In the next of our deep dive series, we’re going to dig into targets. Targets (also called Objectives) give vital focus to your campaign. In my book, ‘Marketing Strategy’, I identify four key reasons why it’s important to nail down your targets: Targets provide a sense of purpose and direction for your whole campaign. Targets […]

Last time, I took you through the basics of situational analysis, and introduced you to frameworks for analysing your micro-environment: SWOT and SWOTELL. Now, it’s time to get into the macro factors. Here, I’ll show you how the PESTLE framework can help you to understand your campaign’s wider environment. Then, I’ll dive into competitor and […]

Part 1 – SWOT & SWOTELL If you’ve been following my blog or my book, you’ll know that I have a great acronym to help with strategy-building: STRATEGY. S – Scenario T – Targets R – Reach A – Awareness T – Tactics E – Execution G – Generate Y – Yield The first step, […]

Today, I’m delighted to share an interview with Steve Kemish, CEO of Intermedia Global (IMG). Steve is an experienced and talented marketer, who’s won numerous awards in his career.  Just recently his work has won six times at the B2B Marketing Awards and twice at the Database Marketing Awards. He’s also got wins under his […]