Why Your Buyer Persona Is Not Helping Your Marketing Convert
Most buyer personas describe who the buyer is without explaining how they decide. That is why the persona exists but the marketing built on it still does not convert. Here is what is missing.
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.
Emojis and Emoticons: A History of Digital Expression
A picture is worth a thousand words, they say. Emojis are a living testament to that. But where did these expressive little icons come from?
Colour Psychology: How Colour Affects People And Buying Decisions
Colours can influence and persuade your customers. What do your brand colours say about you?
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.
What SEO Actually Does – And Why Most Businesses Are Using It Wrong
SEO is not a traffic strategy. It is a relevance strategy. The businesses that get the most from organic search are the ones that understood this distinction before they started optimising.
Beyond B2B and B2C: Every Buying Decision Is Made by a Person
The B2B and B2C distinction tells you the category of the sale. It does not tell you anything about the person making the decision. Here is why that matters – and what changes when you market to the decision rather than the category.