Few aspects of marketing generate more passion among marketers than advertising. Of all the marketing mix elements, advertising is the most visible part of a business strategy and is a high risk for both a business and the marketing director. When the risk pays off,...
Seán McNally, Eris Strategy’s General Manager, has recently featured a story on Medium. A cross-disciplinary digital magazine for industry thought leaders. In this article, Seán has used his knowledge and experience on what makes market segmentation strategies work...
Market segmentation is a technique used by marketers to separate a market into more manageable and insightful sub-markets. Used in product development and communication development, media strategy, and in both user and customer experience design and management, the...
Unless you are in a government-backed monopoly that has no customer-related performance requirements, then undertaking market research is important to your business. The market research process brings the insights a business needs about the outside world into the...
How can a technology business use their retail environment to drive customer engagement? By designing stores that understand how the store’s design shapes behaviour in the store and out-of-store engagement. Although telephone and online customer experience were...
