Tag: a

Why you should be marketing to a segment of one

We like to say that marketing has changed for the digital age, but the reality is we’ve barely tinkered at the core, while placing incremental additions on the edges. Our industry is rooted firmly in the assumptions, the limitations and the processes of an era of…

What’s In A Digital Marketing Strategy?

Digital ad budgets are now a majority of total ad spend. Spend on marketing technologies keeps rising. More than half of marketers have a transformative initiative underway to make marketing more digital. We all know and see the digital shift. But I still get asked what exactly…

A New Approach To Marketing Strategy

The way marketing strategy is created is changing. So is the way it works, how it’s executed, and what’s expected. For insights on how the role of marketing strategy is evolving, I asked Brian Gregg, a senior partner in McKinsey’s San Francisco office, to share a few…

Temperance tours to inclusive packages: a history of Thomas Cook

Thomas Cook in 1850, with advertising posters dating from around 1910. Photograph: Getty Images/Alamy By today’s standards of all-inclusive resorts with free bars and infinity pools, the first Thomas Cook holiday, which whisked customers 12 miles by train from Leicester to a temperance meeting in Loughborough, sounds like…

13 Marketing Strategies That Work On A Shoestring Budget

For most small businesses, developing a marketing strategy comes with a lot of overhead. Almost every single bit of advice that “gurus” offer to businesses requires access to a significant marketing budget. However, successful marketing doesn’t always hinge on how much you spend on it. The…