A few years back, in the B2B space, there was a move from segment-based marketing to account-based marketing (ABM). There is now a move to persona-based marketing (PBM). This means that B2B marketers will spend more time than ever focused on the individual psychology of key buyers and decision-makers. …

Neuromarketing is the study of our brains’ reactions to targeted marketing and communication stimuli such as branding, content and advertising. Neuromarketing combines insights from neuroscience, behavioural economics, and social psychology. Types or modes of neuromarketing include visual, auditory, and kinetic. …

There are few businesses that haven’t begun to harness the dynamic capabilities of social media marketing. Research shows us that by using social media only 6 hours a week, 66% of marketers enjoy improved lead generation. An effectively executed social media campaign can improve search rankings, drive more website traffic…

Is hope a strategy? In 2001 Rick Page published a book called ‘Hope is not a Strategy’. On September 3, 2008, at the Republican National convention, former New York City Mayor Rudy Giuliani used the phrase in his convention speech, saying: “Because ‘change’ is not a destination, just as ‘hope’…

SOCIAL MEDIA COMPRISES INTERACTIVE TECHNOLOGIES THAT ALLOW THE CREATION OR SHARING/EXCHANGE OF INFORMATION, IDEAS, CAREER INTERESTS, AND OTHER FORMS OF EXPRESSION VIA VIRTUAL COMMUNITIES AND NETWORKS. WIKIPEDIA Millions of people use social media sites and platforms like LinkedIn, Facebook, Twitter, Instagram, YouTube, WeChat, and WhatsApp, every day. Social media has…

LEARNING BUSINESS LESSONS IS A JOURNEY — As an entrepreneur what business lessons can you, and do you, learn from your business endeavours? Do you become progressively better or are the lessons you learn period-bound and you have to keep learning new lessons? Over the last 25 years, I have created and managed seven start-ups in marketing…

Data comprises raw observations, there is little or no context and a dataset is really only a body of numbers and text that may or may not be significant. …

THE CONTEXT For the past few decades, we have viewed the world through the VUCA lens. Almost everyone knows the VUCA acronym, namely; Volatile, Uncertain, Complex, and Ambiguous. The world has since changed. It became more complex, and phenomena like COVID meant that VUCA no longer adequately described our environment. New thinking…

…IT ONLY ADAPTS — I have read, “Marketing is dead. It has been replaced by ‘growth hacking, data-driven marketing, customer relationship management, etc.’ ” I do not agree. The marketing process and workflow have not changed. Some argue that the role of marketing has changed. I do not agree. …