Customer Data Platforms Explained: Profiles, Audiences and Activation
A customer buys from your online shop, returns an item in store and later contacts support. If those records stay...
Strategy
Creating a Consistent Brand Identity: Logos, Typography and Customer Experience
A brand identity needs to work on a shop sign, a phone screen and an invoice, often with different space...
Dynamic Pricing Strategies: Adjusting Prices Based on Demand and Data
A hotel with empty rooms tomorrow faces a different pricing decision from one almost fully booked during a major event....
Neighborhood Targeting: How to Plan and Measure a Local Marketing Campaign
Neighborhood targeting means focusing marketing on a small local area. For a shop, this might be the streets within walking...
Marketing Psychology: How Emotions and Biases Influence Buying Decisions
A customer comparing two prices sees a different offer from a customer viewing the same price beside a higher reference...
How to Use Storytelling in Blogs, Social Posts and Video
A customer story needs a decision and an outcome. Describing how a shop owner chose an ordering system tells readers...
User-Generated Content (UGC) Marketing: Turn Customers into Brand Advocates
Before buying a jacket a shopper wants to see how the fabric hangs on someone with a similar build. A...
URL Shorteners Compared: YOURLS, TinyURL, Bitly and Rebrandly
A free URL shortener and free URL-shortening software involve different commitments. TinyURL, Bitly and Rebrandly offer hosted services with free...
Programmatic Advertising Explained: Platforms, Buying Methods and Measurement
Programmatic advertising uses software to buy and sell digital advertising inventory. Some purchases happen through auctions for individual impressions. Others...
Leadership Skills for Successful Marketing Managers
A campaign is due to launch tomorrow. Sales wants a different offer, the designer is waiting for approval and the...
