All products that are introduced into the market go through a four-stage product life cycle (PLC). At each stage, there are different marketing tactics a business can activate to maximise the product’s reach and sales. The length of each stage varies from product to product, so making the most of marketing efforts can extend each […]

In pre-internet days, global marketing management and strategy was the concern of only the biggest names in the game – think huge, successful brands such as Coca-Coca, who operated worldwide and had employees in international markets. Skip ahead to the 2000s, and the internet has made it possible for companies to adopt a global outlook […]

All marketers understand the importance of reaching the right customers, with the right messages, at the right time. This means abandoning the one-size-fits-all marketing approach that may have worked for brands in days gone by and adopting something more bespoke and meaningful. Utilising every chance to reach, interact with, engage, and convert customers should be […]

Our digital age requires organisations to continually keep up with digital advances in order to remain relevant, dynamic, and competitive. Falling behind is, quite simply, not an option if profit, competitive advantage, goal attainment, and longevity is the aim. As such, it comes as no surprise that a report by Gartner indicates that 91% of […]

In increasingly crowded markets – characterised by rapid pace of change, fierce competition, and discerning consumers – a digital content marketing strategy that works harder is more of a need-to-have than a nice-to-have. For brands who don’t want to get left behind, avoiding a one-size-fits-all approach – and prioritising personalised content instead – can be […]