B2B creator and influencer marketing is paying or partnering with people who have their own audience of professionals to talk about your company, your product or the problem it solves. These creators ...
Automated bidding is when the ad platform sets your bid for each auction, using a model that predicts how likely that impression or click is to lead to the result you've chosen. AI-run campaigns go fu...
Competitor analysis is the study of the alternatives your target buyers are considering, so you can decide where to compete and how to win. In B2B, those alternatives include direct competitors, diffe...
Positioning is the place a business wants to hold in the minds of its target customers, compared with the competitors those customers are considering. The value proposition is the set of benefits the ...
IN BRIEF
Marketing strategy is the set of decisions about which customers a business will serve and how it will create more value for them than competitors do. A digital marketer moves into marketi
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The marketing mix is the set of decisions a business makes about its product, its price, where and how customers can buy (place), and how it communicates with them (promotion). These decisions are kno...
Use AI for the research behind a campaign brief, and make the decisions in it yourself. A campaign brief records decisions the business has already made and passes them to the people doing the work: t...
Digital marketing is the use of online channels, devices and data to reach buyers and persuade them to act. It covers search, social media, email, content, display and video advertising, and the websi...
Kotler and Armstrong define positioning as arranging for a product to occupy a clear, distinctive and desirable place, relative to competing products, in the minds of target consumers.
The place is i...
Market targeting is the decision about which segments a company will serve. Kotler and Armstrong define it as evaluating each market segment's attractiveness and selecting one or more segments to ente...
IN BRIEF
B2B market segmentation divides every buyer in a market into groups that want different things and buy in different ways, so each group can be served with a different product or different ma
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Marketing strategy is built on three decisions: segmentation, targeting and positioning, in that order. Segmentation is assessing the market you sell into and dividing it into groups of buyers with di...