From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, over the course of my biweekly ...

Firms tend to go through a whole process in order to decide how best to divide up and conquer their market. The STP Process or Segmentation, Targeting, and Positioning process is how firms ...

For startups and established businesses, understanding the importance of segmentation is essential for the granular analysis of consumer demographics, behaviors, needs, and preferences. These insights ...

Yasmin Walter of KMD Books is a multi-award-winning entrepreneur, international bestselling author and modern publisher based in Australia. In today's rapidly evolving business landscape, the quest ...

When you’re constructing a retail marketing strategy, it can be helpful to use a popular marketing mix known as the four P’s ...

Hypertargeting enables incredible precision and personalization in advertising, leading to enhanced engagement and improved return on investment. Assessing goals, audience data, product service and ...

From its humble beginnings in print to the advent of broadcast media and the subsequent digital upheaval, the advertising industry has continually adapted to technological advancements. However, ...