The Branded Video Series as a B2B Awareness Engine
Why publishing your own expertise beats advertising for a specialist B2B audience, and the integrated machinery that has to sit behind it. Chapters 8 and 9.
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Insights
Marketing analysis, case studies and strategy from the Marketing Wins authors.
International Marketing Strategy: Global Reach, Local Wins
How global brands hold one strategy across many markets: goals, measurement, glocal execution and creativity, tied to Marketing Wins chapters 3 and 9.
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A Brief History of the Internet (Part 2): The Rise of Search
When the dot-com dust settled, Google won by doing one thing better than anyone else. Part 2 of our internet history traces the rise of search, the invention of AdWords and the strategic power of focus.
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A Brief History of the Internet (Part 1)
From an Amstrad CPC in the 1980s to Silicon Valley at the height of the Dot-Com frenzy, Part 1 traces how the internet grew up. The lesson: innovation requires public readiness, and timing decides who survives the correction.
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A Brief History of the Internet (Part 4): The iPhone Era
The 2007 iPhone launch was an adjacency masterstroke: nothing in it was new except the imagination that connected it. The final part of our internet history series draws out four innovation lessons for marketers.
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TikTok Edits: How Fan Edits Became Brand Advertising
Influence on TikTok has moved from who posts the content to who edits it. How Lionsgate, Doritos, Ryanair and Duolingo turned fan-edit culture into advertising, and why the tactic still needs a strategy behind it.
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Wendy's Social Media Strategy: Real-Time Cultural Agility
Wendy's tore up the sanitised PR playbook and let its social team roast rivals in real time. The result: 1.6 million new followers and a 49.7% rise in net income in a single year.
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The Evolution of Sponsored Content: Why Short-Form Wins the Attention Economy
Sponsorship has moved from the two-minute ad read to the half-second hook. How the short-form economy works, and where the ethical line sits.
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Spotify Wrapped: The Skill of Packaging Data as Social Currency
Every December, Spotify turns millions of listeners into a global, unpaid marketing department. The psychology and strategy behind Wrapped, and what it teaches about retention.
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The Power of Clip Farming: How the Hub-and-Spoke Model Drives Scalable Reach
One long-form recording becomes dozens of short-form clips. How the hub-and-spoke model, and the fans who clip for you, make reach scalable.
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The ALS Ice Bucket Challenge: A Viral Marketing Masterclass
How the ALS Ice Bucket Challenge turned frictionless participation, 24-hour urgency and public peer tagging into 17 million videos and $100 million for charity. We break down the awareness marketing lessons your brand can borrow.
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TikTok Shop: Features, Psychology and Business Success
TikTok Shop turned scrolling into shopping: a $15.8 billion discovery ecommerce engine built on algorithmic exposure, live streams and impulse psychology. Here is how it works, and what businesses can learn from it.
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