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A festive cheer for difference and collaboration

by Damien Edmonds Today Australians are more culturally diverse and educated than ever before. Last year statistics showed that forty nine percent of Australians had either been born overseas or had a parent born overseas and that over past decade...

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What is content marketing and why should I consider it?

By Marcia Mattushek The ‘content marketing’ buzzword has been around since the mid-90s, but content marketing itself – telling a story that provides customers with something of value, to encourage engagement with your organisation – has been around for a very long...

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How do you communicate your brand positioning?

By Sophy Edmonds. Effective brand communications employ both creativity and strategy to build and maintain the strong perceptions that attract your target audience and grow your business. Essentially, consistent, integrated brand communications set your organisation...

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How to position your brand for success

By Sophy Edmonds. Your brand positioning denotes your company’s value. While your products and services have a lifecycle, your brand does not. So much more than a logo, a strong brand is the ongoing image or idea that makes you recognisable, memorable, unique and...

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Ignore customer segmentation at your peril

By Damien Edmonds. If I could suggest one aspect of marketing to focus on in 2017, it would be customer segmentation - put simply, to understand exactly who your customer is. Marketing expert Jim Stengel used to spend his spare time visiting and observing customer...

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