Marketing team problems – Why 7 people in the boardroom kill your best marketing ideas
Focus groups aren't useless. But they're dramatically misused - treated as decision-making tools when they're actually exploration tools, confused with representative samples when they're convenience samples, and elevated to research authority when they're structured conversations with strangers.
Posting frequency mistakes that are killing your social media engagement
The posting frequency obsession has created a content treadmill where brands exhaust themselves producing mediocre posts to hit arbitrary schedules. The result: audiences trained to ignore you, algorithms that deprioritise your content, and marketing teams burnt out from feeding machines rather than building relationships.
How much to spend on boosting posts on Facebook, Instagram, LinkedIn, TikTok
"Just boost it" has become the default advice for underperforming social content. The logic seems sound: organic reach has collapsed across platforms, paid amplification is accessible, and surely any investment beats zero visibility. But "just boost it" without a framework is how marketing budgets quietly haemorrhage into the void.
Reallocate TV advertising budget – 7 smarter marketing budget alternatives
Marketing analytics firm Big Chalk's 2024 cross-channel analysis found that linear TV delivered just 62 cents for every dollar invested - the lowest return among 11 measured media channels, where the weighted average stood at $2.07. That's not ROI. That's a 38% loss wearing the costume of brand awareness. The question isn't whether TV advertising has value - it's whether that value justifies its cost when measured against alternatives.
Post-publishing edits – Why that “quick fix” after publishing kills your social media engagement
Every major social platform has optimised its distribution algorithms around initial engagement signals. When you modify content after publication, you're not just fixing text - you're triggering a reassessment process that often resets the momentum you'd already built. That is an algorithmic penalty most marketers trigger without realising it. Understanding how each platform handles post-publication edits separates marketers who consistently reach their audiences from those who unknowingly sabotage their own content.
Why are emails going to spam
The line between email marketing and spam isn't philosophical - it's mathematical, legal, and increasingly enforced. Yet I watch companies cross it daily, convinced that volume compensates for strategy. It doesn't. It accelerates the destruction of your sender reputation, and once that's gone, your legitimate emails stop reaching anyone.
Affiliate to Ambassador – Transform Transactional Partners Into Strategic Assets
Partner marketing operates on two fundamentally different models. Affiliate marketing: you pay people commission when they drive sales through tracked links - simple, measurable, purely transactional. Brand ambassadors: you build ongoing relationships with people who genuinely advocate for your brand, compensated through product, recognition, and yes, money - but structured as partnerships rather than pay-per-click arrangements.
Influencer pricing guide – From free products to fair compensation
Smart brands in 2026 are building hybrid compensation models: base rate + performance bonuses + product. This structure aligns incentives and respects the creator's time while acknowledging that influencers genuinely enjoy testing products. Everyone wins when the mathematics work for both sides.
Gamification marketing – When points drive purpose and when they fail
Gamification works when it aligns with intrinsic human motivations - competence, autonomy, and relatedness. These aren't buzzwords; they're the foundational drivers identified in Self-Determination Theory, research that's been validated across cultures and contexts for decades.
Cross-brand collaborations – Difference between profitable cooperation and money-burning
The difference between collaborations that print money and those that burn it isn't luck or timing - it's strategic fit, audience overlap analysis, and understanding that one plus one only equals three when the mathematics of brand value actually align.
Reputation management – When brand monitoring becomes obsessive self-sabotage
Here's the paradox he can't see: the obsessive monitoring he believes protects his brand is actually damaging it. Every overreaction signals insecurity. Every defensive response amplifies criticism. Every hour spent hunting negative mentions is an hour not spent building things worth praising.
Personal brand strategy – Why you need an editor, not a megaphone
The megaphone approach to personal branding fails because it confuses visibility with authority. You can be seen without being respected. You can be present without being valuable. The executives who actually build influence aren't the ones posting most - they're the ones posting with intent, editing ruthlessly, and understanding that restraint is a positioning strategy.
