Marketing
In a sense marketing is an optimization process. One that’s responsible for bringing about the highest possible outcome out of a marketing mix.
It’s not our sole job to merely grab people’s attention. Look around. We’re living in the the attention economy, where it’s everyone’s job to grab people’s attention! We’re literally outsourcing comms to
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If you’re working with start-up budgets and you’re not buying media, the glossy “big campaign” really has nowhere to live but your homepage and social, ditch the shoot in Portugal and instead focus on capturing social first content that’s curated. Give your channels a point of view and a repeated format - make the style instantly recognisable -... See more
holly chapman • part I: discovery-led brand growth
art direction as a DBA
If you can’t outspend, out-care.
holly chapman • part I: discovery-led brand growth
Michael Scott could’ve said this line
Focus on discovery
When you can’t be everywhere, optimise for discovery — you want to be the brand people talk about in the group chat, bring up at dinner or the one friends say is doing interesting things. Oversaturated and everywhere feels tired and a bit desperate. Small, thoughtful and considered feels fresh and cool. People share brands that... See more
When you can’t be everywhere, optimise for discovery — you want to be the brand people talk about in the group chat, bring up at dinner or the one friends say is doing interesting things. Oversaturated and everywhere feels tired and a bit desperate. Small, thoughtful and considered feels fresh and cool. People share brands that... See more
holly chapman • part I: discovery-led brand growth
Talk-ability
Marketing is NOT about whether Suzy buys the right thing next Tuesday. Marketing is about moving the central mass of the market in commercially advantageous ways to your brand within the brand's existing financial constraints.
Paul Venuto • feed updates
what marketing comms is all about
10 lessons on how to track your brand with Share of Search
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