From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

The STP Model or Segmentation, Targeting, & Positioning is a key component for any firms marketing strategy. Here we give you a brief introduction into what market segmentation is. Filmed on the Outer ...

AI can sharpen targeting and boost efficiency, but some marketers warn it may limit reach and weaken brand connection.

For years, marketers have collected data about traveler behavior to better understand what they want and tailor experiences accordingly. However, as the path to purchase became more complex, travel ...

Consumers don’t trust how companies use their information. The 2019 marketing playbook feels ancient, and marketing leaders ...

To learn more about our editorial approach, explore The Direct Message methodology. In the age of hyper-personalization, location-based marketing should be a no-brainer. After all, we carry ...

It’s important to deliver your business’s message to the right audience. The STP marketing model is helpful in this case. Segmentation, targeting, and positioning are what STP stands for. It’s a ...

Learn how to connect platform ROAS, CRM data, incrementality testing, and marginal ROAS in a continuous marketing measurement cycle.

Even in large organisations, head of marketing is often not a board position. In small companies, marketing is frequently not even part of the initial business plan because the emphasis is on sales ...