Category Archives for Marketing

The Marketing Funnel Explained

The purpose of a marketing funnel (sometimes called a purchasing funnel) is to illustrate the hypothetical journey a customer takes in going from someone who knows nothing about a company to a customer of that company. Basically, a marketing funnel is designed to turn leads into customers. The idea is that the marketer shows their […]



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Jobs-to-be-Done Theory

When concepting and planning new products companies often begin by first examining their target customers. This is a good thing. However, when examining their customers, companies often start by segmenting them, for example, by age or address, and then targeting their new products suitably within these segments. This, according to Clay Christiansen, a professor of […]



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The Marketing Wheel

Does the following scenario sound familiar? You have a great product but nobody wants to buy it. This is a common phenomenon for many small businesses and start-ups. The Marketing Wheel can help your marketing get on track by assisting you to make marketing investment in the right area. There is no one fixed definition […]



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Types of Online Advertising

I’ve recently been investigating mobile advertising and have been amazed to discover so many different advertising options available to online advertisers. Here are just some of the different types I’ve encountered… Banner Ads These are squares or rectangles containing adverts on a website. They can earn a publisher money either on a pay-per-click (PPC) or […]



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