In 2017, Paris Saint-Germain signed Brazilian football superstar Neymar for a record-breaking €222 million (about £197 million). It’s a lot more than the likes of Bristol City’s Bobby Reid, who they sold to Cardiff for £10 million. But if you compare the two on their scoring record alone (strikers, after all, are there to score goals), Reid looks like the better player, with 19 goals at Bristol City compared to Neymar’s 13 at Barcelona in the season before their respective moves.
Marketing: never has a word been so misunderstood. Ubiquitously used to describe everything from a leaflet through your door to multi-million dollar, multimedia campaigns (and everything in between), it's easy to see why marketing has become a term shrouded in misconception and myth. In this series of articles, we aim to dispel some of those myths and instead find the truth. Our first piece unpicked ‘Marketing is all about lead generation’ and the second looked at the myth that ‘Marketing is an expensive business 'cost'’. Find out how to make Marketing ROI work for your business in this step-by-step guide.
In 1910, two teams of explorers - one from England, one from Norway - raced across Antarctica in the the ill-fated Terra Nova Expedition; a competition to become the first to set foot on the South Pole. The Norwegian team, who spent a year planning their journey by surveying the inhospitable landscape in detail, won by more than a month. Led by Captain Robert Scott, the British team instead focused on raising cash for expensive scientific equipment and a gamut of transportation methods. Scott - along with all four of his British teammates - not only lost the race, but died on the gruelling journey home.
What do Jet Skis, Hoovers and Velcro have in common? They’re all brand names that have become shorthand for their respective categories. No-one asks for a personal watercraft, a vacuum cleaner or a hook and loop fastener. We all fall back to the brand name, and everyone understands. Owning a category as these brands do is a differentiation utopia that is tough to achieve. But differentiation shouldn’t be ignored: it can make or break a business. Getting it wrong can gradually eat away at your bottom line to the point that you’re only competing one way: price. The good news? Marketing can help.
B2B email marketing is pervasive: it can be very effective or just downright annoying. Whatever your views, it’s generally agreed that the forthcoming General Data Protection Regulations will affect it in some way. To what extent GDPR will impact email marketing in B2B businesses depends on what you read. Is it armageddon, or no big deal? The somewhat boring but correct answer is somewhere in between. However, there’s so much (mis)information out there, we’d like to clear away some of the confusion and get to the facts as we see them.