Ignore anyone who tells you to forget about targeting
Targeting is the start of strategy yet many marketers are being told they no longer need ...
B2B brand building – using the 95:5 rule
How Dawes’ 95:5 rule affects B2B marketing (and non-marketing stakeholders) A few years ...
Even sophisticated mass marketers need targeting
Targeting is one of the biggest challenges most marketers now face. Not despite the ...
Boots’ brand refresh shows big brands need targeting as well as mass marketing
Boots is trying to reach almost all UK consumers with its new ads, but is pairing them ...
Targeting or mass marketing? The answer is both
The only way to achieve sustainable short- and long-term growth is to balance targeted ...
