Articles & News...

Archive of: Articles & News

Brand consistency – how do you achieve it?

  Brand Consistency – are you there yet? Recently I have been reviewing the conversion of a piece of marketing collateral (brochure) from one brand into another. The goal with the new marketing collateral is brand consistency. Given that I am not doing the conversion myself, but rather providing constructive feedback, I am having to

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Search engine optimisation- 5 tips

5 tips for improving search engine optimisation Fresh content on website. Whether that is new images, amended text, social media feeds, new articles as web posts or new links (outbound or inbound), it really helps score points online, (for ranking on search engines), if content is dynamic. You are more likely to update your website

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Product lifecycle – marketing initiatives for every stage; Part 2…spreading the word

A while back I published part one of this topic, which gave a brief overview of the product (and service) lifecycle as well as discussed the introduction phase and the types of activities that can be used to get a new product off to a great start. I continue along this lifecycle, looking at the

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Enriching customer information – three ways

Have you thought about enriching customer information?  The more information you know about your customers, the more targeted you can be with your messages. For example, how much more impactful are emails from a pet store chain if they contain relevant information and offers relating to the owners particular type of pet? Is the pet

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Customer retention and activation checklist

I never cease to be amazed by the disproportionate amount of time and energy businesses spend on attracting new customers. Customer recruitment is no doubt important, particularly because churn is only natural as customer needs or circumstances change, however it is far easier to earn revenue from servicing existing customers well than via finding new

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What journey do your customers take?

Have you ever followed your customers’ footsteps from point A through to Z? Often topics for these articles spring to mind as a result of things I have been working on, as well as business articles I have read. In the case of this article, the topic relates to both. An article I read recently

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Payment apps, driverless cars…the Jetsons are upon us, wherever you sit on the adoption lifecycle!

The world of my favourite childhood cartoon, The Jetsons, doesn’t seem so far-fetched these days! It is a weird feeling when a prediction nearly 25 years ago comes true…the future is now reality with mobile payment apps! A word of warning for anyone reading this who is used to getting some tips or advice from

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Product lifecycle – marketing initiatives for every stage; Part 1

Anyone marketing products (and services) needs to be mindful of where theirs sits in the product lifecycle. A different approach to marketing is needed according to which stage a product is at along the curve towards decline. There are things that can be done to lengthen the time it takes to complete the full cycle,

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Marketing oversights – top 5

Here is a list of the 5 most common marketing oversights I witness in small businesses: Over-emphasis on recruiting new customers – tying up more time and budget than it should relative to existing customers Failing to execute marketing properly – giving lip service will not get the same results as ensuring a job is

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Maximising response rates

Oh no, no one’s coming to the party!…how to improve response rates Acting as a marketing contractor or consultant to my clients, I am usually not the only one involved in the implementation of marketing. Often there are administrators or other staff that are responsible for doing the day-to-day things involved in getting a campaign

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