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target market expansion

Planning a data-driven target market expansion

If you’re like most marketers, you spend much of your time focused on expanding your brand’s market share in the target markets where you already have significant traction. But if you want to drive above-average business growth in 2016, you need to begin thinking about expanding to new markets, as well. Target market expansion is […]

marketing expansion

Expanding your area of service? Read this first.

In addition to the challenges that come with expanding into a new target market, marketers also face challenges when their organization expands services into new geographic regions, domestically or internationally. As a marketer, are you prepared to broaden your horizons to effectively serve these new audiences? If your organization is considering expanding its services, take […]

marketing practices

Broadening marketing’s scope

The best marketers don’t fit their work into clearly defined boundaries. They constantly push the limits of marketing practices and challenge widely held understandings of what marketing can and should accomplish. This month, we’re taking a look at marketing’s “new horizons.” These are the boundaries of marketing ready to be pushed and the areas we […]

rework marketing budget

How to rework your marketing budget for 2016

Has your marketing department discussed your budget for the new year yet? To keep your 2016 strategy on track, it’s essential to structure your budget smartly and align it to the right tactics. Trends in marketing spend Since 2011, digital marketing spend has ballooned, with the largest slices of the pie made up of search […]

mistakes in 2016 strategy

Three mistakes to avoid in developing your 2016 strategy

Many marketers will begin work on their 2016 plans this month. Are you one of them? As you develop your 2016 marketing strategy, it’s critical to remember that we no longer live in a world of marketing “rules and tools.” Today’s successful marketers are instead guided by the new marketing value chain, which aims to […]


2015’s top marketing changes part 1: Mobilegeddon

In our next three posts, we’ll be discussing 2015 marketing changes that affect all brands. Today we’re taking a look at Google’s April SEO restructuring plan (lovingly called mobilegeddon), in which they moved to give priority to mobile-friendly websites in search. This revamp of traditional SEO practices had marketers scrambling to make sure their websites […]

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