Advertising in video games is one of the most consistently misunderstood channels in the media mix. Brands either ignore it entirely, treating it as niche or experimental, or they rush in with creative built for broadcast and wonder why it lands flat. The channel is large, the audiences are commercially valuable, and the formats are…
CRO tools are software platforms used to measure, test, and improve how visitors convert on a website. The category spans analytics platforms, session recording tools, A/B testing engines, heatmap software, and survey tools, each offering a different lens on user behaviour and conversion performance. The problem is not finding tools. The problem is knowing which…
A 30 60 90 plan is a structured roadmap that breaks your first 90 days in a new role into three distinct phases: learning, assessing, and acting. Done well, it gives you a defensible framework for building credibility quickly without making expensive decisions before you understand the environment. Most people either skip the plan entirely…
A head of marketing is the senior leader responsible for a company’s entire marketing function, from strategy and brand positioning to demand generation, team management, and commercial accountability. The title sits below CMO in large enterprises but often carries equivalent responsibility in mid-market and growth-stage businesses where there is no C-suite marketing seat. What the…
Marketing experiment examples are most useful when they reveal something about how testing actually works in practice, not just what happened to lift a conversion rate on a particular page. The best experiments teach you something durable: about your audience, your assumptions, or the gap between what you think is happening and what the data…
A share of voice calculator estimates what percentage of total advertising impressions, spend, or visibility your brand holds within a defined market or category. You take your own exposure, divide it by the total category exposure, and multiply by 100. The number that comes out tells you how loud you are relative to everyone else…
Advertising mediums are the channels through which a brand delivers its message to an audience, ranging from paid search and social to broadcast, print, out-of-home, and audio. Choosing the right mix is less about following industry trends and more about matching channel characteristics to where your audience is, what they need to hear, and what…
Demand generation metrics are the measurements that tell you whether your marketing is creating new commercial interest or simply harvesting what already existed. The distinction matters more than most dashboards acknowledge. Most demand gen reporting is structured around what is easy to measure: form fills, MQL volume, cost per lead. These numbers are real, but…
The Product Market Expansion Grid is a strategic framework that maps four growth options for any business: sell more of your existing product to existing customers, take that product into new markets, develop new products for your current customers, or diversify into new products and new markets entirely. It was developed by Igor Ansoff in…
A marketing annual plan is a structured document that sets out your marketing objectives, budget allocation, channel strategy, and performance targets for the coming 12 months. Done well, it connects every marketing activity to a commercial outcome and gives your team a shared framework for decision-making throughout the year. Most organisations produce one. Far fewer…
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