The Law of Shitty Clickthroughs, coined by Andrew Chen, states that every marketing channel degrades over time. As a tactic scales, as competitors copy it, and as audiences grow familiar with it, performance drops. What worked brilliantly at first becomes background noise. This is not a pessimistic observation. It is a structural truth about how…
A competitor analysis in a marketing plan is a structured assessment of who you’re competing against, how they position themselves, where they’re investing, and what gaps exist that your brand can credibly own. Done well, it shapes every strategic decision that follows. Done poorly, it produces a table of logos and taglines that nobody reads…
Marketing positioning analysis is the process of mapping where your brand sits relative to competitors across dimensions that customers actually care about, then identifying whether that position is defensible, differentiated, and commercially viable. Done properly, it tells you not just where you are, but whether where you are is worth being. Most positioning work stops…
A go-to-market plan for a fintech launch is not a product launch checklist. It is a commercial argument: why this product, for these people, at this moment, through these channels, at this price. Get that argument wrong and no amount of paid media or influencer partnerships will save you. Fintech sits at a genuinely difficult…
A master marketing plan is a single, structured document that aligns your marketing strategy, budget, channels, and performance targets behind a common business objective. It sits above individual campaign plans and channel tactics, giving leadership and marketing teams a shared view of where the business is going and how marketing will get it there. Most…
A new marketing plan should be written once every 12 months, with a structured mid-year review at the six-month mark. That is the baseline. But the honest answer is that the cadence depends less on the calendar and more on how fast your market, your business model, or your competitive position is moving. Most companies…
Lifecycle marketing is the practice of sending the right message to the right customer at the right stage of their relationship with your business. Instead of broadcasting the same content to your entire list, you map communications to where each person actually is: new subscriber, first-time buyer, lapsed customer, loyal advocate. Done properly, it shifts…
Measuring hyper-personalization success means tracking whether tailored experiences are changing customer behaviour in ways that matter commercially, not just whether your segmentation engine is firing correctly. The right metrics connect personalization activity to revenue, retention, and lifetime value, not to open rates and click-throughs that flatter your dashboard without telling you anything useful. Most teams…
A product roadmap strategy is the structured plan that connects what you build to why the market needs it, sequencing product development decisions around commercial outcomes rather than internal preferences. Done well, it aligns product, marketing, and sales around a shared growth thesis. Done poorly, it becomes a list of features nobody asked for, shipped…
A global retailing market entry strategy framework is a structured approach for evaluating, prioritising, and sequencing entry into new international markets, covering everything from consumer demand assessment and competitive positioning to channel selection, localisation requirements, and commercial viability. Done properly, it reduces the risk of expensive misfires and gives leadership a clear basis for decision-making…
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