Virtual event best practices come down to one thing most marketers underinvest in: the experience between the sessions. The platform, the speakers, the production quality, these matter, but they are table stakes. What separates a virtual event that generates pipeline from one that generates a decent attendance number and not much else is how deliberately…
Advertising market research is the process of gathering and analysing information about audiences, competitors, and market conditions to inform how, where, and to whom you advertise. Done well, it closes the gap between what you assume about your customers and what is actually true. Done poorly, it gives you the confidence to be wrong at…
Relational NPS is a measure of overall customer sentiment collected at regular intervals, typically quarterly or annually, rather than after a specific interaction. It asks customers how likely they are to recommend your company as a whole, giving you a read on the health of the relationship over time rather than a reaction to a…
A work newsletter is only as useful as the number of people who open it and do something with what they find inside. Most internal and external newsletters fail not because the idea is wrong, but because the content is built around what the sender wants to say rather than what the reader wants to…
Video recording in live streaming software works best when you treat the setup as a production decision, not a technical afterthought. The platforms are capable. The variables that cause problems , inconsistent audio, dropped frames, unusable recordings , almost always trace back to configuration choices made before the stream starts. Whether you are recording for…
B2B market analysis is the process of systematically evaluating your market, competitors, customers, and commercial landscape to inform strategic decisions. Done well, it reduces the risk of building campaigns, products, or go-to-market strategies on assumptions that have never been tested. Done poorly, it produces a slide deck that nobody reads and a budget that disappears…
AI funnel insights connect marketing activity to business outcomes by identifying which touchpoints, audience segments, and content interactions actually move revenue, not just traffic or engagement metrics. The connection is direct: AI surfaces patterns across large datasets that human analysts would miss or take weeks to find, and it does so at the speed decisions…
Traditional search rankings and AI search results operate on fundamentally different logic. Where Google’s ten blue links rank pages by authority and relevance signals, AI search engines like ChatGPT, Perplexity, and Google’s AI Overviews synthesise answers from multiple sources and surface citations, not positions. The implication for marketers is significant: ranking first in traditional search…
Advertising in Korea requires a fundamentally different commercial logic from what most Western brands are used to. The market is digitally sophisticated, culturally specific, and structurally dominated by platforms and consumer behaviours that don’t map neatly onto global playbooks. Brands that treat Korea as a media execution problem, rather than a market intelligence problem, tend…
Consumer packaged goods advertising operates on a simple but brutal logic: brands that consistently invest in visibility grow, and brands that go quiet lose ground to competitors who do not. CPG is one of the few categories where the relationship between advertising investment, mental availability, and market share is well-documented across decades of real-world evidence….
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