Market analysis is the process of systematically examining the size, structure, growth trajectory, and competitive dynamics of a market to inform strategic decisions. Done properly, it tells you not just where you are, but whether where you are is actually a good place to be. Most businesses skip it, rush it, or confuse it with…
The advertising landscape in 2023 moved in two directions at once: genuine structural change underneath, and a lot of surface-level noise on top. The brands that performed well were the ones that could tell the difference between a trend worth acting on and a trend worth watching from a safe distance. After two decades managing…
Reporting on video marketing results means connecting what your videos do to what your business needs. View counts and completion rates are easy to pull. The harder job is knowing which numbers matter, why they matter, and what to do when they point in different directions. Most video reporting fails not because marketers lack data,…
Influencer generated content is any content, photos, videos, captions, or stories, created by an influencer as part of a paid or gifted brand partnership. It sits in a different category from user-generated content because it is commissioned rather than spontaneous, which raises a question most brands do not think to ask until it is too…
An omni-channel experience is a customer-facing approach where every touchpoint, online, in-store, mobile, email, social, and service, operates from a shared understanding of who the customer is and where they are in their relationship with the brand. The goal is not to be everywhere at once. The goal is to make the experience feel coherent…
Zero click search happens when a user types a query into Google and gets their answer directly on the results page, without clicking through to any website. The answer appears in a featured snippet, knowledge panel, AI Overview, or similar SERP feature, and the user leaves satisfied without ever visiting your site. If your organic…
OpenAI is preparing to introduce advertising to ChatGPT. The company has confirmed it is exploring an ad-supported tier as part of its broader push toward profitability, which would make the world’s most widely used AI assistant a commercial media channel for the first time. For marketers, this is not a distant possibility to monitor. It…
Politico generates revenue through a combination of subscription products, advertising, and events, but the part that most publishers overlook is how deliberately it has separated its audience into tiers. The free product builds reach. The paid product, Politico Pro, captures willingness to pay from professionals whose jobs depend on what they know. That structural clarity…
An ad stack is the combination of platforms, tools, and technologies a business uses to plan, buy, deliver, and measure paid advertising. Most marketers treat it as an operational decision. It isn’t. The platforms you choose, and the order in which you prioritise them, shape what you can see, what you can optimise, and which…
Value positioning is the discipline of defining, clearly and deliberately, why your product deserves the customer’s money over every alternative available to them. Done well, it shapes everything downstream: messaging, pricing, sales conversations, and the markets you choose to compete in. Done badly, it produces a product that works fine but never quite finds its…
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