Posts by Dan Wilkins

  1. ‘Targeting Everybody’ – The Dull & Wrong Way To Market.

    Several years ago, I was asked to establish a ‘digital marketing strategy’ for an event that was just under six weeks from starting. The words’ digital, marketing and strategy’ used together should have frightened me...

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  2. Brand & The Importance Of What You Do

    It’s essential that we not just have a market-orientated approach, solid research, informed STP and an excellent strategy. In addition, you need to establish your organisational values. For example, legacy is what you stand for....

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  3. Marketing Myopia – A Bumpy and Ultimately Faulty Journey.

    Marketing Myopia is “a nearsighted focus on selling products and services, rather than seeing the “big picture” of what consumers really want.” Focusing more on immediate sales than on marketing and knowing about the consumers’...

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