When marketers want their campaigns to be seen by a wider audience, they opt for a generalist approach. Examples of this type of strategy include direct mail campaigns – to promote seasonal events like sales for instance – or billboard advertising. This type of ad targets such a wide audience that it can feel impersonal at times. Indeed, this […]

Young people don’t read print newspapers anymore. Perhaps a sad statement, but nonetheless true. Traditional media no longer know how to appeal to younger generations as they’ve found a different new way to stay informed on a daily basis: they rely on social media. On these platforms, people like Sophia Smith Galer and Gully Burrows explain

A mistake that’s often made when carrying out influencer marketing campaigns is to make it a separate strategy. But this is where you go wrong. This new marketing lever should be directly integrated in your annual marketing plan for optimal results! Annual marketing plans are an essential tool for companies. They guide their strategy throughout the year. It’s a

If we had to name one essential tool for a good marketing strategy, it would be strategic planning. Strategic plans are generally created throughout the year and allow teams to understand the strategic direction the company wants to take over the next few months. To do so, plans must specify in detail the way to achieve

Today, digitalisation remains a key objective for most companies. In recent years, they’ve had no choice but to take an active interest in their online presence. While not long ago, they weren’t very interested in the web, they’ve since had a change of heart. For the majority, the benefit of capitalising on the Internet, blogs and social