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Read now:65% of marketers fail to meet basic knowledge benchmark, reveals Ipsos study
In a landmark study from Ipsos, trained marketers outshine their self-taught counterparts in every category
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Read now:“How to build better agency partnerships” – according to experts on both sides
From CMOs to agency consultants, marketing leaders on both sides of the fence share their view on getting the best out of client-agency partnerships
What a gap in marketing skills actually costs your business
A marketing capability gap becomes commercially significant when it weakens the quality, ...
Are you comfortable defining DBAs? Most marketers aren’t
Distinctive Brand Assets are the building blocks for a branding strategy that establishes ...
Segmentation: how to divide a market in a way that actually helps
Segmentation is one of the most misunderstood parts of marketing strategy. Too often, it ...
The hardest part of market research is not collecting data. It is analysing it properly
Market research gives marketers one of their most valuable assets: evidence. But evidence ...
The team knowledge gap: 4 out of 10 marketers can’t define STP or brand positioning
Building a well-defined and valuable segmentation is the starting point for building a ...
Brand positioning: earning relevance and difference
Positioning is one of the most misunderstood concepts in marketing. Done well, it creates ...
Omnichannel marketing: strategy before systems
Most omnichannel projects start with a platform decision. A new CRM, a customer data ...
Brand strategy framework: how strong brands plan for growth
Brand strategy is not a creative exercise. It's a commercial one, and the distinction ...
Market research: improving decisions by reducing risk
Most research projects start with a kick-off meeting. Someone books a room, opens a blank ...
