B2B outbound sales has a reputation problem, and most of it is deserved. Generic sequences, spray-and-pray prospecting, and SDRs working from lists that were outdated before they were purchased. The result is a function that burns budget, demoralises teams, and annoys the very buyers it is trying to reach. But outbound itself is not the…
Product advertising promotes a specific offering. Institutional advertising promotes the organisation behind it. Both are legitimate tools, but they serve different commercial purposes, operate on different timescales, and fail in different ways when misapplied. Product advertising is designed to move demand: it puts a specific product or service in front of people who might buy…
Native video advertising places video content within a platform’s organic feed in a way that matches the surrounding editorial environment. Done well, it generates attention without triggering the resistance that pre-roll and interruptive formats reliably produce. Done badly, it is just another ad that people scroll past, except now it cost more to make. The…
Ecommerce merchandising is the practice of presenting products in ways that make buying easier, more intuitive, and more commercially effective. Done well, it shapes what customers see first, what they consider next, and how confidently they move toward a purchase. Done poorly, it leaves revenue sitting quietly on the table while you spend more on…
The 6 stages of the decision making process describe the sequence a buyer moves through before committing to a purchase: problem recognition, information search, evaluation of alternatives, purchase decision, purchase action, and post-purchase evaluation. Most marketing frameworks acknowledge these stages in theory, then promptly ignore them in practice. That gap between theory and execution is…
Conducting research to identify products that would satisfy customers means gathering structured insight about unmet needs, purchase drivers, and usage behaviour before committing resources to development or launch. Done properly, it closes the gap between what a business assumes customers want and what customers will actually pay for. Most companies skip this step, or do…
Google Ads works. But whether it’s worth it for your business depends on a set of conditions most advertisers never fully examine before spending a pound. The honest answer is that Google Ads can deliver strong commercial returns, and it can also burn through budget efficiently while producing very little. The difference usually comes down…
Fintech advertising has a structural problem that most teams are reluctant to name. The category is dominated by lower-funnel activity, retargeting, comparison site placements, and paid search, chasing people who are already in the market. That works up to a point. But it does not build brands, and it does not grow the total pool…
Most tech companies treat conversion rate optimisation as a website project rather than a lead generation lever. That is a mistake. The conversion rate on your key landing pages, your demo request flow, your free trial sign-up, is as important as the cost per click on your paid campaigns. A 50% improvement in conversion rate…
Retail co-op advertising is a cost-sharing arrangement where a manufacturer or supplier funds part of a retailer’s advertising spend in exchange for featuring their products. It has been a fixture of trade marketing for decades, yet the number of retailers who claim it inconsistently, and the number of brands who fund it without measuring it,…
Practical marketing intelligence
for people who think.
© 2026 The Marketing Juice