Politico generates revenue through a combination of subscription products, advertising, and events, but the part that most publishers overlook is how deliberately it has separated its audience into tiers. The free product builds reach. The paid product, Politico Pro, captures willingness to pay from professionals whose jobs depend on what they know. That structural clarity…
Ethical decision making in marketing is the process of evaluating whether a tactic, message, or strategy respects the people it targets, not just whether it works. A framework for it gives you a consistent set of tests to apply before you publish, spend, or commit, so that commercial pressure doesn’t quietly erode the standards you’d…
An ad stack is the combination of platforms, tools, and technologies a business uses to plan, buy, deliver, and measure paid advertising. Most marketers treat it as an operational decision. It isn’t. The platforms you choose, and the order in which you prioritise them, shape what you can see, what you can optimise, and which…
Neuromarketing techniques are methods that apply findings from brain science and behavioural psychology to marketing decisions, with the goal of understanding and influencing how people actually make purchasing choices rather than how they say they do. The discipline sits at the intersection of neuroscience, psychology, and commercial strategy, and while some of it gets oversold,…
B2B content marketing is the practice of creating and distributing content that builds credibility, educates buyers, and moves commercial conversations forward. Done well, it shortens sales cycles, reduces price sensitivity, and creates the kind of familiarity that makes a vendor feel like the obvious choice before a prospect ever fills in a form. Done badly,…
Advertising awards are not a measure of marketing effectiveness. They are a measure of how well an agency can write an entry form. The two things are related far less often than the industry pretends, and after 20 years of running agencies, managing budgets, and sitting on judging panels, I’ve stopped pretending otherwise. That’s not…
Perplexity AI makes money through a subscription tier called Perplexity Pro, priced at $20 per month, and through an advertising model built around sponsored follow-up questions embedded in search results. It is a hybrid approach, combining direct consumer revenue with a nascent but structurally significant advertising play that puts it on a collision course with…
Value positioning is the discipline of defining, clearly and deliberately, why your product deserves the customer’s money over every alternative available to them. Done well, it shapes everything downstream: messaging, pricing, sales conversations, and the markets you choose to compete in. Done badly, it produces a product that works fine but never quite finds its…
Brand mentions in generative AI refer to how often and in what context AI systems like ChatGPT, Gemini, and Perplexity surface your brand when answering user queries. Unlike traditional search rankings, these mentions are not determined by backlinks or keyword density alone. They are shaped by the breadth, quality, and consistency of your brand’s presence…
First party data is the information you collect directly from your own customers and audiences, through your website, your CRM, your email list, your app, your transactions. You own it, you control it, and no one can take it away from you. That distinction matters more now than it ever has. The advertising infrastructure that…
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