Robert Cialdini’s six principles of persuasion, first published in Influence: The Psychology of Persuasion in 1984, remain some of the most cited ideas in marketing. Reciprocity, commitment, social proof, authority, liking, and scarcity describe real psychological tendencies that shape how people make decisions. The problem is not the principles themselves. The problem is how most…
Segment marketing is the practice of dividing a broad market into distinct groups of customers with shared characteristics, then tailoring your messaging, channels, and offers to each group rather than broadcasting a single message to everyone. Done well, it is one of the highest-leverage decisions in your go-to-market strategy. Done poorly, it is just an…
A stakeholder map is a structured tool that identifies everyone with influence over a project, decision, or programme, and plots them by their level of power and interest. In a marketing context, it tells you who you need to bring along, who you need to manage carefully, and who you can afford to keep at…
Multichannel marketing trends in 2026 are less about discovering new channels and more about deciding which ones you can actually afford to run well. The brands pulling ahead are not the ones present on every platform. They are the ones that have made deliberate choices about where attention lives, how channels interact, and what a…
Online advertising platforms are the paid channels, including search, social, programmatic display, and video, that businesses use to reach target audiences and drive commercial outcomes. The major platforms include Google Ads, Meta Ads, LinkedIn, TikTok, Amazon Advertising, and programmatic networks such as The Trade Desk. Choosing the right combination depends on your audience, your funnel…
The 80/20 rule in marketing is the observation that roughly 80% of your results come from 20% of your inputs, whether that’s customers, channels, campaigns, or spend. The principle, rooted in Vilfredo Pareto’s 19th-century work on wealth distribution, has become one of the most practically useful lenses in commercial strategy, not because it’s precise, but…
A content marketing strategy is a documented plan that defines what you create, for whom, why it matters commercially, and how it connects to business outcomes. Without that last part, you do not have a strategy. You have a publishing schedule. Most content programmes fail not because the content is bad, but because they were…
Brand concepts are the foundational ideas that define what a brand stands for, how it positions itself in the market, and why a customer should choose it over everything else available. They sit beneath the visual identity, beneath the messaging, beneath the campaigns. Get the concept right and everything downstream becomes easier to build. Get…
Heuristics analysis is the study of the mental shortcuts buyers use to make decisions quickly, often without conscious deliberation. In a marketing context, it means examining which cognitive shortcuts your audience is likely to apply when evaluating your brand, your offer, or your messaging, and then designing communications that work with those shortcuts rather than…
Measuring experiential marketing is harder than most brands admit and easier than most agencies pretend. The core challenge is not technical, it is conceptual: experiential creates value across multiple timeframes and touchpoints, and most measurement frameworks are built for channels that convert in a single session. Get the framework right, and the numbers follow. The…
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