Why Increasing Your Marketing Budget Is Not Fixing Your Growth
If your marketing budget keeps going out and the results are not following, the problem is almost never the size of the budget. It is the sequence of how it is being spent. Here is what to change.
The Marketing Mix: Why Getting the Sequence Wrong Costs You
The 7Ps framework is useful. The order most businesses apply it in is not. Here is why starting with promotion instead of product and positioning is the most common and expensive marketing mix mistake.
What Should a Marketing Plan Include?
A marketing plan can have every section and still fund the wrong work. What a marketing plan should include, and the test each section has to pass.
Why Most Marketing Plans Fail Before Execution Begins
The marketing plan is not the problem. The unexamined assumptions it was built on are. Here is what makes a marketing plan
fail before a single campaign runs – and what to check first.
Why Marketing for Hospitality Businesses Starts Before the Campaign
Hotels, restaurants, and hospitality businesses spend heavily on campaigns and platforms. The results are inconsistent
because the work that should come before the campaign almost never happens.
Organic vs Paid Marketing: How to Decide Before You Commit Budget
The organic vs paid debate is the wrong question. The right question is what the marketing is trying to do – and whether the budget is being committed before that has been confirmed.
The Marketing Mistakes Most Entrepreneurs Make Are Not Marketing Problems
Most marketing mistakes entrepreneurs make trace back to one upstream problem – not a bad campaign. Here is what it is and how to stop building on it.
The Line Between Personalisation and Surveillance in Marketing
Personalised marketing converts when it serves the buyer. It unsettles when it reveals how much was known without permission. Here is where the line sits – and how to stay on the right side of it.