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…
Enterprise-wide KPI consistency means every team, channel, and reporting layer in your organisation is measuring the same things the same way. Without it, your marketing data tells you different stories depending on who pulled the report, and decisions get made on numbers that cannot be reconciled with each other. This is not a technical problem….
Porter’s Five Forces is a framework for analysing the competitive structure of an industry by examining five pressures that shape profitability: competitive rivalry, the threat of new entrants, the threat of substitutes, the bargaining power of buyers, and the bargaining power of suppliers. Developed by Michael Porter at Harvard Business School in 1979, it remains…
Brand management for suppliers is the discipline of building and protecting a recognisable, trusted identity when your end customer is often someone else’s customer. Suppliers rarely own the shelf, the screen, or the relationship. What they can own is reputation, consistency, and the kind of commercial credibility that makes buyers choose them over cheaper alternatives….
AI influencer marketing uses artificial intelligence to create, manage, or optimise influencer campaigns, ranging from fully synthetic virtual influencers to AI-assisted tools that handle creator discovery, contract management, and performance analysis. The category is growing quickly, but the commercial results are uneven, and a lot of brands are confusing novelty with strategy. The technology is…
Content led marketing is a go-to-market approach where content, rather than paid media or outbound sales, is the primary mechanism for creating awareness, building trust, and generating demand. Done well, it compounds over time, reduces customer acquisition costs, and creates a durable commercial asset rather than a spend-dependent pipeline. The reason most companies get it…
Marketers balancing AI and human connection in 2025 are facing a tension that is less about technology and more about trust. AI handles volume, speed, and personalisation at scale. What it cannot do is make someone feel genuinely understood. The marketers getting this right are not choosing between the two. They are building systems where…
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