In the PESO model, Shared Media is the most underestimated pillar: It does not originate directly from companies, but rather from the behavior of their own target audience when content is shared, commented on, or disseminated. This is precisely where both the opportunity and the challenge of this category lie, because companies can initiate the […]
PR tools automate precisely the tasks that traditional public relations used to handle manually and time-consumingly: media monitoring, maintaining distribution lists, and analyzing media coverage. Those who work without software today often simply miss relevant mentions because no one can manually scan all channels around the clock. Smaller PR teams, in particular, gain valuable time […]
Sentiment analysis determines whether mentions of a brand, product, or topic online are positive, negative, or neutral. Instead of simply counting how often a brand is mentioned, this method also assesses the sentiment behind those mentions—a crucial distinction for any form of social listening. Without this context, mere mention counts are meaningless, because ten thousand […]
AVE stands for Advertising Value Equivalent and quantifies how much an unpaid media mention would have cost if it had been booked as a traditional ad. This metric originates from traditional public relations and is still used today to quantify the value of media coverage—despite significant professional criticism of the method. Especially when communicating with […]
B2B sales rarely result from spontaneous purchases, as they do in traditional e-commerce—decision-making processes are longer, multiple people are involved, and trust matters more than a single discount. Anyone looking to sell in the B2B environment therefore needs a different mix of channels than in traditional consumer marketing. The sales cycle can stretch out over […]
The end consumer is at the heart of modern marketing strategies. B2C marketing is not just about selling products, but about gaining a deep understanding of consumer behavior and the individual customer journey of each customer. Companies that truly understand their target audience and are aware of their needs, desires, and pain points are able […]
The right market positioning is the foundation of every successful business. It defines how a brand positions itself in the eyes of its target audience, thereby setting it apart from its competitors. A well-thought-out positioning strategy is not just a marketing tool, but a strategic decision that influences every aspect of the business—from product development […]
Choosing the right distribution channel is a critical factor in the success of any business. Whether you’re a startup or an established corporation, the decision regarding which distribution channels to use to deliver products and services to end customers directly impacts profitability, market reach, and customer satisfaction. In this article, we’ll show you how to […]
Over the past two decades, private-label brands have evolved from being merely low-cost products to becoming serious competitors for established manufacturer brands. What was once dismissed as a “no-name product” is now a strategic tool for the food retail industry that wins over millions of consumers. The importance of private labels in modern retail cannot […]
For online retailers, private labels in e-commerce are no longer optional—they’re a strategic necessity. Private-label and white-label products enable entrepreneurs to establish their own brands and thereby significantly increase their profit margins. Especially on platforms like Amazon FBA, building private labels has become a proven business model. In this article, we’ll outline the key strategies, […]
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average of the last 12 months. Survey after consultation – online, by telephone or on site.