Strategic Marketing Articles

Minimum Viable Marketing Machine. A content marketing framework to help you touch every level of awareness on the buyer journey....

A quick marketing audit gives you a sense of consistency, and what is effective. It helps you see the strengths and weaknesses in...

All good strategies apply strengths to maximise opportunities. Before we start preparing a marketing plan, we need to take an overview and look...

The marketing strategy outlines how a business will achieve its goals. The marketing plan is one step in this strategic process....

A Client Persona is a fictional representation of the demographics, psychographics, attitudes, challenges and needs of a customer...

Marketing has evolved over the decades. The power has shifted from the company to the consumer. In order to be successful, we need to adopt a customer-oriented or market-oriented approach.
You’ve plotted your vision on the map, you know your engine pretty well or at least you know what type it is, and you’ve got a comfortable position to steer yourself right into the heartland of that target market.
There are a lot of components that make a brand. In order to make a powerful and durable brand, you have to put in the work. It's not only design work, because a brand is not a logo.
Gorgeous country villages like Marysvillein Victoria have always appealed to holidaymakers.
Australian businesses need to be mindful of more than the marketing mix overseas. Culture is either the great impediment or facilitator. Here are some very basic tips of how to begin considering the cultural aspect.

Looking at only financial metrics can lead to myopic and dysfunctional decision making. The Balanced Score Card focuses on four important facets for...

With the all spanners that the Internet and electronic tools and methodologies have thrown into the business landscape, what has happened to the four Ps of  marketing? They used to refer to Product, Price, Place and Promotion. Are these redundant now?
 “Companies and governments must innovate in services to survive in the global economy and provide better quality of life to their citizens.” Bitner & Brown, The Service Imperative.
A few years ago, we gave our clients a five minute warning order when Google released its Panda algorithms. If you weren't socially networked, you needed to get your shoes on. Now the time has come. If you consider yourself an expert or opinion leader, you need to move on social networking. Now!
The world's economy has changed over the millennium. It began as Agricultural, became Industrial, now a knowledge revolution has seen it become the age of the Services (or tertiary) sector.
Many activities go into creating, producing, selling and delivering a service or a product. Operational efficiency is about doing it faster or more cheaply.
Jack be nimble, Jack be quick. The world is changing so fast now, and is moving at an exponentially faster rate each day. This affects needs, wants, products, services and strategy.
IKEA differed radically from other furniture businesses at the time of its conception. It makes for a good strategic case study today.   IKEA's founder, Ingvar Kamprad, died in January 2018, aged 91.   After starting from the humble Swedish beginnings, his entrepreneurial flare led to a multibillion-dollar global empire.  
To have a market orientation (MO) means to have an organisational culture in which business activities are oriented towards providing customers with superior value. In other words, it's about the buyer, not the seller or the product.