The top 6 of the metrics that matter Part 3 of the “Marketing as a Profit Center” Series In the first two articles of our series, we established that marketing must move beyond vague goals like “brand awareness” or “engagement.” To become a true profit center,...
For too many businesses, marketing remains an expense item—a necessary cost of doing business – not a strategic driver of profit. But what if marketing wasn’t just an expense? What if, instead, it operated as a profit center—accountable for delivering measurable,...
3 Tips to turn a head-on contest with fin-techs to your advantage An announcement from SoLo Funds, a fin-tech company that operates a digital peer-to-peer lending service, could serve as both a warning and an opportunity for traditional banking institutions. SoLo...
If end-of-year sales results against the 2024 marketing budget were lackluster, it may be time to shift thinking on budget planning. For decades, a rule-of-thumb for setting marketing budgets has reliably been a simplistic percentage-of-previous-sales formula. We’re...
The following is the final article in a 3-part series called “Attention Shoppers… The Competitive Strategy Approach to Addressing the Elephant in the Room of the Retail Crisis: The Customer Experience” One of the greatest retail debates of the last decade is over the...
The following is the second article in a 3-part series called “Attention Shoppers… The Competitive Strategy Approach to Addressing the Elephant in the Room of the Retail Crisis: The Customer Experience” While Black Friday 2023 may not have been a “bah humbug,” it was...
