Making the right marketing channel decisions

Reading Time: 1 minute   Q&A feature for Insider South West, June 2019   Successful marketing happens when you send the right message to the right people at the right time. Delivering that message via the right marketing communications channel is also critical.  What actually is a marketing communications channel? A marketing communications channel, sometimes called a media channel,… Read more

Why you should always put strategy before tactics

Reading Time: 1 minute   Q&A feature for Insider South West, May 2019   What is the difference between strategy and tactics? These two terms are misused and confused in many different ways. Strategy is the top-level decision-making and planning that will ensure all day-to-day activities contribute to business goals. Tactics are the practical things you do each day… Read more

How to write a great marketing plan

Reading Time: 1 minute Writing a marketing plan is often overlooked because it seems a simple task. I spoke to Molly Raycraft at B2B Marketing about why it requires more than a half-hearted effort. When it comes to planning, Luan Wise is somewhat of an anomaly – in that she actually enjoys it. “It’s my favourite part of marketing… Read more

How can setting goals support the development of your marketing strategy?

Reading Time: 1 minute Q&A feature for Insider South West What’s the first thing I should be thinking about when it comes to marketing strategy? First and foremost, you need to understand your corporate goals. Everyone within a business needs to understand the big picture. Lewis Carroll wrote, “If you don’t know where you’re going, any road will get… Read more

Are marketing planning tools from the 1960s and 70s still relevant in the digital age?

Reading Time: 1 minute There’s no doubt that we’re now living in a digital age, however when predictions are made at the beginning of each year, I always hope the one about ‘digital’ being dropped will come true and we can go back to just using ‘marketing’. If we look at the Chartered Institute of Marketing’s definition (created in… Read more