OKRs and KPIs are not the same thing, and using them interchangeably is one of the more common ways marketing teams end up measuring the wrong things with the wrong tools. OKRs (Objectives and Key Results) define where you are trying to go and how you will know you got there. KPIs (Key Performance Indicators)…
A marketing plan is a commercial document. It exists to align budget, effort, and timing behind a set of business outcomes, not to demonstrate how much thinking went into it. The plans that work are the ones that get used, which means they have to be specific enough to guide decisions and flexible enough to…
Media scheduling is the decision framework that determines when, how often, and across what timeframes your advertising runs. Get it right and your budget compounds. Get it wrong and you spend the same money for a fraction of the return, not because your creative was weak or your targeting was off, but because the timing…
A PESTLE analysis maps the external forces shaping your market: Political, Economic, Social, Technological, Legal, and Environmental. Done well, it gives marketing teams a structured view of the conditions their strategy will operate in, before a brief is written or a budget is committed. Most marketing teams skip it entirely, or produce a version so…
Advertising works. The honest answer to whether ads deliver results is yes, with conditions. The conditions are where most marketing budgets quietly bleed out. Ads work when they reach the right people, at the right frequency, with a message that connects to a real need. They fail when any one of those variables is wrong,…
Industry competitive analysis is the process of systematically evaluating your competitors’ positioning, capabilities, and market behaviour to inform your own strategic decisions. Done well, it tells you where the market is heading, where competitors are vulnerable, and where your own resources are best deployed. Done badly, it produces a PowerPoint slide deck that nobody reads…
Technology PR strategy is the structured approach a tech company takes to shape how journalists, analysts, and target buyers perceive its products and capabilities. Done well, it builds credibility in markets where trust is scarce and attention spans are short. Done poorly, it burns budget on press releases nobody reads and coverage that moves no…
Pricing strategies are the frameworks businesses use to set what they charge for products or services, and they have more direct impact on profit than almost any other marketing decision. Get pricing right and you protect margin, attract the right customers, and create a defensible market position. Get it wrong and you compete on price…
SEO and conversion rate optimisation are two halves of the same commercial problem. SEO brings people to the door. Conversion work decides whether they come in. Run one without the other and you are either generating traffic that does nothing, or optimising a page that nobody visits. Most marketing teams treat them as separate disciplines,…
Influence: The Psychology of Persuasion by Robert Cialdini is one of the most cited books in marketing, and also one of the most selectively read. Published in 1984 and updated since, it identifies six principles that shape how people make decisions: reciprocity, commitment and consistency, social proof, authority, liking, and scarcity. Most marketers know the…
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