3 min read
4 Tips For eCommerce Brands Preparing for Black Friday 2020
Always the day after Thanksgiving, Black Friday falls on November 27th this year. Of all the things normal and expected about Black Friday, the list...
Strategy
2 min read
The Importance of Humility in Marketing
There are countless articles written about humility as a crucial leadership characteristic, but it's also valuable in marketing. For years, we've...
7 min read
What Should My Marketing Budget Be?
The amount a business should set aside for its marketing budget will vary based on its position in the market, its business goals, and the...
3 min read
How to Choose a Brand Architecture
Most organizations operate multiple brands. Sometimes this is due to a merger or acquisition, while other times it is by design within the marketing...
6 min read
Customer Segmentation and Persona Development
For some marketing teams, segmentation is seen as a dirty word. Brand managers may see their product or service as having universal appeal and may be...
3 min read
Challenger Brand Marketing
There used to be a saying that “nobody ever got fired for choosing IBM,” which meant that, groupthink, or doing the same thing your competitors were...
4 min read
Why Brand Marketing Is Important
The word brand is often misused in marketing. The confusion is likely tied to the fact that most “brands” didn’t start out thinking of themselves as...
4 min read
How to Build a Go To Market Strategy
An effective go-to-market (GTM) strategy should be a subset of your overarching marketing plan. Your Go-To-Market strategy will cover some of the...
6 min read
Why PPC, SEO, and Content Strategy Must Work Together
It's common to see PPC, SEO, and Content Strategy as different projects. In fact, you most likely have different people running each internally or...