Call attribution is the process of connecting inbound phone calls to the marketing channels, campaigns, or keywords that generated them. Without it, every call that comes into your business is a black hole in your reporting, and any channel that drives phone enquiries looks undervalued compared to channels that convert entirely online. For businesses where…
Brand equity is the commercial value a brand adds to a product or service beyond its functional attributes. It is what allows one company to charge more, retain customers longer, and recover faster from mistakes than a competitor selling something nearly identical. Strip the brand away and you are left with a commodity. Keep it,…
Firms integrating TV into performance-driven campaigns are discovering something that cuts against a decade of digital orthodoxy: broadcast reach and measurable conversion are not mutually exclusive. The brands making this work are not simply adding a TV spot to a media plan and hoping for a halo effect. They are building closed-loop architectures that treat…
Bait and switch advertising is a practice where a brand promotes an offer it has no genuine intention of honouring, then redirects customers toward a more expensive or less attractive alternative. It is illegal in most jurisdictions, commercially corrosive in all of them, and yet it keeps appearing, sometimes deliberately, sometimes through sloppy execution that…
The 3 Cs of marketing, customer, company, and competitor, form a strategic analysis framework that helps marketers identify where genuine competitive advantage exists before committing budget or direction. Originally developed by Kenichi Ohmae, the model asks a simple question: where do your customers’ needs, your company’s strengths, and your competitors’ weaknesses intersect? That intersection is…
Tubi advertising gives brands access to a free, ad-supported streaming audience that now rivals some of the largest cable networks in total viewing hours. Owned by Fox Corporation, Tubi has grown into one of the most-watched streaming platforms in the US, with a viewer base that skews younger, more diverse, and less saturated by traditional…
B2B buyer behavior has shifted in ways that most marketing funnels were never built to handle. Buyers now complete the majority of their evaluation before speaking to a salesperson, they move in groups rather than as individuals, and they expect vendors to understand their problem before the first conversation. The gap between how buyers actually…
Most companies spend somewhere between 5% and 15% of revenue on marketing, depending on their industry, growth stage, and how much pressure the CFO is applying that quarter. But the percentage itself is not the answer. It is a starting point for a conversation that most leadership teams never quite finish. The more useful question…
LinkedIn B2B influencer marketing is the practice of partnering with credible, niche-specific voices on LinkedIn to build awareness, trust, and pipeline among professional audiences. Unlike consumer influencer marketing, where reach and aesthetics dominate, LinkedIn influencer strategy lives or dies on credibility, relevance, and the quality of the audience being reached. Done well, it shortens the…
A marketing competitor analysis template is a structured framework for capturing, organising, and comparing intelligence across your competitive set, covering positioning, messaging, channels, offers, and commercial signals. The best ones don’t just document what competitors are doing. They surface the gaps worth exploiting and the threats worth taking seriously. Most templates I’ve seen in agency…
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