Market share analysis is the practice of measuring your brand’s portion of total category sales, revenue, or volume relative to competitors. Done well, it tells you whether growth is coming from an expanding market or from winning customers away from rivals, and those two things require very different strategic responses. Most marketing teams treat market…
Measuring ROI on esports event sponsorship deals is harder than most brands admit before they sign the contract. The audience is real, the engagement numbers look impressive, and the activation opportunities are genuinely creative. But the measurement frameworks most marketers apply were built for broadcast television or search advertising, and they do not translate cleanly…
Persuasive technology is the deliberate design of digital systems to change human attitudes or behaviours without coercion. It works not through force but through architecture, defaults, timing, and friction, shaping decisions in ways most users never consciously register. And for marketers, understanding it is no longer optional. The term was coined by BJ Fogg at…
Netflix advertisers are working with a platform that is still finding its commercial footing, but the audience opportunity is real and the targeting is improving fast. The ad-supported tier has scaled to tens of millions of monthly active users globally, and Netflix is investing seriously in its ad technology stack. Whether it is worth your…
The Publicis acquisition of Influential, one of the largest influencer marketing platforms in the world, signals something more significant than a holding group adding another capability. It marks a structural bet that creator-driven media is no longer a supplementary channel, and that the agencies who control the infrastructure around it will control the margin. For…
Comparison advertising is a strategy where a brand directly references a competitor, either by name or by clear implication, to position itself as the better choice. Done well, it sharpens your value proposition, creates memorable contrast, and can shift purchase consideration at scale. Done badly, it hands your competitor free attention and makes you look…
The firms getting the most from their media budgets in 2025 are not the ones spending the most. They are the ones treating paid, earned, shared, and owned media as a single connected system rather than four separate line items. PESO integration, done well, means each channel amplifies the others: paid accelerates owned content, earned…
Value pricing is a strategy where you set prices based on what a customer believes your product or service is worth, not on what it costs you to produce. Done well, it protects margin, sharpens positioning, and gives your commercial team something coherent to stand behind. Done badly, it becomes a rounding exercise on top…
Fractional attribution is a method of distributing conversion credit across multiple touchpoints in a customer experience, rather than assigning it all to one. Where last-click attribution says the final touchpoint won the sale, fractional models ask a more honest question: which channels actually contributed, and by how much? It sounds like a technical upgrade. In…
Competitive intelligence data is information gathered about competitors, markets, and industry dynamics to inform strategic decisions. Done well, it tells you where rivals are investing, where they are pulling back, and where gaps exist that your business can fill. Done poorly, it becomes a data collection exercise that consumes time and changes nothing. Most teams…
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