Business Insights

The ‘Seven Ps’ and the ‘Four Pillars' of marketing are useful models to understand the marketing department’s role and the key responsibilities of any marketing team.

  Our Regional Director for the North West, Julie Brook, shares some top tips on how to rebalance your marketing budget in times of crisis.

Should you outsource your business’ marketing or keep it in-house?  You might expect us to answer this question with an emphatic  ‘outsource your marketing to marketing experts’. But here’s where we might surprise you.  Marketing encompasses everything a business does to drive sales and promote its brand; from advertising to direct marketing to digital marketing, market research, PR, product development - even distribution methods.

Customer retention versus customer acquisition: It’s a battle for the ages.  We know that maintaining loyal customers can be easier and more profitable than finding new ones. However, many businesses still dedicate resources to acquisition.  It is crucial that one balance's their focus between customer acquisition and customer retention. Your r customers provide the most lifetime value, after all. So, while others work themselves to the bone trying to generate leads, you can come up with an effective retention process.

Two out of three business leaders who’ve signed up to our Return On Marketing Investment webinars aren’t measuring marketing ROI at all. We’re not saying this to call them out - far from it. They know ROI is important, they want to know how best to measure the results of their marketing efforts, but they weren’t sure how to make a start. Here’s how.