What is marketing?

“The purpose of marketing is to know and understand the customer so well that your product or service sells itself.” - Peter Drucker

Is marketing about selling, or understanding?


Three ways of getting to know your market

When it comes to marketing, information is key.

No marketing strategy is complete without extensive prior (and ongoing) market research.


Marketing with Snapchat

For those of you that have teenagers, you will likely already be in tune with Snapchat.

For the rest of you, listen up. Snapchat, an app and platform with an average of over 200 million monthly users, has surpassed Facebook, Twitter, and Instagram in terms of capturing the attention of young users.


The impact of personalisation and the boutique model

One thing the privacy rows over Facebook’s targeted advertising algorithms taught us all was that marketing can no longer afford to be impersonal.

Literally – firms have invested thousands in so-called ‘big data’ in an attempt to find new ways to profile consumers and their reactions to different campaigns and products.


The importance of market research: part 1

Gathering data via market research is a highly recommended practice for any business.

Whether you’re a startup or a multinational corporation, understanding consumer behaviour, market trends, and your competitors, will enable you to establish or strengthen your business through fulfilling your niche.

Boutique open

The boutique marketing model

Many people associate marketing with what is presented in TV shows like Mad Men : big, internally competitive agencies focused on getting the biggest clients and profits.

Traditional forms of consultancy certainly have a place in the market – for all the scaremongering of the media, the categories of marketing such as print, broadcast and telemarketing that traditional firms work within are still wholly relevant.


A confident approach to a successful marketing strategy

One of the challenges of marketing in a recession is the need to promote your brand, but on a much reduced budget

Whether you are a start-up or a smaller niche player, you need to be noticed and taken seriously. A marketer without a decent budget can feel they’re operating with one hand tied behind their back but rather than trying to do it all it pays to focus.