Marketing Insight

Market evaluation insight

Answering the following questions to define a target market and evaluate how they behave.

• What’s the best way to define a target market?

  Defining a unique way to define a target market based on the core marketing requirements.

• How is Artificial Intelligence impacting consumer trust?

  Evaluating Artificial Intelligence’s emergence and impact on trust.

• How are current economic conditions affecting consumer behaviour?

  Evaluating how changes in four universal metrics affect current consumer behaviour.

• How has marketing evolved?

  Explaining how marketing has changed through time as a result of societal evolution.

• How does behavioural economics influence consumer behaviour?

  Exploring the impact of economics, behavioural economics and marketing on societal behaviour.

• How can behavioural economics be valuable to marketers?

  Investigating how behavioural economics can be used to evaluate target markets.

• What are the main behavioural economics concepts?

  Defining a range of behavioural economics concepts and their uses in marketing.

• How can marketers use behavioural science?

  Applying behavioural science to improve marketing strategy and define a target audience.

• What is behavioural modelling?

  Explaining behavioural modelling and its value in predicting consumer behaviour.

Marketing strategy insight

Answering the following questions to build a brand, set a marketing budget and select marketing channels.

• What are the key differences between B2B and B2C marketing?

  Examining multiple aspects of marketing and how they differ between B2B and B2C businesses.

• Understanding stealth marketing in marketing strategy

  Evaluating the benefits and uses of stealth marketing within an integrated marketing strategy.

• How does budget size affect marketing strategy?

  Drawing comparisons between businesses with budgets up to £1 billion.

• What are the keys to creating an outperforming brand?

  Investigating brand alpha—the excess return on an investment beyond what is expected.

• What is the role of a CMO or Head of Marketing?

  Explaining how the roles differ in being responsible for a business’ marketing output.

• What are the main challenges CMOs face?

  Explaining the main challenges CMOs face when working with senior stakeholders.

• How have CMO priorities changed over the past two decades?

  Examining key turning points over the past two decades and their impact on today’s market conditions.

• How can CEOs and CMOs work together more closely?

  Building on the shared interests of CEOs and CMOs to increase their quality of their collaboration.

• What is the role of a Head of Growth?

  Defining the differences between a Head of Growth and a typical growth hacker or growth manager.

• Can brand value be intrinsic?

  Discussing how marketers can measure and enhance the long-term value of a brand.

• What are the key strategic marketing concepts?

  Discussing the value of well-known concepts in marketing strategy.

• How does growth strategy differ from marketing strategy?

  Investigating whether a process can develop a growth strategy as different from a marketing strategy.

• What do startups have to prioritise to grow?

  Establishing the unique circumstances that entrepreneurs face in the early stage of growth.

Marketing activation insight

Answering the following questions to build a marketing team and activate in each marketing channel.

• How can marketers deliver the most creative work?

  Explaining how innovation sits at the heart of creativity as illustrated by the most successful brands.

• How to overcome industry differences when briefing agencies?

  Discover how to customise marketing briefs for various industries, enhancing campaign strategies with our versatile, sector-specific briefing guide and template.

• What separates good and great marketing campaigns?

  Investigating whether a process can be created to improve campaign performance.

• What are the main marketing metrics?

  Exploring the key marketing metrics and how C-suite executives can use them.

• What value does AI have in implementing creative strategy?

  Delving into the nuances of integrating AI technologies into marketing’s creative processes.

• How can marketers master AI prompt engineering?

  Investigating how marketers can harness prompt engineering to achieve better value from AI.

• What are the principles for creating effecting social content?

  Uncovering principles that marketers can use to deliver effective social media content.

• Can brand impact be consistent across multiple channels?

  Evaluating the key aspects required to develop a consistent brand impact across multiple channels.

• How can brand awareness be measured?

  Explaining the value of brand awareness for marketers and the various methods for measuring it.

• What’s the history of marketing analysis?

  Explaining how marketing analysis has evolved, covering digital and data analysis techniques.

• What are the different ways marketing can be analysed?

  Separating tactical analysis from strategic analysis and the available methods of data collection.