SEO vs PPC “It’s choice – not chance – that determines your destiny.” Jean Nidetch As the co-founder of Weight Watchers, Jean Nidetch was pursuing a different kind of “lean and agile” to the modern startup. But her words ring true, especially for business leaders with more options to boost growth than ever before. Choice […]

Realistic vs Unrealistic Goals in Business Goals are essential to measure the return on investment for resources and activities, and to track the progress of a startup’s journey to world domination. But why is this such a tricky task? When it comes to goal-setting, you’re faced with a somewhat daunting binary. On the one side […]

Target market and target audience are commonly-used terms which both refer to population segmentation as a tool for focusing advertising and marketing activities. Whilst they are often seen as interchangeable, there is a subtle difference between the two terms that is more noticeable in practice than in theory. It’s important to know the difference between […]

Marketing funnels and customer journeys are both indispensable frameworks that provide actionable insight into where and how to focus your energy for the greatest marketing ROI. But strategies should never be implemented without a key understanding of context. Let me begin by clearing up the main confusion about marketing funnels and customer journeys: No, they […]

Organic Social Media: Has Paid Social Taken Over? The digital marketing landscape evolves quickly. Trends come and go, with marketers and advertisers close on the heels of consumer behaviour patterns. Social media is one such arena. We all know the potential for connecting with an engaged audience via social media. Its value to top-of-funnel marketing […]

Typical Mistakes When Building Customer Journeys First and foremost, it’s important to note that the challenges with customer journeys typically boil down to one simple issue: ultimately you’re not getting (or keeping) enough customers. There could be many small mistakes made along the way which contribute to this outcome. Without knowing the intricate details of […]

Our planet is open 24 hours a day, and this means your business must also be. People want an answer to their question before it even pops into their head. Smartphones contain the secrets of the universe, but we still crave interactive education. The result? Live chat is becoming more of a necessity, and conversational […]

Introducing Dark Social Media Dark social is the viral activity that takes place behind the closed doors of our online social habits. The term was coined by senior Atlantic editor, Alexis C. Madrigal, to describe sharing behaviours that fall outside of the scope of our traditional methods for measurement. While this may sound ominous, it […]

Live Chat Tools for Maximising Conversions These days, we all know that personalised and immediate customer service is an asset. Whether you sell goods or services online, the principles of commerce force us to create a user experience that efficient and congenial enough to compete in a busy environment. Enter live chat. This is individualised […]

North Star Metric: How to Find and Use Yours For centuries, the North Star has been a formidable navigational force in the chaos of the night sky – a singular light to guide curious travellers towards their destinations. A consistent trope in mythology and literature, Silicon Valley has now borrowed this powerful astronomical element to […]

Marketing Funnel Friction: What Could be Causing it? “A gem cannot be polished without friction, nor a man perfected without trials.” – Lucius Annaeus Seneca In the context of marketing funnels, friction is a bad thing. On the other hand, you’re unlikely to build the perfectly smooth marketing funnel from the word go. With this […]

Competitive Research: How to Spy on Competitors Competition is good for business. It is indicative of an industry’s power and potential. From the local greengrocer to the multinational corporate, every successful business will be challenged by competitive forces in a capitalist society. As such, competitive analysis is a must-do. The precise mechanics of competitive analysis […]