All Posts By digimon

It is as true in marketing and communication as it is in life – doing a small number of things very well generates better results than doing a number of things less than well. Research consistently demonstrates that focusing available resources produces better results than spraying them and the less the resources the more important focus. it ...

There is a direct but inverse relationship between the extent to which a business is effectively differentiated and the required investment in marketing and communication. The more clearly and appropriately a business is differentiated the lower can be the required investment in marketing and communication. By 'appropriately differentiated' I mean differentiated in a way that is relevant ...

An independent marketing audit was once seen as an invaluable tool for keeping marketing costs down. What ever happened to the marketing audit, asking questions like: - Are your advertising and digital strategies adding real value? - Are your strategies delivering the value you think they are? - Are you maximising the return on investment in marketing? Annual financial audits ...

Classical marketing texts define marketing as a process of identifying and satisfying needs and wants. I would argue that this is still the best definition in that it delivers the results more cost effectively than any other. To further enhance cost efficiency it is increasingly evident that psychographic factors are more important than demographic factors. an ...

Most businesses focus on products. The best businesses focus on markets. It is easier to focus on products, but it is also less cost-effective. It is harder to focus on markets, but in the medium term it will lead to much better profitability with much lower marketing costs. it will always be more effective to understand a ...