Marketing

Marketing

Eye tracking insights for effective copy

Eye tracking insights for effective copy

The ability to create effective marketing collateral can be greatly improved with the knowledge of how we scan and perceive typography and copy. Making the right choice of type face, use of colour and layout is a key step to success. In this post we again take a look at eye tracking research by Professor(…)

Eye tracking shapes marketing

Eye tracking shapes marketing

The art of effective online and offline communication has benefited greatly from eye tracking research. The study of how the human eye registers and perceives visual communications has delivered some fascinating insights, especially on how we automatically filter the information. Research by Professor Siegfried Vogele of the Institute for Direct Marketing in Munich revealed that(…)

Marketing in a downturn

Marketing in a downturn

Research shows that companies that continue to invest in marketing are far more likely to survive an economic downturn. Key to this success is the ability to maximise revenue from existing customers as well as the foresight to develop strategic partnerships to target new customers. All marketing activities need to be targeted, cost-effective and results(…)

The sales and marketing divide

The sales and marketing divide

The sales and marketing divide is often blamed for poor campaign performance and missed revenue targets. The inability of the two business functions to see eye to eye and work collaboratively can be a paralysing factor for any company. There are many external and internal factors that have an impact on a company’s culture and(…)

Top tips for planning and measuring marketing success

Top tips for planning and measuring marketing success

Sound planning is an important part of any marketing activity whether you are a small business or a large one. The adage “fail to plan – plan to fail” holds true for most situations. Good planning also removes most of the surprises when it comes to the execution phase of your campaign. When you have(…)

Unique selling proposition – USP

Unique selling proposition – USP

You’re USP Developing an effective Unique Selling Proposition (USP) is one of the key foundations of creating a competitive and successful business. Getting your USP right from the outset can make your marketing and sales activity a lot more effective. It also makes it easier for you to communicate a consistent message in a variety(…)