Campaign planning

Having worked out what it is you want, it might be a good idea to analyse what you need to put a successful marketing campaign into action. The SWOT analysis is literally decades old, but the start of a campaign is a good point to run one. In case you’ve never been on a corporate training course for middle managers, SWOT stands for Strengths, Weaknesses, Opportunities, Threats. Look har...
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Here’s the old way of marketing things: buy up space on printed paper, somewhere in size between a business card and an advertising hoarding, cross your fingers and hope people see it. The more you spend, the more chance of success you have, but there’s still a large random element over whether it lands in front of the right person. Of course, you can send direct mail and phone people at wor...
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This post talks about the things that are different when you’re planning your digital marketing, compared with the traditional type of marketing. Start by thinking about the specifics of selling your products digitally. First, think about your customer’s journey, from the moment they first get the idea of buying your product to the point where they submit that five-star review. Answer the...
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