Marketing shouldn’t mean throwing the kitchen sink against the wall to see what sticks. An effective marketing strategy is based on intensive research into your audience and existing marketing efforts ...

In a general sense, analytics is the feedback received as a result of your actions. It is thanks to feedback that a person can make rational conclusions about their behavior. In business, everything ...

If you work in a digital marketing agency, the following scenario will likely be familiar: You get a call from a stressed-out client and hear their voice shaking on the other end of the line, their ...

Some marketers believe the purpose of marketing expense-to-sales ratios is to align marketing spend with industry norms. The belief may stem from the fact that marketing spend as a percentage of sales ...

Sentiment analysis is showing great benefits for businesses deploying it. So why do so many continue to ignore this tool? Sentiment analysis is the kind of tool a marketer dreams about. By gauging the ...

The terms "environmental analysis" and "marketing environment" sometimes confuse business owners because of the different meanings of the word "environment" in everyday use. Understanding how these ...

When you're facing a lot of competition, one way to understand your situation is to segment the market—because a properly segmented market will give you a better view of the competitive landscape. It ...