Marketing as a Service, or MaaS, is a model where a company outsources its marketing function, either in full or in part, to an external provider who operates as an embedded team rather than a traditional agency. Instead of hiring a retainer agency to execute specific deliverables, you bring in a provider who takes ownership…
Objectives and strategy are not the same thing, and confusing them is one of the most common reasons marketing plans fail to deliver. An objective is where you want to go. A strategy is the logic that determines how you get there. Without that distinction held clearly, you end up with plans that sound coherent…
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…
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…
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…
Brand voice strategy is the system a business uses to define how it communicates, not just what it says but how it consistently sounds across every channel, format, and audience touchpoint. Done well, it makes a brand immediately recognisable without a logo in sight. Done poorly, it produces content that could have come from any…
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