by Andi Michlo | May 11, 2020 | Account Based Marketing, Audience Personas, B2B Marketing, Client Experience Mapping (CX), Content Marketing, CRM, Customer Acquisition Strategy, Customer Experience Mapping, Customer Retention Strategy, Purchase Journey Mapping
Traditional project, campaign and brief-based marketing work needs to change – particularly in the B2B world, and even more so in a world during and post-Covid19, where the decision-makers are constantly bombarded with a deluge of messaging, plenty of which...
by Andi Michlo | Mar 22, 2019 | Audience Personas, Brand, Client Experience Mapping (CX)
This article is about the psychology of making decisions and how marketers continually try to ‘nudge’ our decisions when it comes to what we buy. Imagine this decision making scenario: You’re running late for a meeting. So, you edge the speedometer...
by Andi Michlo | Jan 14, 2019 | Audience Personas, Brand, Client Experience Mapping (CX)
This article originally appeared on Business Live. Warren Moss speaks to The Redzone team. It’s the age of post-modern marketing, when creativity and storytelling are combined with modern technology and a focus on human behaviour. At a time when it’s a race to catch...
by Andi Michlo | Dec 12, 2018 | Audience Personas, Brand, Client Experience Mapping (CX)
Words by Claire Denham-Dyson, head anthropologist As an organisation, how do you manage the effects of a hyper-productive team? How do you mediate hard work with creative play? The traditional model of brainstorming and networking within the confines of a room, and...
by Andi Michlo | Nov 30, 2018 | Audience Personas, Client Experience Mapping (CX), Strategy
Words by Claire Denham-Dyson, head anthropologist The reason, in my opinion, is that marketing is largely based on psychology anyway. Historically, academia and marketing have remained distinctly separate domains. But over time, marketing as a commercial discipline...
by Andi Michlo | Nov 29, 2018 | Audience Personas, Brand Strategy, Creative
Words by Warren Moss CEO and founder of Demographica One thing missing from the brand strategy process in many companies today is diversity of talent. Not just diversity in race and gender but also diversity in experience, background, vocation and even age. A simple...
