In theory most managers know what the four marketing organisation structures are. But when it comes to putting them into action? Well, things get a bit blurry from here. That is because the concepts themselves are a bit blurry. The lines aren’t clearly defined and at times the structures seem
Ever wonder how to get an idea about what your major competitors have in their strategic marketing toolbox? Here are a few not so unorthodox ways to peek inside. And as a bonus, they are perfectly legal! Analysing competitors is tricky business. It is tedious, time consuming and half the
Selling an organisation that sells things is easy. Excuse the pun, but it practically sells itself! Just focus on what the organisation is selling and why. In essence, it’s as simple as that. The real marketing challenge comes when you try and sell an organisation that doesn’t sell anything. Or
Branding tradies is an incredibly niche market. Because of this, it’s not always the easiest to develop marketing strategies around. While there are a handful of websites and businesses specialising in trade branding, most tradies are uncomfortable handing their brand to a stranger. They do, after all, have a do
Marketers have sworn by the adage “sex sells” for nearly 150 years. By and large this has gone unchallenged. That is until recently social activist groups and innovative marketers challenged it. It appears there is another oft-overlooked heavyweight in successful advertising: fear appeal. Fear may just be the new sex
The Internet of things is revolutionary. It’s a real game changer. It’s the future of technology. It’s… still not available in 2015. But it will be available soon, or so tech enthusiasts at CES 2015 say. And by available, I really mean unescapable. “But I’m a marketer, happily making ads
An ad network’s reasearch has segmented millennials into twelve different subsegments. Is this oversegmenting? Or is it time that marketers stop overgeneralising large generations? I’m a bit skeptical about this segmenting and it’s connotations. I’m also skeptical about whether these are exclusive to one generation and whether marketers should change
Italian Pizza restaurant Botto Bristo is asking for customers to rate their restaurant as one star on Yelp. Except they are not only asking – they are pointing out the restaurant’s flaws and rewarding customers for their negative reviews. Owner David Cerrentini claims the promotion is “the best business move