Marketing maturity? What, how, and when?

A recent study by Heinz Marketing and Integrate has looked at the how and why of marketing maturity in an environment driven by consumers. As consumers are increasingly somewhere on a spectrum between digitally fluent or at least more digitally astute, businesses need...

Personalisation counts

Using a data-based approach to tailor a personalised offer to individual prospects by using data, can encourage them to purchase. The trick is how you define personalisation and what form it takes. Of course, it’s not like buying a made to measure suit – no one...
When a bit of knowledge can be dangerous.

When a bit of knowledge can be dangerous.

Confidence is key. Fake it till you make it. We’ve all heard the positive affirmations that are designed to propel us headlong into success and glory. And yes, a positive attitude and a bit of resilience combined with allowing our brain to rehearse a way of thinking...

Are You Listening?

In every relationship, knowing when and how to listen is key, and the relationship between businesses and customers is no different. Coronavirus has created a situation in which many businesses have been forced to innovate and adapt to survive, and though that is an...

The 30% Rule and Marketing

The 30% rule – utilised by businesses across many industries – is a concept pioneered by Steve Jobs as a way to help focus business efforts on customers’ needs. When he returned to Apple in 1997, the 30% rule came about in an effort to get them back on a...

How did Marvel use viral marketing effectively?

For many of us, it is hard to imagine a time when superhero movies did not dominate the popular culture. Since the release of Iron Man in 2008, Marvel movies and the cinematic universe have become an entertainment juggernaut and their movies rank highly amongst the...