Paid Media is any communications media “space” that you have to buy from a media owner. Typically this would include TV, outdoor, press and magazines, cinema, radio and third party DM and email lists. It also includes all paid digital activity, whether that paid display, search or social media. It excludes things like SEO which … Read More
Month: June 2018
30 low cost ways to increase web site traffic
Not everyone has a large advertising budget so here are 30 free or low cost ways to increase your web site traffic: Make sure your site is fully indexed on Google and has no broken links Set up a Google Analytics account so you can see what’s working best If your site is built on … Read More
How to calculate return on marketing investment (ROMI)
The basic formula for calculating return on marketing investment (ROMI) is: [[sales-costs]/marketing costs] Where: Sales is the revenue generated from marketing activity recorded as sales to customers Costs are the costs of generating those sales (cost of goods sold or COGS) and the costs of marketing. Some notes: How carefully you define sales and costs … Read More
How is brand advertising different to direct response advertising?
Brand advertising techniques are very different to direct response advertising techniques. Even when you are running an integrated multi-channel campaign it is important to understand the key differences between the two approaches so that you can orchestrate your overall campaign plan and budget to deliver maximum ROI. To illustrate some of the key differences here … Read More
How to write a better Marketing Plan
Your marketing plan is an important document, it will help convince others that your business is viable, it will show that you have a plan to grow your business and it will give you a framework in which to build your business. Writing a better marketing plan Most people can write a basic marketing plan. … Read More
What is the marketing mix in 2018?
Introduction This article outlines the case for considering Permission as the 8th P in the marketing mix. It is slightly lighthearted as I wouldn’t presume myself worthy of adding the 8th P, but the recent rise in big data analytics and the resulting changes in data regulation (GDPR) mean that there may be a case … Read More
A simple definition of marketing
A quick thought for those who want a simple definition of marketing. There are a number of definitions of marketing. Here are a few of the better ones: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. … Read More