2013 articles with this tag
Marketing and communication work for health campaigns, clinics and public health organizations. Where most projects go wrong The usual mistakes: Outdated health...
Tests that switch marketing on or off in matched geographic areas to measure real impact. Why does it matter? Platform-reported conversions overstate contributi...
The document that tells creative teams what a campaign must achieve, for whom and within what constraints. At a glance Audience briefs should describe real peop...
A managed program of customers willing to act as references, speak at events or appear in case studies. What is at stake Reference customers close deals, but th...
Material produced for sales teams to use in conversations, such as one-pagers, decks and objection guides. The key figures Usage most sales content is never use...
Calculators, checkers and generators published free to attract prospective customers. Where most projects go wrong The usual mistakes: Tools that require an ema...
Buying placements in independent newsletters that reach a target audience. Why does it matter? Niche newsletters can outperform broad advertising, but measureme...
Paying to distribute content such as articles, videos and research to a wider audience. At a glance Disclosure paid placements must be identifiable as advertisi...
Running paid ads through a creator's own account with their permission, sometimes called partnership ads. What is at stake Ads from a creator's handle carry the...
Advertising inside retailer and marketplace platforms, shown to shoppers who are already buying. The key figures Closed measurement retailers report their own r...
Campaigns that drive mobile app installs and in-app actions. Where most projects go wrong The usual mistakes: Judging campaigns on install counts Ads that overs...
Estimating how many people visited a physical location after seeing an ad. Why does it matter? Many online campaigns drive offline visits, and without measureme...
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