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What is market segmentation?

Watch an introductory video about market segmentation that shows you different segmentation types and what characteristics fit each type. If organisations have a broad customer base, what is the likelihood …

Tracking social media metrics

From ‘follower counts’ to ‘post-engagement percentages’, the world of social media metrics can be confusing. What should you be tracking? We’ll take you through the most basic metrics that every …

The modern marketing mix

During the late 1970s, marketers acknowledged that the marketing mix should be updated, which led to the creation of the Extended Marketing Mix in 1981 by Booms and Bitner. [1] …

Applying the 4 Ps to digital marketing

Next, let’s dive into the details of each P. Every marketer’s dream is to reach the right customer, at the right time, with the right message. But you’re not the …

The 4 Ps

A marketing mix is simply your marketing recipe. You pick and choose the ideal combination of marketing elements according to your strategy. Depending on your unique position and value proposition, …

Data-informed decision-making

You’ll collect a lot of data from your website. Interpreting it can be overwhelming. To understand the audience and strengthen your marketing strategy, let’s find out how to analyse this …

Defining an email marketing strategy

For many, email is just part of life. Every year, 102.6 trillion emails are sent, and more than half of email users check their inbox before they do anything else …

How to conduct market segmentation

As we unpack the process for conducting market segmentation, let’s use the example of a start-up called Gaming Heroes. This start-up has identified an opportunity for gaming accessories in the …

Five key ingredients for success

How you choose to approach a digital marketing plan will vary based on your business’ goals, but there are definitely a few things to bear in mind that will ensure …

Understanding search engines

Search engine optimisation (SEO) is the practice of increasing traffic to your site through non-paid search engine results pages (SERPs). This is also known as organic SEO. In the Digital …

Traditional versus digital marketing

Watch this short video from industry expert Harry Sanders on how marketing has evolved over the past few decades. Harry founded the search engine optimisation company StudioHawk in Melbourne when …

6 effective SEO tips

The goal is to ensure that your website ranks high on the search engine’s rankings and boosts your SEO strategies’ return on investment. So, what are the best SEO strategies? …