Category: Resources

Digital marketing is a rapidly growing field that requires a well-defined strategy in order to succeed. With the plethora of options and tools available, it can be overwhelming for marketers to determine the best approach to achieving their goals. That’s where the RACE planning framework comes in. RACE stands for Reach, Act, Convert, and Engage, […]

The See-Think-Do-Care framework is a digital marketing model that is used to create and optimize a digital marketing strategy. It helps businesses understand their customers’ needs, preferences, and behaviors, and create a plan that resonates with their target audience at every stage of the customer journey. The See-Think-Do-Care framework has four stages: See: The first […]

The content lifecycle funnel is a framework that combines the traditional sales funnel with the content lifecycle. It is a way to visualize the journey that a potential customer takes from initial awareness of a product or service to a final purchase decision. The content lifecycle funnel typically includes the following stages: Awareness: The awareness […]

Voice search optimization (VSO) is the process of optimizing your website content and overall online presence to appear in voice search results. With the increasing use of voice assistants and smart speakers, it has become important for businesses to ensure their content is optimized for voice search. Here’s an example of how voice search optimization […]

Email Marketing can play a vital role within your overall marketing strategy. At its core, Email Marketing allows you to target different segments of your audience on a 1-to-1 basis, with carefully tailored and personalized messaging. Let’s discuss some Email Marketing tools that will ensure your strategy becomes a huge success – In-House vs Outsourcing […]

Email Marketing can play a vital role within your overall marketing strategy. At its core, Email Marketing allows you to target different segments of your audience on a 1-to-1 basis, with carefully tailored and personalized messaging. Until more ephemeral media, such as Social newsfeed where content is only visible for short periods, Emails exist in […]

In 2011, venture capital investor Marc Andreessen published his famous article “Why Software Is Eating the World”. He boldly predicted that software will become an essential part of our daily lives. Over 10 years later, his predication became reality. Nowadays, software companies such as Google or Microsoft, are some of the most profitable and valuable companies in the […]

Amazon, eBay, Airbnb, or Uber are just a few of many companies operating as an online marketplace. Customers love them for their abundance of choice and shopping convenience. What you may not know is that these examples (as well as many other marketplaces) have become some of the biggest and most valuable companies in the world. […]

What do Dropbox, Spotify, YouTube, and Fortnite all have in common? They are what people refer to as a freemium model. Definition The freemium business model is a product or service, which can be used free of charge. If a customer wants to use additional features, he or she needs to pay for it (i.e. premium). Freemium […]

Let’s face it: it’s 2022 and almost anybody we know is subscribed to some sort of service. Whether it is Netflix or Spotify, subscriptions have taken over the way we consume products. This article covers the ins and outs of subscription based business models, ranging from pros and cons to various examples and how to […]

What Is Advertising? Advertising is more like a form of marketing communication, it’s one of the crucial elements of the organization’s marketing strategy. Businesses across the globe use advertising to spread the word about their services and products through several channels. What’s more, today’s fast-paced tech world has changed the landscape of advertising, with broadcast and […]

The Shell Directional Policy Matrix is another refinement of the Boston Matrix. Along the horizontal axis are prospects for sector profitability, and along the vertical axis is a company’s competitive capability. As with the GE Business Screen, the location of a Strategic Business Unit (SBU) in any cell of the matrix implies different strategic decisions. […]

Stage-Gate® is a value-creating business process and risk model designed to quickly and profitably transform an organization’s best new ideas into winning new products. When embraced by organizations, it creates a culture of product innovation excellence – product leadership, accountability, high-performance teams, customer and market focus, robust solutions, alignment, discipline, speed and quality. The Stage-Gate […]

Product innovation is defined as the development of new products, changes in the design of established products, or the use of new materials or components in the manufacture of established products. Numerous examples of product innovation include introducing new products, enhanced quality, and improving its overall performance. Product innovation, alongside cost-cutting innovation and process innovation, […]

Brand Reinforcement majorly focuses on maintaining Brand Equity by keeping the brand alive among both the existing and new customers. This can be done by consistently conveying the meaning of the brand in terms of: What are the products under the brand? What are its core benefits and how it satisfies the demand? How is […]

Brand Resonance refers to the relationship that a consumer has with the product and how well he can relate to it. The brand resonance begins with: Brand Identification: The first and foremost step, is to ensure the brand identification with the customers, i.e. creates awareness about the product and establish an association in the minds […]

A brand audit is a detailed analysis that shows how your brand is currently performing compared to its stated goals and then look at the wider landscape to check how that performance positions you in the market. The methodology will therefore differ depending on industries and individual companies. Regardless of the exact criteria, you choose […]

Brand Revitalization meaning –  It is the marketing strategy adopted when the product reaches the maturity stage of product life cycle, and profits have fallen drastically. It is an attempt to bring the product back in the market and secure the sources of equity i.e. customers. Despite a good reinforcement strategy, a product has to […]

The ADL matrix by Arthur D. Little is a portfolio management matrix which helps managers discern their SBUs strategic position depending upon 2 dimensions- • SBU’s life cycle and • Competitive position Each of these dimensions can be further split up into the following categories to better analyze a firm and accordingly determine the future […]