So long as the cash is available, or they are prepared to take the risk that the cash will become available, any marketer or businessperson can try and advertise their way to success. There are, however, also a myriad of smart tools that marketers can use to achieve commercial and social objectives without relying too […]

So long as the cash is available, or they are prepared to take the risk that the cash will become available, any marketer or businessperson can try and advertise their way to success. There are, however, also a myriad of smart tools that marketers can use to achieve commercial and social objectives without relying too heavily on advertising. At the very least, these smart tools can reduce the reliance on expensive advertising. To Drive sales – make decisions more concrete. It is most instructive to consider the extraordinary growth and success of Tesla. Founded in 2003, in June 2020, the business had a market capitalisation of US$185 billion. By market capitalisation, Tesla is in 2020, the second-biggest automotive company on earth – achieved in 7 years. The largest is Toyota – founded in 1936. Clearly, some of this market capitalisation is based on estimates of future car sales rather than current car sales,…