A marketing analysis framework is a structured approach to evaluating what your marketing is actually doing for the business, not just what it appears to be doing. Done well, it separates signal from noise, connects marketing activity to commercial outcomes, and gives leadership a clear picture of where growth is coming from and why. Done…
A SWOT analysis is a structured framework for assessing a business or brand across four dimensions: Strengths, Weaknesses, Opportunities, and Threats. It maps internal capabilities against external conditions, giving strategists a common language for where a business stands and what it faces. Done properly, it is one of the most efficient ways to align a…
Marketing cost per customer is the total marketing spend required to acquire one paying customer over a given period. You calculate it by dividing your total marketing expenditure by the number of new customers acquired in the same timeframe. Simple arithmetic. But the number is almost never as simple as the formula suggests. What makes…
Competitor backlink analysis is the process of examining which websites link to your competitors, why those links were earned, and what patterns emerge across a competitive set. Done properly, it tells you where authority is being built in your category, which content formats attract editorial links, and where your own domain has structural gaps that…
Word of mouth marketing is the process by which customers recommend a product or service to others without being paid to do so. It is the oldest acquisition channel in existence, and in most categories, it remains the highest-converting one. The problem is that most businesses treat it as something to be manufactured rather than…
Syndicated content is the practice of republishing existing content across third-party platforms, publications, or networks, with the original source credited. Done well, it extends reach without the cost of creating new material. Done poorly, it dilutes your authority, confuses search engines, and hands your best thinking to someone else’s audience without a clear return. The…
Persona creation is the process of building semi-fictional profiles of your target customers, grounded in real data and behavioural research, to guide decisions across messaging, channel selection, product positioning, and go-to-market planning. Done well, it sharpens everything downstream. Done badly, it produces laminated posters of fictional people named “Marketing Mary” that get pinned to office…
An integrated media strategy is a coordinated approach to planning, buying, and measuring media across channels so that each channel reinforces the others rather than operating in isolation. Done well, it means your paid search, social, video, and content investments work as a system. Done poorly, and it is just a collection of channel plans…
Persuasion is the science of moving people from one mental state to another, from uncertain to confident, from browsing to buying, from indifferent to engaged. It draws on psychology, structure, timing, and trust. When it works, it looks effortless. When it fails, it usually fails because someone treated it as a shortcut rather than a…
A pull approach in marketing means creating conditions where customers seek you out, rather than interrupting them until they relent. Instead of pushing messages at audiences who haven’t asked for them, pull marketing builds relevance, trust, and demand over time, so that when a buying moment arrives, your brand is already in the frame. That…
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