Everyone starts as a digital marketer in the same place.

They don’t know anything about marketing, other than it’s a thing that companies do to get people to buy products.

As new marketers, we don’t realize:

→ How much time, effort, and resources get put into offers, products, and services. 

→ The number of research hours that have led to proven copywriting formulas.

→ That a marketer’s day-to-day revolves around lots (and lots) of spreadsheets.

We come into this field curious—with our eyes on unicorn status. If we can become unicorn marketers, not only will we create financial security for ourselves and our family, but we’ll be able to take any product (or idea) and turn it into a well-known name in its niche.

Digital marketers all pass through 6 development stages, from the curious cat to the untouchable unicorn. 

Where are you in your digital marketing journey?

Stage 1:

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How do you make your marketing message something that people will remember? You have to make it sticky. In their book, “Made to Stick, Why Some Idea Survive and Others Die,” brothers Chip and Dan Heath define a sticky idea as one that is understood, remembered, and creates some kind of change in a person’s opinion, behavior, or values. They studied the panorama of what makes ideas sticky by examining urban legends, ad campaigns, and even proverbs.

What they discovered was that making an idea stick is not about being charismatic, having lots of resources behind you, or even being a creative genius. What they identified were six traits that make ideas sticky.

These traits are listed below:

  • Simple
  • Unexpected
  • Concrete
  • Credible
  • Emotional
  • Story

To help you remember each trait, the first letters of the six elements are the first 6 letters … Read more

Clarks began with a sheepskin slipper in 1825, but Clarks is moving out of its comfort zone in a battle for survival under new Chinese leadership. 

The British footwear institution, founded by Quaker brothers Cyrus and James Clark, shifted from comfort to fashion after the desert boot inspired by James’ great grandson Nathan Clark’s time in Burma in the 1940s became the footwear of choice for the Beatles, Oasis and generations of reggae artists.

The Clarks founding family were forced to cede control to Chinese Olympian Li Ning and private equity group LionRock after slumping into the red and struggling to refinance debts after years of malaise.

Li Ning, the billionaire former gymnast who now heads a sports footwear colossus with sales of 14.4bn RMB (£1.7bn), teamed up with LionRock shortly before it pumped £100m into Clarks to take a 51% controlling stake.

The Chinese investors want to follow the Read more

Alvin Toffler said, “The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn.” At Salesforce.org, we believe that every student should be given the support and access they need to get the jobs they want, but they should also be empowered to become lifelong learners, develop new skills over time, and achieve their life purpose.

One of the key findings of the second edition of the Connected Student Report, was that student career pathways are top of mind. Students are increasingly looking toward higher education institutions to prepare them for careers, yet 31% of students report not getting good value from their institution, citing a lack of job and career prospects as a top reason. In addition, 57% of students say their institution does a fair or worse job of preparing them for job … Read more

The stock markets fell last week after a new variant of the Covid virus was announced. It seemed a bit like history was repeating itself in miniature from back in March 2020 when the pandemic started and markets crashed. But as an investor, I was watching to see if there were any stocks to buy that are now better value.

Here are two that I think are dirt-cheap buys for my portfolio for 2022 and beyond.

The first stock to buy

The first company I’m looking at is ITV (LSE: ITV). It’s a member of the prestigious FTSE 100 index with a market value of £4.4bn as I write.

I’m sure most will know ITV given that it takes up the prime channel three spot on UK TV. It generates the majority of its revenue from advertising and subscriptions in its Broadcast division. But the company also produces its … Read more