkedIn commentary. This article cuts through the noise…
A unified customer experience is what happens when every interaction a customer has with your business, across every channel and department, feels like it comes from the same organisation. Not just visually consistent, but operationally connected: the same data, the same context, the same level of care whether someone is browsing your website, speaking to…
Competitor analysis tells you where the market is, who else is competing for the same customers, and where the gaps are. Done properly, it shapes positioning, informs channel strategy, and gives you a defensible basis for budget decisions. Done badly, it fills a slide deck, gets presented once, and sits in a shared drive until…
A conversion rate optimisation strategy is a structured, evidence-based process for identifying where potential customers drop out of your funnel and systematically removing those barriers. Done well, it compounds returns from traffic you are already paying for. Done poorly, it becomes a series of button colour tests that consume time and prove nothing. The distinction…
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