Here is a scenario that plays out repeatedly in higher education marketing. A prospective student sees your Instagram ad, clicks through to a beautifully designed landing page, and fills out an enquiry form. They receive a confirmation email. They then visit your main website and find an entirely different visual style, different messaging, and a […]
Something significant has shifted in how prospective students find universities. It’s not a slow evolution — it’s a rapid structural change, and many higher education marketing teams haven’t fully reckoned with what it means for their work. The change is this: AI-powered search tools — Google’s AI Overviews, ChatGPT, Perplexity, Microsoft Copilot, and others —
What Is AI-Powered Search Doing to University Marketing — And How Should HEIs Respond? Read More »
The age-old adage “if it ain’t broke, don’t fix it” has led countless small businesses and start-ups down a treacherous path of marketing mimicry. The logic seems sound: if every successful company is doing it, surely it works. However, this seemingly rational approach to marketing strategy often proves to be a costly mistake that leaves smaller enterprises perpetually playing catch-up in an increasingly crowded marketplace.
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Havas, a global advertising and communications group, has had its B Corp certification revoked for several of its agencies, including Havas London, Havas Lemz, Havas New York, and Havas Immerse. This decision follows a complaint by Clean Creatives over Havas’ continued relationship with fossil fuel giant Shell. B Corp certification, awarded by B Lab, signifies
Havas Agencies Lose B Corp Status Amid Controversy Read More »
Introduction In the frenetic dance of marketing, decisions pirouette across our screens, leaving us marketers with a dizzying array of choices. But beneath the spotlight lies a cognitive quirk—the action bias—that compels us to leap onto the stage, even when stillness might be the wiser move. Buckle up as we explore this phenomenon and its
Action Bias in Marketing: Why We Leap Before We Look Read More »
Over the last few years, the intersection of consumer behaviour and sustainable marketing has become increasingly significant. As we look ahead beyond 2024, understanding how consumer preferences are driving sustainable marketing strategies must become a critical skill for business leaders and marketing professionals. In this article, I will aim to explore the latest trends in
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The Impact of the Advertising Industry on Excess Carbon Emissions and Overconsumption Advertising is a powerful tool that influences consumer behaviour and drives economic growth. However, it also plays a significant role in contributing to carbon emissions and overconsumption. In this article, I will attempt to highlight the environmental impact of the advertising industry. I
The Impact of Advertising on Carbon Emissions: A Path to Sustainable Marketing Read More »
Understanding why consumers make certain choices is extremely important for marketers, especially in the growing field of sustainable/eco-friendly products. At its core, consumer behaviour is influenced by many psychological factors, including personal values, social influences, cognitive biases, and emotional responses. Personal Values and Beliefs Consumers often base their decisions on deeply held values and beliefs.
The Psychology of Consumer Behaviour Read More »
In the evolving world of digital marketing, the advent of the metaverse presents a transformative platform for brands to engage with consumers in immersive and innovative ways. Inspired by insights from Philip Kotler’s “Marketing 6.0,” I’ve decided to look at how businesses are beginning to explore this new frontier and how the different instances of
Metaverse Marketing: Integrating New Realities into Brand Strategies Read More »
In an era of increasing social and environmental awareness, consumers are seeking out brands that align with their values and demonstrate a commitment to sustainability and social responsibility. Mindful marketing, which integrates these principles into brand strategies, is emerging as a powerful approach to connecting with consumers on a deeper level. This article will explore
Mindful Marketing – Integrating Sustainability and Social Impact into Brand Strategies Read More »
