In my mind, there are two types of marketing strategies. Demand CapturePush marketing. Outbound. Short term.Focus on capturing people who are solution aware - the 1%.Run lead ads, to landing pages, with "free" downloads.Spend 80% on running the ads (media), and 20% on the actual ads (creative)
Software is made for its users (or at least it should be). And different users will have different use cases, workflows and approaches to how they use your software. It's up to you to decide how much flexibility the user will have. Do you define one simple usage pathway and
Let's say you're building a project management software. Your competitors can be grouped into "the solutions that fill the same buyer need you do in a similar way" (i.e. another project management software) Potential substitutes can be defined as "the solutions that fill the same buyer need you do,
Over the past few months, three advertisements have really stood out of me. They show a deep understanding of Aussies, and make you feel something. It might be a sense of pride, feeling patriotic, more connected to your fellow Australians - and maybe feeling closer to the brand, too. Of
(And what that means for digital marketing.) Today I was getting fuel at a busy petrol station. Filling time, I was scanning the surrounding roads for something of interest. A bus drives past, with an advertisement on the side. The purple colour catches me, the clever words intrigue me and
This is a non-exhaustive, unordered list of the people I truly admire, and why. Brendan LovelMy dad. Has not only been able to just manage 6 kids, being a husband, running businesses and being a good friend, but is really good at all of it, too. Massively humble and selfless.
I've just published what I'm calling my Learning Diary, which is a fairly exhaustive, regularly updated list of the courses, books and experiences I've been learning from. It's mainly a running memory for me, but treat it as a recommendations list. My hope is that it will also spark a
I've been thinking a lot about career lately. Particularly, how we come up with options for ourselves. This job, that vertical, this industry, that location. So many options; billions of possibilities. How do we narrow it down? Career Experiments is a term I heard on a great podcast recently. I
Continuing my attempts at listing things down, this is a small collection of some of the blog posts that I keep coming back to from across the web. Paul Graham writes on How to Think for YourselfI'm a big advocate of curiosity, and this piece makes you consider what 'thinking'
I'm a big fan of great websites. I've spent a lot of time building websites, and when I come across other sites that do a great job of what they set out to do, it's inspiring. At least for me, a bad website might mean I go somewhere else -