A digital marketing audit is a structured review of your marketing channels, data, messaging, and commercial performance, designed to identify what is working, what is wasting budget, and what is holding growth back. Done properly, it gives you a defensible baseline before you commit to new spend or a new direction. Most audits I have…
B2B demand generation is the process of creating awareness and interest in your product or service among buyers who are not yet actively looking. Done well, it fills your pipeline with qualified opportunities that your sales team can actually close. Done poorly, it becomes an expensive way to repackage the same intent-capture tactics under a…
Omnichannel loyalty is the practice of building consistent, connected customer relationships across every touchpoint, whether that is in-store, online, through email, or via an app, so that the experience of being a loyal customer does not depend on which channel a person happens to use. Done well, it compounds retention. Done badly, which is most…
Decision making biases are systematic errors in how people process information and reach conclusions. They operate below conscious awareness, which means your buyers are not making rational choices based on your features and pricing, and neither are you when you plan your campaigns. Understanding where these biases live, and how they interact with marketing, is…
A marketing department structure defines how your team is organised, who owns what, and how work gets done. The right structure connects people to outcomes. The wrong one creates silos, duplicates effort, and produces a lot of activity that never quite adds up to results. Most teams inherit their structure rather than design it. Someone…
Share of voice measures how much of the total conversation in a market your brand owns, relative to competitors. The calculation itself is straightforward: divide your brand’s measured presence (ad impressions, mentions, search visibility, or spend) by the total market presence across all competitors, then multiply by 100 to get a percentage. Where it gets…
The advertising services industry is growing in 2025, but not evenly. Spend is concentrating around a handful of channels, a small number of formats, and an even smaller number of operators who have figured out how to connect media investment to measurable commercial outcomes. If you are planning budgets or advising clients this year, the…
Disney’s marketing strategy is built on one principle most brands talk about but rarely execute: make the product so compelling that marketing becomes amplification rather than persuasion. Across theme parks, streaming, film, merchandise, and live entertainment, Disney creates experiences that generate their own demand, then layers commercial infrastructure on top. The result is one of…
Competitor analysis is the structured process of researching what your rivals are doing, how they are positioned, where they are winning, and where they are exposed. Done properly, it gives you a factual basis for strategic decisions that would otherwise rest on assumption. The benefits are not abstract. Better positioning, sharper messaging, smarter budget allocation,…
Competitive intelligence is the systematic process of gathering, analysing, and acting on information about your competitors, market conditions, and industry dynamics. Done properly, it tells you not just what competitors are doing, but why, and what they are likely to do next. Most marketing teams treat it as a one-off exercise before a strategy day….
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