Every growth story starts with getting found. Paid search, organic, email, social, influencer, video, partnerships, mobile, events, podcasts: each channel has its own economics, its own playbook, and its own failure modes.
The difference between marketers who scale and those who plateau usually comes down to channel depth. Surface-level knowledge gets you started. Understanding unit economics, attribution windows, and diminishing returns across channels is what gets you to the next level.
CSR partnerships are one of the most underused acquisition and retention channels in marketing. When structured well, they connect a brand to a cause, a community, and a partner organisation in ways that build trust, generate coverage, and attract customers who share the same values. When structured poorly, they are expensive PR theatre that satisfies…
FTC endorsement guidelines require anyone who promotes a product in exchange for payment, free goods, or any material benefit to clearly disclose that relationship to their audience. For affiliate marketers and the brands running affiliate programs, this is not optional, and the FTC has made clear that “everyone does it” is not a defence. The…
Influencer tiers are the categories marketers use to segment creators by audience size, typically ranging from nano and micro at the smaller end through to macro and mega at the top. The tier a creator sits in shapes their cost, their audience relationship, and the kind of results you can realistically expect from working with…
Influencer marketing compliance means ensuring that paid partnerships, gifted products, and sponsored content are disclosed clearly, honestly, and in a way that audiences can actually see. The FTC in the US and equivalent regulators in the UK and EU have published specific guidance on what counts as adequate disclosure, and the bar is higher than…
Partnership economics describes how the financial value of a commercial partnership is distributed between parties, and whether that distribution is sustainable over time. Most partnership deals are structured around headline numbers: revenue share percentages, cost-per-acquisition targets, minimum guarantees. The economics that actually determine whether a partnership works sit underneath all of that. Getting the economics…
Affiliate abuse happens when partners manipulate your program to claim commissions they did not legitimately earn. It takes several forms, from cookie stuffing and brand bidding to fake leads and coupon hijacking, and left unchecked it quietly drains margin while distorting every performance metric you rely on to make decisions. The challenge is that affiliate…
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