Jet skis, Hoovers and Velcro all have one thing in common. They’re all brand names that have become shorthand for their particular categories. No-one asks for a personal watercraft, a vacuum cleaner or a hook and loop fastener. We all fall back to the brand name, and everyone understands. Owning a category as these brands do is a differentiation paradise that is tough to achieve. But differentiation shouldn’t be ignored: it can make or break a business. Getting it wrong can gradually eat away at your bottom line to the point that you’re only competing one way: price. The good news? Marketing can help.
Organisations spend a lot of time and money trying to understand and measure their ROI. This is crucial to running any business. But what about marketing ROI? While marketing ROI is known to be important to most business owners, measuring it can be complicated. Marketing ROI is often confused with the performance of individual channels or tactics. It is important to know that they are two different things. In this blog we take you through: -Why Marketing ROI measurements can be misleading? -How to accurately measure ROI. -What to do with the findings.
Our marketing expert Robert Stead identifies some business behaviour themes and discusses what business leaders can do to make a positive out of a challenging situation.
Our East Midlands Regional Director, Rob Croxall, discusses why businesses should be revisiting their marketing channels and shares some insights into how best to make a switch.
Marketing Matters #13 - Case study: How ICA are helping businesses overcome the challenges of remote working
Pamela Blanchard from Communications Advisors ICA, discusses how they are helping companies overcome the technology challenges of working remotely.