Strategy and Operations

What is a ‘low code’ platform? And why do marketers need them?

It was back in 2014 when the term ‘low code’ was first used to describe the nascent development platforms which enabled the rapid build of applications and websites by reducing the need for hand coding. Fast forward to 2018 and the low code market has expanded massively with a wide range of services providing differing …

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Planning for 2019? Four options for next year’s marketing strategy

It’s that time of year again. Christmas decorations are already up at selected retailers and thoughts are turning toward 2019. So, what are the plans for next year? Besides dieting, exercising and keeping in touch with the family more often, marketers also need to start thinking about how they will allocate their budget in 2019. …

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Can marketers ‘prove’ ROI? It depends on who’s asking

Possibly one of the most frequently, and most frustrating, demands of marketers these days is to ‘prove’ return on investment (ROI). But, is it even possible to do so? The too-quick answer to this question goes something like this: “Of course. We know how much we spend on marketing and can measure the effects it …

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Music marketing: Six iconic album launches filled with marketing lessons

There are a lot of lessons marketers can learn from the music industry, and in particular, how artists release their projects. Before streaming became the force that it is today, some album releases used to be more like moments in history than just another Friday album drop (sighs). From surprise releases, to experiential events, there …

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